Loading

Marketing & Media Strategy Wallace & Company | Ecendant Interactive

OUR AGENCY

EST. 1980

We have the privilege of calling the nation’s best homebuilders, developers and lifestyle brands our partners. Together, with our sister company Ecendant, we offer a full range of traditional and interactive marketing services. We’re an award-winning firm, extremely proud of our bold concepts and agile strategies. Based in Dulles, VA, Wallace & Company has been creating destinations in the DC-metro area for over 30 years.

EST. 1998

Research shows homebuyers and renters visit your website an average of eight times before they visit your destination. Our job is to make sure their online experience is a great one, and then enhance their on-site experience with technology that aids the conversion process at every step.

Everything we do, from banner ads to websites to interactive touchscreen presentations, is designed to build your brand, drive engagement and help convert leads into clients. For help with print materials, signage and sales centers, we also seamlessly partner with our sister company, Wallace & Company.

AGENCY BACKGROUND & EXPERIENCE

Placemaking. This what we do.

We’ve been DC’s premier real estate marketing firm for mixed-use, planned, and resort communities for nearly 40 years. We have tons of awards and industry recognition that we’re very proud of, but we don’t expect you to care about that. Instead, we’ll save some paper and get right into what we do better than any other agency.

We create the destinations where people want to be.

We believe that to create a destination, there’s more to it than simply building and hoping people love it. It’s not the luxury finishes, square footage, or even location—despite what they say–that make a destination, but the spirit of the space.

This map illustrates the states in which we currently work or have worked in the United States. We've also had the pleasure of working in the UK, Ghana and the Carribbean.

OUR PROCESS

Our work begins with a simple goal: reaching core audiences. Once we identify those, we start digging for insights, which guides us to strategy, creative, production and placement. It’s not a cookie-cutter approach, but rather a tried and true workflow that gets us to awesome work—and awesome results.

Research

Market research and solution-oriented strategy–they’re your brand GPS. Luckily, we’re experts at each. We dig deep into research and create powerful strategies that set your brand up for both short- and long-term success, always minimizing wrong turns.

Creative Strategy

The overall marketing strategy shapes our creative. How a brand looks, feels and sounds should develop directly from that strategy. Additionally, we always aim for emotionally compelling creative. When you root your work in true emotion, there’s a tenfold chance your target takes action. Oh, and we aren’t just crafting brand identities on a whim. We want to deliver something right for your brand, and we do our best to future-proof that persona.

Production

Design matters, but so do words. So when it comes to production, we pay careful attention to both. Collateral design and production, digital, print and signage–each needs a concise voice to create a sticky brand with lasting value. We’ll help you find the right words to express your brand’s benefits to your core audience.

Media Placement

We’re renowned for our ability to target core audiences and negotiate best-possible placement rates. So, when it comes to media planning, placement and management of digital, social, print and outdoor, our solutions always make an impact.

Analysis

If we’re doing something, we want to make sure it works. That’s why we utilize media performance analysis and realignment strategy to track creative through the conversation pipeline. From there, we’re able to optimize both the message and the medium as we find the right platform for your specific purpose.

In-House Services & Outsourcing

As a full-service agency, we do everything from branding to print and online media to event planning, while always keeping your ROI as our core value.

In-House Services

We are a full-service marketing agency. That means our senior staff, account and creative talent will be directly hands-on during the entire evolution of your campaign, from concept to execution. We handle nearly all services in-house, including:

  • Branding, Creative, Copywriting, Branding, Production and Programing
  • Day-to-Day Strategic Account Management by Senior-Level Account Executives
  • Agency Principal Involvement in All Accounts
  • Print, Online, Broadcast and Outdoor
  • Media Planning and Placement
  • Event Planning
  • Public Relations
  • Website Design and Development
  • Production Management
  • Interactive Sales Displays
  • Search Engine Marketing
  • Social Media Management
  • Campaign Tracking and Analysis

As a collaborator with PRC, we become an extension of your marketing team as opposed to a vendor providing a service. This results in the most productive agency/client relationships. Passionate about what we do, we work hard to deliver cutting-edge and creative messaging, while keeping the process efficient, and even a little fun.

Outsourcing

For the printing of collateral and fabrication and installation of signage, we maintain excellent vendor relationships and manage the process for you. Because of the volume of work we supply, we’re able to provide competitive pricing and offer this service included in our monthly retainer.

Google Paid Search
  • Ensure your paid search ad comes up in the top 3 spots. Includes keyword research/optimization, ad copywriting, bid optimization, and weekly reports ($2,500/month)
Google Remarketing Banner Ads
  • Cost-per-click banner ads that retarget community website visitors who didn’t sign up ($250 / mo.)
  • Note: The current “Re-messaging” campaign ($300 / mo.) with NJ Advance Media uses expensive impression-based bidding ($6 CPM). We think it’s better to pay only for clicks to the website, not for impressions (ad views).
Google Display Banner Ads
  • Cost-per-click campaign: Using ‘In-Market’ targeting to target prospective renters who are looking for an apartment based on their online search and browsing behavior, and proximity to the Apartment community. Displays on desktop, tablet, and mobile devices ($750 / mo.)
  • Note: The current display campaign ($855 / mo.) with NJ Advance Media uses expensive impression-based bidding ($8.55 CPM) on NJ.com and uses ‘Extended Reach’ which may result in a lot of impressions (ad views) but not qualified traffic.
Social Media
  • Using a blend of ‘In-feed’ ads on Facebook, Instagram and Twitter as well as Boosted posts to attract potential renters, we not only ensure greater reach on the social media channels, but we also drive people to your website where they can convert by signing up and become a real lead. This will ensure higher quality leads, as opposed to people signing up on Facebook using a lead-gen ad. ($2,000/month)
  • Monthly content calendar creation and posting 4x/month on all 3 social channels
  • In-feed ads on Facebook and Instagram that drive traffic to your website, generating quality leads
  • Boosted posts to extend your reach
  • Lead Generation campaign ($2,000 / mo.) with NJ Advance Media creates an easy to submit form on Facebook that may produce a lot of sign-ups but mostly unqualified leads
EFlyers
  • Target prospective renters with email blasts to opt-in, targeted lists ($1,000 per eblast; includes up to 50,000 recipients)
Geo-Fencing Mobile Campaign
  • Marketing campaign targeting mobile devices with banner ads within a virtual boundary around businesses and specific locations ($1,000 / mo.)
  • Example Campaign: target student buildings on NJCU campus, campus parking lots, West Side Light Rail station, local bars and coffee shops, fitness centers.
Rental Websites
  • CoStar Group Silver Network Ad Package: Includes desktop and mobile ads on network of rental websites below, customer portal, network ad analytics, rent specials, call recording and social retargeting ads ($489 / mo.)
  • RentPath Silver Network Ad Package: Package includes desktop & mobile listings on network of sites below, photos, resident ratings and reviews, lead capture form, reports and analytics, call recording and tracking ($709 / mo.)
Print
  • The Star-Ledger, Quarter Page Color Ad which also includes 50,000 impressions on NJ.com
  • Add’l print media sources: The Jersey Journal, Jersey City Reporter Newspaper, NJCU Magazine, Jersey City Magazine, Hoboken 07030 Magazine
Print Examples
Outdoor Signage
  • Target local rail, bus and transit shelters with Cityline signage for property launches.
  • Example for Cityline Jersey City: West Side Light Rail Station, 2-sheet Posters ( $450 / 4 weeks ) and 11 x 28 Car interior cards ( 50 for $2,000 / 4 weeks )
Outdoor Signage Examples
Creative Promotional Opportunities
  • Sign-Up tables at NJCU campus events, coffee shops, delis, fitness studios, public spaces
  • Sign spinners for grand opening weekends
  • Flyer hand-outs at popular local events, rail stations, bar crawls & trivia nights, concerts
Creative Promotional Examples
Hudson Bike Share & Citi Bike Advertising Opportunities

Hudson Bike Share launched in Hoboken in October 2015 and recently expanded to Weehawken, West New York, Guttenberg, North Bergen, Bayonne and Port Imperial for a total of 560 bikes. The system currently has over 28,000 registered members and has clocked over 483,000 rides since inception. Jersey City has also recently announced that it plans to roll out a bike-share program with Citi Bike in Hoboken with around 29 stations throughout the city.

Pricing based on scale
Tier 1 Package Pricing
  • Google Paid Search
  • Google InMarket Banner Ads
  • Google Remarketing Banner Ads
  • Social Media Management, Boosted Posts, and In-Feed Ads
  • E-Flyers to Rented Prospect Lists

$6,500

Tier 2 Package Pricing
  • Geo-Fencing Mobile Campaign
  • Rental Websites — CoStar Group and RentPath
  • Star Ledger Print Ads
  • Outdoor Signage — Rail, Bus and Transit shelters

$8,950

Credits:

Created with images by Hue Graphy - "korean woodslab" • Michael Warf - "Hive Coworking Space" • Christin Hume - "work flow" • Nastuh Abootalebi - "untitled image" • rawpixel - "untitled image" • Brooke Cagle - "Tattooed woman with laptop" • Lost Co - "Rise And Grind" • rawpixel - "american beverage brainstorming" • Héctor Martínez - "Laptop camera phone notebook" • rawpixel - "action brainstorming business" • Annie Spratt - "Team work, work colleagues, working together" • Gaurang Alat - "Latte" • Sam Trotman - "Concrete Jungle" • Nathan Dumlao - "untitled image" • Will Langenberg - "untitled image" • rawpixel - "animal antique art" • Rucksack Magazine - "Rucksack Magazine - The Journey Issue" • Pexels - "architecture new york city manhattan" • Eric Ward - "Brooklyn Apartment" • Studio Ease - "untitled image"

Report Abuse

If you feel that this video content violates the Adobe Terms of Use, you may report this content by filling out this quick form.

To report a Copyright Violation, please follow Section 17 in the Terms of Use.