CyberSN is the national leader in cybersecurity staffing services, evolving its business model from a pure staffing firm to a software-driven solutions company. As a part of the transition, we helped launch KnowMore, a covert job-matching platform, at the Black Hat USA 2019 conference. We used this opportunity to provide a turnkey communications strategy that would extend beyond the conference launch.
Focused qualitative research revealed a new messaging hierarchy that would yield the best opportunities for long-term success. Extensive research determined the tone and topics that would resonate best with the cybersecurity audience – both job seekers and talent seekers. One big insight we leveraged was that the new KnowMore platform allowed both job seekers and talent seekers to connect covertly – highly important to the cybersecurity professional.
Brunner and CyberSN developed a communication and messaging strategy for digital and social channels, as well as the large cybersecurity-focused tradeshows. After several collaborative working sessions, we developed a new unifying messaging platform – “Where Talent Meets Its Match” that helped CyberSN marry their corporate positioning with their new software platform. Also, we supported post-launch by developing brand standards, visual identity, and communications pieces that included website landing pages, a brand video, social posts.