Surpassed registration goal by 100%

Added 1,000+ new contacts to database

Secured 11 media placements

Creating Demand and Driving Registrations

OPSWAT, a critical infrastructure cybersecurity company, partnered with ARPR to execute the launch of its new education and training program. Aptly named OPSWAT Academy, the program was designed for current and aspiring cyber professionals, risk managers and c-suite leaders.
Because the cybersecurity market is saturated with many online training courses, ARPR’s primary objective was to introduce OPSWAT Academy by successfully highlighting key curriculum differentiators. In addition, OPSWAT challenged ARPR to derive a plan that could 1) drive 750-course completions in a 3-month span, 2) facilitate both net new leads and upsell opportunities among existing customers and 3) secure interest from media and analysts.

Saturating the Market from all Angles

ARPR recommended a tightly-integrated marketing communications campaign in which a playbook entitled The Evolution of Critical Infrastructure Cybersecurity Training would serve as the centerpiece. The three-month initiative would utilize PR, social media, digital ads and email marketing to 1) syndicate media, content and messaging; 2) drive initial interest and 3) secure registrations.?

Aside from a press release, media relations would focus primarily on thought leadership in cybersecurity, risk management and vertical industry trades. Digital and social ads targeted a mix of cybersecurity keywords, prospect personas and competitive courses, driving all clicks to a landing page to download the playbook and register. Additionally, each conversion was entered into an Academy-specific email nurture series. Further, three custom emails targeting current customers, partners and prospects linking to an Academy video blog from OPSWATs CEO were distributed, while organic social media was used to syndicate and amplify all efforts.

Exceeding Expectations in a Crowded Market

In total, ARPR exceeded all marketing and PR goals and objectives, highlighted by roughly 1,500 Academy registrations by the end of the three-month period, a 100% increase over the initial target. Registrations were, in part, driven by a total of 11 media placements, including prominent thought leadership articles in SC Magazine, Dark Reading and Industry Today. The content marketing playbook also proved a hit, with over 1,000 downloads (more than any other OPSWAT content piece) and nearly the same number of net new contacts entering into its nurture stream.? Additionally, the landing page that the playbook lived on garnered a 24% conversion rate, while the Google ads and LinkedIn ads that drove prospects to the landing page had impressive conversion rates of 8.5% and 16.4%, respectively. Further, email marketing resulted in click-through rates over 200% above OPSWAT’s benchmarks, while website visitors engaged with the Academy video blog for 27% longer than any other post for the year.

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