About ValWise
Marketing, run as an operating system.
ValWise builds and runs the marketing function for service companies with many locations. One plan, one dashboard, one monthly decision. Founded and led by Valerie Wise after three decades of enterprise, franchise and agency marketing leadership.
Purpose
The marketing problem is usually a system problem.
Growing service companies already own the tools: websites, a CRM, advertising accounts, vendors, local teams and reporting software. What they lack is one place where all of it is planned, measured and decided, and one person accountable for keeping it moving every month.
ValWise exists to supply that. I have led marketing inside a Fortune 500 launch, inside national franchisors, inside my own franchises and inside my own agency, and the pattern repeats. Companies grow when the fundamentals run on a calendar, the numbers are read in one place, and a senior marketer decides what changes next.
Philosophy
Five positions we do not negotiate
Marketing is a system, run on a calendar.
About 85 percent of any marketing plan is fundamentals applied every month without interruption. Growth comes from consistency and the absence of distraction. The remaining 15 percent is judgment, and that is where senior attention belongs.
Reporting stays separate from the people who spend the money.
Every vendor, channel and campaign is read from one dashboard the client owns, with every number linked to where it came from and dated. That is how a leader holds a marketing function accountable without becoming a marketer.
The company owns everything.
Accounts stay in the client's name. ValWise builds on the tools the company already runs and works inside them. The existing stack stays, and the client is never held hostage to a vendor's platform.
People approve. Systems run.
Automation handles the repeating work. A named person approves every piece before it publishes, and when no one has time, a human and a second check still stand between the work and the public.
Built to be handed off.
The goal of every engagement is a marketing function the client's own team can run, with the rhythm, the records and the training in place. ValWise measures its success by how little it is needed in year two.
Your growth depends on the consistent implementation of clear, practical, measurable, maybe even boring fundamentals.
Valerie Wise
The operating model
Five pillars, in order, every time
The same sequence applies to a single office or a family of brands. It takes about sixty days to stand up and runs on a monthly rhythm from then on.
Assess and audit
Every site, listing, ad account, tracking code, vendor and report, inventoried, with an owner for each and the gaps ranked by their effect on leads.
Integrate reporting
CRM, ads, web, listings and lead workbooks connected into one dashboard. One page a month, every figure traceable.
Align the campaigns
One messaging guide, one card per campaign, every channel tested against the others on cost per qualified lead. Budget follows the evidence.
Run the content calendar
Articles, video, email and social planned by month, produced on schedule, approved in the portal, published without anyone having to ask.
Sustain and hand off
A weekly path for each person, a monthly decision meeting run from the dashboard, a quarterly review with leadership, and a plan for the client's team to take it over.
In production
The hub, as it runs today at Specialized Property Management
Marketing 360
Twelve months of spend, traffic, contacts and deals won on one page.
Agenda
What the last meeting resolved and what the next one decides.
Campaigns
One card per campaign, with partners, assets and approvals.
Approvals
A named approver on every video, article and email.
The record
What has been done, and where
Three decades across enterprise launches, national franchising, owned operations and a decade of agency work. Each line is a program Valerie led or built.
Now
Specialized Property Management
Marketing function built and run across five market websites and eleven channels, read from one dashboard the company owns. Thirteen months of paid search history reviewed before a dollar moved. Two articles a week on every site. A live agenda that records what each meeting resolved and what the next one decides.
Dallas–Fort Worth, Houston, Atlanta, Orlando, Memphis, Nashville
Real Property Management Pros, a Neighborly franchise
Monthly content and reporting program for a franchise operator with several offices; the prototype for the ValWise monthly report and portal.
Northern Virginia
Agency: RISE Strategic, 2012 to 2025
Real Property Management (national franchisor)
Inc. 500 turnaround marketing program: 32 videos, more than 100 franchise websites, a national franchisee training platform and two national conference programs. Scaled from regional to national.
National
North American medical device company
Content at volume, paid search and social, press and video. Organic traffic up 28.6 percent in year one; monthly traffic up 284 percent by year three.
National
Go1
The 2023 State of Learning Report, partner communications in more than 14 languages, and marketing coordination across the Americas, EMEA and APAC.
Global
IDEAL Implant
Physician outreach and video production campaigns for an FDA approved device, delivered to surgeon offices nationwide.
National
DOSECC
Full marketing and public relations for a scientific drilling firm. Audiences included research institutions, commercial clients, public and private funders and government.
Antarctic program
ASP Franchising
Franchise brand refresh with a complete marketing toolkit and action plan for every franchisee.
National
Growth by referral only
Every RISE client came by referral. Year over year growth for a decade, serving global brands, national franchises, regional enterprises and venture stage companies.
Operator and executive, before 2012
Property Management Business Solutions (RPM)
Vice President of Sales and Marketing on the national franchise operations leadership team. The franchisor became RISE's first client.
National
Access Development
Led the Business Marketing and Public Relations Division for the loyalty marketing firm.
Salt Lake City
Fetal Fotos
National media placements including the Today Show, Fox, ABC and the Wall Street Journal; marketing for four locations and 25 staff; built the national franchise training program.
National
Franchise owner
Launched the marketing for two national franchise service brands, then founded and ran a company operating four major market franchises in Southern California, sold in 2007.
Southern California
Sprint PCS (now T-Mobile)
On the Los Angeles leadership team from its first day. Built the corporate and retail sales infrastructure for Los Angeles, then the second largest wireless market in the country after New York, for the network that became T-Mobile. From 11 employees to more than 400, with 15 company stores, 43 kiosks and a new business channel, on time and under budget. Promoted three times in two years.
Los Angeles
Specialized Property Management is named with its permission. Earlier programs are listed as delivered under RISE Strategic or in the executive roles shown.
Capabilities
What a ValWise engagement can cover
- Marketing strategy and annual planning
- Brand, messaging and positioning by customer segment
- Paid search, paid social and budget allocation by market
- Organic content, local SEO and AI search visibility
- Email nurture, newsletters and CRM automation (HubSpot and others)
- Direct mail, LinkedIn outreach and outbound programs
- Video series, scripts and owner education libraries
- Reviews, testimonials and case studies in volume
- Website operations across a portfolio of market sites
- Vendor management with one budget and one scoreboard
- Dashboards, month-end reporting and board summaries
- Sales enablement, onboarding and team training
- Public relations and national media placement
- Franchise marketing systems and franchisee toolkits
Delivery runs through a production and implementation team in video, design, audio, media and client success, with security and real estate advisors on call. Meet the team.
Founder
Valerie Wise
Valerie was trained in business and marketing by her father, who built the Sphere 1, one of the first personal computers. She began her career on the senior leadership team that launched Sprint's wireless division in Los Angeles. She went on to lead the marketing launch of two national franchise service brands, owned and operated four franchises of her own, and served as Vice President of Sales and Marketing for a national property management franchisor. In 2012 she founded RISE Strategic, which grew every year for a decade on referral alone.
She makes complex marketing operations executable by people who are not marketers, and she presents her approach at national business owner conferences. ValWise is the firm she built to carry that discipline into a connected, human led model, where software does the repeating and people keep the judgment.
She leads strategy and makes the final call on every engagement.
How decisions get made
Direction, provision, enjoyment, release
Four words, in that order, that I use to decide what to build and what to stop. Direction and provision come first: what deserves attention, and what sustains the work. Enjoyment and release follow: pride in work done well, and the discipline to end practices and systems that no longer earn their place.
Why the .org
A for-profit firm with a stated purpose
ValWise is a for-profit firm. The .org address reflects the purpose of the work.
Read why