securityXML, established in 2002, provides top-level consultancy and practical advice to major corporations on how XML technology can play an essential role in integrating and automating security features within the built environment.
A fledgling company, securityXML, sought to raise its corporate profile quickly by gaining optimum coverage in a range of influential trade media; positioning one of the founding Directors, Peter Manolescue, as an educator within his field.
Acutely aware of the negative view of the security industry as a dinosaur compared to other sectors within the built environment securityXML was adamant that it could positively and dramatically influence the prevailing opinion. In order to overcome this obstacle the company needed to establish itself as a champion both for the security industry and the technology it promotes.
In addition the company needed to gain recognition for its experience, which would deflect any criticism of the company’s comparatively young age and size. This could only be achieved by strategically placing a high quantity of technically in depth articles on a regular basis.
• To position Peter Manolescue as an educator and specialist within his field
• To dispel the negative view of the security industry within the built environment
• To promote the expertise offered by securityXML as a consultancy
• To establish securityXML as a champion of both the security industry and XML
technology
• To demonstrate the benefits to the security industry if it were to embrace XML
technology.
• Architects
• IT Directors
• Security specifiers
• Security Equipment manufacturers
• Facilities Managers
Under no illusions regarding the task it faced in establishing itself as a key player within the built environment fraternity, securityXML knew that the learning curve would be steep.
Consequently the company approached Montpellier to establish an effective PR campaign that would catapult it to the forefront of every leading manufacturer, specifier and managers’ mind within the built environment.
Media relations would lead the campaign coupled with the publication and distribution of educational material. For the media relations, the strategy was to position Peter Manolescue as the face and name behind every article written and placed. It was also necessary for the campaign to support Peter as he worked to establish connections with a number of organisations, specifically designed to help the development of XML technology both in the UK and US.
Montpellier worked, from the outset, to establish strong working relationships with all the journalists of the key, targeted trade media with the aim of encouraging journalists to view securityXML as a leading specialist in the built environment with an aim to educate professionals about XML technology. Several media days were held in London for Peter to meet reporters of the key trade media. Feedback from them revealed that they appreciated being able to put a face to the company name and they could discuss a variety of issues and tailor articles to suit their readers. Particularly strong ongoing relationships have been developed with Stephen Kennett, Assistant Editor of Building Services Journal (BSJ), Richard Byatt, Editor of i-fm.net, and Brian Sims editor of Security Management Today (SMT)
We placed more than 20 by-lined articles in the trade media – a phenomenal amount for such a young company without a product or case study examples.
To further educate the target audiences we designed a 54 page booklet with a retail price of £9.95 to be sold through the website. A total of 1000 copies were printed and in just four months more than 200 have been distributed.
A major accomplishment for Peter was to be invited to speak to the inaugural Continental Automated Building Association (CABA) meeting in Canada. To make the most of his slot and networking opportunities we devised and produced a leaflet bespoke to the conference and a copy was given to every international delegate after the speech. We also negotiated with I-fm.net to provide ‘live’ exclusive articles from CABA by-lined to Peter about the conference. As a result, hits to the website (www.securityxml.com) immediately after the meeting rose significantly and several specific enquiries for further information were posted.
The sheer volume of coverage achieved for the campaign is a clear indication that it was a success. Journalists now approach securityXML to gain insights into the latest developments within the industry. Peter Manolescue has been approached by a number of organisations to take part on committees and speak at key conferences including BuilConn, CABA and IIPSEC. New business prospects have increased tenfold and prospects for securityXML in the future look very positive.