Case study
Can storytelling help a professional body grow and connect with its community?
pieces of coverage
in five years
subscribers to monthly newsletter
increase in newsletter opens
after Spark started creating newsletters
downloads per CEO Viewpoint blog
on average
About the client
The Chartered Institute of Information Security (CIISec) is the UK’s professional body for the cyber and information security community, supporting members at every stage of their careers – from students and apprentices to experienced professionals. As a not-for-profit organisation, it promotes best practice, works with government and industry, and champions skills and diversity within the sector, ensuring its training resources are used wisely to strengthen the UK’s cyber resilience.
Challenge
CIISec had all the ingredients for successful PR and content campaigns – knowledgeable and articulate spokespeople, who could discuss interesting topics for an audience eager to learn. However, with limited internal resources, it needed support to turn these ideas into a clear, joined-up story that would resonate with both the media and its members.
As CIISec evolved over the past five years, so too have its communications priorities. In addition to raising awareness in the wider media, it recognised the need to keep members engaged and informed through regular exclusive content addressing the various challenges they face.
The Spark team has been a real asset to us. Throughout our time working together, they’ve evolved alongside us, making sure we are reaching the audience we need, with the message they need to hear. Whether sharing our story with the widest media audience possible or driving engagement with our membership, the results have always been consistently high quality. The team’s collaboration, flexibility and knowledge of both CIISec and the security profession have been key to building our profile.”
Amanda Finch, CEO at CIISec
Action
When CIISec partnered with Spark back in 2019, Spark brought a deep understanding of the topics that matter most to cyber security professionals, alongside the creative thinking needed to raise CIISec’s profile. A cornerstone of the partnership has been Spark’s evolving storyboarding process, ensuring CIISec’s voice reflects the fast-changing landscape. Initially focused on skills, people and professionalism, the messaging storyboard has expanded to include building career paths, improving diversity in the industry, and addressing the impact of new technologies and threats.
Creative campaigns helped bring these stories to life – Spark worked with CIISec to expose the lack of diversity in cyber security and even explored how some professionals were selling their expertise on the dark web. Alongside this, a steady drumbeat of commentary around education, regulation and emerging risks secured CIISec a regular presence in technology, cyber security and national media.
By 2025, the programme’s focus evolved moving towards a balance between reaching, educating and informing members, to ensure their membership was delivering value. Spark now supports CIISec in producing concise, topical newsletter content that keeps members informed on key developments, such as DORA regulations, post-pandemic challenges and mental health in the profession. These newsletters and blogs also highlight the services available to members, reinforcing the value of CIISec membership.
Impact
Spark’s work with CIISec has helped the organisation find its voice, both in the media and among its members. The results speak for themselves, with more than 250 pieces of coverage across a who’s who of national and trade media, such as BBC News Online, Financial Times, The Times, The Telegraph, and Forbes.
Since refocusing the programme on member content, engagement has continued to grow. Since Spark took on the bulk of newsletter creation, engagement has increased by 20%. On average, newsletter open rates are between 65%-75% of subscribers, well above the industry average. A blog post on 2025’s spate of retail attacks has been the most read to date, viewed by more than 700 members, and monthly CEO Viewpoint pieces regularly receive more than 600 downloads. CIISec has also used Spark-drafted content to increase engagement around key initiatives and events, such as its annual CIISec LIVE conference and Infosecurity Europe. In addition, newsletter blogs have been repurposed for use on social media channels, helping to drive interest amid prospective members.
