Whether you are profiling your audience for the first time or updating it, this research tool will allow you to better understand the people you are reaching, their interests, demographics and consumption habits, so you can be well prepared to re-engage and target sponsors! You will then be able to compare the general profile of your participants to that of your market (such as Ontario or Toronto), thanks to a study conducted in parallel with a survey of 1,500 adults across the country. The results of the study will give you a better understanding of your event’s clientele in order to optimize its marketing to attendees and partners. The budget required to conduct the study is $5,000, plus applicable taxes.

1. Audience profile
Service offering

2. Quebec
Population
Montreal
Population
Participants from
your event
PRESENTATION
Whether you are profiling your audience for the first time or updating it, this research tool
will allow you to better understand the people you are reaching, their interests,
demographics and consumption habits, so you can be well prepared to re-engage and
target sponsors!
You will then be able to compare the general profile of your participants to that of your
market (such as Ontario or Toronto), thanks to a study conducted in parallel with a survey
of 1,500 adults across the country.
The results of the study will give you a better understanding of your event’s clientele in
order to optimize its marketing to attendees and partners. The budget required to
conduct the study is $5,000, plus applicable taxes.

3. APPROACH
This study is expected to include 400 respondents,
requiring the questionnaire to be shared with a
database of approximately 2,000 people.
The turnkey study includes:
• Project management
• The development of the questionnaire according to your needs and its
translation into French
• Questionnaire scheduling and online interviews
• Data coding, validation and processing
• The production of a report containing the methodology, tables and
graphs for all questions.
The project requires 4 to 5 weeks following the confirmation of the study.
The survey results will be compared to a sample of
1,500 Canadians (18+) who will be surveyed on the
same questions.

4. STUDY SUMMARY
- Where do you live (primary residence)?
- Please enter the first three characters of your postal code.
- What is your level of education?
- Which of the following best describes your employment situation?
- In total, how many people live permanently in your household—including children,
teenagers and yourself?
Location
Socio-demographic profile
Lifestyle and consumer habits
- What are your main sources of entertainment?
- In the next year, do you plan to purchase XYZ for personal use?

5. STUDY SUMMARY
Attendance and appreciation
Opinion of sponsors
To what extent do you agree or disagree with the following statement?
- Sponsors are essential to securing festival funding.
- By partnering with festivals or sporting events, companies improve their image.
- Overall, did you enjoy your experience at PROPERTY NAME this year?
- Considering your experience as a visitor to PROPERTY NAME, to what extent would you
recommend your family or friend to attend?
- In the context of the COVID-19 health crisis, how much would you be willing to pay to
attend an exclusive online cultural event of your choice?
Interest in virtual programming

6. SAMPLE RESULTS
Socio-demographic profile
Post secondary
education
Average age Male / Female
Proportion of
families
Average
household
income
Language
spoken at home

7. Event profile
Intention to
return
NPS
(Intention to recommend)
Appreciation
Interest in a
virtual program
Favorability
towards
sponsors
Locals: 70%
Day trippers: 21%
Tourists: 9%

8. Media profile
(Your event)
Podcast
Radio
Television
Traditional
newspaper
Online
newspaper
Social Media
Influencers
Video
streaming
Music
streaming
Canada
Your Event

9. APPENDICES

10. SPONSORSHIP AGENCY
Elevent’s purpose is to develop solutions which help sponsorship professionals make
informed decisions. We are both consultants and creators of unique tools that facilitate the
management and evaluation of sponsorships.
We are generally mandated to perform complex analysis and optimization of sponsorship
structures to determine their value and relevance, in order to maximize the property’s
revenue potential and improve the quality of benefits obtained by sponsors.
We also carry out provenance, traffic studies, and economic-impact studies in accordance
with Tourisme Québec standards, as well as public opinion and consumer behaviour
surveys related to the world of events and sponsorship.

11. We are the only agency in Canada that
brings together all forms of strategic
sponsorship expertise under the same
roof.
CONSULTATION
Sponsorship strategy,
partnership structure,
negotiation, evaluation and
performance measurement,
research, etc.
TOOLS
We contribute to your
success by providing you
with unique tools to
maximize the return on your
sponsorship strategies.
RESEARCH
Production of sponsor—surveys,
opinion polls, consumer
behaviour—, provenance and
traffic studies, economic
impacts, etc.

12. SOME CLIENTS WHO
TRUST US

13. TEAM EXPERIENCE
DANIEL JUILLET
Vice President, Research
Active in the field of marketing research
for over 25 years, Daniel has extensive
expertise in the field of festivals, having
conducted close to a hundred provenance
and traffic studies over the past 10 years,
notably for the Montreal International Jazz
Festival, the Just for Laughs Festival,
Osheaga, the Francos de Montréal, etc.
Daniel also has extensive experience in
the field of sponsorship, acquired at
Fusion Alliance Marketing, the
sponsorship division of Cossette
Communication, where he has worked in
collaboration with several festivals on
behalf of his clients.
JAY HÉBERT
Partner, Consulting Services
Jay has been active in communications
and marketing for the past 15 years. A
sponsorship specialist, he has worked in
an agency environment for several years
and has also held the position of Director
of Sponsorships at BMO Financial Group.
Among his many accomplishments are the
development of Olympic programs and
the management of several prestigious
partnerships for General Motors, BMO
Financial Group, Saputo and TELUS. His
work has also been recognized twice by
the Sponsorship Council of Canada.

14. SUPPORT TEAM EXPERIENCE
RESEARCH TEAM
Under the supervision of Vice-President Research Daniel Juillet, Research Project Managers
Céleste Morisset and Maxime Chamberland are responsible for programming the
questionnaires, processing and analyzing the data, and producing the reports. Elevent’s
research team works on more than fifteen of the most important events in Quebec.