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Case Study: Promoting RIT Cybersecurity

Highlights

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  • I lead marketing and communications for RIT's ESL Global Cybersecurity Institute, overseeing our initiatives to attract researchers and students, and partner with industry and government on opportunities that range from training bootcamps for entry-level students and executives, to advanced research initiatives.
     

  • Architected marketing operation for Global Cybersecurity Institute, developing and executing targeted digital ad campaigns -- Google Ads, Facebook/Instagram, LinkedIn -- that drove more than 260% ROI for Cybersecurity Bootcamp enrollment. Led creative and strategy including video production, print, and budgeting, as well as mentoring business students through our co-op programs.
     

  • ​Led multi-channel marketing campaigns targeting student Ph.D. researchers, developing SEO-optimized landing page, paid Google Search and LinkedIn ads, in addition to writing and producing video (at right) features targeting student Ph.D. recruitment and industry partnerships, helping tell our story to leaders in the cybersecurity research community.
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  • In 2013, our student Cyber Defense team won the Collegiate Cyber Defense National Championship in San Antonio, Texas and I aimed to highlight the team's achievement through the use of physical and web advertising. I organized the hanging of a National Championship banner in our college’s atrium and the banner is now a showpiece during RIT tours, with the achievement embodied in the accompanying creative campaign, “Defense Wins Championships.” The ad below was featured in a special Homeland Security edition of USA Today and USA Today featured images of the banners in their national coverage of a later competition.  See below for ad and copywriting.

Content Referenced

Video targeting international and domestic Ph.D. students addressing concerns our data showed were critical to student decisions about choosing a Ph.D. program. I wrote, produced and directed the piece.

Video showcasing myriad offerings at ESL GCI. I wrote, produced and directed.

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Ad creative from early Cybersecurity Bootcamp digital campaign.

Cybersecurity Bootcamp testimonial I produced and directed.

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Ad copywriting:

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DEFENSE WINS CHAMPIONSHIPS

 

At RIT, our sports teams aren’t the only ones raising banners to the rafters. In 2013, our student Cyber Defense team won the Collegiate Cyber Defense National Championship in San Antonio, TX and that same year RIT opened one of the first dedicated Computing Security programs in the country. With world-class faculty, unparalleled industry partnerships, and student groups dedicated to cybersecurity research, it’s no wonder RIT has been named a National Center for Academic Excellence in Cyber Defense Education by the Department of Homeland Security and National Security Agency.

 

At RIT, greatness can be achieved in the classroom or on the playing field, with a laptop or a lacrosse stick. Our students are many things: inventors, geeks, dreamers, designers, hackers. We’re proud to add champions to that list. LEARN MORE about RIT's leading programs in computing security at rit.edu/gccis

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