Cisco
Company: Cisco, San Jose, CA
Entry Submitted By: Nadel Phelan, Inc.
Company Description: Cisco (NASDAQ: CSCO) is the worldwide leader in networking that transforms how people connect, communicate and collaborate. Information about Cisco can be found at http://www.cisco.com. For ongoing news, please go to http://newsroom.cisco.com.
Nomination Category: Marketing Awards Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Aerospace & Defense
Nomination Title: An Eye on Security at Cisco
Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:
Creating and communicating the importance of keeping a global company secure can
be challenging, encompassing different business roles and cultures across nearly
75,000 employees.
Ms. Gibbons supports the executive communications for Cisco Chief Security
Officer John Stewart as well as leading a marketing team that creates and
implements marketing strategies for both Cisco Global Government Solutions Group
and Corporate Security programs.
Ms. Gibbons visualizes marketing plans which include short and long term goals.
It is with this diligent planning that her team developed and delivered a
successful program linking Global Government Solutions and Corporate Security
departments to deliver a robust global security awareness program for employees
and partners. Within three years, Ms. Gibbons has managed to merge two disparate
programs while furthering Cisco’s security thought leadership and best practices
within the company.
In order to better understand the security needs and the best way to address
individual groups within Cisco, Ms. Gibbons hosted one-on-one interviews along
with internal focus groups. It was decided to focus on three separate groups
within Cisco: engineers, managers/executives, and sales. Not only does each
group have individual security concerns, they also have unique cultures.
Ms. Gibbons drew upon her experience of innovation and creativity to ensure the
security messaging would be communicated globally driving behavioral change to
keep Cisco secure. For instance, the engineers saw a risk with confidential
documents being left out in the open and a lack of understanding of the
classification marking policy. A campaign was developed to address this concern
within the engineering community. Part of this campaign included a “Caught You”
card, which was left behind on the desk, “catching” the engineer in either
positive or negative security practices. In order to reach engineers globally,
her team called upon their global contacts (those who have expressed interest in
carrying security messaging to their theaters) and to Security Champions
(peer-nominated winners that demonstrate best practices) to hand out the cards.
In addition, badge cards were created with the information classification
definitions for finger-tip access.
To help drive the security message to a broader audience with limited budget, an
online tool-kit was created consisting of messaging, graphics, flash animations,
and posters along with digital media signage. This allowed the theater specific
security teams to view the security campaigns and if need be, modify it for
their specific culture. The messaging is then carried globally with different
homepages, team meetings, etc.
Due to her success in creating and implementing these programs, Ms. Gibbons is
frequently asked to meet with security teams at Fortune 500 companies to share
her expertise and knowledge. Ms. Gibbon’s security education has grown from a
local concept into a globally implemented program reaching all Cisco employees
while also acting as a model for other security conscious companies. The program
has attracted 125 individuals to act as volunteer community security leads
globally, distributed 40 security toolkits internally and 30 externally. Also
because of Ms. Gibbons program, Cisco is consistently being asked to share its
best practices with customers.
List hyperlinks to any online work samples, videos, images, presentations, news stories, press releases, or other documents that support your case. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
Cisco Security Education
http://www.cisco.com/web/about/security/cspo/awareness/index.html
Cisco Global Government Defense Group
http://www.cisco.com/web/strategy/government/defense.html
Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):
Kim Gibbons leads a marketing team that creates and implements marketing
strategies and programs for two Cisco organizations; Global Government Solutions
and Corporate Security Programs. The programs are aligned to the company’s
fiscal year initiatives and bridge all marketing disciplines, including
marketing strategy development, executive communications, media and analyst
relations, advertising, branding, internal communications, web development, and
more. Her team also develops and delivers a global security awareness program
for employees and partners.
Under her leadership, the team has received several awards for outstanding
written and video collateral as well as industry recognition for the
implementation of Web 2.0 initiatives.