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 a leading nationwide provider of interactive, DIY installation, wireless home security 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 customer service, creating a truly unique customer experience.
Project
FrontPoint initially hired Abel to generate media coverage of the company and its unique approach to home security. We were also tasked with outreach to technology bloggers (and others), 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, focusing on videos to tell the FrontPoint story.
Approach
Abel first took care of the basics, making sure that consumer and tech reviewers were familiar with FrontPoint and had an opportunity to review the system. This took the form of story idea generation based on the company’s approach, technology, and people combined with an understanding of what’s happening in the world. We also wanted to push our message aggressively in front of target audiences, so Abel and FrontPoint worked together to create a multi-pronged video campaign that included how-to videos, customer testimonials and podcasts about the homes security industry. Building on customers’ enthusiasm, we launched a full-blown video testimonial program called “I Am FrontPoint” that allows customers tell their home security story in their own words. FrontPoint and Abel also produced topical weekly podcasts and how-to videos in order to educate customers.
Results
As a result of our media relations efforts, FrontPoint has been featured in The New York Times, The Washington Post, Washington Business Journal, and many other prominent outlets. 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, FOX News, and more. Through our video work we also helped FrontPoint transform its website with a focus on video story telling, including a Learning Center, which was recognized (twice!) in Inc. Magazine as an example of innovative use of video content to drive sales.
