How ADT Commercial Won the 2020 SAMMY Award for Best Content Marketing

ADT Commercial’s active shooter campaign and white paper were designed to bring attention to the company’s broader technological capabilities and solution sets.

How ADT Commercial Won the 2020 SAMMY Award for Best Content Marketing

Active shooter situations have sadly become more commonplace in today’s world. To help security professionals communicate the challenges and solutions available in this field, ADT Commercial developed its Active Shooter Risk Management white paper.

The marketing piece exists as a digital PDF, printed brochure and a website landing page. It was delivered to viewers through web banner advertising, in person and email campaigns from internal and external marketing partners.

Vice President of Marketing and Communications Beth Tarnoff says the white paper was written by key members of the ADT Commercial team and is based on their unique experience and expertise, industry research, and technology reviews and comparisons.

She adds that the campaign and white paper were designed to bring attention to ADT Commercial and its broader technological capabilities and solution sets that are the result of its strategic acquisitions of more than 15 companies over the past several years.

The overall design of the white paper is clean and minimal in graphic elements, allowing the copy to take center stage.

It opens with a quote from William Plante, senior principal and Jace Henry, eSRG manager: “Within the workplace, the continuation of active shooter incidents over the last several years has compelled corporations, educational institutions and public event venues to develop strategies and implement technologies to deal with this rising problem. The increasing frequency, lethality and impact costs suggest that companies should consider active shooter risk management as part of their overall security strategy. Today, security technologies are becoming a cornerstone of a successful program with a strategy that includes gunshot detection.”

It then dives into statistics on workplace violence and active shooters. The following page takes the reader inside the mind of an active shooter, combining statistics from an FBI study with facts from the publication, “How to Survive a Terrorist Attack.”

Lastly, active shooter solutions are covered, including video analytics, gunshot detection and access control management, as well as explanations of how these technologies work.

Click here to view the white paper.

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About the Author


Steven A. Karantzoulidis is the Web Editor for Security Sales & Integration. He graduated from the University of Massachusetts Amherst with a degree in Communication and has a background in Film, A/V and Social Media.

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