Case Study: Launching Motorola's Wireless Security Services Division
Motorola has long been the number one name in mission-critical wireless communications for the emergency and first-response communities. Look on the hip of firefighters, police and EMTs in communities across America – and the world – and you’re likely to see a Motorola device…a device that has to work reliably and securely each and every time. But the emergence and rapid growth of wireless security threats left these (and millions of other) wireless devices vulnerable to crippling attacks and outages.
Realizing that they were risking brand damage as well as failing to capture opportunities to grow revenue from existing accounts, Motorola sought to launch a Wireless Security Services Division in which the company’s top wireless security experts could provide ongoing, high-fee/high-value security services to state, local and federal agencies and jurisdictions already using Motorola equipment.
With the aim of building a solid brand and marketing foundation for the new Division, a go-to-market strategy was developed, as were a messaging matrix and brand identity that aligned with the larger Motorola brand while positioning the new venture for success in a category – expert professional services – in which the company had little traction. A full suite of marketing collateral and thought-leadership materials was assembled, including “success story” interviews with notable clients.
Integrated campaigns aimed at the emergency and first-response communities were an instant success, positioning the Wireless Security Services Division – since morphed into Motorola AirDefense Solutions – as a trusted, value-added complement to existing contracts and clients as well as a money-maker and brand-builder for Motorola. Future campaigns targeted the corporate world and included full-length interviews with satisfied Global 100 CIO clients.