Dragos
Dragos: Brand Planning and Communications Strategy
Challenge
Generate awareness of the Dragos brand driving interest in their Cybersecurity platform of solutions with Operational Technology decision makers. What? Ok, these guys stop the James Bond-type villains from hacking into critical infrastructure like oil refineries, power grids, transportation systems, and manufacturing facilities. If you’re thinking to yourself, “Wow, do we really need people like this in the world today?”
Yes. It’s scary out there.
But that was the issue. The category is rampant with messages from brands that lead with fear, uncertainty and doubt (FUD): “crippling attacks on shipping ports”, “oil refineries on high alert from infectious malware”, and a “cyber level 9-11 that could be the equivalent of using a nuclear bomb.”
Solution
“A false sense of security and lack of urgency is emboldening threat actors to infiltrate critical infrastructure. The results: threat actors know these environments better than the defenders, putting the safety of millions of lives at stake. ”
Dragos was founded by government intelligence officers who started the practice of industrial cybersecurity. Customers can tap into that knowledge through the platform, professional services, and community connection tool that empowers practitioners to fight back.
Dragos brand architecture framework
Personas and Frameworks
Separate audiences had different levels of industrial tech maturity, security experience, and buying influence. Credit Bill Goff for tons of support.
After defining the brand and audiences, we created a campaign aimed to educate the Operational Technology community. The messaging strategy: Dragos is the Industrial Cybersecurity expert delivering unprecedented knowledge through a purpose-built platform for the mastery required to protect OT environments.
Messaging and Communications Architecture. To meet levels of knowledge, we adjusted message to actively teach people how to save the world.
Campaign timing, asset usage, and media objectives used as a singular reference.
Additional Work
Because Dragos was integral to the safeguarding of civilization, we treated their search marketing projects like a newsroom. In late 2019, US and Iran tensions mounted and the likelihood of a cyberattack on industrial infrastructure became a hotbed of conversation.
Collaboratively with the Media and Brand teams, we developed a keyword strategy using news cycle terms to intercept qualified sales prospects and targeted leads. Sponsored responsive search ads drove to a white paper and webinar. With minimal spend and culturally relevant content, white paper downloads increased by 30% and several ‘large-fish-leads’ signed up for the webinar.
