PACE Shines Again: Receives Multiple Awards from NJ Builders Association

PACE_SAM_logoWe’re proud to share the good news that PACE received six awards at the 28th annual SAM Awards celebration, held March 26th in Atlantic City! The SAM Awards, presented by the New Jersey Builders Association (NJBA), are the most coveted honors within the state to recognize creative achievement in new home sales and marketing. The presentation of the SAM Awards caps off an outstanding awards season for us. Last month, the agency was recognized by the Shore Builders Association of Central New Jersey (SBACNJ) with nine FAME Awards for excellence in marketing accomplishments in the homebuilding industry.

PACE Team_SAM Awards 2015_FINAL
Proud members of our PACE team in Atlantic City after receiving 6 SAM Awards from the NJBA. L-R: Ken Hochman, Director – Media Strategy & Planning; Holly Kingsley, Senior Vice President; Cara Faske, President; Erika Cubano, Senior Account Executive; Randy Kershner, Senior Copywriter/PR Director; Daniel Greenspan, Digital Account Manager

This year, we were presented with SAM awards in a variety of categories for a number of different clients, as well as for the agency itself, recognizing our work across a broad spectrum of marketing initiatives. Awards included:

  • Best Corporate Ad (for K. Hovnanian Homes)
  • Best Internet Promotion – Client (for K. Hovnanian Homes)
  • Best Billboard (for Sharbell Development – Union Lofts at Town Center)
  • Best Special Promotion for a Community (Kalian Companies – Carriage Gate at Little Silver)
  • Best Logo Design (PACE 65th Anniversary)
  • Best Internet Promotion (PACE 65th Anniversary Email)

Collection of SAM Awards_2015

Our president, Cara Faske, commented on the awards:

We’re pleased and very honored to receive these prestigious awards from the NJBA, following so quickly on the heels of our recent FAME Award wins,” said Cara. “It means a lot to be honored by our friends and peers in the building community and we’re proud of the work we’ve done for all our New Jersey clients this year. This kind of recognition validates our commitment to serving the New Jersey homebuilder community and continues to solidify our standing as one of the leading agencies in the tri-state area, committed to excellence in marketing and advertising.”

Holly Kingsley, our Senior Vice President, commented further on the significance of this year’s crop of SAM Awards:

What’s especially rewarding is to be recognized for work we’ve done for a variety of different clients, which demonstrates our broad reach across New Jersey, and for work that spans a variety of marketing channels, from digital initiatives to logo design to more traditional advertising efforts. PACE has always been a full-service agency, and these awards reflect our diversity of creativity and capabilities.”

Cheers to our whole PACE team!

PACE_Cheers

 

Going Native

PACE_nativeadvertising-01Call it “sponsored content”… call it “native advertising”… whatever you call it, there’s no denying that this type of paid content marketing is all the rage, as more and more companies and brands are utilizing it as part of their overall marketing strategy. In fact, investment in native ads is expected to triple between 2013 and 2015.

PACE_social iconsTo read more about the rapid growth of this new marketing channel, check out this good article from Krystal Overmyer on Skyword.com. In it, she looks at the dramatic growth of native ads in 2014: over 850 brands purchased native ads in December on the top 100 consumer and B2B websites, compared to 688 brands that purchased native ads the previous July—representing a 24 percent increase in native ads between July and December 2014.

Native advertising refers to how companies work with online publications to create paid content that takes on the appearance of editorial or other content on that platform. As Overmyer explains, “native ads could include promoted tweets or suggested Facebook posts; it could also take the form of a 1,500-word piece on… the New York Times.”

PACE_examples-of-native-advertising
Examples of different types of native advertising, courtesy of mechtron.com

Generally, companies expect and see better results with native ads than what they would get from more traditional display ads or other promotions. Native ads are more “readable” and easily shared across the internet. According to MediaRadar CEO and co-founder Todd Krizelman:

This has led to much higher response rates and improved aided and unaided brand awareness.”

It’s not really a new phenomenon – just reworked and reimagined for the digital age. In earlier times, “native advertising” was called “advertorial” – and at PACE, we’ve been offering it to clients for years as an effective additional strategy to complement marketing campaigns. Over the years, we have repeatedly heard from clients – particularly our real estate clients – who report that they have seen more traffic from customers who mention the “story they read in the Sunday paper” as opposed to the ad we placed. Today, we’ve adapted that strategy to apply to online publications, as well. Whether in print or online, whether you call it “advertorial” or “native advertising,” the content has to be good. It can’t just be fluff, but must give the reader something of interest and value, while effectively promoting the brand or business, as well.

We’re on board with native advertising at PACE, and ready to help your business tap into this hot marketing trend.

PACE_native cartoon

PACE Recognized at 2015 FAME Awards

PACE_Fame-LogoWe’re proud to share that PACE was the recipient of nine awards at the twelfth annual FAME Awards celebration, held February 26th at South Gate Manor in Freehold, NJ. The FAME Awards are presented every year by the Shore Builders Association of Central New Jersey (SBACNJ) to recognize and honor companies and individual builders, remodelers and associate members for excellence in marketing accomplishments in the homebuilding industry.

PACE_Collection of FAME Awards 2015_0728

This year, we won awards in a variety of categories for a number of different clients, recognizing work that spans a broad spectrum of marketing initiatives. Here’s the list of winners (and a few samples of the winning work):

  • Best Logo Design (single-family detached community, Sharbell Development – Springside at Robbinsville)

PACE_Springside logo

  • Best Color Ad (1/2-page or larger, Kalian Companies – Carriage Gate at Little Silver)
  • Best Color Magazine Ad (Sharbell Development – Tapestry at Montgomery)
PACE_FAME 2015_R Kershner-H Kingsley_2337
PACE Senior Vice President Holly Kingsley and Senior Copywriter-PR Director Randy Kershner after receiving one of the agency’s nine FAME Awards last month
  • Best Public Relations Release or Campaign (K. Hovnanian® Homes® – The Orchards at Monroe)
  • Best Direct Mail Piece or Campaign (D.R. Horton – Coventry Estates)
  • Best Direct Mail Piece – Associate Member (PACE Holiday Greeting Card/Package)
PACE Advertising 2013 Holiday Card with Cookie
Our holiday greeting card & package, winner for “Best Direct Mail Piece” (Associate Member)
  • Best Billboard (Sharbell Development – The Lofts at Town Center)
  • Best Special Promotion/Event (K. Hovnanian® Homes® – “Meet the Builder”)
  • Best Email Promotion (PACE 65th Anniversary Email)
Pace65thEblast
PACE created this email promotion to celebrate our 65th anniversary in 2014 

And a special congratulations to our friends at K. Hovnanian Homes. Among their many FAME awards this year, K. Hovnanian was presented with the Grand Award for “Townhome Community of the Year” for Wheatsheaf. We’re proud to be their partner ad agency.

KHOV team_FAME 2015 Townhome of Year Award_2460
Some of the K. Hovnanian Homes Northeast Division team, after winning this year’s FAME Grand Award for “Townhome of the Year” (Wheatsheaf)

Cara Faske, PACE President, commented on our showing at the FAME awards:

We’re so pleased and honored to receive these prestigious awards from the SBACNJ. It’s very rewarding to be recognized by our friends and peers in the building community. We’re proud of the work we’ve done for all of our New Jersey clients this year. This kind of recognition validates our commitment to serving the New Jersey homebuilder community and continues to solidify our standing as one of the leading agencies in the tri-state area, committed to excellence in marketing and advertising.”

Holly Kingsley, PACE Senior Vice President, commented further on the significance of this year’s crop of FAME Awards received by the agency:

What’s especially rewarding for us is to be recognized for work that we’ve done for a variety of different clients, which demonstrates our broad reach across New Jersey, and also for work that spans a variety of marketing channels, from digital initiatives to logo design to more traditional advertising efforts. PACE has always been a full-service agency, and these awards reflect our diversity of creativity and capabilities.”

Congratulations to all of this year’s FAME Award winners. And special thanks to the SBACNJ for the awards and the recognition… to our clients for the honor of working with you and the opportunity to create award-winning work for your excellent projects… and to all of our PACE staff for proving once again that we are truly a team of winners. It’s great to work with some of the best in the business!

PACE_RK-HK-FAME 2015_4007
Randy and Holly celebrating the nine FAME awards presented to PACE at this year’s FAME Awards ceremony

Why We Love Email Marketing – & Some Great Examples

PACE_email marketingWe’re big proponents of email marketing. In fact, we just won an award for one of our email blasts – but we’ll tell you more about that shortly… Emails are cost-effective and, according to a McKinsey & Company study, 40 times more effective than social media for acquiring new customers. What’s not to like? Here are some great examples of email marketing done well, courtesy of our friends at hubspot.com. They’re all well done, but we particularly like the ones from Warby Parker and Dropbox. What are your favorites?

Need help with your email marketing? Contact us – we can help.

March 5, 2015 // 8:00 AM

12 of the Best Email Marketing Examples You’ve Ever Seen (And Why They’re Great)

Written by Lindsay Kolowich | @

email-arrow---Copy-1

At one point or another, we all need inspiration to do our jobs better. It doesn’t matter whether you’re a marketing veteran who has navigated through years of changing technology or a newbie fresh out of college — we all need examples of outstanding content. It helps us get through creative ruts, make the case to our boss for experimentation, and improve our own marketing.

Most of the time, inspiration is easy to find because most marketing content is publicly available. You can scour the internet or go on your favorite social network to see what your connections are talking about.

But there’s one marketing channel that is really, really hard to find good examples of unless you’re already in the know: email. There’s nothing casual about it — you usually need to be subscribed to an email list to find great examples of emails. And even if you’re subscribed togood emails, they are often bombarding you day after day, so it’s hard to notice the gems.

Because it’s so difficult to find good email marketing examples, we decided to do the scouring and compiling for you. Read on to discover some great emails and get the lowdown on what makes them great — or just keep on scrolling to get a general feel for each. However you like to be inspired is fine by us!

12 Examples of Effective Email Marketing

1) Warby Parker

What goes better with a new prescription than a new pair of glasses? The folks at Warby Parker made that connection very clear in their email to my boss. The subject line was: “Uh-oh, your prescription is expiring.” What a clever email trigger. And you’ve gotta love ’em for reminding you your prescription needs updating.

Speaking of which, check out the clever co-marketing at the bottom of the email: If you don’t know where to go to renew your subscription, the information for an optometrist is right in the email. Now there’s no excuse not to shop for new glasses!

warby-parker-email-example

2) charity: water

When people talk about email marketing, lots of them forget to mention transactional emails. These are the automated emails you get in your inbox after taking a certain action on a website. This could be anything from filling out a form to purchasing a product to updating you on the progress of your order. Often, these are plain text emails that email marketers set and forget.

Well, charity: water took an alternate route. Once someone donates to a charity: water projects, their money takes a long journey. Most charities don’t tell you about that journey at all — charity: water uses automated emails to show donors how their money is making an impact over time. With the project timeline and accompanying table, you don’t even really need to read the email — you know immediately where you are in the whole process so you can move on to other things in your inbox.

charity-water-email-example

3) BuzzFeed

I already have a soft, soft spot for BuzzFeed content (70 pictures of dogs in their Halloween costumes, anyone?), but that isn’t the only reason I fell in love with its emails.

First of all, BuzzFeed has awesomely written subject lines and preview text. They are always short and punchy — which fits in perfectly with the rest of BuzzFeed’s content. I especially love how the preview text will accompany the subject line.

For example, if the subject line is a question, the preview text is the answer. Or if the subject line is a command (like the one below), the preview text seems like the next logical thought right after it:

buzzfeed_inbox

Once you open up the email, the copy continues to be great. Just take a look at that glorious alt text action happening where the BuzzFeed logo and first image should be. The email still conveys what it is supposed to convey — and looks great — whether you use an image or not. That’s definitely something to admire.

Without images:

buzzfeed_alt_text

With images:

buzzfeed_images_enabled

4) Canva

The beauty of Canva’s emails is in their simplicity. When they come out with a new design concept, they let their email subscribers know by sending an email like the one you see below. Each one gives a brief description, shows a preview, and then encourages the reader to try it themselves. My colleague Niti (who’s an email marketer herself) is a huge fan of their emails — in fact, she says Canva’s emails have some of the best tie-ins to a product that she’s seen in any email campaign.

canva-email-example

5) Birchbox

The subject line of this email from beauty product subscription service Birchbox got my colleague Pam clicking. It read: “We Forgot Something in Your February Box!” Of course, if you read the email copy below, they didn’t actually forget to put that discount code in her box — but it was certainly a clever way to get her attention. And the discount code for Rent the Runway, a dress rental company that likely fits the interest profile of most Birchbox customers, certainly didn’t disappoint.

birchbox-email-example

6) Cook Smarts

I’ve been a huge fan of Cook Smarts’ “Weekly Eats” newsletter for a while. The company sends yummy yummy recipes in meal plan form to my inbox every week. But I didn’t just include it because of its delicious recipes … I’m truly a fan of its emails. I love the layout: Each email features three distinct sections (one for the menu, one for kitchen how-to’s, and one for the tips). This means you don’t have to go hunting to find the most interesting part of its blog posts — you know exactly where to look after an email or two.

I also love Cook Smarts’ “Forward to a Friend” call-to-action in the top-right of the email. Emails are super shareable on — you guessed it — email, so you should also think about reminding your subscribers to forward your emails to friends, coworkers, or heck, even family!

cooksmart-email-example

7) Dropbox

You might think it’d be hard to love an email from a company whose product you haven’t been using. But Dropbox found a way to make their “come back to us!” email cute and funny, thanks to a pair of whimsical cartoons and an emoticon. Plus, they kept the email short and sweet to emphasize the message that they don’t want to intrude, they just want to remind the recipient that they exist and why they could be helpful. When sending these types of email, you might include an incentive for recipients to come back to using your service, like a limited-time coupon.

dropbox-email-example

8) Paperless Post

When you think of “holiday email marketing,” your mind might jump straight to Christmas, but there are other holidays sprinkled throughout the rest of the year that you can create campaigns around.

Take the email below from Paperless Post, for example. I love the header of this email. First, it provides a clear call-to-action that includes a sense of urgency. Then, the subheader asks a question that forces recipients to think to themselves, “Wait, when is Mother’s Day again? Did I buy Mom a card?” Below this copy, the simple grid design is both easy to scan and is quite visually appealing. Each card picture is a CTA in and of itself — click on any one of them and you will be taken to a purchase page.

paperless-post-email-example

9) Stitcher

Humans crave personalized experiences. It’s science. When emails appear to be created especially for you, you feel special — you’re not just getting what everyone else is getting. You might even feel like the company sending you the email knows you in some way, and that they care about your preferences and making you happy.

That’s why I love on-demand podcast/radio show app Stitcher’s “Recommended For You” email. I tend to listen to episodes from the same podcast instead of branching out to new ones. But Stitcher wants me to discover (and subscribe to) all the other awesome content they have — and I probably wouldn’t without their encouragement.

I think this email is also quite a brilliant use of responsive design. The colors are bright, and it’s not too hard to scroll and click — notice the CTAs are large enough for me to hit with my thumbs. Also, the mobile email actually has features that make sense for recipients who are on their mobile device. Check out the CTA at the bottom of the email, for example: The “Open Stitcher Radio” button prompts the app to open on your phone.

stitcher-email-example

10) Turnstyle Cycle

When I got this email from spin studio TurnStyle Cycle, I felt like I was reading an email from a good friend.

Design-wise, they kept it simple: a branded header followed by plain text and a simple footer. But the copy was what caught my eye. It’s friendly, yet sincere: “We know you are busy and would hate to see you miss out;” “Please let us know if we can help accommodate in any way possible;” “Feel free to give us a call – we want to help :)”. Plus, they provided me with the exact details I needed to know — a reminder of what I’d signed up for and when, the expiration date, and a phone number to reach them.

The only thing missing here was a CTA button directed at the class schedule; but otherwise, the genuineness of the email copy really stuck out to me and made me feel close to the brand.

turnstyle-email-example

11) Poppin

Your customers want to hear from you about exclusive deals and other ways they can save money. Offering coupons and discounts via email can be an effective tool for both customer acquisition and customer loyalty. I think office supply vendor Poppin did a great job with this email where they offer a 15% off promotion. The bright, bold colors and soft fonts match their cool, modern branding, and the design is simple with four distinct calls-to-action. Plus, I don’t know about you, but I always love a good pun.

poppin-email-example

12) Drybar

Sometimes, the best emails have the simplest designs. Design-wise, this email takes the cake. It’s super easy to scan, making it easy for you to digest what it’s about. The copy is simple but clever and aligns perfectly with their brand. And they are telling you exactly what you need to know about the new product; nothing more, nothing less. Because this email is about driving awareness of a new product rather than converting someone to become a lead or customer, that’s all you really should be noticing. So hats off to Drybar for using design to better communicate its message!

drybar-email-example

 

What makes a good agency? Good clients.

It takes good clients to make a good advertising agency. Regardless of how much talent an ad agency may have, it is ineffective without good products and services to advertise.” (Morris Hite, Former Chairman, President & CEO, Tracy-Locke)

PACE_Morris L Hite
Morris L. Hite, Former Chairman, President & CEO, Tracy-Locke

What a great quote from one of the ad industry’s giants. Back in the day, in the golden age of advertising, Morris Hite built Tracy- Locke into the preeminent advertising agency in the Southwest, with a client list that included Frito-Lay’s Doritos Tortilla Chips, Dr. Pepper, Haggar Slacks, Borden Dairies, Mrs. Baird’s Bakeries, Texas Instruments, Comet Rice and Imperial Sugar. Hite is a member of the Advertising Hall of Fame and you can read more about his life and career here.

Mr. Hite’s unique thinking and philosophy helped Tracy-Locke pioneer a number of distinctive accomplishments for clients. Working with E.R. Haggar, Hite coined the word “slacks” in 1940. He helped bring Elsie the Cow to life through television advertising for Borden and helped Frito-Lay build the Doritos brand.

His perspective on clients is right on the mark. Hite’s quote shows that he realized something vital to the success of any agency: we’re nothing without our clients. Good clients. Over the years at PACE, we’ve worked with a number of leading publicly traded and privately held companies across a variety of sectors – and we’ve been fortunate to work with some of the best in the business. In fact, many of our client partnerships have spanned decades – a true rarity in the world of advertising. We do well to never forget that it all begins with good clients, offering good products and services. That’s what makes a good agency. Thanks to all those we’ve had the honor to work with and serve for over 65 years now!

PACE_clients1