- marlo monthly
As a new player in the security field, Viewpoint needed to educate both business and consumer markets about it’s first-of-its-kind security monitoring solution. In order to position themselves as an industry forerunner and business innovator, they needed to establish third-party credibility for their brand via high-level media coverage in business press and targeted vertical markets.
We identified Viewpoint’s key differentiators and broke down their complex technology offerings in a clear and concise way designed to speak to each of their market segments, while leveraging the opening of their new corporate headquarters to position Viewpoint as the largest national operation of its kind. Through strategic positioning, identifying and media training Viewpoint staff and clients offering testimonials, we successfully communicated their competitive advantage in a way that resonated with their various vertical markets.
We secured prominent and impactful coverage in both trade and consumer outlets including Security Dealer & Integrator, Security, SCM, Security Management, Shopping Centers Today and The Boston Globe. The earned media succeeded not only in positioning Viewpoint as an innovator in their space, but also in driving new business inquiries in their targeted markets. In addition, by identifying key marketing opportunities such as industry roundtables, webinars and speaking presentations, we successfully heightened their business visibility at a national level.