RSA Conference 2025 Geo-Fencing & Retargeting Proposal
A targeted B2B device ID strategy to capture and nurture leads from the industry's premier cybersecurity event.
Executive Summary
Objective
Capture RSA attendees via device ID geo-fencing to drive brand engagement.
Audience
~40,000 captured device IDs from cybersecurity decision makers.
Strategy
2-phase program — Event Presence + Post-Event Retargeting.
Budget
~$9,500–$10,000 for comprehensive campaign execution.
Event Overview
RSA Conference Details
  • 50,000 attendees
  • High-value B2B buyers
  • Cybersecurity decision-makers
  • IT leadership professionals
The Opportunity
Geo-fencing captures devices at Moscone Center, hotels, and hotspots. The strategy delivers immediate impressions plus extended nurturing.
This approach reaches prospects during high interest moments.
Targeting Strategy
Target Audience: 50,000 RSA Attendees
Est. Device IDs (80% capture rate)
Capture Period: April 28th - May 2nd
Geo-fence Key Locations
Moscone Center, hotels, official events
Goal: Serve 8x frequency at live event
Refine Audience
Post-event verification and duplicate suppression
Goal May 5 - June 30th
Media Plan & Frequency
During RSA
8x frequency
5-day event
320,000 impressions
Post RSA
18x frequency
4-6 weeks
360,000 impressions
Total Campaign
26x frequency
680,000 impressions
Budget Recommendation
680,000
Total Impressions
Combined during and post-event reach
$14
Estimated CPM
Premium B2B audience targeting
$10,000
Total Media Spend
Includes creative rotation options
Creative Approach
Event Awareness
Initial brand exposure during conference
Value Proposition
Key product benefits and differentiation
Conversion CTA
Whitepaper, demo, or meeting request
Measurement & Reporting
Primary Metrics
  • Impressions delivered
  • Click-through rate
  • Retargeting engagement lift
Reporting Schedule
  • Weekly updates during campaign
  • Detailed post-event analysis
  • Performance optimization recommendations
Advanced Options
  • Device ID matchback
  • CRM integration (optional)
  • Email append services
Timeline & Next Steps
RSA Device Capture
April 28 – May 2, 2025
Post-Event Retargeting
May 5 – June 30, 2025
Reporting & Optimization
Weekly after event launch
Final Campaign Analysis
July 2025
Implementation Checklist
Approve Budget & Creative
Secure final approvals on spending and ad content before deployment.
Configure Geo-Fence Zones
Set precise location parameters for maximum audience capture.
Launch Retargeting Sequences
Deploy phased creative rollout based on audience engagement.
Optimize Based on Performance
Adjust targeting and creative based on initial response data.
Expected ROI
Audience Capture
40,000 high-value cybersecurity prospects
Brand Awareness
26 touchpoints per prospect
Lead Engagement
Estimated 2.5% conversion to website visits
Pipeline Impact
Projected 15% sales opportunity increase