AGENDA

Spotlight on Estates' Managing Director Kirk Brady

In honour of McLean House's 70th anniversary, Managing Director of the Estates, Kirk Brady shares his thoughts, and a few secrets, on successful marketing strategies for the hospitality industry.

The Estates is one of Canada's premier venues hosting over 400 events each year from weddings, to parties, to corporate bookings.

The man who oversees this successful enterprise is Kirk Brady, Managing Director of the Estates since 1993. Brady credits much of this success to The Estates' "integrated marketing strategy." Using a combination of the communications disciplines to deliver a common message, Brady believes this is the only way to stand out in Toronto's highly competitive market.

"There is no question Toronto is full of venues catering to different tastes and budgets," says Brady. "We believe the Estates is unique and every component of our integrated marketing strategy sends that message. How many places in the city offer clients a chance to meet, play a game of baseball followed by a sit-down dinner in an elegant dining room?"

Kirk Brady's integrated approach combines advertising, public relations, promotions and marketing all focused on the same message. Each component of the strategy has its own intrinsic value. When built into a synergistic communications plan, the consumer is left with a consistent impression of the Estates and its positioning.

"Every facet of our marketing mix delivers a common message," says Brady. "Our advertising, promotions, printed literature, uniforms, even signage, are coordinated to present guests with the same message - the Estates of Sunnybrook offers elegance, exceptional service, and excellent cuisine in a beautiful surrounding."

Kirk Brady acknowledges word of mouth plays an important role in promoting venues. He believes an integrated approach to marketing the Estates ads value and visibility.

"Certainly many clients approach us through referrals, but our marketing approach helps achieve the maximum number of consumer impressions possible," explains Brady. "That's the key - you want your venue to stand out in people's minds, and want clients to be exposed to the Estate's image in a host of ways. The more ways people are reminded of your products and services, the more likely they will remember them. And the more they remember, the more they will think of your venue when it is time to plan their next social or corporate function."