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Ingersoll-Rand Security Technologies

 Ingersoll-Rand Security Technologies

The Need

This leading international manufacturer and distributor of security technology solutions for the residential and commercial market wanted to increase sales of existing product lines and introduce new ones.

The Brown & Cohen Solution

Conducted comprehensive environmental analysis of the problem of property crime in Canada. Researched all public documents and surveys, police reports and media reports and compiled an analysis of the industry to help the company identify important information for business development.

Commercial market:

  • Wrote media releases on security-related issues highlighting safety concerns that focused on hospitals, airports, municipalities and educational facilities.
  • Placed editorials by key management and company case studies in trade publications to increase company association with security solutions in magazines such as Government Purchasing Guide, Security Product & Technology News, and Municipal World.

Residential market:

  • Designed fashion-based campaigns on residential lock trends which included creative product-integrated media kits.
  • Identified and negotiated with an up-and-coming designer to act as a spokesperson and conduct a residential front door make over to use for publicity purposes.

The Results

Arranged over 100 pieces of media coverage over a one and a half year period including: Toronto Star, National Post, Globe and Mail, Toronto Sun, Vancouver Sun, Winnipeg Free Press, Canadian Security, Canadian Architect, Builders Magazine, Canadian House and Home, Style at Home, Construction Canada, Chatelaine, Hardware Merchandizing, New Homes, La Tribune, La Presse, Burlington Post, The Forum Magazine, Home Builder, Security Product & Technology News, etc.
 
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