TycoIS – Mother of Reinvention
What does a 140-year-old company that has dominated the commercial security market do for an encore? How about a name change, comprehensive rebranding and refinement of its business model? That’s exactly what Tyco Integrated Security did in transforming from ADT Commercial, capturing an SSI 2013 Installer of the Year award in the process.
Imagine if you discovered that you would need to rename and completely rebrand your long-standing and highly visible installing and monitoring security business from top to bottom. And you had to get it completed within a year‘s time, all the while maintaining, managing and pushing to grow a nationwide commercial enterprise. Daunting? Absolutely. Overwhelming? Perhaps. Doable? For ADT Commercial? No problem. Of course, it helps when you have NFL Hall of Fame Quarterback Steve Young in your corner.
Although its roots trace back to ADT’s founding in 1874, 2012 will go down as one of the company’s most noteworthy years. The business finalized a major rebranding — transforming into the new Tyco Integrated Security (TycoIS) — that required a tidal wave of outbound communications to spread the word to its large customer base and the media. The change was the result of Tyco Int’l segmenting operations into three publicly traded companies, a reorg approved by shareholders last September.
“ADT is a well recognized brand with years of longevity, so it’s not an easy transition to rebrand a business from that,” says TycoIS President Mark VanDover, who assumed the post in November. “But we found in the commercial space the brand is less important than a lot of the relationships we’ve built. Having said that, we have put a lot of energy into building our new brand and identity.”
During the yearlong corporate split, TycoIS deployed a comprehensive marketing campaign featuring press releases, interviews, advertisements and more to announce its new name and vision for integrated security. It executed a makeover of one of the industry’s largest installation and service vehicle fleets, and plastered ads starring Young across TV screens, print and electronic media. The firm also conducted a series of “Road Shows” to strengthen customer relationships through education and establish thought leadership in key markets.
Amid all that, the company managed to also acquire Carter Brothers’ Fire & Life Safety business. Even before the massive rebranding, the business now known as TycoIS was a prolific provider of leading security technology solutions. The company was also championed for its corporate citizenry, being very active in both its communities and the industry. It has all added up to TycoIS being named SSI’s 2013 Installer of the Year (Large company, 200+ employees).
A Diversified Portfolio
TycoIS’ stated mission is a promise to advance safety and security by finding smarter ways to save lives, improve businesses and protect where people live and work. Its range of integrated security solutions include managed and hosted services; a consultative approach with a deep understanding of business security needs; and a commitment to provide solutions that improve productivity, save costs, and enhance control.
Through a workforce of more than 10,000 and 200+ locations throughout North America, Boca Raton, Fla. headquartered TycoIS serves in excess of a half-million customers. Its parent company, Tyco (NYSE: TYC), reported $8.3 billion in installation and services revenue as part of its $10.4 billion total revenue for fiscal 2012.
“Tyco’s installation and services businesses are focused on accelerating service growth,” says VanDover. “Today, about 12% of Tyco’s revenues are generated in high-growth markets where we have continued to deliver strong double-digit growth.”
Those markets are among the many the company serves. Included in its commercial and industrial sectors mix are: education; financial services; food service and defense; government; medium-sized businesses and organizations; pharmaceutical; retail; and transportation & logistics.
Its technology, systems and services specialties include: access control; fire/life safety; intrusion; video surveillance; loss prevention; remote management tools and services; installation and maintenance; business intelligence; information management; and professional services. Security system monitoring and management is handled through three TycoIS’ state-of-the-art facilities.
“The highly trained, experienced professionals at Tyco Integrated Security’s three industry-leading Customer Care Centers provide 24/7/365 support for security systems, delivering response management to thousands of critical incoming alarm calls daily,” says Vice President, Product Management and Industry Relations Jay Hauhn. “Strategically located throughout North America, these world-class facilities are fully redundant and UL-certified to provide the most reliable service in the business.”
Zeroing In on Business
While the more visible and overt aspects of TycoIS’ rebranding process may draw the most attention, underneath the flashy veneer there have been some equally profound changes. The switch now allows the business to really hone in on its core competencies to better serve commercial security customers while also more aggressively bringing leading-edge solutions to market.
“We’re much sharper, much more laser-focused on the commercial security piece, versus trying to deal with both residential and commercial security,” VanDover says. “This really allows us to direct all our energy on the commercial market, not get diluted with other businesses, and bring together solutions and technologies that are very focused on that market.”
TycoIS is seeking to accelerate its service growth by targeting installation projects that lend themselves to services, differentiating its offerings through innovation and improving customer service via technology and process enhancements. Its strategic directives include: organic growth through expanding offerings; executing disciplined bolton acquisitions; streamlining processes to improve efficiency and customer delivery; investing in technologies, software and services; and providing simple, cost-effective solutions.
“TycoIS’ marketing focuses on finding smarter ways to save lives, manage services, improve businesses, and protect where people live and work,” says Vice President of Marketing Hank Monaco, “and delivering and promoting that message through the right channels to the market and prospects.”
Standard apart from its rebranding efforts, TycoIS leverages traditional media channels to present key messages to the public through a steady stream of press releases that include new product launches, industry award wins and personnel announcements. Blog posts and social media updates are also used to keep existing and potential customers informed.
Last year’s traveling “Road Shows” gave the integrator an opportunity to connect with current customers and prospects in an engaging and unique way. The in-person events offered updates on new solutions and commentary on industry trends. Local and trade media were invited, resulting in coverage from ou
tlets such as NBC Philadelphia, Canadian Business Journal and Ars Technica.
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About the Author
Scott Goldfine
Scott Goldfine is the marketing director for Elite Interactive Solutions. He is the former editor-in-chief and associate publisher of Security Sales & Integration. He can be reached at [email protected].
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