WASHINGTON: Tech giant Intel has turned to Bluetext to launch “The Agency of the Future,” an online resource that shows IT decision makers in Washington DC the resources that it and subsidiary McAfee use to battle cybersecurity threats.
Its hope is that the effort will provide a better way for the company's top executives to discuss cybersecurity issues important to government agencies, in place of videos. Another goal is to demonstrate advancements in cybersecurity that companies are driving across the federal government.
Hackers tried to breach federal networks more than 48,000 times in 2012, up 60% from 2009, according to the Government Accountability Office.
“The problem is getting worse, [so] how can we shed light on this issue in a new and interesting way?” said Nigel Ballard, director of federal marketing at Intel Americas.
The online platform includes an interactive experience and videos with lead generation integrated throughout to support sales efforts. It also has a webcast targeting IT security decision makers.
To promote the site, Bluetext launched an integrated campaign on Wednesday including media outreach, social media, events, and paid media.
“Spending on cybersecurity is continuing to rise despite cutbacks, making it a very competitive market,” said Michael Quint, partner and cofounder of Bluetext.
The federal government will spend about $10 billion on cybersecurity in fiscal year 2013, according to federal spending figures. That could grow to $13 billion in FY 2014, according to budget estimates.
The topic is also in the headlines due to regular reports of Chinese entities hacking public- and private-sector US organizations, including the 2008 presidential campaigns of then-Sen. Barack Obama (D-IL) and Sen. John McCain (R-AZ).
As a result of the aggressive competition in this area, Bluetext's challenge is to create a campaign that differentiates its client from other companies in the space, Quint said.
The website also has a CSR component. As part of its promotions, Intel is distributing Agency of the Future common access cards with a promotional code. For every person who uses a code to access the site, Intel will donate up to $10,000 to the Wounded Warrior Project, a nonprofit that supports severely injured veterans.
Intel is also hopeful that the effort will raise awareness of its ownership of McAfee, which it acquired in 2011.
“It's surprising to us the amount of people who don't realize this,” Ballard said. “Maybe we haven't done quite the job we should have done promoting that.”