CASE STUDIES
FrontPoint Security
What the CEO said:
“We had the pleasure of working with Abel on projects ranging from media relations to social content development to video production. Greg and his team brought value-added ideas, a breadth of execution resources, and always delivered a first-class final product. From helping us launch our video program — which today delivers more video content than any other alarm company in the country — to securing coverage in the New York Times, Inc. Magazine, and the Washington Business Journal, I would highly recommend Abel Communications. They take a very “partner oriented approach” and can be thought of as an extension of your in-house marketing team.”
-Chris Villar, CEO, FrontPoint Security
Company
FrontPoint Security is the leading nationwide provider of interactive, DIY, wireless alarm systems. FrontPoint takes a different approach to home and small business security by combining next-generation technology with unrivaled simplicity and an amazing commitment to service to create a truly unique customer experience.
Project
FrontPoint initially hired us to get general publicity about the company, its product and its people. That meant talking to newspapers and local tv outlets all over the country telling the FrontPoint story. We were also tasked with reaching out to bloggers, getting them excited about a home security system for “gadget geeks.” As our work together progressed, we expanded our scope to include a heavy amount of content creation and distribution.
Approach
Whether it’s the company’s history, innovative marketing or cool product, FrontPoint has a lot of stories to tell the media and we have enjoyed pitching them all. In addition to media relations, we wanted to do something different for such a cool client like FrontPoint, so we launched a multi-pronged video campaign that featured how-to videos, customer testimonials and podcasts. Building on customers’ enthusiasm, we launched a full-blown video testimonial program called “I Am FrontPoint” that let customers tell their home security story in their own words. We also produced topical podcasts and how-to videos meant to educate customers.
Results
As a result of our media relations efforts, FrontPoint has been featured in the New York Times, Washington Post and other prominent business publications. FrontPoint customers have been featured in their hometown newspapers and tv stations – including the Baltimore Sun and CBS 4 Miami – telling their home security story. Other hits have included Thrillist, Washington Business Journal, and Fox45. Through our video work we also helped FrontPoint transform a part of their website into an educational section called Security 101, which was recognized (twice!) in Inc. Magazine as an innovative use of social media.
