The Goodway Group, a 77-year-old agency and printer, has launched Goodway 2.0 to help mesh new-media disciplines with traditional direct marketing.
The Jenkintown, PA, firm’s Goodway 2.0 unit will offer existing and prospective clients services like mobile marketing, grassroots efforts, online services, word-of-mouth marketing and events. These tactics will be deployed to complement print-based DM like mail and newspaper inserts.
“Eighty percent of our client base is comprised of large ad agencies that want to provide solutions that incorporate these precision marketing tactics to their clients,” said Jay Friedman, president of Goodway 2.0.
“The key is that they need to do this without increasing overhead, yet still maintain their own margins,” he said. “We also work with some clients directly or in concert with their ad agencies.
“The consumers being targeted are those who are not reached by traditional media channels such as newspapers and television. The new media channels allow us more precision and efficiency in our targeting.”
Mr. Friedman launched Goodway 2.0 with David Wolk, taking the business into its third generation since its founding in 1929 by Milton J. Wolk.
Goodway does work for dealer associations selling Dodge, Jeep, Chevrolet, Toyota and Ford cars. The agency is developing proposals for a leading national bank and a children’s retailer, Mr. Friedman said.