Case Studies
Camstar
Efficient Frontier
ITT Industries
Housing Virginia
Longwood University
Tridium, Inc.

Practice Areas

Corporate/B2B

ITT Industries - ITT Night Vision

Challenge

CRT/tanaka has been working as ITT Night Vision's (ITT) agency of record for close to 10 years. ITT is the leading night vision supplier to the U.S. and its allied militaries. CRT/tanaka initially was engaged to provide public relations services to ITT as it commercialized its night vision products after the first Gulf War. In 1997, CRT/tanaka launched ITT's Night Enforcer product line to the public safety/first responder community. To increase sales and position in the law enforcement market, CRT/tanaka implemented a relationship-marketing strategy that aligned ITT with the decision-makers in law enforcement. Partnering with the International Association of Chiefs of Police (IACP), CRT/tanaka developed the Community Policing Award with the association's community policing committee and implemented a 10-city tour to speak to officers about operating efficiently and safely at night. In one year, ITT's law enforcement sales grew by 70 percent.

Solution

Between 1998 and today, through CRT/tanaka's strategic planning and implementation, ITT has partnered with the IACP's Patrol and Tactical Operations (PTO) committee on a Homeland Security Needs Assessment; joined the State Association of Chiefs of Police (SACOP) SafeShield project to help officers establish a zero-tolerance policy toward officer injuries through better equipment, technology and training; and participated in many industry workshops and demonstrations on night operations safety and Homeland Security applications. Additionally, CRT/tanaka is helping ITT to identify opportunities within the Homeland Security market and to provide assistance to federal, state and local public safety officials needing night vision equipment for homeland security needs. As a result of the long-term relationship and public relations programs, Today ITT is the number-one brand of night vision equipment for law enforcement. Through a combination of media relations to targeted publications and trade show activities, CRT/tanaka secured media placements in outlets such as CNN, Law and Order, Law Enforcement Technology, HS Today, Homeland Defense Journal, The New York Times, Fortune, San Jose Mercury News, Wired Magazine, Outside, Popular Mechanics, National Geographic Traveler, Policeone.com and many others.

Results

ITT's brand recognition has increased from 23 percent to more than 85 percent within the law enforcement market.
In one year, an early community outreach program, The Neighborhood Workshops, received 1,542,590 broadcast and print media impressions in many major markets across the U.S.
Within the first year of entering the law enforcement market, sales grew by 70 percent.
The ITT Night Vision Shared Vision Awards program, which became the Community Policing Award, received a Silver Anvil award from the Public Relations Society of America, a National CIPRA, a Certificate of Merit from the Virginia Chapter of the Public Relations Society of America and a Civilian Commendation from the International Association of Chiefs of Police