Project: MLC Community Events

Client: MLC

MLC Group is a locally owned and operated land developer in Edmonton, Alberta, Canada who have been creating communities for over 20 years. The Adams Agency has been crafting engaging and creative community events for MLC for over seven years, bringing their neighbourhoods and show homes to life. By driving traffic and building awareness through smart collaborations with local influencers, we create memorable experiences that foster meaningful connections and highlight the unique charm of each community.

Highlights

As part of my work at The Adams Agency, I spearheaded the creation and execution of 3-4 unique, creative events each year to showcase MLC Group’s neighbourhoods and show homes, blending strategy and creativity to deliver exceptional results.

I collaborated closely with influencers to design events that seamlessly aligned with their personal brand, creating experiences that felt organic, relatable, and tailored to their unique style. By empowering them with a personalized approach, I fostered genuine excitement and enthusiasm for promoting the events authentically. Each event featured thoughtfully curated themes, including handpicked vendors and exclusive free swag for the first 75 attendees, adding an extra layer of excitement and exclusivity.

In addition to managing influencer contracts and deliverables to ensure robust social media promotion and amplified event reach, I handled key logistics such as setting up Eventbrite pages for ticketing and attendance tracking, coordinating with designers on event creative, and supporting vendor management. On event days, I took a hands-on role in execution, ensuring a seamless and memorable experience for both attendees and stakeholders.

Each event attracted hundreds of attendees (one weekend, we sold 10 houses!), creating vibrant community engagement and showcasing the charm of MLC Group’s properties. Influencer partnerships generated significant online buzz, with upwards of 75,000 impressions per event, amplifying brand awareness. The events not only drove traffic but also contributed to home sales and elevated neighborhood visibility, proving the value of strategic event planning and execution.

Farm Fresh Event at West Secord