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Behind the Scenes of Stanley Security’s REAL HEROES

A Behind the Scenes Look at the Making of REAL HEROES

How one brand identified the strength behind their promise: the people



As part of their 2017/2018 integrated marketing campaign, Stanley Security tasked MCG with developing a creative theme for one of the industry’s largest tradeshows, the ASIS show.


ASIS attracts a robust audience of security decision makers from across the public and private sectors – buyers who are interested in the newest security products and services on the market. These professionals are looking for the best solutions for their organizations and the partners who can help them succeed.


The new ASIS creative needed to be in alignment with Stanley’s corporate theme of “For Those Who Make the World Safer.” This theme reflects how the everyday businessperson can be a hero for his or her company by using Stanley’s products and services to help manage a company’s data and security.



Stanley Security delivers comprehensive security solutions that cover every aspect of physical security, integrating the world’s best intrusion, fire, video surveillance, access control and monitoring applications. Stanley’s competitive advantage is the people who install, service, and monitor their systems – which led to the REAL HEROES campaign theme.


For years, security professionals have pursued ways to better protect their facilities and employees – seeking ways to reduce loss and gain insight while adding value to their organizations. With Stanley Security, employees can become a REAL HERO for their business by making the world more secure.




The new creative concept needed to work across a number of print and digital marketing platforms, including email graphics, banner ads, tradeshow theme and signage, and other promotional materials.


Some of the initial creative concepts we presented included:


Customer testimonials from key staff at hospitals, health care systems, corporations, and university campuses were also used in the campaign, with stories such as:

  • “Helping people is a rewarding experience. For a lot of students, it’s their first time away from home. So I look at all 30,000+ kids as part of my family. We want to make sure our university is a better place for everybody to live.”


The project also included a brainstorming session on the REAL HEROES tagline. We presented Stanley with about 30 initial tagline themes and concepts, which evolved into the final theme of: REAL HEROES, REAL STORIES, REAL RESULTS.



As a bonus, Stanley Security brought home the SAMMY award for the Best Overall Integrated Marketing Campaign, which featured Stanley’s integrated marketing campaign, REAL HEROES, REAL STORIES, REAL RESULTS. This recognition marks the second consecutive year Stanley Security has been awarded the Best Overall Integrated Marketing Campaign.


The SAMMY Awards are sponsored by Security Sales & Integration and celebrate the best in marketing excellence by honoring security dealers and integrators for their marketing, business, installation, and overall excellence. Read the full story in Security Sales & Integration here.


Stanley Security has partnered with MCG since 2015 on a wide array of print, digital, and branding campaigns ranging from advertising, tradeshow, and promotional products to brochures, whitepapers, and infographics. We congratulate the Stanley Security team on their latest success and are honored to work together to make the world safer!

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About Martinez Creative Group

Martinez Creative Group (MCG) is a full-service marketing communications agency providing strategic counsel, branding and integrated communications and was established in 2004. Today MCG serves a diverse range of clients on a local, regional, and national basis with integrated marketing, advertising, and design services, with projects including: graphic design, website/web design, mobile solutions including mobile sites and mobile apps, print materials including flyers, posters, and brochures, branding and identity collateral, social media marketing solutions and strategy, and more marketing and advertising projects.