0
Followers on LinkedIn in less than 12 months.
0%
Increase in Twitter impressions during CyberUK22.
0%
Average open rate for newsletters.

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Digital Marketing Objectives

UK Cyber Cluster Collaboration (UKC3) is a DCMS-backed community interest company (CIC) created to support cyber clusters to drive the growth of the cyber sector within their nations and regions, encouraging greater collaboration across the UK’s cyber ecosystem. Their marketing communications objectives were:

  1. To generate awareness around a newly formed organisation, and gain recognition from the cyber security organisations in the UK.
  2. To promote the work of clusters in growing the cyber sector in the UK and gaining more collaboration opportunities from business communities and governmental institutions or academia in their projects.

UKC3_Logo

Results

We started with a blank screen, no identity no presence, and in 16 months we delivered: 

  • The UKC3 branding.
  • The ukc3.org website that was search engine optimised and it’s already ranking on Google.
  • UKC3’s LinkedIn and Twitter social channels, where we shared weekly posts from live and virtual events, as well as regular company and industry updates.
  • 504% year on year growth on LinkedIn.
  • A monthly newsletter with an average open rate of 41.6% and an average click rate of 4.9%.
  • Exhibition stands for various national or regional cyber security events.
  • Event management and comms for five nation-wide and regional cyber security events (National Cyber Security Show, Scot-Secure, CyberUK, Cyber Fringe or Infosecurity Europe).
  • PR with coverage in titles like UK Tech News, Punchline-Gloucester, TechSpark, or SoGlos.

Starting from zero, in less than one year we attracted over 690 followers to UKC3’s LinkedIn page, started to receive great interactions on Twitter, and ranked the company organically on SERP for competitive keywords like “cyber cluster”, “steelcon 2022”, “cyberuk” or “cyber funding”.

The organisation gained national awareness in the cyber security sector, and more collaboration opportunities were created for cyber clusters with local, regional, or national business communities, governmental institutions or academia, through projects such as Cyber Runway by Plexal or CyberFirst by National Cyber Security Centre.

Sarah Raw marketing review

“I found the team at OggaDoon a pleasure to work with, they were proactive, responsive and professional. Their willingness to help, timely responses and well structured processes made for a smooth and efficient working environment. Thank you for everything!”

Sarah Raw
Engagement and Operations Manager, UKC3

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Challenges

At the time of our collaboration with UKC3, they were associated with 13 clusters across the UK, each with their organisational structures, policies and cultures. The coordination with 30+ people in a single project was at times challenging. In addition, assuring the events management for UKC3 in nationwide shows, such as the National Cyber Security Show, Cyber UK, or Infosecurity Europe also involved supplier management, logistics and resource management, while managing the day-to-day marketing activities for the company.

Strategy

The collaboration with UKC3 implied multi-tasking across several projects. The strategy was to find the right key people to draw information from and then create content that was published on the website, shared with the media and repurposed across social and in the newsletters we sent out. The follow-up was the best strategy applied for this project, making sure that all questions were answered, all stakeholders involved, all voices listened and their messages communicated effectively.

UKC3 cyberUK22

Guerilla Tactics Used:

Brand awareness

Website management

Organic social media

Content marketing

Analytics

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