Bryx

Bryx is a first responder technology company in the mobile and station alerting market. As the first full-time marketer on their team, I helped the startup build a strong reputation as the go-to resource for public safety software, generating leads through strategy, end-to-end content, product marketing, and sales enablement.

B2B, B2C, + B2G Marketing.

Firefighters.

Firefighters account for 77.8% of Bryx’s overall audience.

Firefighter Characteristics: Team players, selfless, trustworthy, family mentality, often susceptible to cardiac injury

Bryx Value Proposition: Increase situational awareness, improve emergency response times, reduce cardiac strain with heart-friendly features

EMS Providers.

EMS providers account for 9.6% of Bryx’s overall audience.

EMS Characteristics: Problem solvers, empathetic, calm, often underpaid and lacking substantial budgets

Bryx Value Proposition: Increase situational awareness, improve communication with firefighters, increase safety, budget-friendly

Dispatchers.

Dispatchers account for 12.6% of Bryx’s overall audience.

Dispatcher Characteristics: Empathetic, sincere, multitaskers, overworked and often lacking recognition as first responders

Bryx Value Proposition: Reduce dispatcher workload, simplify communication, streamline emergency operations, relieve dispatcher stress

Emergency Response, Simplified.

Before anything else, I shifted the previous vague tagline to “Emergency Response, Simplified.” This small but impactful change kicked off their positioning as a trusted software vendor making responding to emergencies easier for first responders.

Product Advertising

Trade Show Collateral

In collaboration with sales, I created and mailed new and existing customers print and digital booklets highlighting products and customer testimonials. Follow-up emails were sent to all recipients.

Google Ads

Collaborating with the SEO contractor, specific keywords were researched to ensure ads would rank on the first page of search results. Additionally, product retargeting ads were displayed to consumers who had visited the Bryx website and left.

Neighbor Advertising

When a department in a new area installed Bryx Station, emails with ads would be sent to neighboring departments, inviting them to visit the nearby station to see the system in action.

Digital Media

Social

By regularly posting product testimonials, feature announcements, and people-focused content on LinkedIn, X, Instagram, and Facebook, Bryx maintained a strong relationship with its audience.

Website

Using WordPress, the revamped website incorporated new messaging, graphics, case studies, and more to enhance user experience and overall product and brand representation.

Video

Using promo.com, short-form videos were posted to social media and YouTube to create positive brand associations. Example above.

Product Case Studies

Strategy, Content, and Design

To establish legitimacy and showcase the brand through the customer’s voice, these digital case studies featured problems, solutions, and results for real-life situations. Housed on the website, they positioned the company’s products as the optimal solutions first responders and communities deserve.

Software-as-a-Service Campaign

Along with the launch of the new Bryx website, the SaaS campaign included a press release, live webinar, social media posts, emails, and print ads shown below. Successfully generating leads, each print ad contained slightly different messaging tailored to each target market segment along with scannable codes directing recipients to the associated landing pages.