CASE STUDY
DEFENSESTORM
Cybersecurity for financial services
Digital marketing
Public relations
Content marketing
Website
PRSA GA 2022 – “Best of Phoenix”
Every day, financial institutions are subjected to more than 70 million cyberevents. So, if there is one thing financial service executives have on their minds, it’s cybersecurity.
Given what’s at stake, it can feel like a natural decision to “go with what you know” when selecting a cybersecurity partner. However, not all cybersecurity firms are created equal. With financial institutions facing more threats and attacks than ever, financial institutions need a partner who understands their business and what’s at stake.
That’s why built-for-banking DefenseStorm challenged Arketi to develop an integrated communications campaign demonstrating its deep expertise and leadership helping banks and credit unions protect themselves — and their customers.
After all, when everyone is shouting about their products and services, the answer cannot be to shout louder. You have to shout smarter.
We kicked off with a half-day “Unearth” workshop to fully explore audience personas, industry perspectives and trends, immediate or near-term opportunities, available resources, spokespeople and everything in between.
Our research continued into identifying keystone conferences, awards, industry and national media, editorial calendars and social trends. We reviewed DefenseStorm’s competitors and audited its website to better understand the user experience, existing content and analytics.
DefenseStorm had ambitious goals for the campaign, and we set six 12-month KPIs:
Arketi identified three arenas where DefenseStorm could offer insight and guidance for cybersecurity and banking professionals — tackling challenges financial institutions face every day.
The Cybersecurity Skills Gap
Re-imagining traditional talent channels by hiring and recruiting a more diverse, inclusive cybersecurity workforce.
Redefining Cyber Risk
Financial institutions often silo cybersecurity to one department whereas DefenseStorm champions a cross-functional approach to risk management.
Proactive Threat Detection & Deterrence
DefenseStorm’s new CyberFraud offering enables financial institutions to receive real-time threats and alerts.
Media hits
Double the target
Increase
in qualified leads
Increase
in social engagement
ROBIN MACE
Vice President, Sales & Marketing Operations
DefenseStorm
First to bite on our pitch was Security Magazine, giving us the validation needed to fine-tune our pitches, incorporate feedback from media and the client and execute a thorough campaign.
The result? A total of 39 media placements with national and industry publications, double our original target.
We then secured 20-plus awards and speaking opportunities for DefenseStorm using our unique story angles. Seven more than forecast and 50% above target, DefenseStorm was named one of Inc. 5000’s Fastest Growing Companies and was invited to speak at two national credit union conferences, FinTech South and the Georgia Technology Summit.
With an average of more than two LinkedIn, Twitter and Facebook posts per day, we generated a triple-digit increase in engagement across all channels.
All this activity was designed to drive visitors to DefenseStorm’s website, so it needed to deliver an exceptional experience. Based on our audit of the site, we gave the site a complete overhaul, updating its messaging, highlighting the company as a great place to work and providing unique downloadable content. This led to a 60% increase in traffic, with visitors who bounced less and stayed longer.
This bold integrated communications campaign netted DefenseStorm broader industry awareness, ideas for how to advance future campaigns— and most importantly, a strong pipeline of new prospects.
WHERE MARKETING GENERATES REVENUE
When you work with Arketi Group, you collaborate with expert marketers, writers, designers and strategists to create transformative marketing programs that deliver real business value.
Let’s get started.