Security Sales & Integration June 2021 - 45

this year, surpassing goals and raising over
$115,000 as a team.
" It was especially critical because the
pandemic restrictions and safety considerations
had seriously diminished the opportunities
for the local ACS office to raise money
for the fight against breast cancer as they
have in the past. This year, especially, it was
important to make a way for people in our
community to work together to save lives, "
says Brockamp.
To help raise money, Brockamp used his
connections in the residential construction
industry to coordinate events and radio
appearances during the local Home Builders
Association of Greater Knoxville's Parade of
Homes to talk about breast cancer and ACS'
purpose and mission. He also took the opporDISPLAY
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ADT Commercial
Thought Leadership
Commands Attention
One of the best ways to get
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went this route after
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Vice President of Marketing
and Communications
Beth Tarnoff says it did this by
creating a series of COVID-19
security tips and content behind
ad placements to elevate
awareness and further position
the company as a trusted
industry thought leader.
The campaign was centered
around an online resource
center packed with relevant
content, such as COVID-19
tips, videos on elevated skin
temperature (EST) systems,
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news. ADT's branding is
well-represented throughout,
with its signature blue color
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and the ADT Commercial logo
displayed prominently. The
ads for the resource center
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" The copy is bold and
concise, using few words
to communicate that, as
COVID-19 shifts our focus and
security priorities, there are
ways to keep yourself, your
businesses and employees
safe, whether through simple
attention to fire and life
safety system maintenance
or with the application of new
technologies such as elevated
skin temperature detection
systems, " explains Tarnoff.
ADT Commercial found
that advertising featuring
thought leadership measured
twice as effective in audience
engagement, brand building
and in reaching target audiences
than advertising that
was not tied to the Resource
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" The shift in approach in
light of the unique circumstances
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communicating ADT Commercial's
commitment to
security, fire and life safety,
while also building our profile
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by offering quick, practical
recommendations during a
time when organizations and
individuals most need potentially
lifesaving information, "
ADT Commercial found its
advertising featuring thought
leadership to be more effective
than those that were not tied
to its Resource Center.
says Tarnoff.
She adds that the best performing
ads, " Life is different
today, " are tied directly to
the COVID-19 tips series that
included an EST solutions
mini-white paper and an
on-demand webinar.
tunity at the annual meeting of the Tennessee
Network of Security Integrators (TNSI) to get
the word out.
" In 2020, this Real Men Wear Pink effort
was focused on concentrating combined
resources to saving lives. It was definitely a
different year which required a lot of changed
thinking and being able to make changes on
the fly throughout planning and execution of
this annual campaign, " adds Brockamp. " Being
the leader of a small customer service-oriented
technology business, with daily constant
decision making and inherent adjustments,
certainly helped make this annual community
service event more successful. But, the key
element this year was the support and outpouring
of encouragement received from the
low voltage/security industry. "
His Security & Technology
Co-Owner Scott Brockamp
raised more than $50,000
for his local American Cancer
Society.
securitysales.com
JUNE 2021 Security Sales & Integration 45
http://www.securitysales.com
Security Sales & Integration June 2021

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