Selling a New Category +
Creating a Winning Brand

Project Description

Emerging Technology. Emerging Demand.

Fortune 100 company Honeywell designed MAXPRO Cloud® to bring smart, scalable cloud-based security management and access control to the Small to Medium Business (SMB) market. Having previously rolled it out with a soft launch, the client recognized the need to strengthen and streamline messaging while enhancing its online presence. Trefoil Group started by developing a research-driven messaging platform, highlighting the differentiating value proposition and benefits of MAXPRO Cloud in the marketplace. Identifying the target market (dealers) and four primary verticals, this message was developed into a multi-page microsite to educate audiences on this new category and stimulate customer interest in learning more.


Research-driven messaging delivered the value of anytime, anywhere security access to target audiences through a multi-channel approach. A MAXPRO Cloud microsite – produced in multiple languages – demonstrated the efficiency, ease and peace of mind elicited by using this new technology platform. The campaign was supported by a series of dealer and end-user ads, as well as robust sales presentations and brochures using vertical-specific, personalized messaging. Emphasis was placed, not only on enhanced safety, but on the ability for SMBs to better manage their businesses – empowering them to work smarter.

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