The Challenge

The Canadian Security Association (CANASA) is a national not-for-profit association that represents the Canadian security industry. Established in 1977, the organization boasts more than 1,000 member organizations across all industry sectors and all Canadian provinces. As part of its commitment to education, advocacy and leadership, CANASA hosts the country's leading trade shows in six distinct markets.

They needed help building attendance at Security Canada Trade Shows.


AMP helped boost attendance by 38% in just three years.


We started by talking with stakeholders. We sought to understand what was working, and what wasn't. Then we followed up with market research. We asked a lot of questions in an effort to understand what people in these six markets really cared about. We used the results to build a comprehensive marketing plan, and we helped CANASA rebrand their signature events.

Our strategy included a full website redesign, followed by an ambitious, highly targeted email campaign that went out to over 20,000 people. We elevated Security Canada's presence on social media and launched a successful direct mail campaign, too. Above all else, we positioned the trade show as a "can't miss" event.

It worked. CANASA has seen year-over-year registrations increase by 38%. 

We can help you, too.

previous arrow
next arrow

"AMP has taken the stress out of marketing our trade shows. We've seen great results; it's like having an in-house marketing department."

 Steve Basnett, CEM - Director, Trade Shows & Events