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Atlanta Cyber Summit Campaign

I was asked to help with the digital marketing efforts for an upcoming Cyber Security Summit in Atlanta, GA. The event was going to be a two-part workshop series where potential attendees can attend one class, or both. The first class of the series is a free class meant to entice people to attend. The second class is a paid event ($69) meant to increase the Georgia State University Small Business Development Center’s program income. I was given one week to market the program. The ads ran from April 29, 2019 to May 6, 2019.

First, I created a landing page (www.georgiasbdc.org/small-biz-cyber) within the GSU SBDC branding standards and incorporated both events on the same page to encourage people to register for both programs. I included a widget at the bottom of the page to make it easy for the user to add both programs to their cart without having to visit two separate web pages.

Next, I created two images in InDesign to promote the two classes. I then created two Facebook events hosted on the GSU SBDC Facebook page and invited both the UGA SBDC State Office and the GSU Robinson College of Business to be co-hosts of the event to gain additional exposure. Both Facebook events drive traffic to the main landing page. This increase exposure for both events simultaneously.

I then developed a three part digital advertising strategy to incorporate paid ads. I was given a $200 budget and decided to use $50 on a traffic conversion ad highlighting the $69 paid event, use $50 on brand awareness ad highlighting the $69 paid event’s Facebook event page to gain as much awareness about the event as possible (in addition to enabling me to “collect” interested attendees and having the ability to provide them updates about the event using the event discussion feature, which will notify interested attendees when I post to the page), then use the remaining $100 on a LinkedIn timeline ad.

Using both a LinkedIn and Facebook Pixel attached to the backend of the UGA SBDC website, I was able to track conversions that came directly from the ad.

Since the class topic is Cyber Security, I chose to target those who were either C-Suite Executives/Owners and those who could potentially be in charge of a company’s Information Technology department. However, I also wanted to make sure that those individuals targeted were small business owners with < 500 employees.

Targeting Parameters

LOCATIONS:

  • Atlanta, GA (+25 miles)
  • All Genders
  • Ages 25-64 Years Old

DETAILED TARGETING:

  • Demographics > Work > Employers
    • Small Business owner
  • Demographics > Work > Job Titles
    • Business Owner
    • Chief information officer
    • Chief Information Officer (CIO)
    • Chief technology officer
    • Chief Technology Officer (CTO)
    • Director of Technology
    • Founder
    • Founder, Director, CEO
    • Head of IT Department
    • Information Technology Director (IT Director)
    • IT Project Manager
    • Owner and CEO
    • Owner and Founder
    • Owner/Manager/CEO
    • Owner/Managing Director
    • Self-Employed
  • Interests > Additional Interests > Computer security
    • Computer security
  • Interests > Additional Interests > Cyber-attack
    • Cyber-attack
  • Interests > Additional Interests > Data security
    • Data security
  • Interests > Additional Interests > Government procurement
    • Government procurement
  • Interests > Additional Interests > Internet security
    • Internet security
  • Interests > Additional Interests > Network security
    • Network security

WHO MUST ALSO MATCH (1 of the following):

  • Behaviors > Digital activities
    • Small business owners
  • Behaviors > Digital activities > Facebook page admins
    • Business page admins
  • Interests > Additional Interests > Small and medium enterprises
    • Small and medium enterprises
  • Interests > Additional Interests > Small Business Administration
    • Small Business Administration

Ad Creative/Results

After the two week time period and $200 budget, the results are as follows:

FACEBOOK TRAFFIC CONVERSION AD

  • I used two different images with the verbiage: “Do you currently have a government contract (or want one)? Did you know that if you don’t have a strong cybersecurity plan in place, you could be at risk of losing it? Join us on May 7th for #Cyberstrength and learn how to position your company to take advantage of government contracting opportunities by having a strong cybersecurity posture and how to comply with upcoming regulations. Only $69.” The post linked back to the main event landing page on the UGA SBDC State Office Website by a Call-to-Action of “Sign Up.” I chose “Sign Up” over “Learn More” because I wanted only the users who were truly interested in registering for the class to click.
  • GOAL: Website Traffic
  • IMAGE 1 (hacker): received 19 clicks, 1,819 impressions, relevance score of 5, and had 0 checkout conversions (pixel).
  • IMAGE 2 (security): received 10 clicks, 1,917 impressions, relevance score of 5, and had 1 checkout conversion (pixel).
  • TOTAL STATS: 29 clicks, 3,736 impressions, and had 1 checkout conversion (pixel).

FACEBOOK ENGAGEMENT EVENT AD

  • I used two different images with the verbiage: “Do you currently have a government contract (or want one)? Did you know that if you don’t have a strong cybersecurity plan in place, you could be at risk of losing it? Join us on May 7th for #Cyberstrength and learn how to position your company to take advantage of government contracting opportunities by having a strong cybersecurity posture and how to comply with upcoming regulations. Only $69.” The ad drove event responses, which led back to the Facebook event page, which then led to the event landing page on the UGA SBDC website when the “get tickets” button is clicked.
  • GOAL: Event Responses
  • IMAGE 1 (hacker): received 5 event responses, 5 clicks, 353 impressions, relevancy score of N/A, and had 0 checkout conversions (pixel).
  • IMAGE 2 (security): received 13 event responses, 5 clicks, 856 impressions, relevancy score of 6, and had 1 checkout conversion (pixel).
  • TOTAL STATS: 18 event responses, 1,209 impressions, 10 link clicks, 1 checkout conversion (pixel).

LINKEDIN TIMELINE AD

  • I used two different images with the verbiage: “Do you currently have a government contract (or want one)? Did you know that if you don’t have a strong cybersecurity plan in place, you could be at risk of losing it? Join us on May 7th for #Cyberstrength and learn how to position your company to take advantage of government contracting opportunities by having a strong cybersecurity posture and how to comply with upcoming regulations. Only $69.” The post linked back to the main event landing page on the UGA SBDC State Office Website.
  • IMAGE 1 (hacker): received 9 clicks, 1,981 impressions, average click through rate of 0.45%, and had 0.56% engagement rate.
  • IMAGE 2 (security): received 10 clicks, 2,464 impressions, average click through rate of 0.41%, and had 0.57% engagement rate.
  • TOTAL STATS: received 19 clicks, 4,445 impressions, average click through rate of 0.43%, and had 0.56% engagement rate.

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