Event Management, Media and Public Relations, Marketing
Industry: Cybersecurity/technology
Target market: Mid-sized to large businesses; companies that must meet strict regulatory standards
GreyCastle Security, headquartered in Troy, NY, is a premier provider of cybersecurity consulting services. The company’s overarching goals were to establish itself as a trusted industry leader, expand its national reach and drive sustained growth through innovation and exceptional client service. However, GreyCastle Security faced notable challenges, including standing out in an increasingly crowded cybersecurity marketplace, differentiating its service offerings and building credibility among potential clients who were often wary of new entrants.
Since its inception in 2011, the firm relied on The Baker Agency as a strategic partner, leveraging an extensive suite of media relations, marketing and event management services. The Baker Agency played a pivotal role in overcoming these challenges, helping GreyCastle Security establish its industry presence, significantly elevate brand visibility and directly contribute to its high-profile acquisition by DeepSeas in late 2023.
Our Approach
To support GreyCastle Security’s growth, The Baker Agency devised and implemented a comprehensive, integrated communications strategy. This approach encompassed the development of compelling marketing collateral, a robust media kit, detailed management biographies, thought leadership op-eds, expert video content, targeted media relations, dynamic social media campaigns, engaging webinars and numerous award nominations and recognitions, among other initiatives.
Results
The Baker Agency also positioned former CEO Reg Harnish and his executive team as recognized thought leaders in cybersecurity. Our media outreach secured high-profile coverage on WNYT, WTEN, CBS6, and Time Warner Cable News, as well as in leading print publications like the Times Union, Albany Business Review, Troy Record, and Daily Gazette. By facilitating speaking engagements and interviews with outlets such as the Pittsburgh Post-Gazette, CSOonline.com, Time Magazine and Forbes.com, we successfully expanded GreyCastle Security’s reach to a national audience.
As a result of these strategic communications efforts, GreyCastle Security received industry-wide acclaim: it was recognized for two consecutive years as a Top 500 Cybersecurity Firm, named a 2015 Best Place to Work, and honored by the Center for Economic Growth as a 2015 Innovator.