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What You Should Know About Marketing to the Fire Service

by Jeff Berend June 15, 2022 Insights

The fire service has a rich and storied tradition in America. That tradition is supported by an enduring and distinct culture — one that doesn’t open itself to outside influence easily. Taking the wrong marketing approach — targeting the wrong people or leaning into the wrong message — can keep you on the outside looking […]

Doing Business with Public Safety During Economic Downturns

by Jake Knight May 17, 2022 Insights

The next economic recession is on its way. That seems to be the consensus opinion among professional and retail investors according to a recentBloomberg Markets Live weekly survey. And that speculation is increasingly being echoed bytop financial analysts andfinancial media. Numerous factors—pandemic spending-induced inflation, a tight labor market, the war raging in Europe and thesubsequentenergy […]

What Makes a Great Virtual Event for Public Safety?

by Jeff Berend April 20, 2022 Insights

There are a few changes brought about from the last two years of the pandemic that are here to stay. One of those is the permanent place for virtual events in public safety. According to a mid-2021 report from ON24, a virtual events platform company, the use of webinars increased 162% in 2020, and attendance nearly quadrupled […]

How to Measure Lifetime Value in Your Marketing Efforts

by Jake Knight February 28, 2022 Insights, Leadership, Strategy

Has your organization recently dived into the world of public safety? Or maybe you’re a longtime public safety marketer. Either way, it can be challenging to pinpoint the ROI of marketing your products and services in this space.

What’s in a Name? A Lot More Than You Might Think

by Keith Griffiths January 24, 2022 Insights, Branding, Communication Strategy, Positioning

It’s easy to take the process of creating a winning name for granted. Without thinking strategically about what you want the name of a new public safety product or service to accomplish, you could haphazardly brainstorm ideas that don’t serve your intended purpose. You might come up with something that’s merely descriptive or superficially clever. […]

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