NW Security Systems

NW Security Group is a long-standing client which Miles Clayton’s agency had worked with for six years from 2011–2017. After an internal long-term planning exercise in the summer of 2020, it recontacted Agility PR to help add bite, authority and increased relevance to its external communications.

As an organisation with the UK’s largest online store of IP video cameras and equipment, it understood the importance of basing any organic SEO strategy on the regular publication of fresh, dynamic, and engaging content, positioning it as an expert security technology company.

Following an in-depth consultation, Agility PR recommended a comprehensive piece of market research to reach senior video security system decision-makers at medium and large-sized businesses right across England, probing the status of their video security systems, their upgrade plans, and their propensity to consider cloud-based video surveillance as a service (VSaaS) offerings.

Agility PR partnered with market research agency Opinium to assure a representative response from Operations, IT, FM and Security Department decision-makers, then wrote four press releases covering the key focus areas (from the rise of ‘Cloud CCTV’ to the lack of optimisation of existing CCTV systems), each supported by an opinion piece placed in relevant titles.

Agility PR then worked with NW Security’s marketing team to draft and design a 36-page report, “Preparing for the Next Generation of CCTV Systems”, published and promoted via the professional security media in March 2021.

Between October 2020 and January 2021, each press release generated an average of over 3 pieces of quality news coverage. Total coverage for the campaign, including promotion of the full report, exceeded 20 pieces during the 8-month campaign, and the report has been downloaded more than 100 times. Following this success, NW Security committed to a second thought leadership campaign focused on video analytics.