Background
The Response Network is a start up company that had a very big idea – develop and deliver online training courses to the global law enforcement community for a fraction of the cost of traditional site based training programs. To help position, promote, and launch the online training portal, The Response Network turned to Griffin for a complete turnkey package.

Challenge
While the company's initial focus is on the delivery of online courseware for the law enforcement community, it plans to offer solutions for fire safety professionals. The proposed branding solution had to allow the company the flexibility to brand itself uniquely in each target market. In addition, the company needed to launch with a solution that was immediately revenue generating.

Griffin recommended that the law enforcement courses be launched under the portal name Police Community Network. After focused testing, the position theme “Prepare to Lead” was adopted. Griffin's web design team designed the template for the portal and the agency's marketing team developed a “leveraged marketing” strategy that offered revenue sharing to targeted law enforcement associations that included the IACP, APCO, and IACLEA. Each association endorsed the online training portal and agreed to promote it to their memberships through email blasts, print advertising, and trade show exhibits.

The Police Community Network portal was debuted in Beta form at the 2008 IACP Conference in San Diego, California. A focused media relations program supported the at-conference launch, which resulted in feature story coverage in every major law enforcement publication, including Police Chief magazine. The final version of the Stage One portal is now operational and successful!