iGuard360° is a full-service security firm providing innovative security solutions for retail businesses, condominiums, and construction sites. From the start, the iGuard360° value proposition centred on a combination of technology with people for a more effective security solution.
CM2 took on the business in 2022 and set about to establish a new brand look, website, and digital campaign to break through in a category that has been stagnant for years.
The Challenge
iGuard360° had an innovative new security model. It involved combining people and technology in ways that haven’t been done in the Canadian business security category. However, they needed a clearer and more compelling way to market their approach.
Businesses had become skeptical of security companies promoting new features and services but ultimately being more of the same ineffective methods that typically involve just guards. But guards can’t be in two places at once. If a guard is patrolling a parking lot, theft may be happening in another part of the property.
iGuard360° needed a more effective marketing approach that would differentiate them from their competitors and help increase leads and convert prospects.
The CM2 Plan
Early in 2024, working closely with their new President, Anand Maharaj, CM2 developed The iGuard360° Multiplier Effect: A marketing strategy based on the industry disrupting iGuard360° security model. This novel concept involves a multi-layered, dynamic approach to security, combining on-site cameras, monitoring, and on-site guards where needed, all managed through their central operations command centre and supported by advanced analytics and AI. All of these components multiply the effectiveness of iGuard’s security solution.
Beyond being an impactful way of messaging this concept, it expanded into a full-fledged campaign that has touched every aspect of iGuard360°’s business, including:
- A full website refresh
- Tradeshow materials, including an innovative, high concept booth and collateral
- A reinvigorated social media program showcasing key themes of The Multiplier Effect
- Full colour, category brochures
- Fully animated sales presentation materials
iGuard360° Condominium Services Brochure
Sales Presentation Content
2024 Tradeshow Booth
The Results
Since the launch of The Multiplier Effect, iGuard360° has experienced a measurable uplift across key performance areas. At the 2024 Toronto Condo Show, an important touchpoint for the brand, the campaign powered their most successful tradeshow to date, generating a record number of qualified inquiries and overwhelmingly positive feedback from prospects and industry stakeholders alike. CM2’s tradeshow concept injected new energy into what has long been a stagnant category, standing out in both design and message to reframe how security solutions can be presented.
This momentum translated directly into new business wins. Several recent client acquisitions have been attributed explicitly to the refreshed positioning and increased visibility delivered through the campaign, proving that the strategy resonates with the right audiences.
Social media channels have also seen a significant surge. In the months following the campaign’s launch, iGuard360° has significantly increased its audience and engagement rates, signalling deeper connections and renewed interest from social communities.
Most importantly, these shifts weren’t just about gaining attention. They delivered impact where it counts. The CM2 Media plan has helped iGuard360° turn awareness into action, generating high-quality leads and fueling tangible business growth. The Multiplier Effect has proven itself not just as a campaign but as a driver for business growth.