McEwan.Strategic works with every client to ensure that marketing dollars are well spent. In other words we believe in Smart Marketing. That begs the question... What’s smart marketing?

Very simply, it’s marketing designed to achieve the clear and measurable objectives of the client.

We work with each client to first define objectives; we then craft a strategic plan that will best achieve those objectives. Sounds obvious, but you'd be surprised at just how much marketing money is spent without ever having that critically important discussion first. We won’t let that happen.

Before we spend a dime of our client's money, we ask a lot of questions. Before we begin to strategize, we have a clear understanding of what our client does and where it wants to go. We do our homework and then we get creative.

Identifying objectives is an essential first step in crafting a successful marketing strategy or any strategy for that matter. Yet, it's surprising just how many marketing programs have no idea what they're chasing.

Here's a useful exercise we use to assist our clients and in the end, bring focus to our mandate.

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Gather top managers in a room and supply each with a pen and a blank sheet of paper. Ask each to write down the company's core objective in 30 words or less and then do the same for their individual departments.

Collect and tape them to the wall for all to see. Don't be surprised if you get vastly different answers from managers who are supposedly working for the same company. How can this be possible you ask? It is, and more common than one would think. If managers have different ideas about objectives and priorities, how can they work together to create strategies and set budgets for the good of the organization. The simple answer is…they can't.

This is the step where we take a close look into a client's marketing closet.

We want to know about traditions, affiliations, what's worked in the past and whether past and current strategies support newly defined core objectives. In order to maximize the impact of dollars and time spent, we work with a client to determine what's worth keeping, what needs to be retooled and what needs to be retired….immediately. Cleaning out the closet can be a very interesting and productive exercise. It can also save a lot of money. We highly recommend it.

We also appreciate that executives are very busy people, sometimes too busy to craft the right speech for each occasion. That's why
we're in the business of speech writing.

We meet with you to first understand a little bit about you, the event and what messages you would like to convey. Then we write a first draft and work with you and/or your assistant to take it to completion. With e-mail, it's fast and relatively painless.
The first rule of effective public speaking is to have a speech that suits the topic and you; the second is practice.

Every firm has copywriting needs. It might be that article you promised magazine x, a corporate brochure or that important proposal due next Friday

Often, a company doesn’t have the in-house talent or time to effectively do the job. We can help. We’ll work with you and your team to deliver quality work that meets your objectives. Every word you put out there reflects on you and your company; make sure they’re the right ones.

David McEwan has been in the business of commercial real estate for well over two decades. Always involved in the marketing/ promotional side of the industry, early in his career David also served employers such as Cadillac Fairview, Daon Development and BCE Development in the roles of Leasing Manager, Project Manager and Director, New Business Development.

Just prior to starting his own strategic/marketing consulting firm in 1998, David occupied the position of Vice President Marketing, Retail Leasing and Business Development for Brookfield Properties for a period of 8 years. During that time, he was a major contributor to the design, development, marketing and leasing of BCE Place, now known as Brookfield Place, as well as a number of other Brookfield projects.

Since starting his own firm in 1998, now known as McEwan Strategic, David has provided major clients such as Cadillac Fairview, Brookfield Properties, GWL Realty Advisors, Morguard Properties, Build Toronto and Cushman Wakefield (Royal LePage) to name a few, with strategic and property specific assistance in identifying and achieving their immediate and long term marketing and business objectives. Signature properties David has been involved with include, Toronto-Dominion Centre, Commerce Court, Toronto Eaton Centre, 18 York Street (now Southcore Financial Centre), Yonge Corporate Centre and Allstate Corporate Centre.