iluminar is a business that specializes in white light and infrared illumination devices for surveillance in the security sector.
The company’s president and CEO, Edwina “Eddie” Reynolds, is a 20-year security veteran and is well known by everyone in the industry.
Having relied primarily on word-of-mouth and referrals for all branding and new business, Eddie was eager to launch a marketing campaign that would raise her visibility in the marketplace.
In 2016, she partnered with Maize to focus on PR and launching iluminar’s social media presence.
This was the result.
Of the 52 earned media placements, the key achievement was securing, writing and publishing a special feature in Security Technology Executive called, “Women in Security: Changing the Narrative.” Eddie’s story was the inspiration and crux of the editorial. The article garnered significant attention among industry leaders and was later submitted by the publication for an award.
59 million impressions
Positioning iluminar as a go-to, subject matter expert.
7 byline articles in top tier security outlets
Building a social community from the ground up and garnering noteworthy, engaged new followers in the first year.