Fleming To Target Cops

Rhode Island Agency Scores Assignment To Promote Software From Smith & Wesson
BOSTON–Fleming & Roskelly last week hit the bull’s eye, landing an integrated marketing assignment from the newly formed Public Safety Technologies division of firearms maker Smith & Wesson.
The Springfield, Mass.-based division offers a line of software products designed to automate law enforcement functions such as booking and identifying suspects and taking official statements.
The Newport, R.I., agency is charged with developing an advertising and public relations program “to make sure the police are aware Smith & Wesson is in the software technology business and that we have a suite of products” to meet their needs, said client official Warren Tomek.
A print-based branding campaign is slated to break in about three months and will run in vertical trade journals such as Law & Order and Law Enforcement Technology, said agency president Paul Fleming.
Direct marketing work will likely appear before the end of the year. The budget has not been finalized, but initial spending will be in the six-figure range, Tomek said. Fleming & Roskelly is handling both creative development and media placement.
The 10-person shop was selected for the assignment based on its relationship with C.W. Costello & Associates, a software development firm in Wellesley, Mass., that helped Smith & Wesson design the products.
Smith & Wesson does not have a lead agency, choosing instead to handle advertising in-house and through various shops on a project basis, Tomek said.