Security Sales & Integration June 2022 - 35

OVERALL INTEGRATED MARKETING PROGRAM
scDataCom
Big Marketing Vision Pays Off for Small Company
Savannah, Ga.-based scDataCom is proof that
it doesn't take a giant corporate marketing
team to create eff ective outreach campaigns
that connect with customers. The small
family-owned company with 25 employees
has four foundational marketing themes that
it integrates into all of its marketing content:
Innovation, Thought Leadership, Community
and Workmanship. The four themes represent
the company's core values and mission as well
as focus areas that it recognizes as of heightened
importance to its present and future
customer base.
Across all its marketing, whether it be via
its website, social media, e-newsletters, slide
decks, business cards, online case studies,
customer testimonials, and " snail mail " direct
mail, scDataCom maintains consistency. The
company's logo uses Navy blue to invoke
trust, loyalty, and security, along with yellow
to appeal to the intellect, enthusiasm, and
inspiration of its customers.
Among those focus areas that scDataCom
highlights in its award-winning marketing
are how the company can assist commercial
clients with faster and better business intelligence,
off er an improved emergency response
in an ever-changing threat environment, and
help employers adapt to new conditions in a
post-COVID remote-work environment. One
way that outreach is achieved is through a
series of online webinar-style discussions
dubbed Tech Talks in which industry-leading
manufacturers discuss pain points by sector
and off er solutions.
scDataCom also uses its social media
platform as a management tool by regularly
introducing new employees and showing
appreciation to its staff via online posts.
The social media usage is also designed to
reinforce to the community that scDataCom's
team members are also members of the local
community that they serve. The company
also mails printed letters that itemize the
capabilities of the company and make a more
personal introduction of new staff members
to clients.
securitysales.com
" We treat each
client as if they are
our neighbors and
believe that getting
to know their needs
will help us better
serve them, " says
Destiny Mojica-Taylor,
business development
strategist
for the company and
a prime example of
the " new generation "
of marketers in the
industry. " Quality,
not quantity, is of
essential importance
to us, and highlighting
our technicians'
attention to detail
and workmanship is
how we illustrate to
our customer base
what they can expect from scDataCom. Our
team is comprised of experienced salespeople,
highly trained and certifi ed engineers,
and licensed and certifi ed technicians that
take pride in their areas of expertise. Capturing
real-time photos and videos of our
approved disclosed projects has impacted
our social media and email engagement in a
positive way. "
The success of these strategies can be seen
in the analytics. In 2021, the company's website
attracted 4,505 new unique visitors, of
which 492 came from client referrals and 290
from social. In all, 67.75% of the company's
583 new leads originated from its integrated
marketing and public relations eff orts. Of
those leads, 142 of them became new clients
that translated into $500,000 in new business
and " millions of dollars in new opportunities, "
according to Mojica-Taylor. " Notably,
these eff orts were conducted in-house so the
company was able to avoid consultant fees
and achieve maximum ROI for our digital
marketing eff orts. "
scDataCom
maintains
consistency across
all its marketing
materials.
JUNE 2022 Security Sales & Integration 35
http://www.securitysales.com
Security Sales & Integration June 2022

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