A well-known provider of security screening technologies — particularly airport checkpoint equipment — Rapiscan Systems sought broader recognition for an expanded portfolio of integrated solutions. But to re-position itself in a crowded security market, the company needed more than awareness — it needed persuasion.
Adopt a bold new persona as forward-thinking security consultants, re-educate buyers and influencers by shifting media coverage from simple product news to insightful industry commentary and holistic analysis, and create a new content hub — The Checkpoint blog — as a digital home for all things integrated security, from maritime and supply chain issues to critical defense and event strategies.
In just three months, Rapiscan achieved 150 percent growth in media coverage while increasing the depth, diversity, and quality of its placements — including a recurring column in target publication Maritime Executive. Within that same time period, The Checkpoint blog reached over 2,000 unique visitors, providing education on topics far beyond point products, and firmly establishing Rapiscan as a consultative expert on sweeping industry changes, regulations, and global security developments.