Stanley Convergent Security Solutions
Best Overall Integrated Marketing Campaign
Sponsored by Visonic
Consistency of message and repetition are two of the most fundamental qualities of a successful marketing program. The first element pertains to branding and creating an emotional reaction (often subconscious) to that company that clients and prospects will associate with it, while the latter component is essential to instill permanency of that messaging. One of the electronic security industry’s most proficient marketers, Stanley Convergent Security Solutions (CSS), continues to excel with demonstrated expertise and consequently added to its collection of SAMMY trophies.
“Our integrated marketing program conveys a strong, cohesive brand image through use of consistent, accurate logo representation, Stanley corporate colors, images of similar photographic style and our corporate font in all our marketing materials,” says Beth Tarnoff, Stanley CSS director of marketing. “Although we continue a similar look and feel through our pieces, we are able to have them look very unique from one another by altering the shapes, sizes and techniques used in each.”
As part of conveying the company’s “Customer Excellence” theme, many of its marketing collateral pieces have Stanley CSS’ “Commitment to Service” statement about delivering five customer touch points: account management; installation; service; monitoring; and billing. Also ubiquitous is the phrase, “Protecting What’s Important to You” in brochures and on business cards. The firm marries these consistent messages with tweaks depending on the market segment.
“In order to appeal to each target market, we carefully plan our strategies to reach the intended audience,” says Tarnoff. “We tailor our message to reach each specific audience for every piece we create. For example, Stanley CSS’ 10 vertical market brochures are customized for each unique industry and business. Every aspect of each brochure relates to the specific industry it is about including the cover images, taglines, key terminology, images and custom security solutions for the industry.”
Print | posted on Monday, June 13, 2011 12:34 PM