Strategic Commercial Messaging
By Clark S. Judge, managing director.
WHWG began as an executive communications/public affair/public relations firm. In recent years clients have also asked us for help with messaging for products and services, both B-to-C and B-to-B, in other words, advertising and marketing.
Again and again the key has been simple clarity — defining who are they, what they do, why are they unique and essential.
It turns out answering these questions —or even knowing that they have not been answered in a way that target market segments understand — is a common and difficult challenge.
Here is a Q&A set that we recently developed for Sapere, an Israeli-American security (as in the security of large, often iconic, facilities) auditor, consultant, and trainer, likely the world’s most sophisticated :
Who/what is Sapere?
o Sapere is a U.S.-Israeli partnership for bringing the 18-year-old Israel-based Axiom Security and Management to the U.S.
o Axiom is the faculty-commercialization arm of Israel’s Homeland Security Academy at Wingate College. Axiom is half owner of the Academy. The head of both the Academy and Axiom is co-CEO of Sapere.
o As such, Sapere draws its project teams from the Academy’s entire 80+ faculty, senior leadership, and selected alumni.
o In other words, it brings to the task a deep, very current, and globally unmatched pool of security professionals. Among them are widely recognized experts in the various specialties of the security field. For example, its co-CEO developed the security protocols for Ben Gurion International airport, El Al Israel Airlines, and all Israeli embassies worldwide.
· What does Sapere do?
o Security auditing (i.e.: assessment of the client’s current environment, strengths, and weaknesses).
o Security consulting (i.e.: planning and training based on the audit/assessment).
· What is Sapere’s unique service?
o Sapere brings the standards of Israeli military security procedures, protocols, and training to U.S. civilian clients and their existing security teams.
o Broadly stated, those standards of performance are:
Prepare to prevent, not just to respond.
Take actions now to anticipate and prevent tragedy later.
o Sapere does not replace current security teams. Its goal in auditing/assessing, consulting, and training is to make current teams more effective, by orders of magnitude.