Welcome to our newest PACE team member!

A great big WELCOME to Katie Cope, the newest member of our PACE and Cara Martin team!

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Our new PACE Account Coordinator, Katie Cope

Katie joined us this week as an Account Coordinator and will be working closely with our account teams on a variety of client projects. Katie comes to us from the Boston area, where she was working as a Client Services Specialist for Propel Marketing, a digital marketing firm. She earned her MA in English from UMass, Amherst, and her BA in Political Science and Literature from American University in Washington, D.C. In her spare time, Katie might be found running (she was a top-third finisher at the Spartan Race New England for 3 years in a row!), playing tennis, or working out at the gym. She is also a mosaic and pottery artist and an active member and contributor to the Arbor Day Foundation. And now in her spare time, no doubt she’ll be exploring her new home base of NYC.

We are thrilled to have Katie on board and looking forward to having her on our team!

Live the Dream… A Fresh New Ad Campaign for 2015

We’re always excited to unveil new ad campaigns for our clients… and from time to time, we like to share some of them on our PACE blog.

Here’s a new campaign we just launched for our client, The Residences at Dockside, an upscale condominium building on the Delaware River in Philadelphia. We’ve worked with Dockside for a number of years and have created many memorable and effective ads and marketing campaigns for them. These new ads, created by PACE Senior Art Director Rob Silverman, are the first in a series of ads that are full of vibrant color and artistic imagery, evoking everything people love about living at Dockside… the waterfront lifestyle, the proximity to the city, the spectacular river and city views, and of course, the elegant condominium homes. This first one just launched in the Philly market last week:

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1st new ad in a series for The Residences at Dockside, Jan. 2015

And here’s another interpretation…


We’re excited about these new ads… and of course, eager to see how they perform. We believe they are eye catching and intriguing. Now we’ll be watching to see what kind of response and traffic they generate for Dockside… always the true test of an ad campaign’s effectiveness.


How Do You Know if Advertising Works?

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Legendary ad man John Caples

“There is no better test of an advertisement than whether or not it actually sells the product! In fact, it is the only true way of determining if your advertisement works.” — John Caples, Advertising Hall of Fame

Truer words have rarely been spoken in marketing circles.

John Caples was a legendary ad man (Mad Man) who is probably best known for writing one of the most famous advertising headlines ever when he was a young copywriter in 1926:

”They Laughed When I Sat Down at the Piano but When I Started to Play!”

The copy that followed was long. Several hundred words long, designed to solicit students for a correspondence course at the U.S. School of Music. And the ad was an instant and classic success, inspiring many imitations over the years.

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The ad that changed an industry

Caples went on to become an expert in direct-response advertising. According to his obituary in the New York Times:

Mr. Caples was credited with pioneering many aspects of advertising, including copy testing and extensive research. He debunked humorous advertising copy, saying that ‘only half the people in this country have a sense of humor, and clever ads seldom sell anything.’ He also advised copywriters to ‘use words you would expect to find in a fifth-grade reader’’ because ‘the average American is approximately 13 years old mentally.’

Mr. Caples was elected to the American Advertising Federation’s Hall of Fame in 1977 and passed away in 1990. But his pioneering thoughts and practices about advertising live on.

At PACE, we adhere to some of Caples’ big ideas about advertising – including the quote above. What’s the point of advertising if not to sell product? To move people to action? In fact, it’s a philosophy we’ve adopted in one of our own agency taglines:

At PACE, we move people.

Another time, in a more cutesy way of conveying this and to reflect our agency specialization in working with real estate clients, we said:

 PACE brings faces to spaces and places.

In other words, the ads and marketing campaigns we create at PACE are strategically developed to get results. To move people. To bring faces. To generate real traffic. Real results.

We’ve been doing this for over 65 years now: providing successful, results-oriented marketing solutions for our clients. The tools have changed over the years, but we remain adept at moving people through targeted marketing strategies, compelling creative, and meticulously executed campaigns across a mix of marketing channels. Simply put, we moving consumers to take action. Getting them from their place to your place. Actively engaging with your business. And buying. Some call this “direct response.” We prefer to call it action-oriented marketing. And it’s at the heart of every campaign we develop.

We’d like to think that Mr. Caples would be proud.

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2015 Social New Year’s Resolutions

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January is always a good time of year to take stock of things, personally and professionally. While we recognize that resolutions can be overzealous and a potential set up for failure, they can also be an encouraging way to facilitate positive change. With that in mind, we really liked these social media branding tips and guidelines from Marie Alonzo, a content branding and social media strategist at CompuData. Marie is a contributor on content, social media and business technologies for Small Business Trends, Philadelphia Business Journal, Social Media Today and VAR Guy and keeps track of social media trends on Twitter: @DigitalPRLady.

The article talks about our responsibility as businesses to take “social ownership” of our social media branding efforts: to be as consistent and appropriate as possible with all social posts; to recognize and respect the power of social media platforms, and not to take them lightly or for granted. Ultimately, the reputation of our business is at stake – and that’s never something to take for granted.

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As we launch into 2015, we are resolving to be more cognizant of our social responsibility and reputation as an agency… and we’re going to encourage the same of our clients. Will you join us in taking greater care and ownership of your social branding this year?

Read the full article here: http://smallbiztrends.com/2015/01/social-media-branding-mistakes.html.