Sbso marketing plan

Security B-Sides Orlando
Marketing Plan
February 2020
Project and Portfolio IV
Instructor: Niki Bathke
Full Sail University
Due Date: February 23, 2020

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TABLE OF CONTENTS
1. Executive Summary..................................................................................................... 3
2. Organization Overview............................................................................................... 3
2.1. Current Demographics Persona.......................................................................................................4
2.2. Client Goals...................................................................................................................................................4
2.3. Social Media Audit....................................................................................................................................5
3. Market Growth Potential Analysis............................................................................ 6
3.1. Need’s/ValueDrivers.............................................................................................................................6
3.2. Personas.........................................................................................................................................................9
3.3. SET Analysis..............................................................................................................................................11
3.4. Local Market Analysis.........................................................................................................................11
4. Plan Objectives...........................................................................................................12
5. Pre-Conference Hype Engagement Plan....................................................................13
5.1. Video Testimonials...................................................................................................................................13
5.2. Hackable Invites.....................................................................................................................................14
5.3. Influencers / Ambassadors..............................................................................................................14
6. Enhanced conference plan for new demographics...............................................16
6.1. Real-Time Digital CommunityEngagement...........................................................................16
6.2. Panel Topics..............................................................................................................................................17
6.3. Music Selection........................................................................................................................................17
7. Post conference engagement plan..........................................................................18
7.1. ARG.................................................................................................................................................................19
7.2. Daily Instagram Updates...................................................................................................................20
7.3. Everyday Heroes....................................................................................................................................20
7.4. Podcast.........................................................................................................................................................21
7.5. YouTube Digital WrapVideo...........................................................................................................21
8. Metrics.........................................................................................................................21
9. References...................................................................................................................24
10. Appendices................................................................................................................27
A. Editorial Calendar.....................................................................................................................................27

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B. Mr. Robot ARG Info Links......................................................................................................................28
C. Decoded – Jay Z Marketing Campaign ARG Link......................................................................29
1. EXECUTIVE SUMMARY
Security B-Sides Orlando (SBSO) is a thriving information-security community
with a creative marketing flair despite its limited resources. It provides a unique,
local offer to those just beginning or advanced in the cybersecurity field. It’s a top
goal this year is to see greater diversification through an extra 200+ attendees.
Engagement throughout the year is also a secondary objective.
The marketing team researched the cybersecurity field, conducted an analysis of
SBSO digital media presence, and developed personas to specify what this diversity
should look like. SBSO currently has a lively and interactive social media, but no
engagement plan throughout the year. It also does not have marketing tactics
tailored to this new demographic.
To attract this new, diverse audience, our marketing team has identified key
drivers of these new demographics and prepared personas. A slate of activities has
been organized to occur either before, during or after the event. This ensures we are
welcoming these new attendees throughout the entire experience. These activities
engage in B-Side’s 2020 theme of Southern Hospitality by opening up its community
to new music, influencers, panels, and social media content among other things.
This marketing plan covers options for an entire year and might demand more
time from your volunteers than they can give. Instead of trying to implement
everything, see it as the source for options and only implement what you find is
manageable.
2. ORGANIZATION OVERVIEW
SBSO is a community organized cyber-security conference which launched their
first US seminar in 2009, and 4 years later held their first Orlando event in 2013.
(BSides Orlando, 2020). SBSO has implemented multiple highly creative marketing

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plans in the past and seen positive growth as one of the largest BSides conventions
in the United States. It exists through the community which drives it and relies on
volunteers and sponsors for their marketing and event activities. Every event
follows behind the Orlando SANS conference, and in 2020 they will be hosting a
Hospitality Themed event on April 11.
2.1. Current Demographics Persona
The following persona is a representation of the average attendee which goes
to SBSO. This persona represents the people we are attempting to avoid in this
marketing plan. This persona does not represent all the demographics of current
attendees. Further down in 3.3, this plan will address three personas which we
are planning to target. (Photo by Holden, 2019).
2.2. Client Goals
As SBSO approaches its April 11, 2020 event, there are three goals it seeks to
achieve through this marketing plan. It must increase attendees from 800 to

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1,000, these new attendees must not resemble the current demographic persona
of 2.2, and it needs to launch year-round engagement.
2.3. Social Media Audit
SBSO has various digital footprints across the web. A simple web search for
“BSides Orlando” will bring up the official website. Primary research by the
planning team showed general confusion about the brand and purpose when
visiting the official website for the first time. The name “BSides” does not confer
a clear meaning, and it’s not labeled a ‘cybersecurity’ conference. There is also a
lack of photos throughout, leaving a lot not communicated. A picture is worth a
thousand words and only takes a few seconds to look at. People who are first-
time visitors may not grasp what to expect and why they should get involved,
however, it does contain a rich body of information distributed across organized
pages. Here is an inventory of the current social media channels:
Instagram: @bsidesorl, 120 followers, 82 posts. Posts contain shots of the
event, funny memes, and event info. Healthy use of hashtags from trends &
local events.
Facebook: Page name: Security B-Sides Orlando. 445 people like, 453 follow.
Uses Facebook Events, posts frequently about tickets, and sponsor
recognition, sticker swap info.
Twitter: 2451 followers, it is updated for the 2020 event and links to the
website. has info about the event and an interactive naming competition.
LinkedIn: 199 followers. It has a bio, links to the website, and direct access to
the staff. It posts about volunteers, ticket sales, and speakers among other
things.
The logos across social media are consistent, but the same rendition of the
logo does not appear on the website. The short descriptions across social

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media are consistent and well written to describe the event’s purpose to new
attendees. Much of the social media has different backdrops, and posts are
not specific to their platform.
3. MARKET GROWTH POTENTIAL ANALYSIS
If the goal is to receive more diverse attendees, we need to observe who these
people are. These attendees cannot be entirely new to the world of cyber security,
but also have not been enticed by the past marketing campaigns. This requires a
look into their specific value drivers, developing some personas from it, and
carefully analyzing the local cybersecurity market.
3.1. Need’s/Value Drivers
First and foremost, in order to understand what value drivers are for SBSO
we need to understand what exactly value drivers are: According to Track
Maven’s Marketing Dictionary, Value drivers are anything that can be added to a
product or service that will increase its value to the consumers. These
differentiate a product or service from those of a competitor and make them
more appealing to consumers.
Fortune Business Insights provide a lot of valuable information in terms of
market drivers, such as the idea of security related to the IT sector has become a
primary concern for the corporate, public, and private division. Additionally, the
growing adoption of e-commerce and the advancement of disruptive
technologies such as artificial intelligence and blockchain has increased the
adoption of cyber security solutions in a connected network ecosystem.
Fortune also recognizes that these factors will enormously boost the cyber
security market growth in the coming years considering the current market
(Fortune, 2020). Other factors driving the global market are increasing
dependence on technology, increasing adoption of cloud computing. It’s also
important to recognize a factor hindering the growth of cyber security and that
is the high adoption of pirated software.

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It’s important to recognize what values exactly, in accordance to the current
market, will drive a more diverse attendance to SBSO Considering that there is a
growing adoption and advancement in disruptive technologies such as
blockchain, originally devised for digital currency such as Bitcoin, it’s necessary
to analyze who and why these technologies are trending in the current market.
The fact of the matter is that digital currency offers an efficient means of
transferring money over the internet and is controlled by a decentralized
network with a transparent set of rules, thus presenting an alternative to central
bank-controlled fiat money which is exactly why it fits the demographics of
cybersecurity; most involved don’t particularly abide or live by mass authority
and/or rules.
The market demographics for digital currency show it is predominately male.
There is still a significant amount of extremely successful women within the
industry; at least half of them being of foreign ethnic decent (Fortune, 2020).
There is already a mass implementation of strategies building diversity within
the industry, especially with women. The passion and increase of awareness and
importance of diversity within the digital currency industry will ultimately
prevent a downfall, which is an important train to hop on and incorporate with
cyber security.
It isn’t new knowledge that the cybersecurity industry has a diversity
problem. While the industry is dominated by young, white men with technical
backgrounds, the main issue lies in the vast majority who don’t know the
importance of diversity within the field. There are immense benefits of
diversification in cybersecurity and according to Automox, improving diversity
across the cybersecurity industry shouldn’t be seen as cumbersome but instead
should be championed as an opportunity to improve security by broadening the
experiences and viewpoints of the employees with boots on the ground (Pals,
2018).
Cybersecurity is complicated, and diversity makes the representation of
different worldviews and experiences easier. “People from different
backgrounds will approach information security problems differently, and by

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nature, cybersecurity is interdisciplinary. Because a lot of even the most difficult
cybersecurity challenges have little to no technical element, the ability to come
at an issue from various points of view, combining skills, perspectives and
situations, will allow organizations to effectively address the multi-faceted,
dynamic and ever-evolving threat landscape.
Attackers are not homogenous and security teams should not be
homogenous either. Because problem-solving skills and the ability to maintain a
holistic view of challenge is key to resolving a cybersecurity issue, having a team
made up of diverse individuals can only work to improve the outcome of their
efforts. As the demographics of the U.S. population continue to become more
diversified, the importance of increasing the participation of minorities in the
cybersecurity workforce has become absolutely vital.
Cybersecurity is one of the biggest challenges to our nation’s national
economy security, and the talent shortfall in the industry highlights the
importance of initiatives that ensure all capable talent, regardless of race,
ethnicity or sexual orientation feel welcome and included.”
Directing focus towards diversity within the industry, especially for women,
is supported by the Household Data Annual Averages per Employed persons by
detailed occupation, sex, race, and Hispanic or Latino ethnicity. According to the
Labor Force Statistics from the Current Population Survey, African Americans
represent 15.6 percent of information security, Asians represent 12.6 percent
and Hispanics represent a mere 4.6 percent.
Also, according to the Bureau, women only represent a slim 17.1 percent in
information security, however, women represent nearly half of the computer
system analytical and the web developing fields. Women not being interested in
cyber security isn’t the issue, because they are interested. They just need to be
informed and introduced into information security with the right tactics.

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3.2. Personas
The following three attendee personas were created to represent what type
of diversity to focus on. This will also allow the marketing team some guidelines
for hyper-targeting, which will be later discussed in the plan.

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3.3. SET Analysis
SET Analysis is an observation of the social, ethical and technological factors
currently at play in the cybersecurity industry. This will allow us to notice any
current trends which can be applied to the plan.
India is the top location for hacking in 2019. Kenya had participated in
hacking the first time in 2019, and Algeria’s number of hackers doubled in 2019.
More than six African countries had their first time hacking in 2019. (Rayome,
2019). Some use their hacking for good such as the Canadian group called Trac
Lab which helps finding missing people. They bring hackers together and play
like it’s a game; they receive points for every clue they find.
Sixty-four percent Americans recognize that not all hackers act maliciously,
according to Harris Poll data (Hacker One, 2019). Some technologies that
hackers should be aware of, are THC HYDRA, SN1PER, and Metasploit
Penetration. This knowledge will give them some basic knowledge on how to
hack for a password or get to the backend of a website.
3.4. Local Market Analysis
For every organization, security is continually becoming one of the top
priorities of the business processes. As Arcuri, Marina, and Gino outline, the
increased attention to arises due to the fast-paced dissemination of information
and development in technology (ITASEC, 2020). Of all the security risks that a
firm may be exposed to, cybersecurity tops the list, and it is a key concern in
Orlando. In curbing the challenge, understanding the most affected firms, which
include financial, health, and education businesses is imperative.
Security risks could be so minor, but in some instances, pose great challenges
to the organization, especially where personal information is breached. Financial
service providers, such as banks and microfinance firms, top the list of the most
affected businesses. In these businesses, there are multiple aspects that a hacker
may be interested in, including personal information and fraudulence. The other
reason for the high interest in the sector is the manner hackers attack such
systems, which include the use of lost portable devices such as cellular devices.

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The healthcare sector is also profoundly affected, given the use of digital data to
store patient data. According to (Kruse, 2020) the relative lack of technical
know-how on the end of the practitioners and the nature of the information they
handle, which are usually unencrypted, exacerbates the attacks. The other
businesses that are equally affected are education, and manufacturing firms,
though the impact may not be as adverse as the case with the rest.
Orlando has experienced multiple cases of cybersecurity attacks on
businesses. The financial and healthcare firms top the list on risk levels. Given
the constantly changing technology, every firm should embrace the most
appropriate strategies to ensure their safety. SANS a well trusted and by far the
largest source for Information Security in the world, offers training through
several delivery methods such as live, virtual, online, and even privately (SANS,
2020). Cybersecurity enthusiasts and companies can assist different kinds of
cybersecurity conferences in Florida and the Orlando area such as FutureCon,
The Human Hacking Conference, Florida Cyber Conference, and SANS 2020.
These conferences provide their attendees with case studies, new and functional
strategies, outreach, education on new technologies in the cybersecurity
industry, and even tips on how to prevent your data from being stolen (US
Cyber-Security, 2020).
4. PLAN OBJECTIVES
The organizers of SBSO would like to have more attendees, and more diverse
attendees than in years past. There is also a secondary objective to keep
engagement levels through meet-ups throughout the year. Therefore, the plan
objectives are to promote SBSO to a more diverse crowd in places they are more
likely to visit, and to create an engaging environment for them both during and after
the meet up.
The main strategies this plan will use to achieve these objectives are 1) to use
social media more effectively and 2) to appeal to the hacker’s nature in fun and
meaningful ways. The plan will consider both the message or content, along with the

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digital channels and the live distribution points that will be most effective. The plan
approach is divided into before, during and after the event on April 11.
5. PRE-CONFERENCE HYPE ENGAGEMENT PLAN
Before the April 11th event, SBSO will use the personas in 3.1.2 as a guide to form
new content such as: video testimonials, hackable invites, and influencers to draw in
a new and diverse audience.
5.1. Video Testimonials
Testimonials will build credibility for ; it will be valuable for people looking
to go for the first time giving them insight on what it is. testimonials used the
right way will help convert prospects into customers bringing in more attendees.
it will also add content to the site and social media.
James Lee, Information Security Analyst, Team Lead shares his experience
attending BSides for a second time.
“My first-year attending was a great experience and this year follow up
was no different. The event featured talks by respected individuals within the
cybersecurity industry. These talks catered to pretty much every type of
cybersecurity individual, so there was a little bit of something for everybody.
These presentations ranged anywhere from demonstrating a live DDOS attack,
to educating the audience on the inner workings of aircraft networks.
Additionally, there were hands-on activities, such as the lockpicking village that
was fun to partake in.
The most important take away from the conference was my ability to
attend discussions that aligned directly with my work at Intrinium, and further
intrigued me to think of things a little differently while also testing out some
new tools. While there were a few talks that did not directly relate to my
responsibilities at Intrinium, they were still very interesting subjects and I
found them rather fascinating.
Overall, attending BSides Seattle the last two years was a wonderful
experience and I look forward to continuing to expand my expand my

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knowledge at future conferences. The material presented in the talks are
always beneficial, the food and drinks are delightful, and attendees have
similar goals in wanting to help each other succeed no matter what area of
cybersecurity you find yourself.” (bsides,2020). this persona will connect with
someone transitioning career fields.
https://intrinium.com/bslides-seattle/
5.2. Hackable Invites
A hackable invite is a concept that was developed to drive some excitement
into the act of getting attendees to the conference. The normal attendee
invitations would have a secret extra layer of fun for those guest(s) with a keen
eye. The invites will be sent out either via Email, or through our various forms of
social media. Those with a keen eye will find a vital security flaw in this
invitation (which should prompt them to want to take a deeper look into this
flaw). When our keen-eyed attendees follow the security flaw to its core, they
will find that they have discovered a secret code to receive some special “Swag”
or a “Special” experience given to them during the actual conference.
The second thing they will discover is that there will be way more to dig
through, as they have been preliminarily selected and given access into our
Alternate Reality Game, as described in article 7.1 of this plan, before anyone
else. Azam Jamshed from Pakistan is most likely to benefit the most from this
tactic, because it is right up their alley of things they enjoy. On his spare time
Azam likes to look into Internet puzzles that have to do with cryptography and
hacking, so this hackable invite is sure to grab his attention.
5.3. Influencers / Ambassadors
Having influencers/ambassadors will improve brand awareness, driver the
brands message to the target market, and increase traffic. With ambassadors

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and influencers already marketing to the community it will expand online and
local reach across the buyer’s personas.
Andrew Kozlik a local developer would be a great local influencer fit. He is a
co-organizer at code for Orlando and has been coding in the industry for over 5
years. With major accomplishments he has:
- Launched over 20 iOS applications for clients across the U.S.
- Managed a team of 20+ engineers to deliver projects on budget and
schedule
- Founded Orlando iOS Developer Group in 2011 and grew to 1000+
members
- Co-founded Central Florida Android Developers and helped grow to 600+
members
- Co-captain of Code for Orlando and organized two Hackathons with 40+
attendees. Interfaced with City representatives to help establish an open data
policy.
- Our team won Creative category at NBC Universal Hackathon for "Malignant
Monsters", an iBeacon and Pixmob oriented card collecting game.
Specialties: iOS, Objective-C, CocoaTouch, iOS Frameworks, iBeacons,
Bluetooth, hardware integration, LAMP
Andrew is big in the central Florida hacking community apart from local
meetups he is constantly connecting and growing the Orlando hacking
community. He currently has 1,031 followers on twitter, 226 on Instagram,
linked has all of his contact information and how to contact him. In trade for
being an influencer, Andrew could receive some stage time or time dedicated to
hearing him talk so he can let everyone know what he is all about and has to
offer.
https://instagram.com/codefororlando?igshid=1fubmn2rjwuwg
https://twitter.com/codefortravel?lang=en

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https://www.linkedin.com/in/andrew-kozlik-29a4bb8
https://www.meetup.com/Code-For-Orlando/
https://instagram.com/crazyrussianhacker?igshid=f19wnz8u17d2 (potential
influencer)
6. ENHANCED CONFERENCE PLAN FOR NEW DEMOGRAPHICS
At this point, the marketing team has gotten everyone interested in the event,
but now the event is happening, and the promise to welcome diversity must be
delivered. This is where the theme for Southern Hospitality applies. As people are
welcomed into the event, avoid the typical noisy check-in tables. Instead, have the
5.3 Influencers and 6.2 Panelists, which we will get to in a moment, available to
receive the first-time guests. Reception signs will read things like ‘Welcome Home’
and ‘You are family here’. Staff needs to be trained to talk about the new activities in
6.0-6.3 so that the new attendees know what to look forward to.
6.1. Real-Time Digital Community Engagement
Real-time digital marketing helps businesses use techniques and strategies
that will not only attract more traffic to your business but quality traffic which
will engage more.
Walking into SBSO there will be friendly smiling faces giving out an itinerary
on what is going on for the day, informing guests how to enter a raffle. During
SBSO event we are going to do an Instagram raffle, giving away SBSO gear
(swag). We will have attendees follow SBSO Instagram when walking into the
event then shouting out SBSO on their Instagram story. At the end of the event,
we are going to choose 3 random winners who followed and shouted out SBSO
on their story.

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Growing social media following will be an easy way to keep up year-round
engagement and bring in future attendees. Instagram has over 1 billion monthly
active users and with most users 25-34 years old we will connect to students
and the mid-career market. (Clement, J.2019)
Using pictures and videos from the event from staff and attendees we will
create a recap video creating original content from the event. This will create
engagement with attendees and allow for people that have never been to have
an idea on what to expect for next year.
6.2. Panel Topics
SBSO should include one or two dedicated panels/seminars which are
mentioned in the promotional material. They would focus on topics such as
celebrating the unique value of women, people of color, and minorities in the
cyber-security field. This will not only build strong relationships amongst our
new target markets, but it will also mobilize the present attendees, who generate
earned media, to recognize and take action in the future.
Since these panels are just to discuss why diversity in tech is valuable, they
don’t require heavy knowledge in cybersecurity. They can be pooled from local
Orlando tech groups who already have a strong relationship with our target
market. These groups are looking for opportunities to raise awareness. One to
consider is Women & Minorities in Tech - Central Florida organized monthly by
Carlos C. Their meet up pages states, “Our objectives also include events to help
tech companies or those who hire within the tech field become more inclusive
and welcoming to women and minorities” (Women & Minorities, 2019). Another
option is to contact the “STEMulators” of STEMchicks, Inc. to share what
activities they do to ensure girls are making it into STEM industries.
6.3. Music Selection
Music stimulates moods and gets people excited. It has the power to relax or
calm its audience, therefore we could use this to our advantage. Different music

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styles could be played to ensure that multiple cultures are represented. Music
can be relatable, making us feel many different emotions experienced
throughout life. For the black audience, R&B would be a perfect choice because
R&B has been the most influenced by African American culture. It’s also a great
pick because of its popularity across generations.
Another form of music that can be played is Jazz because it’s been music that
brings people together despite race, gender, national origin and more. Jazz is a
merging of African rhythms and communal musical styles into the European
musical tradition of the 12-note scale. This music is open-minded, color blind,
and was an integration of equals before movies, sports, politics, and Wall Street.
Even diverse sexual orientation is accepted in Jazz music history. Needless to
say, this genre is hospitable to diversity.
Having a DJ is beneficial because they can help you take music selection to
another level. Hiring a DJ is more than just finding someone to push play on a
machine. The right DJ can not only play the exact type of music that your event
calls for, but also anticipate the wants and needs of a specific crowd. There’s a DJ
called JMC in Orlando who charges starting at $98. This is a good price
considering they provide music and all equipment, but also bring games, prizes,
and snacks! This could be beneficial considering how low the food budget
currently is. JMC uses advanced sound systems at every event and provides
lighting as well as special effects. A DJ who takes pride in enhancing every event
by making it fun, memorable, and entertaining is exactly what’s needed to help
year-long engagement.
7. POST CONFERENCE ENGAGEMENT PLAN
The channels of distribution that have been chosen for SBSO include YouTube,
Facebook, Instagram, Twitter, LinkedIn, and their website. Each one of these
platforms will have tailored content to each one of the demographic personas we’re
attempting to reach with this marketing plan. The campaigns that have been created
for these demographics should be hyper-targeted based on these personas. Along

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with the hyper-target content, there will be content that is of a broader spectrum to
satisfy all the audiences at the same time. These channels will also serve as the base
of operations for the entire Alternate Reality Game.
7.1. ARG
“An Alternate Reality Game (ARG) is an interactive networked narrative that
uses the real world as a platform and employs transmedia storytelling to deliver
a story that may be altered by players’ ideas or actions.” (Alternate Reality Game,
2020). Alternate reality games are a new tactic being used by content creators to
market and spread awareness of their story. ARG’s are narrative-based, but they
are not necessarily shared in chronological order. Game designers distribute the
pieces of their stories across social media and the internet, allowing the players
to put the story together themselves. ARG’s revolve around 2 key concepts – The
search for information and the sharing of information.
“Find the Ghosts” is an ARG that is being developed for SBSO. This Alternate
Reality Game will be themed all-around finding missing people (these will be
actual missing people, cold cases) that have been “Abducted” by a hacker called
“GRIMreaper”. “GRIMreaper” will attack the conference and a video will play on
all of the screens in the conference. This video will be the official beginning of the
ARG, where “GRIM” will make himself known, and begins to list his sets of
demands to release the people. At this point, the people (our hackers) will have
to find “GRIM” and the rest of the missing “Ghosts” and attempt their best at
sabotaging his plans.
This ARG begins secretly with the hackable invites but will go public on the
first day of the conference. Once it has gone public, this game will follow a
similar play style to the Capture The Flag (CTF) event that is held at BSides
Vancouver, where contestants are given points of different values for
information they find on these missing individuals or “GRIM” himself. This
Alternate Reality Game will be played across all of our social media platforms (so
that we can maintain engagement throughout the year across all of them).
Ultimately the goal is to find the “Ghosts” and “GRIM”. If the players end up

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finding everything, or hitting certain checkpoints, at the following conference the
next year they will be given very special “Swag” and also be given a unique
“Special” Experience.
This part of the marketing campaign would benefit Azam Jamshed from
Pakistan, because it is right up their alley of things they enjoy. On his spare time
Azam likes to look into Internet puzzles that have to do with cryptography and
hacking, so this ARG which he gained early access to with the “Hackable Invite”
from section 5.2, will keep him engaged with the brand throughout the rest of
the year and into the next conference. (In Appendices 10.2 -10.3 are attached
examples of previous ARGs that have a similar theme or that explain this concept
further).
7.2. Daily Instagram Updates
We will also use hyper-targeting on Instagram. Hyper-targeting is the ability
to deliver advertising to a specific interest-based network. We also created
personas that would resemble some diverse audience we’re trying to bring in.
Based on the persona, we want to advertise to people from different countries
that have come to Orlando interested in security, digital development, and
computer technology. We will advertise to anyone who looked up these topics
or follow these types of pages.
7.3. Everyday Heroes
Everyday Heroes is a campaign in the form of posts containing short video
clips that link out to full stories. These posts are submitted monthly on
Instagram, Facebook & LinkedIn. As a follow up to SBSO 2020, this campaign
reinforces the celebration of diversity throughout the year. Every month,
research is performed to find the media content of a real-life cybersecurity hero.
The hero is primarily chosen based on hyper-targeting for the personas listed in
3.1.2. A media clip about the hero is pulled from a documentary or some other
external source, with a basic branding statement of SBSO presenting the “hero of
the month” to fight the growing threat of cyberattacks. Two examples would be
Gary Berman’s birth of his cyber heroes’ comics (Cyber-Security Dispatch, n.d.)

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and Marcus Hutchins and Jamie Hankins stopping the WannaCry virus
(Whittaker, 2019).
7.4. Podcast
Podcasting is a great way to create year-long engagement with SBSO
attendees. Most people today fear conversation with others. Take a trip on any
form of public transportation and you will see everyone glued to their phones.
Podcasts are great for reaching an audience that want to be a part of a
conversation but might be too afraid to spark one up. They are little to no cost to
produce, and it can fit into a busy schedule. A weekly, bi-weekly, or even
monthly podcast which features different figure heads or interesting people
from the securities world would give people something to look forward to.
Staying true to SBSO culture, the podcast will be fun and engaging.
7.5. YouTube Digital Wrap Video
One final piece of engagement is what we would like to call “What A Great
Time We Had”. This will be the official after-movie of the conference. This is
meant to showcase all of the amazing events and things happening at the
conference and show just how great the conference is, all wrapped up in one nice
little bow. This will help people remember all of the great things that happened
this year at the conference, while simultaneously creating hype and engagement
for the next year’s event. This type of video can get people really pumped about
coming to the SBSO conference next year!
8. METRICS
Marketing plan metrics are measurements that let advertisers, marketers,
business owners and others judge how well a marketing or ad campaign is working.
Campaigns have different goals, such as increasing sales, improving brand
recognition and/or a mixture of both. Including metrics, which are essentially are
key performance indicators, allow marketers to have an array of information
available within the plan in order to track progress. The simple purpose of this is to

22
determine whether or not the plan is effective and if so, to demonstrate the
effectiveness of the campaigns across all the marketing channels (Klipfolio 2020).
In the case of SBSO, it’s important to track specific measures as the goals of the
company are very specific. Particular key performance indicators that SBSO should
be keeping track of include:
 Brand Awareness
- Facebook Posts and Fans
- Twitter Followers
- Brand Mentions
- Branded Search
 Customer/Fan Engagement
- Social Media Traffic and Conversion Rates
- Mobile Traffic and Conversion Rates
- Website Traffic and Conversion Rates

23
 Attendance Retention
- Diverse Conversion Rates
 Keyword Performance
- Search Engine Optimization Traffic
According to Sisense, the field of marketing has shifted from a field of
branding and awareness where success was measured by vague measurements
like how favorably someone thought of your brand to a scientific field based on
precise metrics and optimizations where measurements and insight are now
mandatory tactics.

24
Consumption Metrics are how many people have seen your campaign and/or
content. Common metrics would be page views and time on page. This can be
slightly more challenging for non-online campaigns (such as attendance and
diverse attendance) but can be measured by meet up visits, ticket sales, etc.
Social Metrics are social or sharing metrics that measure how viral your
campaign or content is by measuring how often your viewers are sharing it with
their friends and/or colleagues. This can be determined by looking at the shares,
likes and other forms of social media engagement your content is getting.
9. REFERENCES
Arcuri et al. (2017) "How Does Cyber Crime Affect Firms? The Effect of
Information Security Breaches on Stock Returns." ITASEC. Retrieved 22
February 2020, from http://iospresscontentlibrary.com
Automox. Molly Pals. October 15, 2018. Securing Ethnic Diversity in
Cybersecurity. Retrieved from https://blog.automox.com/securing-ethnic-
diversity-in-cybersecurity
BSides Seattle. (2020, February 4). Retrieved February 20, 2020, from
https://intrinium.com/bslides-seattle/
Christian Kallen (Nov.3, 2010) Jazz is…
Diversity https://healdsburgjazz.org/jazz-is-diversity/
Clement, J. (2019, February 15). Number of U.S. Instagram users by age 2018.
Retrieved February 20, 2020, from
https://www.statista.com/statistics/398162/us-instagram-user-age-
groups/
Code for Orlando (@codefororlando) • Instagram photos and videos. (n.d.).
Retrieved February 20, 2020, from
https://instagram.com/codefororlando?igshid=1fubmn2rjwuwg

25
Cybersecurity Conferences in Florida, USA in 2020 – 2021. (2020).
Retrieved 23 February 2020, from https://infosec-conferences.com/us-
state/florida/
CyberSecurity Dispatch (n.d.). The making of a cyber hero - an interview with
Gary Berman, CEO of CyberMan Security. Retrieved from
https://cybersecuritydispatch.com/dispatch/2018/5/29/the-making-of-a-
cyber-hero-an-interview-with-gary-berman-ceo-of-cyberman-security
Fortune Business Insights. February 2020. Information & Technology.
Cybersecurity Market Size, Share & Industry Analysis, By Solution
(Network Security, Cloud Application Security, End-Point Security, Secure
Web Gateway, Internet Security), By Development Type (Cloud and On
Premise), By Enterprise Size (Small & Medium Enterprise and Large
Enterprise), By End-Use (BFSI, IT and Telecommunications, Retail,
Healthcare, Government, Manufacturing) and Region Forecast, 2020-2027.
Retrieved from https://www.fortunebusinessinsights.com/industry-
reports/cyber-security-market-101165
Hacker One (2019). The Hacker Report, 2019. Retrieved from
https://www.hackerone.com/sites/default/files/2019-03/the-2019-
hacker-report.pdf
How Digital Marketing Can Help a Business Grow? (n.d.). Retrieved February 20,
2020, from https://www.emiprotechnologies.com/blog/biznote-
58/post/how-digital-marketing-can-help-a-business-grow-487
Jamie Ballard (Nov.13, 2018) More than two-thirds of black Americans say music
helps them feel connected https://today.yougov.com/topics/arts/articles-
reports/2018/11/13/black-americans-music-rap-gospel-rb-genres
Klipfolio Inc. 2020. Marketing Metrics. Key marketing metrics every marketer
should measure. Retrieved from
https://www.klipfolio.com/resources/kpi-examples/marketing
Kozlik, A. (2018, December 31). Andrew Kozlik (@codefortravel). Retrieved
February 20, 2020, from https://twitter.com/codefortravel?lang=en
https://www.linkedin.com/in/andrew-kozlik-29a4bb8
https://www.meetup.com/Code-For-Orlando/
Kruse, Clemens Scott, et al. (2017). "Cybersecurity in healthcare: A systematic
review of modern threats and trends." Technology and Health Care 25.1: 1-
10. Retrieved 22 February 2020, from http://iospresscontentlibrary.com
Information Security Training | SANS Cybersecurity Certifications & Research.
(2020). Retrieved 23 February 2020, from https://www.sans.org/

26
Marketers Media. Abhishek Sawant. (2019). Cybersecurity Market 2019 Leading
Growth Drivers, Emerging Audience, Global Segments, Sales, Profits and
Regional Study. Retrieved from https://marketersmedia.com/cyber-
security-market-2019-leading-growth-drivers-emerging-audience-global-
segments-sales-profits-and-regional-study/503701
Rayome, A. D. (2019, January 26). Only 9% of millennials are interested in a
cybersecurity career. Retrieved from
https://www.techrepublic.com/article/only-9-of-millennials-are-
interested-in-a-cybersecurity-career/
Sisense Inc. Michal Wachstock. May 4, 2017. The Importance of Marketing
Metrics and KPIs. Retrieved from https://www.sisense.com/blog/the-
importance-of-marketing-metrics-and-kpis/
UCF Coding Boot Camp: Learn to Code in 12 or 24 Weeks. (n.d.). Retrieved
February 20, 2020, from https://bootcamp.ce.ucf.edu/coding/
U.S. Bureau of Labor Statistics. (2019). Household Data Annual Averages.
Employed persons by detailed occupation, sex, race, and Hispanic or Latino
ethnicity. Retrieved from https://www.bls.gov/cps/cpsaat11.htm
Whittaker, Z. (2019). The sinkhole that saved the internet. Retrieved from
https://techcrunch.com/2019/07/08/the-wannacry-sinkhole/

27
10. APPENDICES
A. Editorial Calendar

28
B. Mr. Robot ARG Info Links
https://www.whoismrrobot.com

29
https://www.youtube.com/watch?v=jCuhg-rjdQw&t=55s
C. Decoded – Jay Z Marketing Campaign ARG Link
https://www.youtube.com/watch?v=k5776HPNeHA

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