Marketing rebuild
Market repositioning
International go-to-market strategy
Note: The following case study is from my time as Vice President Marketing and Strategy at Blockhouse Corp. This case study illustrates my approach to marketing, strategy and execution. All content property of WARQ.
// OVERVIEW
Following it's acquisition by Blockhouse Corp., I led the full marketing rebuild and go-to-market strategy for WARQ, a training helmet for military and law enforcement.
REQUIREMENTS
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Branding revitalization
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Messaging and content strategy
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Market repositioning
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Article creation
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Website rebuild
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Photography
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Videography
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International Go-To-Market
RESULTS
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Successfully relaunched in 2023 in Canada, the US and Internationally
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Content strategy that generated industry conversation and debate
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Successfully secured market position and adoption within the Mil/LE community
// REALIGNING MARKET POSITION
The post-acquisition objective under Blockhouse was to refocus the business entirely on professional law enforcement training, positioning WARQ as a specialized, purpose-built system for that audience.
Before
After
Assets were created to specifically support use-cases for law enforcement and expand the awareness of live scenario-based training.
In the creative, emphasis was placed on context - demonstrating the product in realistic conditions rather than data heavy spec sheets.
// DESIGN AND ASSET CREATION
Following the market repositioning, the next step was a full brand and design rebuild to align WARQ’s visual identity with the expectations of professional law enforcement and defense markets.
WEBSITE (BEFORE)
WEBSITE (AFTER)
PRODUCT PHOTOGRAPHY
SOCIAL MEDIA
ACTION PHOTOGRAPHY
// CONTENT AND THOUGHT LEADERSHIP
A key element of the Go-To-Market strategy was generating conversation around scenario based training for law enforcement. We did this through creating articles, creating content on social media and building sales material that shared agency success stories to raise awareness about this method of training.
TOPICS RELEVANT TO OUR CUSTOMERS
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Training standards for Law Enforcement
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Realism and decision making under stress
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Officer safety standards
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Helmet safety standards
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Engineering and design features
By creating content to answer the ancillary questions about scenario based training in law enforcement, we're able to be a part of the conversation all the way through the research and evaluation process of our customers.
This strategy is fairly universal and applicable to many industries; in this case it successfully positioned the helmet as the solution of choice for many agencies stepping into the world of scenario based training.
// TRADE SHOW DISPLAY
Part of the relaunch of the brand was a complete overhaul of the trade show presence. With the new target customer of law enforcement end-users, all messaging and display solutions were re-made to speak more directly to that customer. This required a complete rebuild of all banners, displays, fixtures, and layout. Under my leadership and guidance, we produced an entirely new trade show program for WARQ and debuted the brand at Shot Show 2023.
SHOT SHOW 2023
Las Vegas, Nevada
RAMPART RANGE DAY & EXPO 2023
Ottawa, Ontario
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