CriticalArc and its COO, Darren Chalmers-Stevens, have been among the security industry’s notable success stories in recent years. TMF’s marketing and communications team has been one of its secret ingredients in that achievement.
From early in CriticalArc’s story, TMF provided flexible ad-hoc marketing support; then, as the company grew, we delivered more extensive retained services, working as an extension of CriticalArc’s marketing resources to support the business with our own public relations and marketing expertise.
CriticalArc’s strategy was to create and build a supportive network of customer brand ambassadors in its target sectors, principally higher education and healthcare. With our sector expertise and deep understanding of security, safety, and risk management, we were asked if we could align with these objectives in a way that was above and beyond a typical agency service. It was a challenge, and we were perfectly matched.
A challenge for any supplier in the security industry is to win the confidence and trust of risk-averse customers who may be guarded or sceptical about the benefits of supporting marketing activity and revealing their security provisions, particularly when it comes to the adoption of new technologies like SafeZone® from CriticalArc.
Security directors are naturally cautious and often reluctant to discuss innovations or solution specifics publicly.
Yet it was important to find ways around this hesitancy so that we could communicate the value of SafeZone, help drive positive change in the sector, and support wider adoption of our client’s solution.
TMF helped CriticalArc’s SafeZone grow from a new entrant to a dominant technology vendor, with over 50% market share in the university sector across the UK.
Through our work highlighting individual innovations and customer successes and promoting better ways of working, TMF became a catalyst for major reforms that took root across the industry.
Working collaboratively with CriticalArc, we leveraged our media and industry contacts to help shape an agenda of innovation and reform within the higher education and healthcare sectors that went beyond traditional security and safety measures to help organisations support wellbeing and mental health. From a starting point of low brand recognition in 2013, we helped transform our client’s fortunes.
Building on our success in the UK, we then helped the company establish its presence in the US using exactly the same template.
“It’s no exaggeration to say that TMF is among the security industry’s most knowledgeable and prolific communicators, ensuring they work flexibly and responsively in a fast-moving, startup environment. Out of all the public relations and agencies, I would recommend them as the most important behind-the-scenes influencers.”
Darren Chalmers-Stevens, Chief Operating Officer, CriticalArc
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