A Digital Marketing strategy for
Broadview Hotel
D’arcy Mcdonald Kais Neffati
THE ASK
Our digital marketing strategy is designed to drive more bookings and foot traffic to The Broadview Hotel during slow hours and off-peak seasons. By leveraging targeted campaigns, we aim to increase event space reservations, restaurant bookings, and walk-ins
Our key focus is to highlight the hotel’s newly updated restaurant, versatile event spaces, and premium services, ensuring they stand out to potential guests. To achieve this, we will
Website & A dience Analysis – Optimize user experience and con ersions by e aluating the target audience and website performance
Social Media Marketing – Boost brand awareness and direct bookings through organic content and targeted Meta (Facebook & Instagram) ads
Google Ads & SEM – Use high-intent Google Ads (Search, Display, Performance Max) and SEM to attract tra elers and e ent planners
SEO Optimization – Enhance search rankings with keyword-rich content, local SEO, and technical impro ements
Email Marketing – Engage audiences with personalized campaigns, exclusi e offers, and retention strategies.
Through this approach, we will elevate The Broadview Hotel’s digital presence, increase customer engagement, and ultimately boost revenue.
AGENDA
Website & Audience Analysis
Social Media Marketing
Google Ads & SEM
Email marketing
COMPETITIVE LANDSCAPE
The three main competitors for the hotel include
The Drake Hotel The Ace Hotel The Kimpton Hotel.
Strengths of Competitors
Consistent Event Programming – Regularly hosting engaging events that attract both locals and travelers.
Strong Social Media Presence – Staying ahead of trends and maintaining audience engagement with fresh, relevant content.
Innovative Offerings – Frequently updating menus and services to keep customers interested.
COMPETITIVE LANDSCAPE - Cont’d
How can Broadview hotel benefit from their competitors good marketing efforts
Event-Driven Marketing – Introduce a cons stent calendar of un que events and promot ons to boost book ngs and foot traff c
Social Media Optimization – Enhance engagement by adopt ng trend-dr ven content, nfluencer collaborat ons, and nteract ve campa gns
Menu & Service Innovation – Keep offer ngs fresh w th seasonal menus, exclus ve exper ences, and personal zed serv ces to attract repeat v s tors
Data-Driven Advertising – Ut l ze compet tor ns ghts to ref ne targeted Google Ads, Meta Ads, and SEO strateg es for greater v s b l ty.
By strateg cally ncorporat ng these proven market ng tact cs, The Broadv ew Hotel can strengthen ts d g tal presence, attract a broader aud ence, and dr ve ncreased book ngs wh le d fferent at ng tself n the market.
Consumer Insights Locals
Purchase habits: Dinin - date ni ht, celebration, business meetin s | Eventsaesthetic, celebration, caterin , company parties
Decision making: Word of mouth, oo le search, open table reviews, sms notifications, promo, email marketin (newsletter
How they consume media: oo le review, email marketin , social media (Insta ram, Facebook, TikTok),
Locals tend to come around once to twice a month for family events, date ni hts and celebrations and business meetin s. These customers tend to ran e from the a e of 25-50 years old. Based on this demo raphic they tend to consume media throu h apps like Facebook, Insta ram and TikTok, open table, oo le reviews and lots of word of mouth. These consumers are lookin for unique and aesthetic places that offer ood food and customer service.
User persona Locals
About
Name: JANET
FEMale: 35 Years old
Location: Leslieville
Occupation: Stay at home mom
About: She is outgoing and love bringing my family together, she wants a lively spot with great views, drinks, and shareable food somewhere where her family can celebrate and enjoy the night stress free.
End goal: Janet's goal is to effortlessly book a venue for her family gatherings in a place that offers the perfect atmosphere—one with exceptional food, outstanding service, and a warm, memorable experience.
“I want a place with beautiful views, a lively yet comfortable atmosphere, and an easy booking process so our family celebration feels seamless and memorable.”
As someone planning a family celebration, I want to book a restaurant that offers a memorable experience—great food, a warm atmosphere, and exceptional service—so I can focus on enjoying the moment rather than worrying about the details.
I need a simple and efficient reservation process that lets me secure a table for my group without unnecessary hassle. If my guest count or timing changes, I want the flexibility to make adjustments easily.
Since this is a special occasion, I want to ensure that the restaurant can accommodate any specific requests, whether it’s dietary needs, a particular seating arrangement, or a small personal touch to make the evening feel special.
After the celebration, I’d love an easy way to share feedback on our experience, ensuring that future visits are just as seamless and enjoyable.
Consumer Insights Corporate Professionals
Purchase Habits: Dinin : Bu ine lunche , client meetin , networkin event , executive dinin , corporate retreat | Events: Profe ional networkin atherin , corporate celebration , conference , team-buildin event , catered meetin
Decision-Making Factors: Indu try reputation, Goo le earch, LinkedIn recommendation , corporate referral and Goo le Email marketin (new letter , exclu ive corporate offer
How They Consume Media: LinkedIn, indu try blo , and bu ine publication (e. : Forbe ) Email marketin and corporate new letter Facebook and In ta ram (for venue ae thetic credibility)
Corporate profe ional vi it up cale venue for bu ine -related en a ement , whether for networkin event , client entertainment, or team celebration . The e individual , typically a ed 30- , rely on tru ted profe ional network and online review to make informed deci ion . They con ume media throu h LinkedIn, profe ional blo , and email marketin . Their priority i hi h-quality ervice, an ele ant atmo phere, and eamle bu ine -friendly experience .
User Persona Corporate Professionals
Name: Jake
Male: 45 Years old
Location: Toronto
Occupation: Chief Financial
Advisor
About: He is the CFO, in charge of managing the financial actions as well as the communications with clients as well as financial investors, leaving him in charge of planning big events
End goal: Make sure the event goes smoothly while not having too much focus on planning and impressing the clients.
“I need a venue that’s professional, well-equipped, and visually impressive—somewhere that reflects our brand and leaves a lasting impression on clients. It should be seamless, stylish, and ready to handle every detail without hassle.
As a CFO, I want to ensure that when I book an event space, I’m getting a venue that reflects the professionalism and quality our company stands for. I don’t have time to manage every detail of the event planning process I need a team that can handle logistics seamlessly, from setup to execution, so I can focus on engaging with our employees, clients, and investors.
I want a straightforward booking process that allows me to input key details without being bogged down by unnecessary steps. While I may not have every detail finalized upfront, I need a system that lets me get started efficiently and adjust as needed.
Flexibility is crucial, plans can change last minute, and I need to be confident that the venue and staff can accommodate those shifts without added stress. After the event, I want an easy way to provide feedback to ensure continuous improvement and maintain a strong relationship with my event contacts.
SMART GOALS
SMART GOALS KPIs GOAL
KEY PERFORMANCE INDICATORS
Digital Marketing Goal 1:
Drive more reservations during slow seasons and off-peak hours through targeted social media content and ads
Digital Marketing Goal 2:
Increase social media presence and engagement
Number of walk-ins during weekdays
Number of reservations during the weekdays
Engagement on the social media content and pages (Followers, Likes, Shares ...)
Digital Marketing Goal 3:
Promote special offers and discounts to turn social media viewers and email subscribers into bookings and sales.
CTRs (Click through rate) clicking and signing up to the newsletter, visiting website, and booking event spaces
Increase of at least
META ANALYSIS
THE CURRENT STATE
Inconsist nt f d that is not app aling to th fi st tim vi w
Photos a not as sha p fo a luxu ious company
Highlights a c amm d with cont nt wh it mak s it ov wh lming fo th vi w Th nam s of th highlights bubbl s do not match th cont nt
Links a not updat d which l ads us s to w ong sit s and inf
Th v nt s ction is not updat d which shows old v nt (Last v nt was a 2022 v nt Th lack of th info mation about th ooms
Hav a b tt colo sch m /a sth tic inc as th posting at to a mo consist nt daily
C ange FAQ bubble to Sign up
Remove t e food p otos out of t e room section & focus mo on th diff nt ooms th y off
D clutt Event highlights ( g: split th v nt and w dding cont nt
Updat th Links and mak su th y l ad to th co ct pag
Updat th v nt s ction and hav som on who is consist ntly monito ing th info Add a s ction that showcas s th ooms
C ating cont nt that volv s a ound all th asp cts that th B oadvi w Hot l off s (R stau ants , Ev nts and Rooms
Th cont nt will b k ping up with th cu nt t nds and audio
Th cont nt would mo light h a t d that shows b hind th sc n s (to sonat with a young audi nc / c at a loyal fan bas
Customer Journey Map
Channels / Content
Awareness
- SEO & SEM Optimization
- Engaging Social Media Ads & Video Content
Goal 1: Drive more reservations during slow seasons
- Better Email Campaigns - Online Reviews & Testimonials - Retargeting Ads
- Website Homepage Optimization
- Clearer Navigation & CTA for Venue Booking
- Checkout Optimization
- Limited-Time Offers & Upselling
- Personalized Thank-You
Emails
- Follow-Up Email with Future Stay Discount
- Encourage UGC & Social Media Engagement
Goal 2: Increase social media engagement Goal 2: Increase engagement Goal 3: Convert social media followers into bookings Goal 1: Increase reservations Goal 4: Improve checkout experience Goal 3: Increase repeat bookings & referrals
SEO Optimisations was not well implemented leading to competitors gaining the client
Current Social media posts are too generic does not drive interest
Email marketing strategy is weak and does not offer much information nor bene fits for the subscribe
Good reviews but they are not being leveraged for marketing purposes
Booking navigation needs improvement to reduce confusio
Upselling opportunities at checkout should be enhanced
- Need to build customer loyalty through postpurchase /booking engagement
MONTHLY SCHEDULE
WEEK 1
PAID SOCIAL MEDIA
ADS
Food & Drinks
Paid posts for the New menu introduction from previous customers requests (Instagram)
Photos of the new menu and drin ks on IG, Faceboo k and TikTok + Sign up for the new formatted news letter
Story
Reposting stories of the customers ordering and posting the food Creating Highlights about the new items
Post
Professionall y taken photos of the food next to each dish s information in a slide post format posted daily
Introducing paid ads on OpenTable, Facebook, and TikTok to have a more diverse paid campaigns
Posts highlighting the ambiance, room features, and events happening at the venue.
Introducing the new changes of the food and happy hour menu
Special offers that changes bi wee kly regarding different pac kages about room and event boo kings WEEK 2 WEEK 3 WEEK 4
Bigger influencers that has more reach would cover majority of Broadview services (eg: ) A weekend vlog
Posting a picture of the influencers inside the hotel to showcase that we have influencers coming in
Keep the customers updated on the events happening during that month
SOCIAL MEDIA MARKETING STRATEGY
The changes and content we will be implementing for the social media campaigns
EMAIL MARKETING CAMPAIGN
HOW
WE
WILL IMPROVE THE EMAIL MARKETING CAMPAIGN AND NEW LETTER
Segmented Content Approach – Create dedicated sections hi hli htin The Broadview Hotel’s key services: event spaces, restaurants, and rooms, ensurin relevance to both leisure and business audiences
Bi-Weekly Email Campaigns – Deliver en a in emails every two weeks featurin current promotions, new menu offerin s, bookin opportunities, and happy hour specials to keep subscribers informed and en a ed
Exclusive Subscriber Incentives – Encoura e newsletter si n-ups by offerin special promotions and exclusive discounts to subscribers
Website Engagement – Drive traffic to the hotel’s website by promotin detailed service pa es, upcomin events, and online bookin options.
This approach will stren then customer relationships, boost conversions, and maximize the effectiveness of The Broadview Hotel’s email marketin efforts.
Website Critic
Critic
SEO Optimization Issues: Th landing pag is not optimiz d for SEO or Googl s arch, r ducing visibility.
Out ate Content: Th w bsit contains old m nus and outdat d r staurant layouts, which may misl ad pot ntial visitors
ser Experience Impact: Th lack of updat d information can cr at confusion and n gativ ly aff ct custom r xp ctations. (Th availability of th civic s ction of th hot l which is und r d v lopm nt
nclear Hea ers & Subhea ers: Some headings and subheadings lack clarity, making it difficult for users to quickly find relevant information
Mislea ing Navigation Label: The navigation bar includes a "Meet" button for venue bookings, which may be unclear to users. This could lead them to believe it is unrelated to booking venues
Newsletter sign up area: The sign up call to action is not clear on the website since it is at the bottom of the landing page
Website Recommendations
Recommendations
SEO Op imiza ion Issues: Implement proper SEO practices, including relevant keywords, meta descriptions, alt text for images, and optimized headings. Regularly update content to improve search rankings
Ou da ed Con en : Ensure all content, including menus and restaurant layouts, is regularly reviewed and updated to reflect current offerings. Consider adding a "Last Updated" date for transparency
User Experience Impac : Conduct regular usability testing and user feedback sessions to identify pain points Improve navigation by ensuring buttons and sections are intuitively labeled and logically organized Newsletter sign up area: We create a pop up instead of the booking button at the end of the page, which it can increase the motivation for the users to subscribe
Unclear Headers & Subheaders: Use clear, descriptive headings that accurately reflect the content within each section. Ensure subheadings follow a logical structure and improve readability.
Misleading Naviga ion Label: Rename the "Meet" button to something more intuitive, such as "Meet & Book" or "Event Spaces", to clarify its function. Additionally, provide a brief description or hover text to reinforce its purpose.
SEO/SEM
To enhance The Broadview Hotel's online visibility and search rankings, we strategically incorporated , and . Our recommendations are as follows: Titles Recommendations Targeted KeywordsCurated Blog Topics ,
Titles, Tags & Text Recommendations
SEO Page Titles (H1, H2, Meta Titles)
The Broadview Hotel | Toronto’s Iconic Boutique Stay & Rooftop Experience
Luxury Boutique Hotel in Toronto | The Broadview Hotel
Historic Charm Meets Modern Luxury –Stay at The Broadview Hotel
Book Your Stay at Toronto’s Most Unique Hotel – The Broadview
Experience the Best Rooftop Views & Stay in Style at Broadview
Header Tags (H1-H3 Example)
H1: "Stay at The Broadview Hotel: Toronto’s Iconic Boutique Experience
H2: "Boutique Luxury & Historic Charm in Toronto
H2: "Unmatched Rooftop Views & Dining Experiences
H3: "Perfect for Weddings, Corporate Events & Getaways"
URL Slug Suggestions
luxury-boutique-hotel-toronto best-rooftop-bar-toronto
wedding-event-space-hotel-toronto historic-hotel-broadview-toronto
SEO/SEM
Targeted Keywords
Primary Keywords (High In en )
B utique h tel T r nt
Luxury h tel T r nt
Hist ric h tel T r nt
R mantic h tel T r nt
H tel with r ft bar T r nt
Best h tels in T r nt
Staycati n T r nt h tel
Unique h tels T r nt
T r nt h tels with event s ace
Wedding venue h tel T r nt
Secondary Keywords (Supporting SEO & Long-Tail)
T r nt r ft bar
Best brunch in T r nt
Wedding venues with acc mm dati n
T r nt
C r rate event s aces T r nt
Where t stay in T r nt f r c u le
H tels with live music in T r nt
T r nt h tels with skyline view
Pet-friendly h tels in T r nt
SEO/SEM
Curated Blog Topics and Posts
Top 10 Boutique Hotels in Toronto for a Unique Stay Best Rooftop Bars in Toronto: Why The Broadview Hotel Stands Out Luxury & History: What Makes The Broadview Hotel Special?
Toronto’s Best Wedding & Event Spaces: How The Broadview Hotel Delivers Staycation in Toronto: Why The Broadview Hotel is the Perfect Getaway Pet-Friendly Hotels in Toronto: A Luxury Stay for You and Your Furry Friend Corporate Events in Toronto: Why The Broadview Hotel is Your Ideal Venue Blog Topics (Curated for SEO
Each blog should be optimized with keywords, internal links to service pages, and external authoritative sources for credibility.
Google Ads Strategy
Campaign Structure & reasoning for booking
Branded Sear h Ads – Target users search ng for “The Broadv ew Hotel Toronto” ”The rooftop Restaurant Hotel” to capture h gh- ntent book ngs
Brand d K ywords captur us rs alr ady s arching for th hot l, nsuring dir ct ookings
Non-Branded Sear h Ads – Target "Luxury hotels Toronto," "Bout que hotels n Toronto," “B stro brunch restaurant n Toronto”,“Happy hour Toronto east end” “Rooftop pat o Toronto”
Non- randed Keywords help attract new guests seeking luxury stays and restaurants in oronto
Display & Retargeting Ads – Re-engage v s tors who browsed but d dn’t book, show ng them personal zed of ers and promot ons
Retargeting improves conversion rates by reminding potential guests of the hotel’s offerings.
Carousel s Reels & Ti To s Lea Generation s
So ial Media Ads (Fa ebook, Instagram, & Tiktok – H ghl ght hotel rooms, rooftop bar, and event spaces – Showcase beh nd-thescenes tours, guest test mon als, and l ve mus c events – Collect ema ls through exclus ve of ers and promot ons
Social Media ds engage travelers in the research phase and encourage bookings
Google Ads Strategy
Ad Copy 1
Headline: Luxury Stay in Toronto | Book at The Broadview Hotel
Description: Experience historic charm and modern luxury at Toronto’s most iconic boutique hotel. Enjoy skyline views, rooftop dining, and exclusive offers when you book direct! This approach ensures a comprehensive, high-impact ad campaign optimized for visibility, engagement, and conversions. Let me know if you need further refinements.
Ad Copy 2
Headline: Skyline Dining at The Broadview Hotel Description: Savor handcrafted cocktails and gourmet dishes with breathtaking rooftop views. Reserve your table today for an unforgettable dining experience in Toronto! This campaign maximizes restaurant bookings, brand visibility, and customer engagement. Let me know if you need any refinements.
SUMMARY
Website & Audience Analysis
We analyzed the key target audience to help the Broadview Hotel attract more clientele during slow seasons.
Additionally, we made recommendations for the website to enhance user experience, ultimately driving increased sales and bookings.
Google Ads & SEM
We will implement strategies to ensure that when people in the GTA search for hotels, events, and restaurants, the Broadview Hotel appears ahead of competitors.
Additionally, we will design targeted Google ad campaigns to drive increased traffic to the website and social media channels."
Social Media Marketing
We will launch multiple social media campaigns with targeted ads to attract new customers and enhance brand awareness across the Grand Toronto Area
Email marketing
As the Broadview Hotel undergoes restructuring—enhancing the restaurant ambiance, happy hour menu, and cuisine—we will leverage email marketing campaigns to inform guests of these exciting changes and generate interest.
Additionally, we will introduce exclusive offers for current subscribers, encouraging more sign-ups for the newsletter and fostering customer engagement.
THANK YOU
APPENDIX
CONTENT CALENDAR
APPENDIX
EMAIL MARKETING
APPENDIX
Backlink of The Broadview Hotel
