Consumer and Small Business Cybersecurity Awareness
Challenge
In an increasingly digital world, cybersecurity is paramount. AT&T needed to ensure customers knew about the tools it uses to protect them from online threats and educate them on how to protect themselves. It was about to launch a new branding campaign to describe its built-in network security called ActiveArmor and needed the PR team to help craft the message and story.
Approach
Recognizing that security drives carrier choice and consumer confidence, my team developed a comprehensive amplification plan aligned with the marketing and brand launch roadmap. We commissioned a survey to gather data for media outreach and content development. Using the survey results, we created an owned content strategy (infographics, blogs) and an earned media plan (OpEds, local media outreach) targeting consumers and small businesses. We positioned local sales and business leaders as go-to experts, equipping them with data-supported tips and tools for media interviews.
Results
By prioritizing security and proactively providing tips and information to its customers across channels, AT&T reinforced its credibility and demonstrated its dedication to safeguarding the digital experiences of its customers. We secured media interviews and placements that increased awareness to the ActiveArmor brand and laid the foundation for future enhancements.
Owned Content
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bentoncgllc@gmail.com