High level description of marketing plan and implementation of key messaging around security awareness at the Rochester Institute of Technology.

1. Making
Information
Security Fun
Ben Woelk
Policy and Awareness Analyst
Information Security Office
Rochester Institute of Technology
585.475.4122
Ben.woelk@rit.edu

2. Introduction—the Problem
• Everyone is a target
• Identity theft is big business
• You can’t rely on others to
protect you
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3. Avert Labs Malware Research
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Retrieved July 24, 2009 from:
http://www.avertlabs.com/research/blog/index.php/2009/07/22/malware-is-their-businessand-business-is-good/

4. Phishing on Social Network Sites
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http://www.markmonitor.com/download/bji/BrandjackingIndex-Spring2009.pdf

5. Solution
•We needed a plan
– Systematic repeatable
– Goals
– Proactive

6. Components of a Plan
•Audience analysis
•Key messages
•Channels
•Calendar
•Relationships

7. What are Our Key Messages?
•Data handling
•Mandatory compliance
•Phishing, Social
engineering
•Protecting IP/Research

8. RIT Profile
Rochester Institute of
Technology, founded 1829
• ~18,000 students, mainly
residential
• 10% international
• 1300+ deaf or hard of
hearing (NTID)
• ~3000 faculty and staff
Respected leader in professional and career-oriented
education
Eight colleges, 80 majors, 3600 co-op students yearly

9. Branding
Consistency

10. Web Presence
• Use official university
communications
channels
• Target messages to
faculty, staff, and/or
students

11. Social Media
• Meet students where they are
• Post directly from Facebook
to Twitter

12. Private Information Management

13. Phishing Awareness
• Temporarily reduced
response rate from
~25 per attempt to
~4 per attempt

14. Orientation

15. Faculty
• Participate in
faculty events
• Hit hot topics

16. Practice Digital Self Defense
@RIT_Infosec
www.facebook.com/RITInfosec
Security.rit.edu
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