Stanley Capital Mortgage Company Inc. Engages Global Advertising Strategies for Tri-State Area Advertising and Marketing Campaign
NEW YORK — Leading East Coast Mortgage Banker Wants To Refine Strategy For Rapid Expansion, Introduce New Product Offerings, And Broaden Geographic Reach
Global Advertising Strategies (Global), a leading multicultural marketing, consulting and advertising agency, has been chosen by Stanley Capital Mortgage Company Inc., a rapidly-expanding residential mortgage banker, to create and manage multiple marketing, advertising, and public relations projects as part of a regional campaign in New York, New Jersey, and Connecticut.
Starting in December of 2004, the multifaceted campaign will focus on growth messaging, with particular attention to driving relationships with real estate and financial partners. The integrated campaign will begin with print and online advertisements in major consumer outlets and niche publications, as well as on TV and radio. Global’s initial engagement includes concept development, research on partner relations, product, pricing and placement strategies, media buying and related services.
Focused Approach To Provide For Competitive Advantage
“We have attained a certain level of growth and scalability and now need a different strategy to help continue this progress,” said Mr. Stan Mankovsky, CEO of Stanley Capital Mortgage Company Inc. “We realize that in this competitive market, you need to differentiate yourself strongly. Global’s approach and methodology includes unique, niche-based and focused solutions for growth in local, regional and national segments. Their expertise in financial services and real estate markets, as well as distinctive research methods, will be a timely and important addition to our company.”
Mr. Mankovsky added that Stanley selected Global because of the agency’s strong knowledge of local markets and proven methods of matching a complex range of products with local consumer and business demographics.
Industry Undergoing Changes
“Industry consolidation and shifting government positions regarding the mortgage industry will serve Stanley well in terms of helping it to be more competitive,” said Givi Topchishvili, President and CEO of Global Advertising Strategies. “Stanley has achieved growth through many years of being a community leader. They now need new strategies for national expansion, product focus, faster client acquisition and repeat business.”
Mr. Topchishvili also said that signs of new economic growth, improved credit, and growing small business investments are positive indicators for the financial services and real estate businesses. “Add to that relatively low interest rates, growth in the housing sector, and a focused and innovative approach to marketing and there is no question that Stanley will emerge as a leader in certain geographic and product niches.”
Global has a strong track record within the financial services sector including conducting research and analysis on a variety of marketing issues within the industry. Those reports – as well as the company’s entire index of research products – can be found at www.ethnicusa.com.
About Global Advertising Strategies:
Global Advertising Strategies is a leading U.S. marketing, consulting and advertising firm specializing in helping companies reach sometimes difficult and closed niche and emerging markets by delivering a comprehensive suite of marketing and consulting services to major international brands. Past and current clients include Aerosvit Ukrainian Airlines, Aeroflot Russian Airlines, Czech Airlines, FirstUnion Securities, Western Union, American Connections, Personal Communication Center, and Primus Telecommunications.
About Stanley Capital Mortgage Company Inc.:
Stanley Capital Mortgage Company Inc. is one of the fastest growing mortgage bankers in the Northeast. With headquarters in Northern New Jersey, Stanley is providing mortgage lending services to consumers and has relationships with major financial institutions, including J.P. Morgan Chase, Lehman Brothers, Citigroup, and others. The company offers a number of primary and secondary mortgage products and construction lending. More information can be found at www.stanleycapital.com.
COPYRIGHT 2004 Business Wire
COPYRIGHT 2004 Gale Group