CASE STUDY: EXPOSING AN ESCALATING TREND WITH BARTON PROTECTIVE SERVICES

Client:

Assignment:

Increase brand awareness of Barton Protective Services and drive awareness of a recent trend in petty theft, office creepers. We also aimed to position Barton as an expert on this trend. Due to the nature of the work, the security industry typically does not receive as much media attention as other industries.

Strategy/Implementation:

We noticed a trend office creepers sneaking into offices to steal items and saw the opportunity for Barton Protective Services to expose this escalating trend. Lack of coverage signaled opportunities for media outreach as well as potential for significant shift in our client's business proposition and audience focus. We worked proactively with media to heighten awareness for this trend.

Results:

We secured coverage in top-tier outlets positioning Barton as an expert on the trend, including exclusive feature coverage in The Wall Street Journal, coverage from CNN, The New York Times, The Atlanta Business Chronicle, Associated Press and many others, totaling 25,455,173 impressions. Our client also obtained a prestigious speaking opportunity at a national industry conference. Additionally, this project incited a re-positioning of Barton property relationships to focus on avoiding and apprehending office creepers and contributed to the exponential growth of a task force in Atlanta due to heightened awareness of the trend. Eight office creepers were apprehended in 2003, a high number according to Metro Tech.