Challenge
At the time, San Diego, CA based Genasys was a brand-new name within an industry where LRAD already had substantial brand equity. LRAD is exclusively a hardware product, while Genasys represents an expansion into the software side of the mass notification/emergency communication industry. But it was not quite that linear; Genasys entails the ability to produce an integrated, holistic emergency response solution within and across indoor, outdoor, and widely dispersed regions. It is a turn-key system that is pliable enough to address the most granular notification needs, yet powerful enough to enable emergency managers to cover thousands of miles of area in one fell swoop.
The challenge for us was to help position Genasys to become ubiquitous as a de-facto industry solution and with messaging that would resonate across numerous market verticals. We also needed to ensure that consumers would be met with an optimal experience upon arriving to their site, with a perfect balance of information and credibility against a blend of lead generation magnets. At the same time, we needed to be able to quantify results across all channels, as their was no integrated CRM and/or marketing automation solution available and existing tagging and tracking was not functioning as desired.
