Creating a high-profile expert for a new market

Client Objective.

The Internet of Things (IoT) – a term used to define the explosion of connected devices – erupted into the mainstream narrative in 2014. As the first company dedicated to detecting and mitigating risks proliferating from the IoT, Atlanta-based Bastille engaged ARPR to develop its corporate messaging, advise on web copy, design social media channels and marketing content, and conduct media relations around the company’s venture capital investment. Most importantly, however, was the challenge given to ARPR of positioning Bastille’s founder and CEO, a seasoned cybersecurity entrepreneur who had intentionally chosen to limit his visibility over the past few years, as the leading IoT security expert.

ARPR’s Approach.

With IoT on the cusp of securing prominence within the national tech discourse, ARPR had to act quickly and aggressively to position the client’s experience and expertise as superior to those also fighting for initial credibility in space. As with any new industry, IoT security, and the media covering it in its infancy, were for the large part under-educated, misinformed or hadn’t yet evolved their coverage parameters to include IoT. This reality prompted ARPR to recommend an approach with thought leadership – specifically contributed articles and blogging – at the core. This strategy not only consisted of contributing content to newspapers and magazines, but also placed a strategic emphasis on consistent blogging, both on the company website and on the executive’s personal social media channels – a tactic that the executive had never participated in previously.

Bastille_execleadershipThe Results.

Despite the challenges of educating a new industry and the complexities of making an executive utilize social media, and feel confident in doing so, ARPR garnered tremendous success in just the first three months of the executive visibility program. Jumpstarting the campaign was the CEO’s keynote at a leading industry trade show, which ARPR secured and maximized via digital marketing. Contributed articles on a variety of topics were written and published across high-value websites. In fact, ARPR secured recurring columns in both InformationWeek’s Dark Reading and Cyber Defense News, in addition to a regular contribution on Christian Science Monitor’s new Passcode website. Content was also published in Connected World Magazine and Benzinga, and the CEO was quoted in the highly popular Fast Company. Amazingly, the executive also authored a blog post, which trended atop LinkedIn for more than three days. As a recognized thought leader in the IoT space, the CEO now receives inbound speaking requests and media queries on a regular basis, giving massive credibility to the Bastille brand.

*Campaign designated as a 2015 PRSA Phoenix Award of Excellence.