How Schmidt Security Pro Won the 2021 SAMMY Award for Best Website Design

A new marketing plan in 2020 was anchored by the launch of a redesigned website to underscore Schmidt Security’s three main categories of solutions.

Schmidt Security Pro was founded in 1976 by former police detective, W. William Schmidt. Based in Mansfield, Ohio, the company quickly grew to become a full-service provider of security and fire solutions.

Over the past four decades, the company has expanded its portfolio of products and services to include security officers, intrusion alarms, medical alert systems, access control systems, video systems and more.

Despite its success, the company entered 2020 with eye toward resolving a particular conundrum that was somewhat thwarting its strategic growth initiatives: How to heighten market awareness for the full breadth of services offered. “Schmidt is often recognized as a residential provider or as a commercial provider; but not always both,” explains Christen Dingess, director of sales and marketing. “Additionally, there is a lack of awareness regarding the fire services available.”

To raise full brand awareness, Dingess led an effort to design a marketing plan that highlighted Schmidt Security’s three main categories of solutions. Along with digital marketing and advertising, billboards, radio advertising and sponsored digital content, a key component was the launch of a redesigned website that went live in July 2020.

The goals for the new website included: representation of the three main areas of focus for the business; lead generation; ease of navigation; demonstration of all services provided; and, providing customer service through availability to enter service requests, make payments or find system information.

“The new website proved to be the backbone of new marketing initiatives and campaigns initiated in 2020,” Dingess says. “Our digital advertising drives customers back to this site for lead generation and customer education.”

Among new features, the website was updated with a slider — a term that refers to a slideshow — on the home page that highlights residential, commercial and fire alarm services. Billboards were posted that incorporated the three main solutions. Radio ads were developed with messaging for the three categories as well.

“All of these initiatives worked in conjunction to increase awareness of solutions offered by Schmidt Security Pro and drive prospects to our website,” Dingess says.

About the Author

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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 latimes.com. 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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