Security Sales & Integration June 2021 - 43

pany's former branding and reputation in the
community had proven so successful? Sears
cites an overall desire to be solely accountable
for the company's image.
" Over the past several years, we have relied
is more " appeal. Gone is a lot of verbiage that
once spelled out the company's breadth of
services. Most prominent now is larger display
of the company's name inside the same octagon-shaped
logo, which still features the tag
line, " More than just security. " The company's
unique, non-descript sentry remains as a
central focal point of the logo, although it is
no longer illustrated with the likeness of a rifle
and bayonet.
Why the marketing refresh when the comWEBSITE
DESIGN
Schmidt Security Pro
Bringing Full Brand Awareness Full Circle
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 incorporaton
many of our manufacturing partners as
being a true partner when it came to marketing.
So many times, these partnerships have
actually cost us money. For example, when a
partner decides to change their logo, name
or in the case of our exclusive access control,
intrusion and video partner of 25 years, they
announced that they were closing their doors.
It forces many of us to spend funds that we
never budgeted for or that we even have. "
The makeover, he continues, is about " focusing
more on who we are compared to what
others want us to be. Our customers have
embraced the changes and our reviews and
media interactions have all increased many
times over. "
Silent Guard elected a sleeker
vehicle wrap for its branding
makeover in 2020.
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.
ed 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.
securitysales.com
JUNE 2021 Security Sales & Integration 43
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Security Sales & Integration June 2021

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