Enhancing peace of mind through Community Safety with Blue Security.

Client Context

After 12 consecutive years as the number one regional security company in South Africa, Blue Security was navigating the cost and value commoditization of the industry and needed to re-envision their point of difference, so that they could continue to make a difference in combatting local crime.

With operational scale came the challenge of fostering personal relationships, whilst low-cost competitors that focused on hyper-local territory acquisition were slowly eroding the customer base and driving the market price down.

Animarem was appointed to undertake a market repositioning that could inform customer focus areas and bring cohesion to the various operating departments under one unified positioning and strategy framework.

Scope of Work

We adopted a holistic lens on the role of safety in people’s lives and co-created a revived focus on empowering Smarter, Safer Communities that was aligned with the National Development Plan, in which a new vision for the business was articulated:

“To see active, engaged communities living free from fear, where women can walk freely in the streets and children can play safely outside.”

Animarem undertook a series of Organisational Development and Alignment projects to bring the purpose to life in translating reach to relevance:

  • We undertook a client-centric needs analysis to produce a new Customer Value Proposition and holistic positioning strategy as a purpose-driven business focused on community safety. This led to a revitalised brand blueprint; purpose, vision, mission and values.

  • Provided strategic guidance and support to various new and existing leaders, including the CEO, Heads of Marketing, Sales, Customer Experience & Innovation.

  • Supported a marketing leadership transition with the strategic foundations for operational excellence:

    + Marketing Team design and recruitment support

    + Marketing Communications Strategy

    + Ongoing Marketing Mentorship and coaching support

  • We launched and facilitated an Innovation Workstream focused on new technologies and customer-centric products. This led to a new Directorship being formed with a mandate for “Customer Experience and Innovation”.

  • Onboarding and mentorship of Sales leader through a series of strategy sprints focused on Community Enablement.

“We engaged Animarem when we needed expert advice from an objective external partner.”

— Blue Security CEO

Our Shared Outcome

The company has since been awarded ‘Best Regional Security Company’, ‘The Company Doing the Most to Fight Crime’ and ‘The Company Conducting Business in the Most Ethical Way’.

Despite civil unrest, Covid-19, regional flooding and economic pressures, the business is performing ahead of its peers. The local focus has resulted in stronger private-public partnerships and is informing the future structure of the business as it shifts to focus on three geographical regions.

Testament to the work undertaken, the company CEO reflected on what he describes as an “Awesome and very professional” engagement in which “We managed to do a massive direction change in a short period of time.”