Client Spotlight: Beyond the Press Release
At Lux214 Media Group, we believe a press release is only the beginning. Our Client Spotlight series showcases client successes and how our strategies show up in the industry. This feature looks at how Baymark Partners is building momentum in the school safety sector.
When Baymark Partners announced the integration of Eastern DataComm with Carolina Advanced Digital’s public-sector unit, it was more than a routine deal disclosure. It was a development with life-and-death stakes. More than sixty acquisitions have shaped Baymark’s track record, and this one shows how the firm is extending its influence into one of the most urgent markets today: school safety.
School safety is no longer a side budget line. It has become one of the fastest-expanding segments of public-sector spending, driven by liability, legislation, and a culture reshaped by tragedy. Districts are investing billions in communication and lockdown technologies. The U.S. school security technology market has already surpassed $3.1 billion, with analysts projecting nearly 20 percent annual growth for the next decade. That trajectory is outpacing broader EdTech spending, which is forecast to reach $348 billion by 2030.
That urgency framed Baymark’s first press release announcing the deal. But announcements alone fade quickly. At Lux214 Media Group, our role was to take that starting point and build the momentum behind it, ensuring the integration wasn’t remembered as just another acquisition but as the next chapter in a broader industry story, one that reshapes how investors and educators view school safety and Baymark’s role within it.
“The question every superintendent asks is not whether they can afford these systems, but whether they can afford to explain a failure,” said David Hook, Managing Director at Baymark Partners. “That’s the pressure driving adoption, and the responsibility we carry as investors.”
A Market Built on Trust
Nearly 60 percent of school crises happen outside classrooms, in hallways, cafeterias, and parking lots. That reality has shifted demand away from lockdown-only tools toward integrated, campus-wide systems that perform under stress and stand up to scrutiny.
Baymark’s integration of Eastern’s LENS platform already a reference point for fast, verifiable response, with CAD’s procurement credibility answered that demand directly. But in markets where failures carry human consequences, meeting the need is not enough. The story has to be told, reinforced, and remembered. That is why Baymark invested in keeping the narrative alive, and why Lux214 built a multi-phase strategy that extended the announcement far beyond a single headline.
From executive prep to thought-leadership features and investor-ready content, Lux214’s approach was simple but deliberate: make sure Baymark’s credibility showed up consistently in the conversations that shape perception, policy, and adoption. As investment accelerates in niches like school safety, where trust is scarce and demand is rising, Baymark’s strategy stood out as a deliberate bet on credibility rather than a quick roll-up. Our role was to ensure that bet was recognized and reinforced at every stage.
The Lesson for Investors
The takeaway is clear. Growth in school safety will be driven not just by technology, but by trust, and trust has to be earned, reinforced, and communicated. That is where PR becomes a strategy. For Lux214, this deal underscored a truth we see across industries: a press release can announce a transaction, but only a sequenced, sustained campaign builds the visibility and confidence that turn milestones into momentum.
That is what we mean when we talk about living the LuxLife: helping clients like Baymark ensure that one deal becomes the start of an industry-wide story.
We’re here to help
If your story is too important to vanish after a single headline, it deserves more than a press release. At Lux214, we turn announcements into influence, and influence into impact. Let’s build the momentum your business deserves. Lori Barber 214-906-6633 or lorib@lux214.com.
