Inspired Marketing Case Study about Cyber Security Symposium Africa

Cyber security symposium uses marketing automation to manage its member database

Cyber Security Symposium Africa (CSSA) is an initiative driven by the ICTS department at the University of Cape Town. The University decided to build an African online community in the cyber security space for industry players and organisations and individuals exposed to cyber threats.

The Cyber Security Symposium Africa (CSSA) aims to bring together participants in the cyber security sector to share knowledge and ideas and identify possible solutions. It is a collaborative effort that culminates in an annual CSSA conference.

The Situation

The University required assistance from a marketing agency to roll out CSSA and raise awareness of the initiative.

Search for a Solution

Inspired Marketing was tasked with implementing marketing automation software, researching market segments and managing communication processes for CSSA.

Objective:

Increase awareness of CSSA and manage their marketing and communication processes.

Desired outcome:

Develop a reliable system that:

Automatically

  • captures respondent information directly from websites and online publications,
  • identifies subscriber interests, information preferences and participant opportunities,
  • delivers follow-up communications.

Processes online registration and payments.

Generates inquiry notifications to relevant parties.

What we did

Inspired Marketing delivered the following:

  1. Developed a marketing plan.
  2. Identified target market segments: sponsors, speakers, vendors, audiences.
  3. Mapped out each segment communication process – from first contact to engaged participant.
  4. Set up marketing automation with a built-in sales CRM software platform.
  5. Built the CSSA website and integrated marketing automation software.
  6. Used social media to reach out to the target audience and invite them to sign up.
  7. Created email sequences, campaign web pages with sign-up forms, information web pages, notifications, smart emails and dynamic content.
  8. Set up marketing workflow automations, tested the processes and activated the campaigns.
  9. Set up performance analytics for real-time feedback.

The Result

The CSSA initiative continues to grow across Africa. Participation has increased as organisations and individuals realise the need for cyber security and seek the solutions that are offered.

Cyber security symposium uses marketing automation to manage its member database
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