Since 1985, Stroud Safety has been an industry leader in racing safety. From the beginning, they built the business on ingenuity, quality, customer service, and manufacturing products in the USA. In 2019, when Tommy and Anita Cunningham purchased the business, they approached Innovations about a marketing relationship. While they wanted to continue the quality that brought Stroud to prominence in professional racing, they were very interested in making Stroud a household name in the racing community for all enthusiasts. Stroud’s primary goal is to bring racers home safely or as we say, to “make faster, safer.”
Innovations started the collaboration by completing comprehensive market research. The research was twofold in that it looked at the market Stroud operates in, as well as evaluating Stroud’s branding presence in that space. In that process, we discovered some serious deficiencies in the market that the brand was not positioned to capitalize on. We created a plan with Stroud to exploit those weaknesses and place them in a position to showcase their expertise.
To accomplish this, we started with a new, more user-friendly, comprehensive website, a more aggressive social media presence and a strong rebrand to clarify their brand characteristics.. Innovations has produced video content, social media content, a complete website rebuild, updated printable materials, a new trade show booth, and much more. We created a comprehensive brand standards guide that allows Stroud to educate its partners and affiliates on exactly how to present the brand. Since implementing the plan, Strouds’ reach into the market has increased significantly.
We created a video series for Stroud called Safety Shorts. Working to position Stroud as a thought leader in the race safety community, we wanted to showcase their expertise on the topic and hopefully educate racers on how to better protect themselves. The result was a six part video series that covered topics ranging from proper seat belt use to what to do in the aftermath of a crash. This series won a Silver Davey Award in the Sports/Video Campaign/Series category.
Working with Stroud is a genuine pleasure. Marketing becomes much easier when your team truly believes in the product they are working to represent. We take pride in being part of protecting these athletes and helping them return home safely to their friends and families race after race.