In the crowded, ever-evolving cybersecurity industry, generating news and leads comes mainly in the form of discovering a zero-day attack. With that in mind, Coronet, an award-winning cloud security company, wanted to penetrate the media landscape in a big way, and use that traction to expedite customer adoption of its SecureCloud platform. To do so, Coronet tapped ARPR to create an integrated campaign via our Panoramic Approach that would not just land strong media coverage, but also heighten conversations on social media, generate leads and expedite sales objectives.
During onboarding sessions with Coronet, ARPR learned that the company’s SecureCloud platform was able to collect vast amounts of data on device security and the security of Wi-Fi networks that they connect to. With this knowledge, ARPR presented the idea of studying America’s 50 most populous cities to create a report ranking the country’s most insecure and least vulnerable metro areas, to which Coronet approved.
In the following month, Coronet analyzed 5 months of data and created a weighted scale to determine the ranking of most to least secure cities and regions. Using the rankings, ARPR conducted in-depth research into each DMA to understand and make inferences about why a location was either secure or insecure. The results and corresponding research were compiled into a cohesive report, placing special emphasis on the top 10 most cyber insecure and the top 10 least vulnerable regions. The report was named “Cybersecurity in the City: Ranking America’s Most Insecure Metros.”
As the report was being finalized, ARPR constructed an aggressive media relations strategy to maximize earned coverage. Local, national, trade, tech and other media were researched extensively and selected not just on audience reach alone, but by topic area and previously written pieces. Specific media were also selected to receive pre-pitched materials to generate early interest in the report and secure coverage within top publications. ARPR also leveraged social media channels to not just promote the report via organic posts and paid ads, but to facilitate conversations around it. Leading up to publication, teaser posts were created to generate buzz and keep followers engaged.
Generating leads and visibility takes more than just media hits. Credibility needs to be developed with experienced, data-minded research firms. With that in mind, ARPR also engaged industry leading analysts via an email marketing campaign. We also launched a two-week sponsored content campaign on Linkedin. All of these tactics funneled recipients to a dedicated landing page ARPR created to house the report. This gated page was designed to capture leads and prompt readers into taking an action – such as adopting Coronet.
As the report began to disseminate across the wire and into reporters’ inboxes via direct pitch, it was clear that interest was piqued and awareness of Coronet and its capabilities was about to skyrocket. Setting a strong precedent for future campaigns, the report generated more than 72 media hits in less than a month, that number buoyed by coverage in 27 Tier 1publications – including TechRepublic, The Daily Caller, the AP and U.S. News & World Report. Coronet’s report also received strong coverage in all but three of the 20 local markets we focused on, highlighted by 34 television segments with a total viewership north of 500,000.
The social media portion of the campaign also took off with referrals from LinkedIn ads to Coronet’s website increasing 2,255 percent over the previous month. The report’s landing page was visited 2,177 times and the report was downloaded 168 times – providing a 7.7% conversion rate – well above industry standards. Coronet’s website also saw a 31.92% increase in visits over the last period with 16,450 total visits. Visitors also stayed 115% longer on the website compared to the last period and the overall bounce rate improved by 48.2%.
The analyst email marketing campaign also saw strong results. Analysts who received an email and opened it spent nearly 14 minutes on Coronet’s website. The relationships built and nurtured with analysts also provided Coronet with increased credibility among research partners. Overall, the success of Coronet’s “Cybersecurity in the City: Ranking America’s Most Insecure Metros” report was a true testament of ARPR’s Panoramic Approach and how we leverage our clients’ capabilities to #MakeNews and #DriveLeads.