Repositioning for Success

The Challenge

Solacom creates purpose-built, customizable, emergency call handling solutions for 9-1-1 call management by public safety answering points (PSAPs).

After years working quietly on innovative products, and faced with increasing competition, Solacom wanted to reposition itself as an innovator and leading provider of emergency call management solutions. But the company’s messaging and positioning framework had not been updated for quite some time, its brand image and online presence were outdated, and its marketing efforts were focused primarily on direct sales and trade show efforts. Solacom needed a new strategy to create awareness with its target audience.

The Approach

Aragona Agency revamped the brand and structured an integrated marketing strategy to reposition the company in the public safety industry. The multi-layered, multi-year program focused on positioning the value of Solacom’s customizable solutions to small and large PSAPs. It was built on a combination of marketing tactics and consistent messaging that emphasized Solacom’s approach to call management backed by more than 30 years as an innovator in the field. This integrated program leveraged all six of Aragona’s service areas and included:

  • Key messaging and positioning creation
  • A brand refresh initiative
  • Web design and development
  • Collateral writing and design
  • Marketing communications strategies
  • Content marketing strategies and campaigns
  • Thought leadership positioning
  • Digital and social media marketing
  • Video production
  • Trade publication advertising
  • Trade show strategy and design
  • Media relations
  • Webinar content and creative
  • And more

The Result

Over the course of several years, Solacom was successfully repositioned as a leader in its market. The program raised awareness of its brand, established key team members as thought leaders, and garnered media attention. During the program, the company caught the attention of Comtech Telecommunications Corp., and was eventually purchased.

Today, Aragona continues to support Solacom with a variety of marketing tactics structured to maintain Solacom’s position as a leading provider of call handling and management solutions.