When the Michigan Small Business Development Center (SBDC) wanted to create a niche email list for its cybersecurity awareness program, Small Business, Big Threat (SBBT), I assisted the marketing director in planning a campaign to do so. This assistance included brainstorming the strategy and tactics to meet the desired audience. Ultimately, once the campaign’s plan was created I went to work on the creation of the assets. This campaign allowed the SBDC to hit its goals resulting in a new email list that averages a:
Goals
- Create niche cybersecurity newsletter email list that generates high audience engagement within one month.
- Create new email template to communicate the latest cybersecurity news with our new audience before beginning of the month (November).
Strategy
- Utilize the SBDC’s audience of small business owners to generate new niche audience list of small business entrepreneurs interested in learning more about small business cybersecurity with SBDC’s cybersecurity program Small Business, Big Threat (SBBT).
- Create and maintain the connection between the SBDC and SBBT brands.
Tactics
- Use the positioning of cybersecurity awareness month (October) to explain how the SBDC team stays cyber-secure.
- Create weekly marketing emails revolving around a weekly cybersecurity topic.
- Correlate and create graphics and videos of weekly SBDC spokespersons explaining how they keep their data safe.
Results
- Generated a niche email list of 200+ individuals (& growing).
- Open rate average of 47%
- Click through rate average of 36%