The Brief.
As a leader in wireless sensor networks, Inovonics developed a complete security system to help speed communications for those in duress, mostly in campus environments and potentially volatile settings, like emergency rooms.
The Plan.
Together with the Inovonics team, Catapult developed a new industry category: Enterprise Mobile Duress that included a white paper with the 10 tenets defining the category. Coupled with a product rollout, the PR launch resulted in widespread editorial coverage that consistently used the category name – Enterprise Mobile Duress – in the headline and articulated the industry need to add people protection to the security mix. Not only did this effort re-position Inovonics from a hardware components company to that of a systems provider, it established a new market space that Inovonics owned as other companies adopted the vernacular and core messaging that Catapult jointly developed.
