Armoured One

Armoured One is a US-based security and safety company that specializes in training schools on how to best respond to — and defend against — active shooter scenarios, as well as offering bulletproof glass coverings for windows. Otter PR was excited to take on this amazing company as a client and help them in their mission of preventing shootings at schools around the world.

The Problem

Armoured One came to us at the height of the COVID-19 pandemic, during which time all schools were shut down nationwide. The company was in the middle of a massive pivot; during the pandemic, Armoured One was using their immense production resources to make masks and barriers for protection against Covid when these items and other PPE materials were in dire need.

The issue, however, was that the market had no idea that Armoured One was working on this project. The company wanted to capitalize on the story for two main reasons: first, they wanted to supply more businesses with the PPE gear they needed to help combat Covid; and second, Armoured One wanted to increase brand awareness so that, once the pandemic ended, they could return to their mission of saving children from school shootings.

The Strategy

To begin, our team focused on a couple of major media points. The company’s founder, Tom, had an incredible story as a former S.W.A.T team member who was now helping to prevent school shootings. Moreover, Tom is a terrific entrepreneur and brand spokesperson. As such, we opted to put him at the forefront of Armoured One’s media pitches which included opportunities for interviews.

Most importantly, we used the amazing story of the company’s pivot from bulletproof barriers to Covid protective barriers and other PPE gear as an inspirational feat in business and leadership. The story was a massive success.

The Result

In the end, Armoured One gained national coverage on several television news outlets, as well as online in Forbes, Market Watch, Thrive Global, and many publications.

Our team also had the opportunity to visit Armoured One’s facility in New York. In the image below, you can see their publicist, Christy Rivera, with the company’s CEO, Tom Czyz. When given the opportunity, we always love to meet our clients in person, and Tom was such a wonderful and humble person to invite our team on-site!