Activating the ACT cyber ecosystem through a targeted, multi-channel campaign

Challenge

The ACT is home to a growing cyber security sector with the potential to lead Australia’s sovereign capability agenda. The Canberra Cyber Hub exists to nurture this ecosystem – connecting businesses, buyers, researchers and educators to drive economic and technological impact across the region.

While the Cyber Hub Directory is designed to be the central platform for discovering ACT-based cyber capability, not all businesses were represented, and many listings were outdated. Buyers from government and industry were not engaging with the Directory as a useful procurement tool and as a result, opportunities for local contract wins were being missed.

Approach

We developed a campaign to re-engage listed businesses, attract unlisted cyber businesses, and connect buyers of cyber services to the Directory.

Segmenting these three audiences was a strategic priority: each interacted with the Directory differently, needed to take a different action, and existed across different channels, so each required distinct messaging and a targeted approach to reach them effectively.

Listed cyber businesses needed to update their details to ensure the Directory remained relevant. With an existing relationship, we leveraged owned channels, including direct emails and newsletters reminders, escalating to phone calls. Those who updated their details were provided co-branded social tiles that promoted their listing, supporting awareness among unlisted businesses and increased recognition among buyers.

Unlisted cyber businesses needed to see value in listing on their Directory. We used community ambassadors representing buyers – including members of ACT Government and large businesses – to promote the Directory at popular ecosystem events. Through desktop research, we created a database of unlisted businesses to support direct email engagement.

Buyers, government, large businesses and SMEs, needed to see the Directory as a credible procurement tool, not just a listings page. Messaging focussed on the features such as ability to tag and search, while also promoting Canberra as a safe place to procure. As a largely untapped audience, we used paid channels, including targeted LinkedIn advertising and industry event presence, to reach decision-makers directly and reinforce the Directory’s credibility.

Impact

The campaign drove immediate and sustained engagement. In the first week alone, direct email and newsletter communications achieved strong open and click-through rates, translating into an 84% jump in visits to the cyber business page. Paid LinkedIn activity extended this momentum to new audiences, reaching over 47,000 impressions across government buyers and the broader business community in the first month.

Engagement translated to action. By the end of the campaign, 146 businesses had moved through the new listing process and joined the Directory representing a 50% increase in total listings. The campaign strengthened the platform’s credibility and value as the ACT’s central destination for procuring cyber capability.