Brand Launch – XMC helped bring together three iconic Canadian financial service brands – London Life, Great West Life, and Canada Life – under the single umbrella of Canada Life. Resulted in phenomenal brand value growth of US$7.8 billion, cementing the brand at #6, up from #57. Core elements: strategy, live experiences, digitial activations, remote, online experiences across five cities, customer and employee engagement.
Strategy and Asset Valuation – XMC worked collaboratively with Mount. Sinai Hospital to develop a new approach to sponsorship sales and revenue generation. We performed a deep market assessment, stakeholder interviews, asset assessment and mined industry best practices. At project conclusion, XMC delivered critical recommendations for advanced revenue generation, skill development, resourcing and how to build position Sinai as a leader in strategic philanthropy and sponsorship management. Core elements: strategy, research, insights, valuations, consulting and stakeholder management.
Community Investment Strategy – As a family nurturing families, Sobeys’ is committed to giving back to communities, its customers and the organizations that serve those at risk. In collaboration with the Community Investment team, XMC was tasked with helping to shape a new strategic direction, increase accessibility and deliver greater measurable impact (SROI). Over six months leading into the COVID-19 pandemic, XMC analysed existing programs, partnerships, methodologies and available resources. The output from that process helped shape a long-term vision that we’re building towards and a series of key recommendations have already been implemented, including the adoption of a new digital platform. We proudly continue to support Sobeys (and its banners) as they transform – a first step is providing funding and emergency food access to local organizations in this time of need. Core elements: strategy, consulting, community investment, digital engagement, financial dashboard, AI and strategic philanthropy.
Sponsorship Marketing – XMC was challenged with building Audi’s golf strategy and negotiating a long-term partnership with Golf Canada. Activation teams continue to drive progressive live and digital customer engagement, test drives and lead generation opportunities. Core elements: strategy, negotiation, contracting and force majeure navigation, activation, booth build, digital experiences, digital contesting, VIP hosting, staffing and sampling.
Technology – National Tour; 67 experiential live and digital activation days across eight provinces, with two custom designed trailers, a selfie station, gaming zone, product displays, digital contesting and brand ambassadors. More than 3.8+MM impressions. Core elements: strategy, staffing, production, digital experiences, contesting, lead generation and analytics.
Live and Digital Experiential Marketing™ – XMC Created Mackenzie Base Camp, a national and digital tour that connected skiers and riders across the country and drove critical brand awareness.
Set in a customized steel container, two interactive digital touch-screens allowed alpine enthusiasts to view instructional content from Olympians and Mackenzie ambassadors. Knowledgeable brand ambassadors and a digital ecosystem offered advisors and consumers the chance to win a ‘Mackenzie Ultimate Ski Trip’ and a $5,000 RESP. Core elements: strategy, sponsorship, marketing, design and build, digital activation, remove online-experiences, contesting, branded content integration and national brand ambassador staffing solutions.
Sponsorship Marketing – XMC partnered with TekSavvy to maximize the value of their partnership with the Toronto Wolfpack Rugby Club. Focused on elevating brand awareness and generating new business leads, XMC created a turnkey onsite activation and supported digital engagement. Brand ambassadors communicated key messaging, gathered CASTL-enabled consumer data, distributed unique co-branded giveaways and gave lucky fans a chance to upgrade to an all-inclusive, field side experience. With over 4,500 interactions with Wolfpack fans, our team achieved over 1,500 opted-in data captures. Core elements: strategy, production, staffing, digital contesting, lead generation and analytics.
Launch and Pop Up Experiences – Across multiple Canadian markets, XMC supported the launch of Uniqlo’s mobile commerce application and drove new user acquisition. Leveraging street level and digital activations and interactive pop-up experiences, XMC merged digital and physical environments to create unique experiences. The program inspired more than 27,000 new application registrants. Core elements: strategy, design and build, digital experiences, remote experiences, influencer engagement, staffing, event management and sampling.
Product Launch – XMC created an exclusive Northside event for 1,000+ key stakeholders to launch the Leafs by Snoop line. The event included product education and a live concert from Snoop Dogg. Core elements: strategy, design build, event production, talent management, regulatory management and digital experiences.
Event Production – XMC created a bespoke series of fashion events for TWN. FORECAST 3.0 was the third annual event that engaged key B2B media clients and encouraged sell-through in a measurable way. Core elements: strategy, design collaboration, vendor integration, venue selection, branded content, digital engagement and staffing solutions.
We know the Sponsorship and Experiential Marketing™ business. The foundation of our business was built from practical, hands on experience over the last two+ decades. Our team has nurtured XMC’s culture—from the people we seek to attract and fiercely retain, to the sponsorship, Experiential Marketing™ and field marketing methodology and processes we’ve trademarked and employ. We’re goal oriented problem solvers, creative, forward thinkers—entrepreneurial, small and nimble... Simply put, we bring media worthy and digitally-engaging sponsorship and experiential programs to life!
Sponsorship asset reviews and valuations, strategic sponsorship plan development and high profile, target-right partnership acquisitions and contract negotiations (including navigation of force majeure clauses).
Experience is Everything. From world-class Experiential Marketing™, digital engagement and field marketing strategies to national activations, remote experiences, and staff recruitment and training, we bring your brand promise to the people.
XMC's proprietary planning and analytic platforms ensure we are objectives focused and measure success throughout the Sponsorship and Physical and Digital Experiential Marketing™ journey.
From concept to completion, XMC develops and implements powerful live and digital brand experiences that enable brands to connect with consumers, face to face and through remote, online experiences. XMC structures client events that exceed established metrics such as brand awareness, database growth, retail sales lift and product trials to name a few.
Our engagement process is methodical and follows the seven steps above to achieve client success.
Our sponsorship and experiential currency is music, sports, arts, fashion, entertainment, film, lifestyle, culture and cause. We successfully produce and manage hundreds of live and digital events each year to engage consumers, business partners and employees through impactful shared experiences.
Quantifying results and evaluation is critical to any successful marketing program. Scorecard by XMC was created to calculate tangible and intangible Benefits, ROI and/or Social Return on Investment (SROI). Over the past five years, we have valuated more than $250,000,000 of sponsored assets.
Great field marketing and Experiential Marketing™ programs require solid planning and talented staff. XMC is well positioned to be able to staff, train and deploy national and hyper local programs through XMC's Staffing Solutions division. With rigorous training and established COVID-19 Staffing Protocols in place, along with our proprietary staffing platform, XMC is able to provide best-in-class service with industry leading missed shift and zero sales days ratios.
XMC has been a driving force in sponsorship asset reviews and valuations, preparing strategic sponsorship plans and the development of a portfolio of high profile and revenue generating partnerships for a diverse range of blue chip properties and clients including airports, hospitals, entertainment venues, festivals, events, teams and leagues.
Blended physical and digital #experientialmarketing is one of the macro-trends (along with #ecommerce, #wfh, #videocalling, #streaming etc.) that has been supercharged by the #covid-induced new normal. The new consumer journey… Read more »
One week ago JUNO Week events wrapped with the main event – the 2017 JUNO Awards – at the Canadian Tire Centre. Concurrently, the 2017 edition of CSFX went down… Read more »
As technology continues to advance in both consumer lifestyles and everyday business, the flow of information moves at a faster pace. How we cut through the clutter, decipher the information and make… Read more »
So, what do tax returns, Canadian long weekends and cannabis have in common? They can each make you feel pretty awesome… well, that and XMC of course! XMC is very… Read more »
