The Canberra Cyber Hub is focused on establishing Canberra as a premier destination for cyber security careers and innovation, while showcasing the region’s existing talent and technological capability. To address Australia’s critical cyber skills shortage, the Canberra Cyber Hub needed to position the industry as an attractive pathway for individuals with transferrable skills from other sectors.
Brand Rebellion was engaged to support the Canberra Cyber Hub’s launch and provide ongoing marketing support to position itself as a trusted industry body and the go-to place for all Canebrra-based cyber security opportunities. Additionally, Brand Rebellion delivered the Upskill Cyber Activation Campaign, driving workforce attraction as part of the broader talent strategy.
Approach
- Supported Canberra Cyber Hub’s launch to market, positioning the Cyber Hub as a trusted authority in the ACT.
- Managed and grew owned media channels, raising awareness and credibility within the sector.
- Developed the Upskill Cyber campaign identity, website, digital advertising, and integrated email marketing strategy.
- Delivered campaign messaging tailored to attract candidates with transferrable skills from non-cyber sectors.
- Achieved 316% growth in social media following, strengthening brand presence and reach.
- Drove a 112% organic increase in audience reach through targeted content and engagement strategies.
- Increased audience engagement by 122%, building a more active and connected community.
- Built a database of 1,000+ cyber-ready professionals through sustained lead-generation efforts.
