Primacy and Wearsafe Team Up To Keep Female College Students Safe

Just in time for the 2016/2017 school year, Primacy develops
multichannel marketing campaign to launch Wearsafe

announced today that it has tapped digital agency Primacy
to help launch a personal safety wearable device, which is aimed to
protect college females, through a multichannel and media marketing
campaign. Within only two months of the Connecticut-based companies’
initial introduction, Primacy has created an efficient and highly
targeted campaign – comprised of content marketing, online display,
email, online radio, social advertising and influencer relations – to
reach parents of female-bound college students as they head back to

Wearsafe provides a subscription-based personal safety device and app
designed to keep the wearer out of harm’s way. The small, wearable Tag
clips onto the user’s clothes, belt or keys and connects via Bluetooth
Low Energy to Wearsafe’s mobile app on the user’s phone. At the first
sight of trouble, the user presses on the Tag which, through the app,
alerts a network of friends and family. The alert sends the network an
audio recording from the scene and starts a live chat room where they
can coordinate an action plan, or call 911 if they deem it is necessary
(so that emergency rescue is not called prematurely). While there are a
myriad of situations in which Wearsafe is applicable, its first target
users are female college students, often freshmen who are embarking on
newly found freedom and the responsibilities that come along with it.
The number one goal is to give parents peace of mind when their daughter
goes off to college.

Prior to the campaign launch, Wearsafe – and the personal safety
wearable industry – had no brand awareness since the product hadn’t
launched. Not only was the focus of the campaign to build on brand
awareness, but it also served as an introduction to a relatively new
category for person safety devices. Primacy’s goal was to hit the top of
the funnel and reach the target user’s parents – namely the fathers who
are traditionally more concerned about safety – to demonstrate this
wearable device. Primacy also plans to target national sorority
chapters, universities’ student life departments, study abroad programs
and active female runners to educate them on this innovative solution to
steer clear of the potential hazards of campus life. Launched in
conjunction with students heading to school – and packing for it ahead
of time – the campaign kicked off on August 1 and will last through the
end of September.

“Wearsafe is a brand new product and defining a new industry at the
intersection of personal safety and wearable technology,” said Phill
Giancarlo at Wearsafe. “For that reason, we knew we had to put resources
into our marketing and media strategy to gain brand recognition,
especially to align with students heading to college campuses this fall.
We looked no further than Primacy, which established its experience and
leadership in the wearable tech arena through its work with Google Glass
and Oculus VR.”

Primacy created and executed against a multichannel media and marketing
plan to increase Wearsafe’s brand awareness at colleges in the
Northeast, such as Dartmouth, Tufts and Yale. The plan included:

  • Social Media Advertising: Primacy created and published a
    Facebook Canvas Advertisement – a new micro-site Facebook offering –
    to engage with the social community in a compelling and creative way.
  • Geofencing: Primacy developed in-app advertisements to target
    consumers in certain locations or stores. For example, if a consumer
    was in a store where they’d be buying back-to-school products near the
    campaign’s target geographies, they’d receive a notification via the
    mobile app to add Wearsafe to their buying list.
  • Influencer Relations: To engage with outside influencers,
    Primacy sent the Wearsafe Tag to more than 30 parent bloggers who
    posted content about their use, and thoughts of, the product. One such
    blogger, Joy of Joy’s Life, blog post may be found here.
  • Online Radio: An online radio buy paired with display banner
    advertising allowed Wearsafe to communicate a longer-format message,
    speaking directly to their target audience while they may be thinking
    about their daughter’s back to school needs.

“At Primacy, we really enjoy partnering with local companies, as well as
with companies that are on a mission to help others,” said Rosie Walker,
EVP at Primacy. “In one month we were able to go from the initial
briefing of concepts to a final, successfully executed campaign, and the
results so far have been terrific. We’re excited to continue to work
with Wearsafe to spread the word that safer is smarter.”

About Wearsafe
Wearsafe (
) is a leading developer of advanced wearable safety products designed
to revolutionize the way you live your life. Wearsafe’s products marry
cutting edge technology with individual and institutional demand for
personal safety. As pioneers in creating personal protection products
and communication services that leverage mobile technology, Wearsafe’s
vision is to change the perception of safety and security products, from
solely protecting locations and property, to protecting individuals,
wherever they may be.

About Primacy
is an award-winning, digital-first agency that provides unparalleled
client service, solution-oriented technology and in-depth industry
expertise to deliver engaging experiences that have meaningful impact
and measurable, actionable results. Primacy offers a full-breadth of
services including design and user experience, marketing, technology,
branding, mobile, media planning and buying and strategic thinking.

Primacy works with a diverse range of clients in verticals including
consumer, financial services, healthcare, manufacturing and higher
education. Clients include Aetna, Amica, Cannondale, EmblemHealth, ESPN,
The Hartford, MassMutual, Middlesex Hospital, MIT, Regis University,
Sikorsky Aircraft, Smith College, Tufts Medical Center, University of
Michigan and Yale New Haven Health. The company is headquartered in
Farmington, CT with offices in New York and Boston. To find out more,


Sarah Whitney, 860-404-3388
2.0 Communications for Primacy
Elissa Ehrlich, 646-228-8960