Challenge
CAPSLOCK partnered with The Flywheelers to enhance its brand reputation and raise awareness of how it helps organisations build resilient cybersecurity teams through reskilling and providing on-demand cyber talent. This included promoting its Reskill programme and launching its new Deploy offering to market, while also communicating its broader mission to improve diversity and representation in the sector.
Approach
We built a strategic media relations programme to strengthen its brand reputation by highlighting its vast experience in the sector and commitment to helping to plug the growing cyber skills gap in the UK. Our strategy focused on:
- Building the CEO’s profile as a thought leader on diversity and representation: Spotlighted the Co-Founder and CEO’s expertise in the cyber security field through profile pieces in Maddyness and City AM, seeding messaging into thought leadership pieces focusing on key industry discussions and interacting with Government policies and changing legislation
- Boosting credibility with customer advocacy: Developed media narratives for customer partnerships with BT and Nationwide to reinforce CAPSLOCK’s credibility. This included a dedicated interview feature with Computer Weekly and news pieces with Finextra and Fintech Finance
- Elevating its proposition: Elevated CAPSLOCK’s core business objectives by launching its Deploy offering to market, strategically crafting narratives to amplify its value proposition through targeted interviews and commentary opportunities
Impact
Within the first year of working together, The Flywheelers secured 68 pieces of high-quality media coverage in key industry, business and technology publications including Raconteur, Computer Weekly, SC Magazine, Verdict and TEISS.
We exceeded our media coverage target by 70% within this first year and strengthened CAPSLOCK’s overall brand reputation as a cyber security skills and talent partner.
