MIS Training Institute (MISTI)

Case Study

MIS Training Institute (MISTI) – “From ‘Just Another Security Conference’ to a ‘Must-Attend’ Event

Case Study PDF

Overview

InfoSec World Conference and Expo, is one of the longest running security conferences in the country, hosted by the MIS Training Institute (MISTI). It is also the only conference dedicated to the “business of security” for more than 20 years. MIX Public Relations was tasked with promoting InfoSec World 2018 with an objective of driving increased attendance to the conference.

Challenges

Given the number of security conferences in the U.S. today, there was a need to differentiate InfoSec World 2018 from other conferences. Also, it was important to make sure that the conference was a part of the potential attendees’ consideration set, early on – before travel budgets for 2018 were frozen.

 

Strategy / Tactics

MIX Public Relations embarked on a campaign to raise visibility of the conference and its expert speakers six months before the conference was scheduled to run. To get in front of and engage information security professionals where they are most active, MIX PR assembled a multi-pronged communications strategy encompassing media relations, social media and industry outreach.

Media Relations:

MIX PR developed a staggered and multi-faceted media relations program, to ensure constant visibility both pre- and post-conference. This included:

  • Highlighting the expertise and caliber of speakers that attendees get access to at InfoSec World 2018 via speakers’ interviews in the media
  • Announcing the conference and highlighting key sessions and events planned via news releases.
  • Increasing reach and visibility of the conference by involving sponsors and speakers participating in InfoSec World 2018.
  • Listing InfoSec World 2018 on relevant event listing and local Orlando websites
  • Inviting local media to attend InfoSec World 2018

Social Media:

  • To engage with potential attendees, expert speakers and sponsors, MIX PR created a steady cadence of security-related news and conference information on InfoSec World’s Twitter presence
  • The Twitter Chat campaign was supported by creating content supporting the program, including:
  • Tweets promoting the campaign
  • Questions for the experts to help kick-off the campaign and conversation
  • Copy for the campaign-landing page
  • LinkedIn: MIX identified relevant LinkedIn groups for MISTI to engage and developed weekly LinkedIn content calendars modified from MISTI’s proprietary blog, building engagement

Industry Partnerships:

  • MIX PR identified and reached out to all local and national tech and security industry associations with relevant target audiences

 

Execution

With several elements to the overall campaign, MIX PR executed each tactic with distinction:

Media Relations:

  • MIX worked through a lengthy list of speakers to identify those having the most media appeal. By reaching out to those speakers to secure their interest in participating in media interviews, and targeted outreach to relevant security reporters, MIX PR garnered multiple interview opportunities for speakers. The resulting articles discuss speakers’ focus areas and highlight their expertise and preview their conference presentations
  • MIX PR developed three announcements for the conference. The first releases highlight interesting sessions and activities planned. A post-conference press release included quotes from attendees and sponsors on the rewards they gained from participating
  • To supplement our own outreach efforts, we also deputized speakers and sponsors as ambassadors. To facilitate their efforts, we crafted three different news release templates and encouraged ambassadors to announce their participation and to make company-led announcements at InfoSec World 2018
  • We ensured InfoSec World 2018 was represented on all event lists, key websites and local publications
  • Local Orlando reporters were contacted and invited to attend and cover the conference

Social Media:

  • To engage with potential attendees, expert speakers and sponsors, MIX PR created a steady cadence of security-related news and conference information on InfoSec World’s Twitter presence
  • The Twitter Chat campaign was supported by creating content supporting the program, including:
  • Tweets promoting the campaign
  • Questions for the experts to help kick-off the campaign and conversation
  • Copy for the campaign-landing page
  • LinkedIn: MIX identified relevant LinkedIn groups for MISTI to engage and developed weekly LinkedIn content calendars modified from MISTI’s proprietary blog, building engagement

Industry Partnerships:

  • MIX PR identified and reached out to all local and national tech and security industry associations with relevant target audiences

Results

MIX Public Relations secured over 15 media interviews, facilitated partnerships with 13 industry associations and created engagement via a steady stream of Twitter and LinkedIn content. This led to the most successful InfoSec World in 20 years, growing in attendance by a whopping 16 percent from 2017.

MIX PR secured media interviews with the following:

  • USA Today
  • Fortune
  • Healthcare IT News
  • Security Boulevard
  • IoT Time
  • PoliceOne
  • T. Career Questions YouTube Channel

As a result of this outreach, MIX PR garnered 15 pieces of coverage, with more expected to be published.

Our outreach to relevant event listing websites and local Orlando publications and resulted in coverage in the following outlets:

As a result of our outreach, 10 speakers and sponsors utilized provided news release templates to announce their participation in the conference or make any company-led announcements at the conference. Examples include:

Our content-driven Twitter campaign resulted in Twitter being the most successful of all social channels for InfoSec World 2018, accounting for 99.5 percent of engagement across channels. Other social media successes:

  • Social channels were responsible for acquisition traffic of 891 in 2018, as compared to 549 in 2017.
  • Of the top 10 shared pages, at least five were heavily promoted on social channels by MIX PR.

MIX PR garnered interest from the following in partnering with MISTI for InfoSec World 2018:

  • OWASP Foundation
  • Central Florida ISSA Chapter
  • Central Florida ISACA Chapter
  • Florida High Tech Corridor
  • Florida Technology Council
  • Defense Security Information Exchange
  • DNG ISAC
  • FS-ISAC
  • IT ISAC
  • ONG-ISAC
  • NH-ISAC
  • South Florida Technology Alliance
  • Auto-ISAC

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