Driving National Awareness on Internet Parenting

Blue Coat Systems leveraged its Community Outreach Program to launch a national corporate social responsibility initiative. By partnering with BuzzPR, the company aimed to address the growing dangers of social networking and internet parenting. The campaign successfully positioned Blue Coat as a trusted authority on internet safety. And exponentially increased adoption of its free consumer web filtering software, K9 Web Protection.

The Challenge

As social media and internet usage expanded, families faced unprecedented digital dangers. Blue Coat Systems, a business-to-business (B2B) leader in application delivery networking and secure web filtering, recognized a critical need to protect households. However, the company faced two main challenges:
  • Awareness Gap: Transitioning corporate web-filtering authority into a trusted household name for “family-safe” internet practices.
  • Product Adoption: Driving massive consumer downloads for its free B2C software, K9 Web Protection, by establishing a clear community call-to-action.

Strategy

BuzzPR designed a multi-pronged national campaign fronted by VP of Content Control, John Carosella, who served as the primary spokesperson. Key strategic pillars were:
  • Positioning Authority: Framed the brand as an educational guide for parents navigating the digital world.
  • Media & Speaker Circuit: Secured highly targeted media placements in vertical and industry trades, national publications including Parade and Time Magazine, and partnered with PTA and Internet-focused conferences to place Carosella front and center.
  • Grassroots Credibility & Partnerships: The initiative sought endorsements from public safety organizations and Habitat For Humanity’s Computer Courses to validate K9 Web Protection as a reliable security tool.

Results At-A-Glance

  • Massive Software Adoption: K9 Web Protection attracted 225,000 downloads within 12 months.
  • Media Dominance: Carosella was selected as a regular columnist for 15 different parenting magazines, as a presenter for parents as part of the Habitat for Humanity Computer Course series, and a spokesperson for various public safety organizations around the country, solidifying the brand’s thought leadership.
  • Institutional Trust: 50 law enforcement agencies officially referenced K9 Web Protection as a recommended resource for family internet safety, Australia’s Internet Industry Association accredited K9 Web Protection as an IIA Family Friendly Filter, and  both The National Parenting Center and Good Housekeeping granted the software with a Seal of Approval.

Additionally, BuzzPR anchored the national push around a highly publicized documentary tour for Traffic Control: The People’s War on Internet Porn. Here, Carosella was given a national platform at public screenings to visually engage communities and directly demonstrate the critical need for household internet gatekeeping.

Ready to chat about how we can reach your goals together?

Get In Touch!