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Canada Post Goes Virtual

Delivers B2B customer experience

The Context

Canada Post is passionate about its customers, employees, and the communities it serves. Prior to the pandemic, they hosted dozens of events for commercial customers across all industries in Canada. In 2020, Canada Post had to quickly pivot to maintain customer relationships. The challenge: how to provide the same customized and relevant experience through virtual events?

The Solution

In 2020, Canada Post shifted all customer events to virtual platforms to continue sharing thought leadership and stay top-of-mind with customers. We created a virtual event series, each tailored to a specific audience and attendees’ business size and objectives, and we ensured that every event provided attendees with a hyper customized experience.

One big success was identifying a virtual event platform that was flexible enough to be used across multiple business units and still meet Canada Post’s business needs.

There were benefits to this approach. For example, by switching to a virtual format, businesses in one region of the country could learn from and share practices with similar businesses in other regions. That wasn’t possible with live events.

The Results

Canada Post grew scope and reach with this new, virtual approach to B2B event marketing. One single-day, in-person event for 500 attendees was converted to a three-day National series that drew more than 1,500 unique registrants and 900 unique attendees. Adding centralized content hubs with on-demand content and additional resources helped generate sales leads well after event dates (a benefit that did not exist before going “virtual”).

Services Provided

  • Virtual Event Design
  • Turnkey event & technology management
  • Virtual platform build & management
  • Registration management
  • Communication plan consultation
  • Content direction & consultation
  • Virtual audience engagement tactics ideation & execution
  • Creative Services
  • Video production & post-production
  • Run of show & workback management
  • Rehearsals & live event stream production
  • AV services
  • Post event reporting

“When we made the decision to cancel all our in-person events, we knew we would have to move fast to change our approach. We hosted 12 customer events in 10 weeks and could not have done it without the guidance and expertise from Proof Experiences.”

Nadia Chegrinec, Director, Events, Canada Post