Monitronics shows new face at ISC West

New vice president of marketing, rebranded logo make industry debut in Vegas
SSN Staff  - 
Tuesday, May 1, 2007

LAS VEGAS--Mitch Clarke, who became the new vice president of marketing at Monitronics in January, saw an opportunity when he migrated from the cable and telephony world to the security industry. Clarke felt that the security industry "was immature in its marketing and polish. We want to be more up-to-date and competitive."
To this end, Monitronics has rebranded and rolled out its new logo here at ISC West, along with a slick new ad campaign. "We're hoping to bring in some motion and color," said Clarke. Monitronics has also rebranded its two-way voice system as "Smartvoice" and featured it prominently at the show.
Clarke and chief executive officer Michael Haislip are also focusing on Monitronics' existing dealer program. The company hosted meetings with its dealers at ISC West and is bringing others in to have Q&A sessions, according to Clarke, in order to share ideas across the board.
"We want to evolve with our dealers as they grow," said Clarke, who's aiming to "pull together our dealers and work together in a combined effort." Currently, Monitronics has 450 dealers and monitors more than half a million accounts across the United States, Puerto Rico and Canada.
Part of the changes at Monitronics include a streamlining of its organization, reflected in its web site, with easier access for dealers.
From the web site, dealers will be able to access Monitronics' equipment representatives, who have been brought under Clarke in the marketing wing; the finance team; business consultants and analysts; a lead distribution program; and marketing and technical support.
Another fresh initiative is a more proactive approach at the company. "We're contacting our dealers and customers and asking them what they want to do about the AMPS issue, for example," said Clarke. "We're trying to make it easy for the dealers when things go digital. We're saying, 'Let's give them choices.'"
As part of a company-wide investment that represents "ten million dollars in infrastructure and support systems," in March, Monitronics moved its existing central station onto the fifth floor of its headquarters in Dallas, a space of "close to 100,000 square feet," said Michael Meyers, vice president and chief finance officer of the company.
And "within 60 days, we will have a separate, fully redundant, hot back-up center," in which the company has invested an additional "several million dollars." The facility, which will also perform other functions in addition to monitoring, will be located in McKenney, Texas.
"Almost everything we do is about having a better life," said Clarke. "For the dealer, the customer, and our employees. If we keep to that mantra, we can do things."