newdigi
newdigi
Every commercial security website in the category says the same four things — trusted, reliable, experienced, certified. None of them leave a residue in a buyer's memory a week later. Numbers do. Real numbers tied to real places, from real years. ProTELEC's monitoring centre already produces data like this every day — annual incident counts, response times, intervention outcomes, retention metrics — and none of it is on the website. The marketing job is to get it out of internal spreadsheets and onto the page a buyer actually reads.
ECAM — now North America's largest video monitoring brand under Canadian parent GardaWorld, with 140,000+ cameras, 6,000+ customers, and named institutional clients like Lambert International Airport and the LAPD published front-of-site — is a textbook example of the play ProTELEC should be running. ECAM treats its own data and its own customers as marketing assets. ProTELEC has the same ingredients: 55+ years of continuous Manitoba commercial security practice, 1,000+ commercial customers retained over 25 years (ProTELEC's own published number), and named institutional clients already sitting on the current site as silent text testimonials — RM of Ritchot, Legal Aid Manitoba, Camrose County, St John Ambulance, Merit Functional Foods, Nutripea. The receipts exist. They're buried in a dated layout with no data, no visual hierarchy, and no clear sense of what ProTELEC is actually selling.
The marketing job is to put the receipts on the page. And the essentials come before any ads, any content program, any outbound — because nothing else lands if the site underneath doesn't do three things it currently doesn't.
Everything else — ads, LinkedIn, content, outreach — layers on top. If the site underneath doesn't do those three things, nothing stacked on it will carry.
Defensive paid search goes live in Week 1 — we run Google Ads on ProTELEC's own brand name so that anyone searching "ProTELEC" lands on ProTELEC's site instead of a competitor's ad. It doesn't wait for the rebuild. Since the January pause, four months of branded search traffic has been quietly flowing to competitors by default; that's the fastest thing to recover. A new proactive video monitoring landing page goes live end of Week 4, and the Google Ads Camera Monitoring and Commercial Alarm campaigns turn on in Week 5 pointing straight at it. The full protelecalarms.com rebuild ships end of Week 8 — a proper visual overhaul that puts preventative camera monitoring and the MRR-generating services front and centre, brings the Five Diamond monitoring centre forward as a credibility anchor, and gives the institutional client list real visual weight. proteleccheckmate.com is the nearest reference point for the tone and quality bar.
In parallel, the case study campaign kicks off in Month 1. We shortlist 8–12 of the strongest existing commercial clients, we work through which ones pick up the phone, and the first interviews start before the end of Month 1. Every case study carries real CAD numbers — before/after costs, incidents prevented, dollar impact — not testimonial copy. The first finished case studies enter production in Month 2.
Case studies ship on a monthly cadence from Month 3 forward — format and volume depend on the tier (see The Fee below). LinkedIn company page posting begins in Month 3 on a weekly rhythm: one data point per post, one short story, one institutional reference. The monthly performance dashboard and month-end review begin at the end of Month 1 and continue throughout.
At Month 3 we review together on real numbers — reach, inbound leads, cost per qualified lead, pipeline movement — and decide together what to keep, what to change, what to cut. Month 4 onward is when Plus-tier programs layer in leadership personal brand management and warm + cold LinkedIn outreach on top of the base program.
Three tiers, all built on the same foundation: a new website, Google Ads, and a case study program. Each tier layers additional services and production value on top of that base.
| Starter | Core | Plus | |
|---|---|---|---|
| $5,000 / mo | $6,000 / mo | $7,500 / mo | |
| Foundation | |||
| Full protelecalarms.com rebuild (Months 1–2) | ✓ | ✓ | ✓ |
| Google Ads management | ✓ | ✓ | ✓ |
| LinkedIn ads (from Month 3) | ✓ | ✓ | ✓ |
| Monthly performance dashboard & review | ✓ | ✓ | ✓ |
| Case study program | |||
| Written case studies | 4 / year | — | — |
| Photo case studies (professionally shot on site) | — | 8 / year | 8 / year |
| Video case studies (professionally produced) | — | — | 4 / year |
| Content & reach | |||
| LinkedIn company page management (weekly) | — | ✓ | ✓ |
| Manitoba Incidents Prevented counter (homepage) | ✓ | ✓ | ✓ |
| Leadership personal brand management | — | — | ✓ |
| Warm + cold LinkedIn outreach | — | — | ✓ |
I'd rather hear your read now than re-do work later.
Any position you'd challenge, direction you'd change, risk you think I've read wrong. I'd rather hear it before I start building than fix it in Week 3.