rsa conference

case study


RSA Conference is the world’s leading cybersecurity event, drawing over 50,000 info security professionals to its US Conference and others held around the world. Each year, we create a new theme that reflects today’s realities and tomorrow’s trends. The theme and visuals we create are reflected everywhere, from environmental graphics to promotions surrounding the event. We also develop and execute a comprehensive digital go-to-market strategy. Additionally, CommCreative positions RSA Conference as a valued resource 365 days a year by promoting content through digital and social media channels.








2018 Conference: A Great Theme Matters

The theme we developed for 2018 was “Now Matters,” which centers around the idea that with cyberthreats looming larger than ever, solutions can’t wait for tomorrow. As stated in the theme statement:

That's why RSA Conference is here. Our mission has always been to advance the field of cybersecurity. But recent events have put us at center stage. Business, politics and the entire world are hanging in the balance. And all eyes are on us. So we need to make every second count. RSA Conference 2018 is the moment to take action, and secure the world from cyberthreats. Because Now Matters.



Broadband Promotion

Each year we have succeeded in improving attendance to RSA Conference events in San Francisco and Singapore. Our multipronged strategy includes:

  • Monthslong series of pre- and post-registration emails designed to engage the audience and excite them about Conference speakers and events
  • Extensive digital initiatives—banner ads, sponsored emails, Google AdWords and more—including arranging barter agreements with leading industry associations and publications
  • Using social channels to connect with cybersecurity professionals and raise the profile of RSAC as a hub of cybersecurity information
  • Branding and promoting onsite events and activities to elevate the Conference experience and encourage repeat attendance




Social Stats

Cumulative Follower Growth







Since Beginning of Program

Reaching Across Borders

All our strategy, data and learnings we gather for the US Conference are applied and adapted to promote international events. We partner with a local team to help ensure our message speaks to each region’s unique cybersecurity needs in the media channels in which they spend the most time.

Track Stars

The measurement and reporting we do year-round are critical to the success of RSA Conference. We track every click, every page view and every download, then deliver reports on a regular basis. We use the data to constantly refine and improve our strategy and message, so that we can continue to deliver exceptional results.


Track effectiveness of digital campaigns

Learn which campaign, channels and sources were the most effective

A/B test tracking

Geo-location insights

Analysis & takeaways