Attention-Grabbing New Ad Campaign Is at the Heart of Security Company’s Expansion Plans
New York City-based SecureWatch24 said it is introducing a new national advertising campaign that asks prospects to “Deny Dangerous” by utilizing the company’s security services.
Securewatch24 protects over 2,000 buildings in the New York City area with more than 22,000 cameras installed in the past 10 years. The company said it is moving from a “super regional” security company to a “national player” this year, according to Jay Stuck, SW24’s vice president of sales and chief marketing officer. “The new campaign is intrusive — startling colors, layouts and graphics that will grab the attention of security prospects,” Stuck said. The campaign was developed by SMZ Advertising in Troy, Mich.
The campaign, which will break on a revamped SW24 website, national consumer and commercial print magazines this quarter, and regional television later this year, marks the first multi-media marketing push for the company in its history, Stuck added. “Much of the current consumer and commercial advertising is pretty humdrum — it’s the same formula (masked burglars doing break-ins) and visuals. Frankly, it hasn’t changed at all since the 1980s…
“This new campaign will have legs throughout 2012 and will spearhead the company’s new national franchise/dealer services programs, our entrance into the consumer security market and services expansion nationwide once our new multi-million dollar monitoring center is completed mid-year. Dubbed ‘Fusion Centre,’ at 25,000 square feet, we believe it will be the largest single monitoring center in the United States — we are working with Underwriters Laboratories and other industry certifications and approvals,” Stuck said.
The monitoring facility is currently under construction in Moonachie, N.J., and SW24 recently announced that Neil Budhram joined the company as Fusion Centre manager. Budhram previously had worked at DGA Security Systems, according to SW24.
SW24 announced last month that it had entered into an agreement with UTC Fire & Security for its MASterMind Integrated Software to power the Fusion Centre. The company said that it purchased several MAS modules for alarm monitoring, video verification and virtual applications.
“We did an extensive review of the current central station software available — and while all are extremely good, we picked MASterMind because of its long-standing reputation for reliability and its scalable add-ons that are necessary for our business going forward,” said Desmond Smyth, SW24 president.
SW24’s Fusion Centre is expected to be completed towards the end of summer in 2012, Smyth said. The new facility will allow for video verification of alarms, virtual services and will be the nucleus of the company’s extensive video monitoring services, he described. The company recently announced the creation of a new franchise/reseller program for dealers across the country and became a Genetec dealer.
“It’s no secret that SW24 plans to explode its current business model that has centered on our proprietary commercial video services for the past 10 years. Our entrance into the residential market, the formation of a franchise network and provisioning virtual services signals that we aim to be a next-generation player in security for years to come,” Smyth said.
SW24 also offers its clients a wide range of additional services, including armed and unarmed guards, criminal and civil investigations and criminal event management. Headquartered in midtown Manhattan, SW24’s team of professionals includes decorated veterans of the New York City Police and Fire Departments.