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SAMMYs 2009: Making Marketing Magic

SecurTek Monitoring Solutions, Custom Alarm and seven other industry-leading companies reveal their award-winning sales, business and installation practices and techniques. Top marketing minds explain how to balance effectiveness and expenditures.

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[IMAGE]11879[/IMAGE]Urban Alarm
Best Company Logo Design
Sponsored by ISC Expo

Urban Alarm of Washington D.C. may be a small company of only eight employees, but its savvy logo branding earned a big win at the SAMMYs and notable recognition among its local customer base.

The growing company, founded in 2003, combined its security, technology, design and marketing backgrounds to create an award-winning logo that emphasizes a strong message and focuses on positioning. The company allots a marketing budget of 8 percent of revenue to sustain a steadily expanding marketing plan that increases with success.

“In general, we have seen an excellent return on our marketing and design work, in many cases exceeding 10 times our investment,” says President Miles Fawcett. “We plan more grassroots community initiatives as well as more campaigns leveraging technology for personalization. Whatever we do, we are committed to educating and adding value at every stage. Educating our market opens up all kinds of valuable selling opportunities.”

Urban Alarm prefers to stick to traditional marketing methods such as paper-based newsletters and a regular catalog of services targeted by submarkets. While the return on investment (ROI) is evaluated for effectiveness, Urban Alarm also understands the importance of qualitative feedback from the community.

“While we see the value of E-mail, we recognize that an appealing print design and message is going to get attention,” says Fawcett. “The volume of E-mail our customers get is overwhelming. We would like to reduce our costs and environmental footprint but right now print is an important part of our campaigns.”

With marketing materials being produced internally, Urban Alarm is able to streamline costs and track results on a weekly basis. However, by keeping operations in-house resources often are stretched, making deliberate and strategic decisions all that more important.

“With our focus on Washington D.C. and close-in suburbs — a relatively small geographic area of about eight miles radius — brand saturation is an important part of our growth,” Fawcett says.



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Article Topics
Business Management · ASG Security · Cover Story · Custom Alarm · Provident Security · SAMMY Awards · SecurTek · All Topics

About the Author
Rodney Bosch
Although Bosch’s name is quite familiar to those in the security industry, his previous experience has been in daily newspaper journalism. Prior to joining SECURITY SALES & INTEGRATION in 2006, he spent 15 years with the Los Angeles Times, where he performed a wide assortment of editorial responsibilities, including feature and metro department assignments as well as content producing for Bosch is a graduate of California State University, Fresno with a degree in Mass Communication & Journalism. In 2007, he successfully completed the National Burglar and Fire Alarm Association’s National Training School coursework to become a Certified Level I Alarm Technician.
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ASG Security, Cover Story, Custom Alarm, Provident Security, SAMMY Awards, SecurTek, Stanley CSS

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