Client:Allied-Barton Security
Service: Advertising
Background
In the months following the tragedy on 9/11, the security business went from “costs little — but that’s still too much” to “we need it — at almost any cost.” In a historically price-driven industry, Allied Security remained committed to its position of delivering the highest level of protection for employees, client tenants and assets under any situation. Now, in a fast changing world, Allied had to move even faster to meet the awesome changes in the marketplace, changes that created a whole new concern for the security industry.
Strategy
Kröme developed an advertising campaign named “Challenge of Change” to address the sudden acute sensitivity to quality security services within the marketplace. It addressed the new challenges clients were facing and shared what they should do to meet the adversities. “Change” also refers to how clients now needed to select a qualified security partner — not just shop for price.
Results
Kröme created advertisements for this campaign that scored in the top three in leading industry publications, reaching targeted security managers across the country. Additional support elements in the program, including direct mail to prospects, dynamic presentations at major trade shows and a total web redesign, added to the quality level of sales.