This digital marketing plan aims to increase attendance and diversity at Security B Sides conferences through social media strategies and targeted events. Security B Sides is a non-profit organization that educates people in the security industry through conferences. The plan involves using social media like Twitter more actively to engage followers and gain new ones related to security and diversity. It also proposes two events - "Bring Your Spouse" night to attract more women and families, and "International Night" with a celebrity guest speaker to appeal to various backgrounds. The goals are to make the organization more visible year-round online, improve diversity at conferences, and keep people excited about upcoming events.

1. Digital
Marketing
Plan
Security B Sides
Keith Baumann and Taja’
Robinson
March 29, 2020

2. Table of Contents
1.0 Executive Summary
.................................................................................................................................2
2.0 Company and Event Overview
..................................................................................................................................3
2.0 Company Description
..................................................................................................................................3
2.2.1Event Overview
..................................................................................................................................4
3.0 Situational Analysis
................................................................................................................................. 5
3.0 3.1 Demographics
..................................................................................................................................6
3.2. Swot Analysis
...................................................................................................................................6
4.0 Market Analysis
...................................................................................................................................8
4.1 Target Market.............................................................................................................8
4.2 Customers Personas…………………………………………………………………………………………….8
5.0 Objectives……………………………………………………………………………………………………………….10
6.0 Social Media Strategy.................................................................................................................10
6.0 Advertising……………………………………………………………………………………………………………..13
7.0 References..................................................................................................................14
8.0 Appendices……………………………………………………………………..15

3. 1.0 EXECUTIVE SUMMARY
This Digital Marketing plan details objectives, strategies and tactics
that will increase the number of diverse attendees and get rid of
biasedness within the organization. Security B Sides is a non-profit
organization this informs and educates members in the security
industry. It creates opportunity for th9se interested in security,
looking for a career change or college students gaining credit. There
are 20 staff members with usually around 700 attendees. The
organization wants to keep people’s attention throughout the year,
and not only when a conference is near. B-Sides host monthly events
across the US and Canada.
We plan to use two different marketing tactics including Social
Media Promotions, and Content Marketing. While these two
strategies are being implanted, we also plan on hosting two events to
target our market. We plan on bringing in more women to create a

4. more diverse crowd, so we’re going to introduce “Bring Your
Spouse”. Also, we plan on having international night with celebrity
guest speaker, which is a fun event learning about different cultural
backgrounds. We plan on marketing these events through social
media and advertising to wheel in more social media followers and
get individuals talking and excited about B-Sides throughout the
year.
2.0 Company and Event Overview
2.1 Company Description
B-sides is social media present they can be found on LinkedIn,
Twitter, and Instagram. The organization engages with their
followers on Instagram by hosting quizzes on their stories. B-
sides is hosting the “bring your spouse” event and international
night with celebrity guest speaker “Bad Bunny” who before
fame studied at the University of Puerto Rico at Arecibo.
Security B Sides is a non- profit organization that delivers
content to become better security professionals, conferences

5. began in 2008 and has multiple locations throughout the US,
and Canada.
2.2 Event Overview
Bring your Spouse- This is going to be a mix of professional
recognition night mixed with woman in the security industry.
The key for this event is to get the spouse’s excited and
informed about the husband’s profession to show them how to
get involved into the industry. We’ll have presentations, raffles,
prizes, and fun.
International Night w/ Celebrity Bad Bunny- This event will
feature popular Latin artist Bad Bunny. Having an artist like
bad bunny brings in the Latin community. Bad Bunny has 23.7
million followers on Instagram, with many of them being
diverse nationalities and the younger target market that we’re
looking for. We introduce Bad Bunny with security, we are sure
to have a more diverse community.

6. 3.0 Situational Analysis
3.1 Demographics
• Adults 18-35
• College Students
• Looking to start career in security industry or change profession
into security.
• Low Income
3.2 SWOT Analysis
This SWOT Analysis will cover the strengths, weaknesses,
opportunities and threats of Security B Sides and events. This will help
guide to successful events.
Strengths
• Excellent community presence, no real competitors.
• Non-profit organization that draws a bigger crowd than
WWE.
• Delivers content for individuals to become better security
professionals.

7. Weaknesses
• Small budget
• Lack of social media presence between April and December
• Biased conferences with lack of diverse attendees.
Opportunity
• IT students get credit for attending the conferences.
• Increased budget for future events.
• Individuals looking to change career or interested in the field
get information on becoming a better security professional.
Threats
• Risk of other nonprofits creating similar events that draw a
bigger crowd.
• Individuals outside of security haven’t heard of
B-Sides or don’t know what the organization actually is.

8. • Lack of current diverse attendees would make diverse
individuals fray from going to the events.
3.0 Marketing Analysis
3.1 Target Market
The target market for the “Bring your Spouse” event is
woman between the ages of 28-35, with a low- or middle-
class household income. They may be college students,
recent grads, have a child in elementary school and are stay
at home moms.
The target market for the International Night with Bad Bunny
are Hispanic individuals as well as. African American males
and females ages 18-35 with lower income that are trying to
find or change their career path, college students or recent
college grads.
3.2 Customer Personas
This is designed for a fictional persona we have in mind
choosing our audience.

9. Persona 1
Madison Smith
Located in Orlando, FL
Female, 23, College student
Uncertain about career path, passionate about starting a
family (loves kids), social media savvy, volunteers, attends
non-profit events.
Persona 2

10. Victor Oritz
Located in Miami, FL
Male, 28, Works full time but isn’t passionate about job,
ready for a change. Loves hip-hop/ rap music, loves to
educate and. Learn about different cultures Enjoys hanging
out with friends and going out on the weekends. Tech
Savvy.
4.0Competitive Analysis
The company doesn’t really have “competitors” since it’s a non-profit
organization according to the president of B-Sides. There are many
conferences around the U.S for B-sides some has more attendees than
others. For example, Tampa B-Sides is $75 a person and had more
attendees vs. Orlando is free for students.

11. 5.0Objectives
5.0 These are the clients goals
5.0.1 Increase the number of attendees.
5.0.2 More diverse conference attendees
5.1 This is a plan objective to support the client’s goals of increased and
more diverse attendance.
5.1.1 increase social media traffic
5.1.2 rid biased from conferences
5.2 This is a plan objective to support the client’s goal of keeping
people excited.
5.2.1 increase mentions on social media between April-December
5.2.2 Keep people excited about B-Sides
6.0Social Media Strategy
Since the main goal is to increase attendees and have a more diverse
crowd, the company needs to get the word out more. B-Sides is social
media present, people just don’t know about them, what they do who
they are, etc. A good way for them to get the company name out more is
to enhance their social media skills, gain more followers interact with
individuals.
6.1 Twitter
B-Sides already has a twitter, they need to gain more followers and
increase their mentions, it was a good idea for B-Sides to use the poll for
followers to name the mascot, their audience needs more of that. An
easy way to gain followers on twitter that are similar to you is to utilize
the search bar, type in key words, for example “security” “college

12. student” “career change” all of those things have something to do with
B-Sides and twitter is SO huge that someone somewhere has to be
talking about the same thing . Follow those people, they are more likely
to mention the company and most likely to follow because they relate.
Since the company wants a diverse group of attendees, use keywords to
search for diverse individual’s “women security” for example. To
increase engagement after following individuals, do more polls, ask
questions, get people’s opinion on thing and chime into conversations.
There are over 330 million active users a month, according to the article
“How to Get 200 Targeted Followers A Day” it says “ Platforms like
Twitter give business owners the chance to engage in a meaningful
conversation with their consumers… you as a business owner get to
address your audience’s concerns, share in their excitement over
industry developments, and essentially get real-time feedback 24/7.
But think about what this does for users. By starting this dialogue,
you’ve become more than just a faceless corporation. (“How to Get
200 Targeted Twitter Followers Per Day”, 2020)”. For the event
“Bring Your Spouse” B-Sides twitter account will search and follow
couples by utilizing the search bar using keywords “my wife” “my
girlfriend” “couple goals” and “security”. The content will be similar
to the event with couples’ polls and surveys, funny couple memes,
videos of couples doing pranks, etc.
6.2 Instagram
Instagram is another good way for the company to broaden their
audience, people love to see what you’re doing, even if it’s just eating
cereal, utilize Instagram’s Story! In the article “Why Business is So
Important for Business it reads, “Instagram enables a business to sell
something more than just products. It can help to build up a better word
of mouth. Reaching out to the audience through a platform
like Instagram makes the relations with the target audience friendlier
(“Why Instagram is Important for your Business”, 2019)”. People WILL

13. watch your story, keep it consistent, tell about the company, have polls,
questionnaires, music, and motivation in your stories. If your followers
see you constantly post stories your views will increase, your
reactions/mentions will increase, especially if you keep your followers
feel involved. The company has said they struggle with their social
media mentions between April-Dec, says their followers are like ghost.
The company could do challenges on their stories, IGTV, Feed, or even
go Live, announce the winners at the B-Sides meetings, that would urge
people to interact with social media and gain attendees at the meeting.
Promoting international night and the celebrity guest speaker would be
best done on Instagram. People post on Instagram the most when
something spectacular is happening, people live for “Ooo’s and Ahh’s”
celebrity guest speaker is something that will definitely catch people’s
attention especially if you follow individuals who are interested in the
celebrity. Until the event B-Sides can post “Bad Bunny” content on their
story also post content of individuals singing his music.
7.0Advertising
One way to attract a more diverse audience is to post more diverse
content! For example, HOLIDAYS, show appreciation to other culture’s
holidays, think about the way cities change during the holidays or bug
events. For pride some companies have rainbow décor, Black History
month post content celebrating and educating about black history,
women love Valentine’s Day, post Valentine’s Day content. It’s
important for B-Sides get educated about different cultures, ages,
genders, etc., education will help them post the right content at the right
time to attract those individuals without offending anyone. The more
diverse the content is the more diverse the crowd will be. To support the
“Bring You Spouse” event couples T-Shirts would be a fun thing to
have, to come up with a design B-Sides will do a Poll on Twitter and
Instagram voting for which T-Shirt would be best for the event. There
are many things the company could do for international night, B-Sides
could do a poll for which international recipes to have at the event for
people to try. Also posting about Bad Bunny and his background to

14. inspire others, he attended the University of Puerto Rico before fame.
Starting a countdown on B-Sides Instagram story will get people excited
for the event and also remind them that the event is even happening. Ask
Bad Bunny to record a video of him saying something along the lines of
“see you at the next B-Sides event” on his story and the organization can
post to all social medias.
8.0References
Patel Neil (N.D) “How To Get 200 Targeted Twitter Followers Per Day”
retrieved from https://neilpatel.com/blog/get-twitter-followers/
Wang, Lee (Jan. 2, 2019) “Why Is Instagram Important For Your
Business” retrieved from https://fanzappy.com/instagram-important-
business/
Pratik, Dholakiys (April 3, 2018) “4 Valuable tips for marketers to Help
Understand Diverse Audiences” retrieved from
https://www.cision.com/us/2018/04/marketers-understand-diverse-
audiences/
9.0Appendices
The editor calendar outline social media post for Instagram and Twitter
that will happen weekly. Each post is to catch follower’s attention, get
them to engage with the post, and have conversations without about B-
Sides.

15. Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Twitter
Search and
Follow 100
users who
are couples
with
Keywords
“my wife”
“my
girlfriend”
“in love”
“anniversary
” and couple
goals”
Start a “Couples
Goal” thread
asking individuals
to post pics of
them and their
significant other
using
#GatorLove”.
VOTE for the best
couple T-Shirt
design for the
“Bring Your
Spouse” event.
#BsidesOrlando
Start a
Couple’s
Prank
Challenge.
Viral prank
of asking
spouse for
toilet paper
and wiping
chocolate
on their
hand.
Record
reaction use
#GatorLove
Tweet: Explain
your relationship
in ONE Gif using
#GatorLove
DATE NIGHT:
Post pictures
of you and
your spouse
during DATE
NIGHT the
funnier the
better use
#GatorLove
COUPLES YOGA:
Using #GatorLove
, COUPLES post a
funny pic trying
Yoga positions !
Instagram
Post Bad
Bunny
content on
Instagram
story do a
poll for
“Favorite
Bad Bunny
Song”
Post video of Bad
Bunny Saying.
“see you at the
next B-Sides
event and start a
countdown for
the event on
Instagram story.
Follow Bad Bunny
fans and college
students, Go on
Instagram Live for
one hour , choose
different followers
to go live WITH on
Instagram doing a
Q&A.
Internation
al
Education
Day: post
fun facts,
history of
different
cultures
celebrating
them and
educating
others.
Talent Show
Friday “post a
video singing
favorite Bad
Bunny Song OR
what you’re
cooking for
Dinner!” this will
be posted on B-
Sides Instagram
story.
DANCE PARTY!
Post a video of
you dancing to
Bad Bunny
using
#GatorGroove
to be posted
on B-Sides
Instagram
story.
Sunday
Traditions: What’s
your Sunday
tradition? Post a
pic or video of
YOUR Sunday
tradition using
#gatorVibes to be
posted on B-Sides
Instagram story.