by Download the white paper here. Click here to view the landing page.
During the COVID-19 pandemic, it became clear that organizations were facing new security challenges – and thus, needed new security solutions.
To help consumers navigate the overwhelming influx of new security solutions on the market, I wrote this white paper to highlight the seven key technologies that STANLEY experts believed were worth the investment.
As part of this project, I developed the marketing strategy, including content, assets, structure/format and distribution plan. Below is an overview of that strategy:
This white paper also served as the basis for a broader lead generation campaign that aimed to drive business for the various technologies that were featured.
Whereas phase one of the white paper launch was focused on thought leadership and brand awareness, phase two was focused on lead gen. See below for an example of how we shifted this messaging on social media:
Phase 1
Social message: From human temperature screening and workflow management to occupancy tracking and verified alarms – the world of security is changing at a rapid clip. Download our white paper to learn about the top 7 technologies we’re seeing in the industry and the considerations for each: https://bit.ly/2zidlzu
Phase 2
Social message: Your future is built on smart security. With technology like STANLEY IntelAssure, you can stay one step ahead of security problems & cyber threats to protect your business. Schedule a demo today: https://bit.ly/3cVVI6q
In addition to social media, other phase two assets included new solution pages added to our website, a homepage takeover, updated chat logic and an email nurture stream.
Note: At the time of writing, this campaign was still in progress. I will update with KPIs and metrics upon the campaign’s completion.
Emily Malott 