Expanding into New Markets
NAVCO is North America’s largest privately owned electronic security integrator. Historically they have exclusively targeted enterprise-level clients, but have recently expanded their offerings to small- to medium-sized businesses. In order to reach this new market NAVCO employed McAdams Group to craft a strategy, as well as draft and execute all creative tactics.
Our research showed that for many small businesses, security was a necessary evil that often resulted in frustration and wasted time. Our messaging, therefore, centered around the fact that business owners did not start their company in order to deal with hassles of electronic security, but to focus on their personal aspirations. The big idea behind this campaign became “Electronic Security for Entrepreneurs, by Entrepreneurs,” which has already proved to be effective in the early stages of this initiative’s execution.
