Marketing Collateral:
ADT Federal / Mass Notification

Marketing Challenge:
With newly developed mass notification technology, ADT Federal Systems announced custom solutions for disseminating real-time, actionable intelligence in times of crisis. But the challenge lay in marketing these offerings to discriminating government buyers in both civilian and military sectors.

Strategic Solution:
Leveraging its government expertise, The Borenstein Group positioned ADT's mass notification solution as a critical component of Homeland Security Presidential Directive 8 (HSPD-8) fulfillment. By directly referencing the President's "national domestic all-hazards preparedness goal," Borenstein deftly linked ADT's solution to the urgency of the presidential decree, while expanding the system's audience to include diverse, new segments of the national infrastructure. With highly targeted collateral, Borenstein crafted a sophisticated, confident portrait of ADT's mass notification breakthrough.