300% more municipalities awareness for Brooklyn Partners

Tags: Cybersecurity, Awareness, Government
Company: Brooklyn Partners
Challenge: Translating strong expertise into a clear, distinctive market position, and becoming visible to municipalities, board-level decision-makers and CISOs.
Result: 300% more engaged municipalities — proof that the story resonates and demand is emerging.

The challenges

Brooklyn Partners faced a challenge that many security and IT organisations will recognise: being strong in substance, but lacking the visibility and authority that should come with it.

Although their vision on cybersecurity awareness is distinctive, it proved difficult to truly break through with municipalities, board members and CISOs. Heleen: “Our marketing was ad hoc, we were not consistently visible and it took a lot of effort to approach it in a strategic and structural way.”

This resulted in four concrete challenges:

• Standing out in a crowded landscape: The public sector is a competitive market, with many parties competing for the same attention. Becoming structurally top of mind proved difficult.
• Reaching the right decision-maker with the right message: Municipalities differ widely in how they organise security and the role of the CISO. Without sharp segmentation and messaging, the message did not reach the right desk.
• Building thought leadership: Topics such as AI risks and budget pressure required timely, leading content — but this did not reach the market consistently or recognisably.
• Fragmented communication: The message was spread across disconnected pages and communications, making the overall story unclear and unconvincing for board members, CISOs and security teams.

The approach

The central question: how does Brooklyn Partners become the recognisable authority on digital resilience for municipalities?

1. A sharp positioning in six weeks

We started with a Strategic Playbook. Within six weeks, the foundation for twelve months of growth was in place. This clearly defined:

• which municipalities, ZBOs and CISO networks were priorities
• how Brooklyn positions itself around leadership, governance and culture
• which themes, formats and points of view align with municipal pain points

This resulted in a messaging framework that made their value proposition clear, distinctive and recognisable.

2. The website as a strategic asset

We translated the new narrative into a website that:

• delivers clear, sharp messaging
• provides a structure that guides visitors towards contact
• makes thought leadership visible
• directly addresses municipal challenges

3. Marketing as a Service: strategy, creation and distribution under one roof

To ensure consistent visibility, we delivered end-to-end marketing execution:

• ongoing content (blogs, articles, case studies)
• podcasts, video formats and interviews
• ghostwriting for CISO thought leadership
• content formats for CISOs United
• optimisation of product pages and user journeys

This created a steady flow of valuable content, aligned with municipal themes and challenges.

4. Campaign development & distribution

The LinkedIn strategy was built around two pillars:

• Awareness (always-on) brand building within the target audience, led by experts
• Conversion campaigns for webinars, podcast snippets and content formats

Creative assets

The results: growth within six months

Within six months, a clear shift towards Brooklyn Partners became visible. Municipalities that previously showed no interaction are now engaged, responding and returning. A strong signal of growing demand, recognition and trust in a market that typically moves slowly.

Concretely:

• 300% increase in engaged municipalities
• 57 new municipalities that were previously off the radar
• Increased recognition across the municipal landscape
• Greater trust from board members, CISOs and security teams
• More relevant conversations and high-quality signals from the target audience
• This momentum lays the foundation for predictable demand and pipeline growth.

In short:
Six months is a short period, but one thing is clear: the market is moving. The story is landing. And Brooklyn Partners is capturing the attention of exactly the municipalities that matter, a clear signal of growth ahead.

About Brooklyn Partners

Brooklyn Partners develops cybersecurity awareness training for, among others, the Dutch government — delivered in a seriously fun way. This approach is designed for forward-thinking, pioneering CISOs who refuse to compromise on their security ambitions.

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