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Experiential Events Handbook


Hello & Welcome.


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The new era of experiential marketing has produced spectacular success stories, and unexpected insights. Fans have a much higher level of trust when they have interacted meaningfully with your brand; this Program Guide will offer you opportunities for call-to-action and meaningful engagement. We offer tools that overcome challenges by focusing on seven areas of strategic opportunity. 1. Brand Recall: well above the accepted marketing curve 2. Measurable Sales: drive traffic with quantifiable results 3. Fan Engagement: a highly memorable ‘bucket list’ experience

6. Exclusivity (if applicable): as sole sponsor, you are afforded rare one-on-one time with hundreds of thousands of consumers 7. Social media: add tens of thousands of fans Our expertise in experiential marketing and social media provides your brand with a living, breathing fan experience that will benefit from hundreds of thousands of positive impressions, engage consumers, and drive sales. We capitalize on every form of media for maximum ROI. We look forward to working with you.

Sincerely,

4. Fan Database: build a list of loyal followers for an ongoing relationship 5. Brand Evangelists: your brand is tied to an experience that will spread through family and friends

Laurence Metrick President


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Contents Services & Tools 4 Event Results 5 Social Media Statistics 5 The Shootout: Hockey 6 Shootout: College Event (Males 19-24) 8 Shootout: College Campus Tour (Males 19-24) 10 Ace An Ace: Tennis 12 E-Soccer Training Centre 14 Your ‘Brand’ Hot Air Balloon Tour 16 Making It: An Internet Television Series 18


Services & Tools 1.

Web design

2. Online contesting 3. Online registration 4. Online winner selection 5. Video and editing services 6. Social media: creative, posting, media buy 7. Design and production of event signage 8. Event planning and coordination 9. Digital video for LED signage 10. Collateral materials design and production 11. Creative and production for TV and radio spots • In-house TV studio for infinity green screen • In-house TV studio for High Definition video • In-house voice-over and sound editing studio

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Event Results

Social Media Statistics

• 245,000 hits to the website

THE OBJECTIVE: 60,000 fans in 6 months

• 195,170,786 social impressions

THE STRATEGY: Social media: Facebook

• 98,000 click throughs

THE RESULTS: 90,483 fans in six months

• 11,000 Facebook fans

Impressions: June 2011 – February 2012: 333,099,207

• 14,000+ paid entries avgerage $8.00 • Lifelong bragging rights for 2,400 attendees • Top-of-mind among 3,000,000 fans in the category • National brand presence at minimal cost

Social Impressions: June 2011 – February 2012: 285,227,229 Clicks: 168,312 THE SPEND: Media: $59,998 Creative: $24,000 STRATEGY: $12,000 TOTAL: $95,998 COST PER FAN: $1.06 PER FAN

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The Shootout: Hockey Introduction

Branding the event

Your ‘Brand’ Shootout offers hundreds of contest winners a dream shot — two shots in fact — from centre ice in an NHL arena, against a former professional goaltender. The shooters then scrimmage with the celebrity goalies followed by autographs and photo opportunities.

• A dedicated website features your brand throughout

Celebrity goalie legends Curtis Joseph, Grant Fuhr, Hall of Famer Billy Smith, Greg Millen, Jocelyn Thibault and Olympic Gold Medalist Sami Jo Small have participated.

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• Your brand is front and centre on goalie sweaters, pucks, board ads, venue signs, and digital scoreboard • Your brand is featured in e-newsletters sent to all participants before and after the event • As title sponsor, your brand has exclusive association with the event in all viral buzz and external publicity


Program #1 — Cost: Under $200k INCLUDES:

Website Design

Photoshoot

Programming for Entry and Data Capture

Event Planning and Coordination

Poster/Entry Ballot Design

Digital Signage at Venue

Collateral Materials and Signage

Event Video Recap

Legal Fees

Video of Participants on Ice

Goalie Fees and Negotiations

Photo/Uploads to Facebook

Insurance

Commemorative Pucks for Winners

NHL Rink Ice Rental

NOT INCLUDED: Media, Printing

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Shootout: College Event (Males 19-24) The Event

WHAT’S COOL:

400 players from a university or college win a spot to take two breakaways against former NHL goalies, then scrimmage.

Lifelong bragging rights for 2,400 winners and attendees

Top-of-mind amongst 1,000,000 hockey fans in the category Men 19-24

National brand presence at minimal cost

COST: Under $100k per university THE OBJECTIVE: Customer acquisition and engagement THE STRATEGY: Experiential Event THE TARGET: University students-male dominant THE PLACE: Universities and Colleges

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INCLUDES:

Concept Legal and License Fees Goalie Fees and Negotiations Insurance Rink Ice Rental Website Design and Programming for Entry and Data Capture Poster, Entry Ballot, Collateral Materials and Signage Print Collateral Materials Event Planning and Coordination Video of Participants on Ice Signage for the Day of the Event Event Video Recap Commemorative Pucks for Winners Event Day Schedule Printout to Participants Jerseys for On-Ice Staff NOT INCLUDED: Media, printing, transportation

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Shootout: College Campus Tour (Males 19-24) The Event

WHAT’S COOL:

10 Universities across the Country. 11,000 players from 10 universities win a spot to take two breakaways against former NHL goalies, then scrimmage.

Lifelong bragging rights for 24,000 winners and attendees

Top-of-mind amongst 1,000,000 hockey fans in the category Men 19-24

COST: Under $1 million

National brand presence at minimal cost

THE OBJECTIVE: Customer acquisition and engagement THE STRATEGY: Experiential Event THE TARGET: University students-male dominant THE PLACE: Canadian Universities and Colleges

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INCLUDES:

Concept Legal and License Fees Goalie Fees and Negotiations Insurance Rink Ice Rental Website Design and Programming for Entry and Data Capture Poster, Entry Ballot, Collateral Material and Signage Print Collateral Materials Event Planning and Coordination Video of Participants on Ice Signage for the Day of the Event Event Video Recap Commemorative Pucks for Winners Event Day Schedule Printout to Participants Jerseys for On-Ice Staff NOT INCLUDED: Media, printing, transportation

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Ace An Ace: Tennis The Concept

Branding the Event

ACE an ACE offers hundreds of contest winners the opportunity to ace a former Tennis Legend from Centre Court. Each winner will take four serves, participate in a special “Secrets of Serving” clinic, a tour of the respective stadiums and an autograph session with the Legends.

• A website dedicated to ACE an ACE features your brand throughout

The Opportunity

• Your brand is identified on every second of video

Ace an Ace is a customer acquisition program that can target a broad range of audiences: boys and girls, men and women, ages 8-65.

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• Your brand is front and centre on the tennis legends’ clothing, posters, signage, banners and venue signage • Your brand is featured in e-newsletters sent to all participants before and after the event • As title sponsor, your brand has exclusive association with the event in all viral buzz and external publicity


Campaign Breakdown — Cost: Under $150k INCLUDES:

Concept Event Planning & Coordination Tennis Legends’ Fees & Negotiations Website Design & Programming for Entry and Data Capture Poster, Entry Ballot, Collateral Materials and Signage: Print Design: Collateral Materials & Signage Videos of Winners - Posted to Website Photography for Collateral Materials Insurance and Legal Fees Venue Sponsor Clothing Commemorative Poster for Winners NOT INCLUDED: Media, printing, transportation

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E-Soccer Training Centre The Concept

The Opportunity

The SOCCER E-TRAINING CENTRE offers hundreds of thousands of players the opportunity to learn to play soccer using a Progressive Learning System program taught by professionals. The website would house a series of instructional streaming videos on how to kick the ball, what area to cover with your position, where to go when the ball is in the offensive zone, to fundamentals of goal-tending, heading the ball and much more.

There are 825,000 children ages 6 – 16 that are registered soccer players in organized leagues throughout Canada. Along with their parents, there are approximately 1,200,000 men and women between 30 and 55 constituting a targetable group with one of the largest disposable incomes in Canada. Your company has the opportunity to capture the hearts and minds of 2,000,000 youth and adults with a website that would be the definitive repository for teaching children soccer throughout North America. • A ‘how to’ house league site for for youth and parents • Content and approach based on adaptation of ‘best practices’ model • Correlate skill development with age and physical capabilities • Ability to add more videos in the future, as needed • Ability to expand project to other countries

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Campaign Breakdown — Year One: Under $150k INCLUDES:

Concept Event Planning & Coordination

Branding the Event

Website Design & Programming, Video Library

• ’Brand’ E-SOCCER TRAINING CENTRE website features your brand throughout

Videos

• Your brand is front and centre on the instructors clothing, website, onscreen digital graphic, banners and venue signage

E-newsletters

• Your brand is featured in e-newsletters sent to all participants throughout the year

Instructors’ Clothing

Social Media Posting for 12 Months

Photography for Collateral Materials Insurance and Legal Fees

Hosting Maintenance Costs

• Your brand is identified on every second of video

Campaign Breakdown — Year Two/Three (Under $25k)

• Rights extended to future pool-outs on advanced skill development, game strategies and preparation

INCLUDES:

Social Media Posting for 12 Months Hosting Maintenance Costs

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Your ‘Brand’ Hot Air Balloon Tour The Concept More than just hot air, this 14 stories tall, re-useable, advertising campaign that is 16,000 square feet of moveable signage that is literally and figuratively above your competitors’.

The Opportunity A customer acquisition program that can drive traffic to your locations, offer sampling and couponing to potential customers.

Branding the Event • A dedicated website features your brand throughout

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• Your brand is front and centre on a special customized shape hot air balloon that will fly across the country • Your brand is featured on every second of television coverage, youtube videos and newspaper • Your brand is featured in e-newsletters sent to all entrants throughout the year • Your brand has exclusive association with the event in all viral buzz and external publicity • ‘Brand’ Win-a-Ride contest • Radio station co-ops

The RESULTS • 241,000 viewings per 2 million population per flight • 54,000 viewings per flight in smaller centers • $500,000 free press and TV coverage during an average 16-week campaign • 22,000,000 impressions • 80% recall the event two years later • 2,800,000 viewers


THE COST: Under $225k INCLUDES:

40’ Custom Shape Hot Air Balloon (One Time Fee) Envelope, Basket, Burners

APPROXIMATE FEES FOR TOUR - $5K/week INCLUDES:

Tour: Pilot, Crew, Public Relations Representative, per idem Collateral Materials Administration: Planning, Organization, Permits Website to Win “Fly The Balloon Cross Country Tour” Redeem Online with Purchase Travel, Accommodation, Media and Printing additional The Hot Air Balloon Tour can be repeated over the course of 3 years NOT INCLUDED: Media, printing, transportation

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Making It: An Internet Television Series Introduction

The Opportunity

MAKING IT is an online series of video interviews with some of the world’s most successful and influential entrepreneurs who have made significant contributions to charitable causes.

MAKING IT captures the spirit of all that is good and noble about making money; this program will engage a targeted population of potential clients as well as present customers and will build an online social media presence to increase the size of your audience.

In an ocean of strategic competitors, it is difficult to stand out. There is no low hanging fruit, everyone is an expert and smarter than everyone else on the street. Finding new outlets and strategies to engage customers and future clients with relevant conversation is difficult.

The Show Each week we will post a new video about the lives, experiences, business successes and failures and how those who have ‘made it’ use their wealth to help others. The programs can be streamed over the internet from your company’s website as well as from your own customized YouTube channel.

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1.

Each interview would open with a branded 10 second commercial

2. Each interview would close with a branded 15 second commercial 3. MAKING IT will be able to strengthen the relationship between you and your existing customers and potential clients and provide an important marketing tool to keep you at top of mind with your target groups.

Our Guests The best, the smartest, the most influential: Dr. Jacob Frenkel: Chairman JP Morgan Chase. Charles Simonyi, Creator Microsoft Office. Peter Buffett: Musician, Philanthropist. Philippe Cousteau: CNN Correspondent, Charitable Advisor. Isadore Sharp: Founder Four Seasons Hotels and Resorts. Gabe Erem: Publisher Lifestyles, A Magazine of Meaningful Influence. Jeff Skoll: Founder E-Bay, Producer, Social Entrepreneur.

Cost: Under $60k per sponsorship INCLUDES:

48, Six Minute Shows Your Company’s MAKING IT Microsite MAKING IT YouTube Channel with Branded Sponsorship MAKING IT Facebook Page with Branded Sponsorship Streaming Library of Videos Exclusive Categories of Sponsorship

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Thank You.


100 Miranda Avenue, 2nd Floor Toronto, ON M6B 3W7 T. 416 781 0151 F. 416 781 8455 metricksystem.com


The Metrick System: Experiential Events Handbook