B-Sides Orlando Marketing Plan

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

2. 2
TABLE OF CONTENTS
1. Executive Summary...............................................................................................................................................3
2. Organization Overview .......................................................................................................................................3
2.1. Current Demographics Persona ...............................................................................................................3
2.2. Client Goals .......................................................................................................................................................4
2.3. Social Media Audit..........................................................................................................................................4
3. Market Growth Potential Analysis .................................................................................................................5
3.1. Need’s/Value Drivers....................................................................................................................................5
3.2. Personas.............................................................................................................................................................7
3.3. SET Analysis......................................................................................................................................................9
3.4. Local Market Analysis...................................................................................................................................9
4. Plan Objectives.....................................................................................................................................................10
5. Pre-Conference Hype Engagement Plan.......................................................................................................11
5.1. Video Testimonials ........................................................................................................................................11
5.2. Hackable Invites ..........................................................................................................................................12
5.3. Influencers / Ambassadors .....................................................................................................................12
6. Enhanced Conference Plan For New Demographics............................................................................13
6.1. Real-Time Digital Community Engagement......................................................................................13
6.2. Panel Topics ..................................................................................................................................................14
6.3. Music Selection.............................................................................................................................................14
7. Post conference engagement plan ..............................................................................................................15
7.1. ARG....................................................................................................................................................................15
7.2. Daily Instagram Updates ..........................................................................................................................16
7.3. Everyday Heroes..........................................................................................................................................16
7.4. Podcast ............................................................................................................................................................17
7.5. YouTube Digital Wrap Video ..................................................................................................................17
8. Metrics .....................................................................................................................................................................17
9. References..............................................................................................................................................................20
10. Appendices ..........................................................................................................................................................23
A. Editorial Calendar ..........................................................................................................................................23
B. Mr. Robot ARG Info Links.............................................................................................................................24
C. Decoded – Jay Z Marketing Campaign ARG Link .................................................................................24

3. 3
1. EXECUTIVE SUMMARY
SecurityB-SidesOrlando (SBSO) is a thrivinginformation-securitycommunitywith a
creative marketingflair despite its limited resources. It provides a unique, local offer to those
just beginningor advanced in the cybersecurityfield. It’s a top goal thisyear is to see greater
diversification through an extra 200+ attendees. Engagement throughout the year is also a
secondary objective.
The marketingteam researched the cybersecurityfield, conducted an analysisof SBSO
digital media presence, and developed personasto specify what thisdiversity should look like.
SBSO currentlyhasa lively and interactive social media, but no engagement plan throughout the
year. It also does not have marketingtacticstailored to thisnew demographic.
To attract thisnew, diverse audience, our marketingteam has identified key driversof these
new demographicsand prepared personas. A slate of activitieshas been organized to occur
either before, duringor after the event. This ensureswe are welcomingthese new attendees
throughout the entire experience. These activitiesengage in B-Side’s2020 theme of Southern
Hospitalityby openingup its communityto new music, influencers, panels, and social media
content amongother things.
This marketingplan covers solutions for an entire year, but it might demand more time from
SBSO volunteersthan they can give. Instead of trying to implement everything, see it as the
source for options and only implement what ismanageable.
2. ORGANIZATION OVERVIEW
SBSO is a communityorganized cyber-securityconference which launched their first US
seminar in 2009, and 4 years later held their first Orlando event in 2013. (BSidesOrlando,
2020). SBSO has implemented multiple highlycreative marketingplansin the past and seen
positive growth as one of the largest BSidesconventions in the United States. It existsthrough
the community which drives it and relieson volunteersand sponsors for their marketing and
event activities. Every event follows behind the Orlando SANSconference, and in 2020 theywill
be hostinga HospitalityThemed 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 attemptingto avoid in thismarketingplan. This
persona does not represent all the demographicsof current attendees. Further down in 3.3,

4. 4
thisplan will addressthree personas which we are planningto target. (Photo by Holden,
2019).
2.2. Client Goals
As SBSO approachesits April 11, 2020 event, there are three goals it seeks to achieve
through this marketingplan. It must increase attendeesfrom 800 to 1,000, these new
attendeesmust not resemble the current demographicpersona of 2.2, and it needsto launch
year-round engagement.
2.3. Social Media Audit
SBSO hasvarious digital footprints across the web. A simple web search for “BSides
Orlando” will bring up the official website. Primaryresearch by the planningteam showed
general confusion about the brand and purpose when visitingthe 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, leavinga 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 maynot grasp what to expect and why theyshould get
involved, however, it does contain a rich body of information distributed acrossorganized
pages.Here is an inventory of the current social media channels:

5. 5
Instagram: @bsidesorl, 120 followers, 82 posts. Posts contain shots of the event, funny
memes,and event info. Healthyuse of hashtagsfrom trends& local events.
Facebook: Page name: SecurityB-SidesOrlando. 445 people like, 453 follow. Uses
Facebook Events, posts frequentlyabout 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 namingcompetition.
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 descriptionsacross social media are consistent and
well written to describe the event’spurpose 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 attendeescannot be entirelynew to the world of cyber security, but also have not been
enticed by the past marketingcampaigns. This requiresa look into their specific value drivers,
developingsome personas from it, and carefully analyzingthe local cybersecuritymarket.
3.1. Need’s/Value Drivers
First and foremost, in order to understand what value driversare for B-SidesOrlando,
we need to understand what exactlyvalue drivers are: According to Track Maven’s
Marketing Dictionary, Value drivers are anythingthat 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 appealingto consumers.
Fortune BusinessInsightsprovide a lot of valuable information in termsof market
drivers,such as the idea of security related to the IT sector has become a primaryconcern
for the corporate, public, and private division. Additionally, the growing adoption of e-
commerce and the advancement of disruptive technologiessuch as artificial intelligence and
blockchain has increased the adoption of cyber security solutions in a connected network

6. 6
ecosystem. Fortune also recognizes that these factors will enormously boost the cyber
securitymarket growth in the coming years consideringthe current market (Fortune,
2020). Other factors drivingthe global market are increasingdependence on technology,
increasingadoption of cloud computing. It’salso important to recognize a factor hindering
the growth of cyber security and that is the high adoption of pirated software.
It’simportant to recognize what valuesexactly, in accordance to the current market, will
drive a more diverse attendance to B-SidesOrlando. Considering that there is a growing
adoption and advancement in disruptive technologiessuch as blockchain, originally devised
for digital currencysuch as Bitcoin, it’s necessary to analyze who and why these
technologies are trendingin the current market. The fact of the matter is that digital
currencyoffers an efficient meansof transferringmoneyover the internet and is controlled
by a decentralized networkwith a transparent set of rules, thuspresentingan alternative to
central bank-controlled fiat money which is exactly whyit fits the demographicsof
cybersecurity; most involved don’t particularlyabide or live bymass authorityand/or rules.
The market demographicsfor digital currencyshow it is predominatelymale. There is
still a significant amount of extremelysuccessful women within the industry; at least halfof
them beingof foreign ethnicdecent (Fortune, 2020). There is alreadya mass
implementation of strategies buildingdiversitywithin the industry, especiallywith women.
The passion and increase of awarenessand importance of diversitywithin the digital
currencyindustrywill ultimatelyprevent a downfall, which is an important train to hop on
and incorporate with cyber security.
It isn’t new knowledge that the cybersecurityindustryhasa diversityproblem. While
the industryis dominated by young, white men with technical backgrounds, the main issue
lies in the vast majoritywho don’t know the importance of diversitywithin the field. There
are immense benefitsof diversification in cybersecurityand according to Automox,
improvingdiversityacross the cybersecurityindustryshouldn’t be seen as cumbersome but
instead should be championed as an opportunityto improve securityby broadeningthe
experiencesand viewpoints of the employeeswith boots on the ground (Pals, 2018).
Cybersecurityis complicated, and diversitymakes the representation of different
worldviewsand experienceseasier. “People from different backgrounds will approach
information securityproblemsdifferently, and bynature, cybersecurityis interdisciplinary.
Because a lot of even the most difficult cybersecuritychallengeshave little to no technical
element, the abilityto come at an issue from various points of view, combining skills,
perspectivesand situations,will allow organizations to effectively addressthe multi-faceted,
dynamicand ever-evolvingthreat landscape.

7. 7
Attackersare not homogenous and securityteamsshould not be homogenous either.
Because problem-solvingskills and the abilityto maintain a holistic view of challenge iskey
to resolving a cybersecurityissue, havinga team made up of diverse individualscan only
work to improve the outcome of their efforts. As the demographicsof the U.S. population
continue to become more diversified, the importance of increasingthe participation of
minoritiesin the cybersecurityworkforce has become absolutelyvital.
Cybersecurityis one of the biggest challengesto our nation’s national economy security,
and the talent shortfall in the industryhighlightsthe importance of initiativesthat ensure all
capable talent, regardlessof race, ethnicityor sexual orientation feel welcome and
included.”
Directingfocus towards diversitywithin the industry, especiallyfor women, is
supported by the Household Data Annual Averagesper Employed persons by detailed
occupation, sex, race, and Hispanicor Latinoethnicity. According to the Labor Force
Statisticsfrom the Current Population Survey, African Americansrepresent 15.6 percent of
information security, Asiansrepresent 12.6 percent and Hispanicsrepresent a mere 4.6
percent.
Also, according to the Bureau, women only represent a slim 17.1 percent in information
security, however, women represent nearlyhalf of the computer system analytical and the
web developing fields.Women not beinginterested in cyber securityisn’t the issue, because
theyare interested. Theyjust need to be informed and introduced into information security
with the right tactics.
3.2. Personas
The following three attendee personaswere created to represent what type of diversity
to focus on. This will also allow the marketingteam some guidelinesfor hyper-targeting,
which will be later discussed in the plan.

8. 8

9. 9
3.3. SET Analysis
SET Analysis is an observation of the social, ethical and technological factors currently
at playin the cybersecurityindustry. This will allow us to notice any current trendswhich
can be applied to the plan.
India is the top location for hacking in 2019. Kenya had participated in hackingthe first
time in 2019, and Algeria’snumber 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 findingmissingpeople. They
bringhackers together and playlike it’s a game; theyreceive points for every clue they find.
Sixty-four percent Americansrecognize that not all hackers act maliciously, according to
HarrisPoll 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 everyorganization, security is continuallybecomingone of the top prioritiesof the
businessprocesses. As Arcuri, Marina, and Gino outline, the increased attention arises due
to the fast-paced dissemination of information and development in technology (ITASEC,

10. 10
2020). Of all the securityrisks that a firm may be exposed to, cybersecuritytops the list, and
it is a key concern in Orlando. In curbingthe challenge, understandingthe most affected
firms, which include financial, health, and education businessesis imperative.
Securityrisks could be so minor, but in some instances, pose great challengesto the
organization, especiallywhere 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 aspectsthat a hacker maybe 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.The healthcare sector is also profoundly affected, given the use of digital
data to store patient data. According to Kruse, the relative lack of technical know-how on the
end of the practitionersand the nature of the information theyhandle, which are usually
unencrypted, exacerbatesthe attacks (2020). The other businessesthat are equallyaffected
are education, and manufacturingfirms, though the impact may not be as adverse as the
case with the rest.
Orlando hasexperienced multiple casesof cybersecurityattackson businesses. The
financial and healthcare firmstop the list on risk levels. Given the constantly changing
technology, every firm should embrace the most appropriate strategiesto ensure their
safety. SANS, a well trusted and by far the largest source for Information Security in the
world, offers trainingthrough several delivery methodssuch as live, virtual, online, and
even privately(SANS, 2020). Cybersecurityenthusiastsand companiescan assist different
kinds of cybersecurityconferences in Florida and the Orlando area such as FutureCon.
The Human HackingConference, Florida Cyber Conference, and SANS2020 provide
their attendeeswith case studies, new and functional strategies, outreach, education on new
technologies in the cybersecurityindustry, and even tipson how to prevent your data from
beingstolen (US Cyber-Security, 2020).
4. PLAN OBJECTIVES
The organizers of SBSO would like to have more attendees, and more diverse attendeesthan
in yearspast. There is also a secondary objective to keep engagement levelsthrough meetups
throughout the year. Therefore, the plan objectives are to promote SBSO to a more diverse
crowd in placesthey are more likely to visit, and to create an engagingenvironment for them
both duringand after the meet up.
The main strategiesthisplan will use to achieve these objectivesare 1) to use social media
more effectively and 2) to appeal to the hacker’s nature in fun and meaningful ways. The plan

11. 11
will consider both the message or content, along with the digital channelsand the live
distribution pointsthat 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 personasin 3.1.2 as a guide to form new
content such as: video testimonials,hackable invites, and influencersto draw in a new and
diverse audience.
5.1. Video Testimonials
Testimonials will be valuable for people looking to go for the first time; giving them
insight on what it is. Testimonials used the right waywill help convert prospects into
customers, bringingin more attendees. It will also add content to the site and social media.
James Lee, Information SecurityAnalyst, Team Lead shares his experience attending
BSidesfor 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 littledifferently 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 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). thispersona will
connect with someone transitioningcareer fields.

12. 12
https://intrinium.com/bslides-seattle/
5.2. Hackable Invites
A hackable invite is a concept that wasdeveloped to drive some excitement into the act
of gettingattendeestothe conference. The normal attendee invitationswould 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
securityflaw in thisinvitation (which should prompt them to want to take a deeper look
into thisflaw). When our keen-eyed attendeesfollow the security flaw to its core, theywill
find that theyhave discovered a secret code to receive some special “Swag” or a “Special”
experience given to them duringthe actual conference.
The second thingthey will discover is that there will be way more to dig through, as they
have been preliminarilyselected and given access into our Alternate RealityGame, as
described in article 7.1 of thisplan, before anyone else. Azam Jamshed from Pakistan is most
likely to benefit the most from thistactic, because it is right up their alley of thingsthey
enjoy. On his spare time Azam likes to look into Internet puzzlesthat have to do with
cryptographyand hacking, so thishackable invite is sure to grab his attention.
5.3. Influencers / Ambassadors
Havinginfluencers/ambassadorswill improve brand awareness,drive the brands
message to the target market, and increase traffic. With ambassadorsand influencers
alreadymarketing to the community, it will expand online and local reach across the
buyer’spersonas.
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 industryfor over 5 years. With
major accomplishmentshe has:
- Launched over 20 iOS applicationsfor clientsacross the U.S.
- Managed a team of 20+ engineersto deliver projectson budget and schedule
- Founded OrlandoiOS Developer Group in 2011 and grew to 1000+ members
- Co-founded Central Florida Android Developersand helped grow to 600+ members
- Co-captain of Code for Orlando and organized two Hackathons with 40+ attendees.
Interfaced with City representativestohelp establish an open data policy.
- Our team won Creative category at NBC Universal Hackathon for "Malignant
Monsters", an iBeacon and Pixmob oriented card collectinggame.

13. 13
Specialties: iOS, Objective-C, CocoaTouch, iOS Frameworks, iBeacons, Bluetooth,
hardware integration, LAMP
Andrew is bigin the central Florida hacking communityapart from local meetupshe is
constantly connectingand growingthe Orlando hackingcommunity. He currentlyhas
1,031 followers on twitter, 226 on Instagram, linked hasall of hiscontact information and
how to contact him. In trade for beingan influencer, Andrew could receive some stage time
or time dedicated tohearinghim talk so he can let everyone know what he is all about and
has to offer.
The following links are a few leadsto viable influencers:
https://instagram.com/codefororlando?igshid=1fubmn2rjwuwg
https://twitter.com/codefortravel?lang=en
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 thispoint, the marketingteam has gotten everyone interested in the event, but now the
event is happening, and the promise to welcome diversitymust be delivered. This is where the
theme for Southern Hospitalityapplies. Aspeople are welcomed into the event, avoid the typical
noisy check-in tables.Instead, have the 5.3 Influencersand 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 needsto be trained to talk about the new
activitiesin 6.0-6.3 so that the new attendeesknow what to look forward to.
6.1. Real-Time Digital Community Engagement
Real-time digital marketinghelpsbusinessesuse techniquesand strategiesthat will not
only attract more traffic to your businessbut qualitytrafficwhich will engage more.
Walking into SBSOthere will be friendly smilingfaces givingout an itineraryon what is
going on for the day, informing guestshow to enter a raffle. During SBSO event we are going
to do an Instagram raffle, giving away SBSO gear (swag). We will have attendeesfollow
SBSO Instagram when walkinginto the event then shoutingout SBSO on their Instagram

14. 14
story. At the end of the event, we are going to choose 3 random winners who followed and
shouted out SBSO on their story.
Growingsocial media following will be an easy wayto keep up year-round engagement
and bringin future attendees.Instagram hasover 1 billion monthly active users and with
most users25-34 years old we will connect to studentsand the mid-career market.
(Clement, J.2019)
Using picturesand videos from the event from staff and attendeeswe will create a recap
video creatingoriginal 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/seminarswhich are mentioned in the
promotional material. Theywould focus on topics such as celebratingthe unique value of
women, people of color, and minoritiesin the cyber-securityfield. This will not only build
strong relationshipsamongst our new target markets, but it will also mobilize the present
attendees,whogenerate earned media, to recognize and take action in the future.
Since these panelsare just to discuss why diversityin tech is valuable, theydon’t require
heavy knowledge in cybersecurity. They can be pooled from local Orlandotech groups who
alreadyhave a strong relationship with our target market. These groups are looking for
opportunitiesto raise awareness.One to consider is Women & Minorities in Tech - Central
Florida organized monthly byCarlos C. Their meet up pages states, “Our objectives also
include eventsto help tech companiesor those who hire within the tech field become more
inclusive and welcomingto women and minorities”(Women & Minorities, 2019). Another
option is to contact the “STEMulators” of STEMchicks, Inc. to share what activitiestheydo to
ensure girls are making it into STEM industries.
6.3. Music Selection
Music stimulatesmoods and getspeople excited. It has the power to relax or calm its
audience, therefore we could use thisto our advantage. Different musicstyles could be
played to ensure that multiple culturesare represented. Musiccan be relatable, makingus
feel manydifferent 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’salso a great pick because of its popularityacross generations.

15. 15
Another form of music that can be played is Jazz because it’sbeen musicthat brings
people together despite race, gender, national origin and more. Jazz is a mergingof African
rhythmsand communal musical stylesinto the European musical tradition of the 12-note
scale. This musicis open-minded, color blind, and wasan integration of equalsbefore
movies, sports, politics,and Wall Street. Even diverse sexual orientation is accepted in Jazz
music history. Needlessto say, thisgenre is hospitable to diversity.
Havinga DJ is beneficial because theycan help you take musicselection to another level.
Hiringa DJ is more than just findingsomeone to push play on a machine. The right DJ can
not only play the exact type of musicthat your event calls for, but also anticipate the wants
and needsof a specific crowd. There’sa DJ called JMC in Orlandowho charges startingat
$98. This is a good price consideringthey provide music and all equipment, but alsobring
games,prizes, and snacks! This could be beneficial considering how low the food budget
currentlyis. JMC uses advanced sound systems at every event and provideslightingas well
as special effects. A DJ who takes pride in enhancingeveryevent by makingit fun,
memorable, and entertainingisexactlywhat’s needed to help year-longengagement.
7. POST CONFERENCE ENGAGEMENT PLAN
The channelsof 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 demographicpersonaswe’re attemptingtoreach with thismarketing
plan. The campaignsthat have been created for these demographics should be hyper-targeted
based on these personas.Along with the hyper-target content, there will be content that is of a
broader spectrum to satisfy all the audiencesat the same time. These channels will also serve as
the base of operationsfor the entire Alternate RealityGame.
7.1. ARG
“An Alternate RealityGame (ARG)is an interactive networked narrative that usesthe
real world as a platform and employs transmedia storytellingtodeliver a story that may be
altered by players’ideasor actions.” (Alternate RealityGame, 2020). Alternate realitygames
are a new tactic beingused by content creators to market and spread awareness of their
story. ARG’sare narrative-based, but theyare not necessarily shared in chronological order.
Game designersdistribute the piecesof their stories across social media and the internet,
allowingthe playersto put the story together themselves. ARG’srevolve around 2 key
concepts – The search for information and the sharingof information.

16. 16
“Find the Ghosts” is an ARG that is being developed for SBSO. This Alternate Reality
Game will be themed all-around findingmissingpeople (these will be actual missing people,
cold cases) that have been “Abducted” bya hacker called “GRIMreaper”. “GRIMreaper”will
attack the conference and a video will play on all of the screensin the conference. This video
will be the official beginningof the ARG, where “GRIM” will make himselfknown, and begins
to list his setsof demandsto 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 beginssecretly with the hackable invitesbut will go publicon the first dayof
the conference. Once it has gone public, thisgame will follow a similar playstyle to the
Capture The Flag(CTF) event that is held at BSidesVancouver, where contestantsare given
points of different valuesfor information they find on these missingindividualsor “GRIM”
himself. This Alternate RealityGame will be played across all of our social media platforms
(so that we can maintain engagement throughout the year across all of them). Ultimatelythe
goal is to find the “Ghosts” and “GRIM”. If the playersend up finding everything, or hitting
certain checkpoints, at the following conference the next year theywill be given very special
“Swag” and also be given a unique “Special” Experience.
This part of the marketingcampaign would benefit Azam Jamshed from Pakistan,
because it is right up their alleyof thingsthey enjoy. On his spare time Azam likes to look
into Internet puzzlesthat have to do with cryptographyand hacking, so thisARG 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 examplesof previousARGs that have a similar theme or that explain
thisconcept further).
7.2. Daily Instagram Updates
We will also use hyper-targetingon Instagram. Hyper-targetingis the abilityto deliver
advertisingto a specific interest-based network. We also created personas that would
resemble some diverse audience we’re trying to bringin. Based on the persona, we want to
advertise to people from different countries that have come to Orlandointerested in
security, digital development, and computer technology. We will advertise to anyone who
looked up these topics or follow these typesof pages.
7.3. Everyday Heroes
Everyday Heroesis a campaign in the form of posts containing short video clips that link
out to full stories. These posts are submitted monthlyon Instagram, Facebook& LinkedIn.

17. 17
As a follow up to SBSO 2020, thiscampaign 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 primarilychosen based on hyper-targetingfor the
personas listed in 3.1.2. A media clip about the hero is pulled from a documentaryor some
other external source, with a basic brandingstatement of SBSOpresentingthe “hero of the
month” to fight the growing threat of cyberattacks. Two exampleswould be GaryBerman’s
birth of hiscyber heroes’ comics (Cyber-SecurityDispatch, n.d.) and Marcus Hutchinsand
Jamie Hankinsstopping the WannaCryvirus (Whittaker, 2019).
7.4. Podcast
Podcasting is a great way to create year-longengagement with SBSO attendees. Most
people todayfear conversation with others. Take a trip on any form of publictransportation
and you will see everyone glued to their phones. Podcasts are great for reachingan 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 busyschedule. A weekly, bi-weekly, or even
monthlypodcast which featuresdifferent figure heads or interestingpeople from the
securitiesworld would give people somethingto look forward to. Stayingtrue to SBSO
culture, the podcast will be fun and engaging.
7.5. YouTube Digital Wrap Video
One final piece of engagement iswhat 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 eventsand thingshappeningat 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 thingsthat happened thisyear at the conference, while simultaneouslycreating
hype and engagement for the next year’s event. This type of video can get people really
pumped about coming to the SBSOconference next year!
8. METRICS
Marketing plan metricsare measurementsthat let advertisers, marketers, businessowners
and othersjudge how well a marketingor ad campaign is working. [BN1]Campaignshave
different goals, such as increasingsales, improving brand recognition and/or a mixture of both.
Includingmetrics,which are essentiallyare key performance indicators, allow marketersto
have an array of information available within the plan in order to track progress. The simple
purpose of this is to determine whether or not the plan is effective and if so, to demonstrate the
effectiveness of the campaignsacross all the marketingchannels(Klipfolio 2020).

18. 18
A lot of thiscan be done directlyon the front end of the social media platforms that you are
the host of. YouTube, Facebook, Instagram, and Twitter are notorious for providing great
analyticdetailsabout your account that includesgreat insight about manyvaluable thingssuch
as reach, engagement, weeklyvisits, etc. Google also providesa nifty tutorial for learninghow to
set up such racking and the utilization of it – It can be found here:
https://analytics.google.com/analytics/academy/course/6
In the case of SBSO, it’s important to track specific measuresas the goals of the company are
very specific. Particular key performance indicators that SBSOshould 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
Conversation ratesare the percentagesof consumers who take the action you
want them to take. That action can be anythingfrom clicking on a link to get more
information about a product or service to actuallybuyingthat product or service.
- Mobile Traffic and Conversion Rates
- Website Traffic and Conversion Rates

19. 19
 Attendance Retention
- Diverse Conversion Rates
 Keyword Performance
- Search Engine Optimization Traffic
According to Sisense, the field of marketinghas shifted from a field of brandingand
awarenesswhere success was measured byvague measurementslike how favorably
someone thought of your brand to a scientific field based on precise metricsand
optimizations where measurementsand insight are now mandatorytactics.
Consumption Metrics are how manypeople have seen your campaign and/or content.
Common metricswould be page views and time on page. This can be slightlymore
challengingfor non-online campaigns(such as attendance and diverse attendance)but can
be measured bymeet up visits,ticket sales, etc.

20. 20
Social Metrics are social or sharingmetricswhich measure how viral your campaign or
content is bymeasuringhow often your viewers are sharingit with their friends and/or
colleagues.This can be determined bylooking at the shares, likes and other forms of social
media engagement your content is getting.
9. REFERENCES
Arcuriet al. (2017) "How Does Cyber Crime Affect Firms?The Effect of Information Security
Breacheson Stock Returns." ITASEC. Retrieved 22 February2020, from
http://iospresscontentlibrary.com
Automox. Molly Pals. October 15, 2018. SecuringEthnic Diversityin Cybersecurity.
Retrieved from https://blog.automox.com/securing-ethnic-diversity-in-cybersecurity
BSidesSeattle. (2020, February4). Retrieved February20, 2020, from
https://intrinium.com/bslides-seattle/
Christian Kallen (Nov.3, 2010)Jazz is… Diversity https://healdsburgjazz.org/jazz-is-
diversity/
Clement, J. (2019, February15). Number of U.S. Instagram usersby age 2018. Retrieved
February20, 2020, from https://www.statista.com/statistics/398162/us-instagram-
user-age-groups/

21. 21
Code for Orlando(@codefororlando) • Instagram photos and videos. (n.d.). Retrieved
February20, 2020, from
https://instagram.com/codefororlando?igshid=1fubmn2rjwuwg
CybersecurityConferencesin Florida, USA in 2020 – 2021. (2020). Retrieved 23
February2020, from https://infosec-conferences.com/us-state/florida/
CyberSecurityDispatch (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 BusinessInsights.February2020. Information & Technology. Cybersecurity Market
Size, Share & IndustryAnalysis, BySolution (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 BusinessGrow?(n.d.). Retrieved February20, 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-thirdsof black Americanssay music helpsthem
feel connected https://today.yougov.com/topics/arts/articles-
reports/2018/11/13/black-americans-music-rap-gospel-rb-genres
Klipfolio Inc. 2020. MarketingMetrics. Key marketingmetricsevery marketer should
measure. Retrieved from https://www.klipfolio.com/resources/kpi-
examples/marketing
Kozlik, A. (2018, December 31). Andrew Kozlik (@codefortravel). Retrieved February20,
2020, from https://twitter.com/codefortravel?lang=en
https://www.linkedin.com/in/andrew-kozlik-29a4bb8
https://www.meetup.com/Code-For-Orlando/
Kruse, ClemensScott, et al. (2017). "Cybersecurityin healthcare: A systematicreview of
modern threatsand trends." Technology and Health Care 25.1: 1-10. Retrieved 22
February2020, from http://iospresscontentlibrary.com
Information Security Training| SANS Cybersecurity Certifications& Research. (2020).
Retrieved 23 February2020, from https://www.sans.org/
Marketers Media. AbhishekSawant. (2019). Cybersecurity Market 2019 LeadingGrowth
Drivers, EmergingAudience, Global Segments, Sales, Profits and Regional Study.
Retrieved from https://marketersmedia.com/cyber-security-market-2019-leading-

22. 22
growth-drivers-emerging-audience-global-segments-sales-profits-and-regional-
study/503701
Rayome, A. D. (2019, January 26). Only 9% of millennialsare 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 MarketingMetrics and KPIs.
Retrieved from https://www.sisense.com/blog/the-importance-of-marketing-
metrics-and-kpis/
UCF CodingBoot Camp: Learn to Code in 12 or 24 Weeks. (n.d.). Retrieved February20,
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 Hispanicor 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/

23. 23
10. APPENDICES
A. Editorial Calendar

24. 24
B. Mr. Robot ARG Info Links
https://www.whoismrrobot.com
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
Hi Team!
This plan is outstanding, and every section has outstanding elements. There are a few
notes below for those who are interested. They are not criticisms in any way, just
things I was able to note since I am a fresh audience and have some objectivity.
There are a few mechanical things that still need fixing- some typos, missing quotes or
citations. The Table of Contents shows 29 pages while the plan is 24. It may just be that
it wasn’t updated one last time. You can reach out to me if you’d like a second pair of
eyes.
To me, Section 3.1.1. is still a bit heavy and in need of explicit connection to the
marketing plan. I was a tiny bit sad that the personality traits the team discovered
early in the term never really made it into the discussion. These are the perfect things
on which to hang messaging and prepare content that stands the best chance of
attracting the diversity Ean desires- and additionally would help to make Everyday
Heroes that much more persuasive as a campaign idea!
At the end of 5.0, go ahead and name the actual persona who is in career transition,
and to whom the video testimonial will appeal. So maybe it would be Azam or Brittani.
Right now it’s still not100% clear that the James Lee quote is just an example of what
B-Sides Orlando can do.
There are still some things not entirely clear in 7.2 and embedded graphics in 8.0 could
be titled or explained as examples of something discussed in-section. Even if the author
knows exactly what he/she is talking about here, I as the reader, am not 100%
convinced yet. Finally, the publishing calendar is not updated yet to match the digital
recommendations in the plan. The excel format from the PDM template may be
problematic. Maybe a Word table would work better in the future.
Please see notes from Week 3 in the assignment feedback.
Excellent job, team!