May 5, 2008
BtoB Magazine

ADT Security Services, a unit of Tyco International, provides electronic security technologies, physical security equipment and monitoring services for homes, businesses and the government. Before 9/11, the company was known primarily as a provider of physical security equipment. In the past few years, however, it has transitioned into much more than that—in large part because of the 2004 homeland security presidential directive known as HSPD-12, a mandate outlining common identification card and identity systems standards for all federal employees and contractors.

C“As a result of HSPD-12, our company recognized that to truly keep pace with government requirements and customer requirements, we needed to provide additional services as a physical, operational and cyber security integrator,” said John Pearce, manager of national accounts marketing at ADT.

The company's resulting SurePass solution is an identity access management platform that includes smart cards and the back-end systems that credential card users. Before the company could begin marketing, however, it had to be approved by the General Services Administration. ADT began publicity efforts early in the approval process, working with Borenstein Group, a marketing agency that specializes in business to government.

ADT REDEFINES BRAND
Borenstein first helped ADT redefine its brand, positioning the company as a total security integrator with solutions encompassing physical security, network security and cyber security. “We worked with ADT to redefine the issue, helping C-levels at government agencies ... conceptualize and understand [the idea] that if you secure the network but don't secure the entire enterprise, you're going to fail in your mission,” said Gal Borenstein, CEO of Borenstein Group.

ADT gained GSA approval to be a solution provider in fall 2006. After that, it worked with Borenstein to implement its five-year strategic marketing plan, which looked closely at how specific agencies with specific needs would buy the solution. The marketing plan carefully considered which decision-makers would be involved in buying the solution—for example, a building manager responsible for physical security as well as a CIO responsible for network security—and how to bring those buyers together.

To reach these prospective buyers, ADT and Borenstein launched an integrated marketing communications program that included marketing collateral, public relations, a microsite, banner sponsorships, event marketing and campaigns that were customized for specific federal agencies.

In developing campaign messaging, ADT and Borenstein tailored messaging based on audience segments. “If you're a facility manager, how savvy are you in the high-end IT area?” Borenstein said. “If you're not [savvy about IT], what are your concerns? The marketing communications materials and copy would then address and overcome their concerns and give them answers that would make them comfortable.”

ADT's marketing effort is ongoing, but it is already paying off. In the past two years, the company has tripled its number of qualified leads, Pearce said, and has increased its brand awareness among federal specifiers by more than 40%.

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