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REDWIRE NAMED 'MARKETING MARVEL' believe the certifi cation is a company-wide accomplishment that permeates to all contacts with clients and employees. Rewire's social media promotions " ensure marketing of the Five Diamond certifi cation remains constant and ongoing. In addition, the logo is included in all major and quick-hit E-mail campaigns with inclusion of an explanation of what it means to be a Five Diamond central station. As part of its commitment to giving back to the communities in which it operates, Redwire also incorporates the Five Diamond logo into those endeavors. "When customers and prospects ask about the Five Diamond logo and what it means, we are provided an invaluable opportunity to explain the certifi cation and reiterate the signifi cant commitment we are dedicated to making to our clients, service, to job-related training and testing, to raising industry standards, and to reducing false alarms?" MARKETING KEYS: TACTICS & TRACKING Elevating to the ranks of CSAA Five Diamond and going above and beyond to gain Marketing Marvel recognition does not occur unless said company is already smart, savvy, driven, well managed, motivated, and shrewd and creative where sales and marketing is concerned. Red- wire favors a customer-centric approach to generate new campaigns. T ese initiatives are based on customer needs and presented to them in way they fi nd appealing, enticing and valuable. "We look at two things, what is " says Githens. "Loyalty is a game-changer when it comes to customer retention. What better way to create a loyal customer than one who knows we are committed to UL, to the highest level of customer important to our customers and what diff erentiates us from the competition? If it meets those criteria and is compliant with our company's shared values, we move forward ensuring that the message is deployed in a consistent and integrated manner, " says O'Kelley. 'DIAMONDS' ADD TO ATC's SPARKLE Alarm Tech Central (ATC) Service of Ronkonkoma, N.Y., runner-up for this year's Marketing Marvel honor, achieved CSAA Five Diamond certifi cation in 2009. Since then the company has proudly touted its certifi cation on its Web site, through social media such as Facebook and throughout its offi ces. The CSAA Five Diamond logo is one of the fi rst things a visitor to the company's Web site sees, prospective employees are shown and made aware of the certifi cation's signifi - cance, and it has been leveraged to strengthen relations with the fi rm's insurance carrier. "Having the CSAA Five Diamond certifi cation gives our company the competitive edge because we know that our certifi ed operators are being taught and tested on their knowledge of how to handle alarms appropriately and effectively," says ATC President Robert Spetta. "By training our operators, 'The Five Diamond Way,' we can assure our alarm dealers that we are equipped to handle any type of emergency that may arrive with knowledge and confi dence." Founded in 1989, ATC's 30 employees provide contracted services nationwide for independent installing dealers and approximately 40,000 residential and commercial accounts. Redwire serves the Southeast through its Tallahassee, Fla., headquarters and branches in Panama City, Pensacola, Tampa, Sarasota, Florida East Coast, Orlando, and Mobile, Ala. ViVID, Redwire's video verifi cation product, serves as an example of this process. After market analysis indicated customers were interested in an aff ordable, verifi ed and integrated solution, the fi rm developed packages to address that need and demonstrate how Redwire is better and diff erent. T e plan included a quick presentation done on an iPad; two brochures, one introducing the product and another inviting the client to compare Redwire to the competition; a variety of traditional and online advertising; assorted promotions; community involvement and tradeshows; and E-mail and social media outreach. "When we launch an initiative, the focus is on targeted marketing programs to drive awareness and interest in Redwire's products and/or services, Alarm Tech Central (ATC) Service President Robert Spetta shows off the com- pany's Marketing Marvel runner-up plaque. ATC provides contracted services to some 40,000 residential and commercial accounts. " says O'Kelley. "Because of the long sales cycle typical with our industry, the marriage of marketing programs with a structured sales process is necessary. " Another facet of Redwire's approach is multipronged, integrated marketing campaigns designed to build brand awareness and cultivate a connection within its service regions. For instance, in the Sarasota area the fi rm launched what it calls a "Get Local" campaign that involves advertising and promotions coupled with community involvement. "T is comprehensive approach means 48 / SECURITYSALES.COM / NOVEMBER 2012