A.J. Dwoskin & Associates, Inc. Releases New Branding, Corporate Identity and Website – March 2009

A.J. Dwoskin & Associates, Inc. released their new branding, corporate identity and website on March 13, 2009. In creating the brand and identity in regards to the new logo for A.J. Dwoskin & Associates, we wanted to create a look and feel that would speak volumes about the structure, stability and strength of the company. When selecting a logo that represented these things, we chose the colors blue and orange. Research reveals that the color blue conveys the perception of trustworthiness, dependability and security. The color orange evokes growth, movement and vitality, and studies have shown that its lighter shade appeals to upscale markets. We chose a classic, yet strong font to finalize the look. Since our organization is the basis of foundation, our new logo and colors embody who we are and everything that we stand for.

 

When creating the new website, we took a very progressive approach. We studied the past website activity and navigation paths to develop a website that addresses the needs of our various audiences by examining the activities they performed or actions taken. Our new website has innovative architecture and streamlined functionality which gives each audience the specific information they need, said Lana Zylka, V.P. of Multi-Family Housing. We found that many users have one objective when visiting a website and seek a direct path to the information they want, while others enjoy the opportunity to gather information and make decisions with a wide variety of options presented to them. With that in mind, we developed the website with an interactive search function so visitors can go directly to the product they seek; whether it is commercial leasing, a new apartment or mobile home, or our “Home Suite Home” corporate residences. The new website has direct links to commercial, apartment and mobile home sub-sites to feature our various product types. This change will allow visitors to search for commercial retail leasing space, a new apartment, or mobile home in the Northern Virginia Area while still having the ability to view home page links and access important corporate information.

 

In the coming months, our Career section will also be greatly enhanced. The career seeker will be able to easily navigate our open positions, view our list of generous benefits and experience “a day in the life at A.J. Dwoskin & Associates” through testimonials from current employees, said Sarahi Estrella, Director of Human Resources. Collectively, the site structure will provide continuous interaction and allow users to quickly obtain information, whether they are existing customers, investors, or potential future employees.

 

Another addition is the Business to Consumer (B to C) marketing tool, which will assist retail business owners, especially during the current economic challenges. Our B to C module will direct those who are looking to shop at a Dwoskin retail center to the location of their choice via a “virtual mall” kiosk. There they will be able to click a link that will direct them to a page featuring the various merchants in that particular retail center, highlight merchant specials or coupons and list special events. Marketing materials will also be available to download or print. This is a great incentive to those who currently lease space at any of our retail locations. It is also a great selling tool for those who may be looking to lease commercial space with A.J. Dwoskin. The B to C capability will give business owners a great deal of exposure, especially if they are uncertain about their marketing approach to bring in more business.

 

The use of key words was a prominent factor when working on web copy for Search Engine Optimization, as well as more advanced navigation tools. We ensured that the copy on our website will help us rank higher organically with the Search Engines, said Keith Tippett, V.P. of Operations for Millennium Marketing Solutions. We will be evaluating our website content on a monthly basis to improve our organic search rankings. The site successfully brings together the entire A.J. Dwoskin portfolio, and is more dynamic for enhanced functionality. Additionally, portions of the new website are being built on a content management system which allows us to quickly and easily make updates as needed. This also ensures that our website data will always be current and moreover, relevant for the search engines. Basic tactics have been built into the system so that we can make adjustments as business and marketing priorities change.

 

To develop the website, we worked with Millennium Marketing Solutions, based out of Annapolis Junction, MD. They have worked with a number of Property Management Firms and won numerous PMA awards. Millennium was able to create the design and functionality of the site while content was generated and edited in-house. Millennium was selected for the project based on their knowledge of current web standards, and keen sense for what is functionally feasible.

 

About Us

A.J. Dwoskin & Associates has been a leader in property management since 1967. With 28 apartment, town home, mobile home, and commercial properties in Northern Virginia, A.J. Dwoskin's holdings span Arlington, Fairfax, Fauquier, and Prince William counties. When seeking property management, A.J. Dwoskin & Associates, Inc. offers ideal locations with easy access to where people live, work, shop, and play in the heart of the Washington, DC metropolitan area.

 

 

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