Development of a strategic marketing plan for the launch of a new catagory service company.
As a new paradigm in life safety and wellness, potential customers have to first be indoctrinated about the offering and then persuaded to buy.
The first challenge has been to differentiate SafetyCare in the marketplace. There are numerous passive security monitoring companies, so it has been our task to communicate what makes SafetyCare different. In executing this tactic we communicate the fact that beyond all the additional services offered such as health and wellness counseling, the very people providing counseling are more qualified than one is likely to find at traditional home security companies.
One major contributing factor is the fact that SafetyCare’s dispatching Associates are recruited from the ranks of experienced first responders and include licensed nurses, policemen, firemen and EMS personnel and are generally paid three times the rate of the industry norm.
This was one of the key messages that we utilized when developing the marketing strategy, brand identity, direct mail collateral, advertisements and executing supporting public relations in order to build brand recognition for the company. This has proven to be a successful strategy to help grow SafetyCare’s overall business and the company continues to see positive growth. SafetyCare