Avocet Hardware / ABS Locks
How it Started
In early 2013 the problem of lock-snapping was highlighted to us as a method of entry which was spreading from West Yorkshire to other parts of the country. Criminals could easily snap a standard Euro lock in a UPVC door and gain entry.
Avocet Hardware produces ABS locks, a snap secure lock which meets both the Sold Secure SS 312 Diamond Standard and the BSI kitemark TS 007 3-star rating. Having seen their product in action, we felt that we were a natural match and entered into a sponsorship arrangement in March 2013.
What We Did
Since then we have included an article from Avocet in each edition of our six-weekly e-newsletter which goes to 40,000 people. They had a banner advert on our website, were included in all staff signature strips with a link, and were invited several times to present to our Board, Representatives and police colleagues.
As part of the arrangement we also ensured exposure on our website and social media of relevant Avocet campaigns (we have over 13,000 followers on Twitter and 30,000 unique website visits per month). They also featured on 20 banner adverts on local Neighbourhood Watch Association websites which we provided for our volunteers.
Avocet provided free leaflets and sample locks for Neighbourhood Watch volunteers to promote the product locally, as well as a reduced rate for our members quoting a promotional code. They also attended a number of local meetings to talk about lock snapping and their product.
This primary sponsorship agreement included full support from NHWN of all Avocet security campaigns and publicity.
How it Went
We are very happy that Avocet have continued to be our primary sponsor each year so far since the initial agreement in 2013.
During the first two years their web banner received 5,000 unique hits and their newsletter articles received 24,170 hits.
Representatives from Avocet spoke at two national Neighbourhood Watch ceremonies in London and attended our national stakeholders event. They were also mentioned and linked in our ‘Stay Safe’ booklet, 120,000 copies of which were produced and distributed across England and Wales.
Summer Lockin Campaign
This Avocet campaign launched in July 2015 offering general crime prevention advice and focusing on obtaining local media coverage. Avocet produced a press release – including quotations from regional Neighbourhood Watch representatives – a social media calendar, a briefing paper and a selection of images for Neighbourhood Watch to use to help promote the campaign.
We promoted the campaign to our partners by direct email as well as on social media, and our ‘top tweet’ during the campaign running time used the #ABSsummerlockin hashtag, achieving 2,367 impressions and 51 engagements.
Moving Home Campaign
NHWN circulated a survey to over 37,000 of our members on Avocet’s behalf in July 2015, asking whether they changed their locks when they moved home and a number of other questions around this topic. We received 6,000 responses (a 16% response rate) highlighting this as a significant area of vulnerability. Avocet used the results in a press release to national and regional media as leverage to drive a campaign to raise awareness of the issue and increase the number of people changing the locks to snap secure ones when they move home.