Demand Generation:
Event Promotion - ADT SecTech '08

Marketing Challenge:
In advance of its eighth annual Security Technology Exposition, ADT Federal Systems sought increased awareness and event attendance from the most distinguished and influential decision makers in Washington's government security community.

Strategic Solution:
Partnering with ADT, The Borenstein Group helped identify the most receptive and advantageous targets for individual outreach, including the academic and local first responder security sectors. Borenstein then created an integrated multimedia campaign with interactive, broadcast, and print components to disseminate a proactive call to action. By emphasizing the hands-on, experiential nature of the exhibition, Borenstein positioned SecTech '08 as something more enticing than a tradeshow: An interactive landscape of diverse security integration. As proof of the campaign's success, ADT Federal Systems increased qualified leads, doubled attendance and tripled security trade press coverage in alignment with the company's new, strategic security message.