Nasatka Security

Nasatka Security

Client: Nasatka Security
Industry: Defense/Military/Security

Challenge:

After the events of 9/11 and the creation of the Department of Homeland Security, Nasatka encountered rapidly growing demand across the nation for premium vehicle access perimeter security. These events also resulted in a shift in the competitive landscape as more companies stepped up to meet the increased security solution need.

Solution:

HCP worked with Nasatka to competitively reposition the company, shifting away from being a commodity-based provider of barricades to a defense consultant.

Starting in 1975, Nasatka Barrier (its name at the time), was the first to develop, manufacture, and install a crash tested barrier system in the U.S. In the years following, Founder Ralph Nasatka built a solid reputation for his company by creating and manufacturing numerous, unparalleled barrier systems for government agencies, top security offices, and commercial industries all around the globe.

At the start of their relationship with HCP in 2008, Nasatka Barrier was experiencing several major challenges, one being the transition of its new CEO. The team recognized that Nasatka had little in the way of marketing materials, public relations outreach, or web presence, and it had a real need to differentiate itself from the growing competition. HCP began working with the Nasatka team to rebrand the company’s entire line of vehicle barriers and introduce new products and services.

Over the next 3 years, HCP implemented a new brand platform, moving the company away from the perception as a barrier supplier and shifting it toward a provider of integrated security solutions. HCP developed an international public relations campaign, various online sales tools, and a global marketing plan to roll out an extensive tradeshow presence that would tour the company as far away as Dubai and Western Africa. These collective efforts broadened its network of contacts.

Under the direction of HCP, the company interacted with various other security solution providers and began to foster relationships with them. HCP spearheaded the official rebranding of Nasatka Barrier to Nasatka Security, to better support the direction being taken by the brand and to better capture the transformation that the company was making through the cooperative relationships developed along the way.

In response to the competitive landscape and growing breadth of service, HCP helped Nasatka coin the tagline “Global Lines of Defense.” Along with this brand campaign, HCP launched a new website, increased PR efforts, enhanced media placement, and is supporting complete adoption of the new brand at all Nasatka locations.

To continually foster brand awareness year-round, HCP coordinated global tradeshow opportunities for Nasatka, from purely attending, to showing, to speaking engagements. These opportunities increased Nasatka’s reach as well as brought in prospective leads.

While the mission of providing barrier protection for some of the highest profile government agencies, military installations, and corporate facilities in the United States and around the world has remained unchanged, Nasatka’s willingness to adapt to the market demands and foresight in projecting the industry’s needs, combined with their ongoing commitment to research and development, helps them remain an industry leader.