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Building niche brand awareness among the general public and educating them about data security

HID Global is a global company (part of Assa Abloy) providing products, services, solutions and know-how related to the creation, management and use of secure credentials (smart cards, tags, tokens, etc.) for both logical and physical access control.

Client

HID Global

Cooperation

Project

Market

Poland

Challenge

Introduce the brand to the consciousness of the public (the company was associated mainly in the banking sector, being practically non-existent in the others)

Develop an image as an expert in activities that require a high level of trust in the supplier

Educating target groups and users that access control activities are not just a matter of access to systems or buildings, but also advanced service management

Solution

Preparation and implementation of a communication plan

Building and consolidating the company's expert image in industry, business and technology media (also arranging and assisting with interviews with English speakers, taking into account legal restrictions on the company's presence on global exchanges and providing timely information),

Prepare high-quality content (content marketing): factual articles, expert commentary, case studies/success stories (text and video)

Support in speaking at conferences

Communication consulting (HID's communications department was in London and Texas - consulting concerned not only activities on the Polish market, but also the specifics of the media market itself, or the possibility of safely using communication contexts from other countries)

Results

Reaching out to new industries (confirmed by inquiries)

Increased media interest

Effectively build the company's position of expertise

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Narzędzie 1

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Przykładowe realizacje

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