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Linking CSR to MKTG

We worked closely with the communications team at ADT to reposition the company from a legacy home alarm company to a connected home leader. When ADT bought a solar company, we created a brand position for "Safe, Smart & Sustainable." We then refashioned ADT's Corporate Social Responsibility program to reflect - and amplify - the new position. A centerpiece of the effort was a partnership with Requity Foundation, a non-profit that trains underserved youth in Baltimore in the construction trades. ADT provided funding, solar panels and smart-home security systems for the row house the students were renovating. See the CBS News clip below for the full story.


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