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01 PR & Content Marketing
FireKing Security Group, founded in 1951 and headquartered in New Albany, Indiana, is a manufacturer of vital records protection products, including fire and impact-resistant file cabinets and safes, storage cabinets, records safes, among other product lines.
Offering its vital records protection products to retail end-users, commercial end-users, mass merchandisers, home offices, offices, convenience stores, restaurants, and healthcare clients through a network of distributors and integrators, the company marked $75 million in revenue in 2002. Having set a growth goal of $100 million in revenue, FireKing conducted market research that identified simple lack of awareness among its targeted market audiences as the main contributing factor leading to inadequate protection of vital records. To close the awareness gap and ultimately increase revenue, the company engaged with DJH Marketing Communications, Inc. to launch a PR and Content Marketing campaign designed to to provide decision-makers with the information needed to justify the purchase of goods and services for the protection of vital records.
Over the course of an 8-year continuous engagement DJH produced a volume of hundreds of case studies, end-user testimonials, guest columns and PR-driven editorial coverage aimed at highly targeted sales prospects. The client reported hundreds of extremely valuable inbound sales leads that were directly attributed to the PR and Content Marketing effort, with the annual sales revenue goal of $100M reached in 2006.