[Marketing] Marketing plan part 3

[Jeroen_Ticheler1]

Dear all,
Sorry for not being very active on this, including following the marketing irc meetings (or even reading them at this point...) But since I'll meet Birgit in the coming days in Valencia during the gvSIG workshop, I would like to know if anyone has strong opinions about proceeding with this? I'll happily share the financial details of the proposal with those interested, but won't put them in the public mailing list. The only thing I can say is that we will have budget remaining to also do printing of materials etc... from the marketing budget.
Ciao,
Jeroen

FW:
Dear all,
I would like to take up the discussion again on the marketing strategy. I have received a positive response and a proposal from Birgit and Ines.
The following is the proposed plan. I removed the money part for now, that should be communicated privately I think.
Looking forward to your responses. Maybe we should put the core part of the proposal below on a wiki page so we can edit it?
Ciao,
Jeroen

29.10.2007
Dear Jeroen:

please find enclosed the quotation for OSGeo communication as discussed in Roma in October 2007.

I have evaluated all available information in detail and proposed the necessary measures in the attached quote. Of course, regarding the “look and feel” there is still room for improvements to get a more attractive visual appearance which reflects better the living community, professionalism and business orientation.

Apart from the design, I strongly recommend to set up a communication concept which gives guidelines for the successful address of target audiences. (Not too much theory but clear analysis, definitions, conclusions and useful recommendations.)

The communication concept contains the following:

- Analysis (current situation -SWOT, trends, target audiences and their needs and expectations)
- Positioning for a clear profile: Benefit argumentation – in general and for different target audiences (for users, business, partners, sponsors!) Message, Claim(s)
- Goals in terms of quality (i. e. Image) and quantity (more users, i.e. 5 more sponsors in 12 months…)
- Recommended communication mix (apart from the basis paperwork- is a flyer or white paper extra for sponsors helpful? How much PR in which media, which themes – user oriented, business /sponsor oriented…”direct marketing” to win more sponsors - if necessary, if yes, which kind of?)

This concept will answer very clear to questions like: What are the needs of our target audiences? How to address them? Do we need different benefit argumentation, if yes, what should be communicated and to whom? What should be the message? What communication mix should be used (PR, Direct Marketing, Paperwork: flyers, white papers….) in which time frame should the goals be reached? (12 months?)

On basis of this concept a communication plan can be developed easily: Collateral measures (PR) for events and workshops, special campaigns to win new sponsors etc., incl. budget planning and schedules.

The overall aim of this is to make OSGeo to a real “brand” where all the target audiences understand immediately what it stands for.

To create this strategy is a lot of work and usually it costs at least 3 times more than the price I have offered because of your tight marketing budget. But I think this is very important to do to get a correct basis for a continuous, stringent and sustainable communication which can be used as a background for all content in website, flyers etc.. A lot of information is already there but it should be gathered together in a framework and to be reviewed for being able to draw conclusions and to get the thread through.

Please think about this option, of course, this is up to you and a question of the budget as well.

Thank you again for your interest in our services. We’d appreciate much to work with you and your colleagues on a successful OSGeo communication!

I’m looking forward to hearing from you.

Best regards

Birgit

QUOTATION OSGeo Communication

1. Design Concept on basis of existing logo xx EUR

2. Communication Concept xx EUR
(short version, ca. 14 pages, includes conclusions and recommendations)

3. Brochure “OSGeo” xx EUR
           2 sheets / 4 pages (DIN A 4, Format 21 x 29,7 cm)
          Concept, Design/Layout

4. Website Design
Basisdesign for main page xx EUR
Basisdesign for underpage xx EUR
           (both pages ready to use as a master for OSGeo web-programmer)

            optional:
           complete web site design incl. text on request
           programming ready

5. OSGeo Journal
      Design Cover xx EUR
      Inside Template xx EUR

      Set up of whole Journal (Layout) xx EUR per page

6. Project Management xx EUR _______________________________________________
Marketing mailing list
Marketing@lists.osgeo.org
http://lists.osgeo.org/mailman/listinfo/marketing

[Tyler_Mitchell1]

I'm still very interested in seeing this move forward. I will review
the offline budget you sent me and give more feedback. I also
recommend reading this online book:

http://safari.oreilly.com/0321348109
"
THE BRAND GAP is the first book to present a unified theory of brand.
Whereas most books on branding are weighted toward either a strategic
or creative approach, this book shows how both ways of thinking can
unite to produce a "charismatic brand"—a brand that customers feel is
essential to their lives. In an entertaining two-hour read you'll
learn:
"
I just discovered it and so far it seems applicable to us. Select
"start reading online" in top right.

Tyler

On 11/13/07, Jeroen Ticheler <Jeroen@ticheler.net> wrote:

Dear all,
Sorry for not being very active on this, including following the
marketing irc meetings (or even reading them at this point...) But
since I'll meet Birgit in the coming days in Valencia during the
gvSIG workshop, I would like to know if anyone has strong opinions
about proceeding with this? I'll happily share the financial details
of the proposal with those interested, but won't put them in the
public mailing list. The only thing I can say is that we will have
budget remaining to also do printing of materials etc... from the
marketing budget.
Ciao,
Jeroen

FW:
Dear all,
I would like to take up the discussion again on the marketing
strategy. I have received a positive response and a proposal from
Birgit and Ines.
The following is the proposed plan. I removed the money part for now,
that should be communicated privately I think.
Looking forward to your responses. Maybe we should put the core part
of the proposal below on a wiki page so we can edit it?
Ciao,
Jeroen

29.10.2007
Dear Jeroen:

please find enclosed the quotation for OSGeo communication as
discussed in Roma in October 2007.

I have evaluated all available information in detail and proposed the
necessary measures in the attached quote. Of course, regarding the
"look and feel" there is still room for improvements to get a more
attractive visual appearance which reflects better the living
community, professionalism and business orientation.

Apart from the design, I strongly recommend to set up a communication
concept which gives guidelines for the successful address of target
audiences. (Not too much theory but clear analysis, definitions,
conclusions and useful recommendations.)

The communication concept contains the following:

- Analysis (current situation -SWOT, trends, target audiences
and their needs and expectations)
- Positioning for a clear profile: Benefit argumentation – in
general and for different target audiences (for users, business,
partners, sponsors!) Message, Claim(s)
- Goals in terms of quality (i. e. Image) and quantity (more
users, i.e. 5 more sponsors in 12 months…)
- Recommended communication mix (apart from the basis
paperwork- is a flyer or white paper extra for sponsors helpful? How
much PR in which media, which themes – user oriented, business /
sponsor oriented…"direct marketing" to win more sponsors - if
necessary, if yes, which kind of?)

This concept will answer very clear to questions like: What are the
needs of our target audiences? How to address them? Do we need
different benefit argumentation, if yes, what should be communicated
and to whom? What should be the message? What communication mix
should be used (PR, Direct Marketing, Paperwork: flyers, white
papers….) in which time frame should the goals be reached? (12 months?)

On basis of this concept a communication plan can be developed
easily: Collateral measures (PR) for events and workshops, special
campaigns to win new sponsors etc., incl. budget planning and schedules.

The overall aim of this is to make OSGeo to a real "brand" where all
the target audiences understand immediately what it stands for.

To create this strategy is a lot of work and usually it costs at
least 3 times more than the price I have offered because of your
tight marketing budget. But I think this is very important to do to
get a correct basis for a continuous, stringent and sustainable
communication which can be used as a background for all content in
website, flyers etc.. A lot of information is already there but it
should be gathered together in a framework and to be reviewed for
being able to draw conclusions and to get the thread through.

Please think about this option, of course, this is up to you and a
question of the budget as well.

Thank you again for your interest in our services. We'd appreciate
much to work with you and your colleagues on a successful OSGeo
communication!

I'm looking forward to hearing from you.

Best regards

Birgit

QUOTATION OSGeo Communication

1. Design Concept on basis of existing logo
xx EUR

2. Communication
Concept
xx EUR
(short version, ca. 14 pages, includes conclusions and recommendations)

3. Brochure
"OSGeo"
xx EUR
           2 sheets / 4 pages (DIN A 4, Format 21 x 29,7 cm)
          Concept, Design/Layout

4. Website Design
Basisdesign for main page
xx EUR
Basisdesign for underpage
xx EUR
           (both pages ready to use as a master for OSGeo web-
programmer)

            optional:
           complete web site design incl.
text on request
           programming ready

5. OSGeo Journal
      Design Cover xx EUR
      Inside Template xx EUR

      Set up of whole Journal
(Layout) xx EUR per page

6. Project
Management
   xx EUR _______________________________________________
Marketing mailing list
Marketing@lists.osgeo.org
http://lists.osgeo.org/mailman/listinfo/marketing

_______________________________________________
Marketing mailing list
Marketing@lists.osgeo.org
http://lists.osgeo.org/mailman/listinfo/marketing

[Jo_Walsh]

dear all,

On Tue, Nov 13, 2007 at 12:44:19AM +0100, Jeroen Ticheler wrote:

since I'll meet Birgit in the coming days in Valencia during the
gvSIG workshop, I would like to know if anyone has strong opinions

Jeroen introduced me to Birgit briefly during the gvSIG session, and
she made a lot of sense to me. Background in serious commercial GIS
marketing, did the "suite" of look-and-feel-and-concept designs for
GeoNetwork that reminded me of what Paul was calling for, and showing
off the results of for FOSS4G, back in Victoria.

I especially liked how i handed Birgit an OSGeo business card, and
after a minute she started deconstructing the logo design, placement,
and presentation of the business card. The fact they're a German
*and* American outfit rang positive bells, too.

It's be nice to get a detailed outline of exactly what they would
provide (liveCD/DVD UI? t-shirt and other portables concepts? etc) as
well as the stuff that seems obvious (web, logo+styling, cards, etc)

jo
--

[Jeroen_Ticheler1]

Thanks Jo,
I hope we can get a vote going on this so we could proceed if others are positive to. Should I put forward a motion for this to proceed? Birgit indicated that it would be good for them to start this year since they have more work upcoming next year and that she wanted to be sure they could give the project the attention it deserved.
Looking forward to feedback. Cheers,
Jeroen

On Nov 17, 2007, at 8:38 PM, Jo Walsh wrote:

dear all,

On Tue, Nov 13, 2007 at 12:44:19AM +0100, Jeroen Ticheler wrote:

since I'll meet Birgit in the coming days in Valencia during the
gvSIG workshop, I would like to know if anyone has strong opinions

Jeroen introduced me to Birgit briefly during the gvSIG session, and
she made a lot of sense to me. Background in serious commercial GIS
marketing, did the "suite" of look-and-feel-and-concept designs for
GeoNetwork that reminded me of what Paul was calling for, and showing
off the results of for FOSS4G, back in Victoria.

I especially liked how i handed Birgit an OSGeo business card, and
after a minute she started deconstructing the logo design, placement,
and presentation of the business card. The fact they're a German
*and* American outfit rang positive bells, too.

It's be nice to get a detailed outline of exactly what they would
provide (liveCD/DVD UI? t-shirt and other portables concepts? etc) as
well as the stuff that seems obvious (web, logo+styling, cards, etc)

jo
--
_______________________________________________
Marketing mailing list
Marketing@lists.osgeo.org
http://lists.osgeo.org/mailman/listinfo/marketing

[Venka]

Dear All,

We also had a discussion about OSGeo online marketing
when Tyler, Markus and Lorenzo were in Osaka City
University for the OSGeo Japan Chapter event
(http://wiki.osgeo.org/index.php/Osaka_2007)

My student, Daniele, made presentation on web analytics
and online marketing strategies. I will ask her to post
on this list so that others could give some inputs too.

Kind regards

Venka

P.S. Daniele, please follow-up on this. You can post
your presentation on the OSGeo wiki page at
http://wiki.osgeo.org/index.php/Osaka_2007 or post
it on this mailing list.

Jo Walsh wrote:

dear all,

On Tue, Nov 13, 2007 at 12:44:19AM +0100, Jeroen Ticheler wrote:

since I'll meet Birgit in the coming days in Valencia during the gvSIG workshop, I would like to know if anyone has strong opinions

Jeroen introduced me to Birgit briefly during the gvSIG session, and
she made a lot of sense to me. Background in serious commercial GIS
marketing, did the "suite" of look-and-feel-and-concept designs for
GeoNetwork that reminded me of what Paul was calling for, and showing
off the results of for FOSS4G, back in Victoria.

I especially liked how i handed Birgit an OSGeo business card, and
after a minute she started deconstructing the logo design, placement,
and presentation of the business card. The fact they're a German *and* American outfit rang positive bells, too.

It's be nice to get a detailed outline of exactly what they would
provide (liveCD/DVD UI? t-shirt and other portables concepts? etc) as
well as the stuff that seems obvious (web, logo+styling, cards, etc)

jo
--
_______________________________________________
Marketing mailing list
Marketing@lists.osgeo.org
http://lists.osgeo.org/mailman/listinfo/marketing

[Daniele2]

Dear all,

As Professor Venkatesh said in the last message, during the meeting held in Osaka we had an interesting talk about online marketing.

In that opportunity, we discussed issues such as Search Engine Marketing, Usability and Community approaches. We also talked about making the website more navigable through tests made possible by the web site’s log data.

The internet is becomming the main tool to promote organizations, find users and create retention (making a user stay longer on the website and use it’s service on a regular basis) on any place in the world. Internet marketing is a meens in which to to find new users and contributers in a structured and mensurable way. Different from other kinds of marketing such as print. This kind of promotion allows the marketer to accuratelly measure marketing initiatives through logs generated by a website’s activity. Through this form of promotion, it is possible to:

• Improuve a website’s usability

• Track where the main activities are being placed

• Measure conversions

• Track improuvements made by marketing initiatives

For these resons, I think it is interesting to start a discussion about what can be done in terms of online marketing.

I have included the talk’s slides on the wiki @,

http://wiki.osgeo.org/index.php/Osaka_2007#Online_Marketing

Kind regards,

Daniele.

venka.osgeo wrote:

[Tyler_Mitchell1]

Maybe you can propose a max budget (USD$) to be spent on this and then make a motion to continue?

Arnulf - have any particular ways you want it handled?

Tyler

On 17-Nov-07, at 3:17 PM, Jeroen Ticheler wrote:

Thanks Jo,
I hope we can get a vote going on this so we could proceed if others are positive to. Should I put forward a motion for this to proceed? Birgit indicated that it would be good for them to start this year since they have more work upcoming next year and that she wanted to be sure they could give the project the attention it deserved.
Looking forward to feedback. Cheers,
Jeroen

[Michael_P_Gerlek1]

I'm sorry I haven't been to any of the ex-VisCom mtgs lately, nor was I
around for the Victoria discussions, but I'll just offer two points, in
case no one else has already, based on my previous VisCom experience:

First, we are looking to spend a sizable chunk of the Foundation's
(limited) money on this; what are the opportunity costs, and will we
have enough money to do follow-on activities afterwards? I'm concerned
that if we spend this money up front, we may not have sufficient funds
to later attend shows and what-not.

Second, or more fundamentally, is this really a worthwhile expense? My
view on OSGeo marketing has evolved a lot over the past two years, and
I'm more generally of the opinion that monies should be spent on things
of direct value to the members. That is, keeping our infrastructure up,
getting better one-click installs, giving money to projects with
worthwhile efforts that need additional funding, etc. More succinctly,
what is it that the Marketing team is now intending to "market" to the
world, with exactly what expected results, and how important is that
activity?

Sorry to rain on anyone's parade, and if this has already been discussed
I'll shut up and go away, but I fear this group may be repeating what I
now view as some of the mistakes I made when I was trying to direct
VisCom. I think OSGeo is now sufficiently well-known, at least for the
moment, that getting our name "out there" isn't as important as it was
~12 months ago.

-mpg

-----Original Message-----
From: marketing-bounces@lists.osgeo.org
[mailto:marketing-bounces@lists.osgeo.org] On Behalf Of Tyler
Mitchell (OSGeo)
Sent: Sunday, November 18, 2007 10:48 PM
To: marketing@lists.osgeo.org
Subject: Re: [Marketing] Marketing plan part 3

Maybe you can propose a max budget (USD$) to be spent on this and
then make a motion to continue?

Arnulf - have any particular ways you want it handled?

Tyler

On 17-Nov-07, at 3:17 PM, Jeroen Ticheler wrote:

> Thanks Jo,
> I hope we can get a vote going on this so we could proceed if
> others are positive to. Should I put forward a motion for this to
> proceed? Birgit indicated that it would be good for them to start
> this year since they have more work upcoming next year and
that she
> wanted to be sure they could give the project the attention it
> deserved.
> Looking forward to feedback. Cheers,
> Jeroen
_______________________________________________
Marketing mailing list
Marketing@lists.osgeo.org
http://lists.osgeo.org/mailman/listinfo/marketing

[Dave_McIlhagga]

One quick thought -- certainly the merits of spending the $$$ allocated to marketing in one area or another are important to discuss and I'll leave that one to the committee to decide what makes sense.

Re. some of the other items however:

1. Money has been budgeted to keep the infrastructure up, so this should not be an issue.

2. Re. funding technical efforts - I think this is generally where we see most success from volunteer work. If a set of volunteers see a specific need for money to help "get over the hump" in special cases - perhaps it's worth looking at. But apart from that, I'm not sure it's the best thing for the foundation to be meddling with. Contracting, determining who to contract with, etc. etc.. may end up costing more than the 5-10k that would be spent in these areas. Technical work in particular doesn't just have to be built -- it has to be sustained. If funding is required to build it ... I really have to question whether the ability for it be sustained in the long run truly exists.

Personally -- I think putting a solid professional face on the organization always adds credibility and gives potential adopters of these technologies the confidence that this is for real and not a "risk" to be associated with.

Dave

On 19-Nov-07, at 11:53 AM, Michael P. Gerlek wrote:

I'm sorry I haven't been to any of the ex-VisCom mtgs lately, nor was I
around for the Victoria discussions, but I'll just offer two points, in
case no one else has already, based on my previous VisCom experience:

First, we are looking to spend a sizable chunk of the Foundation's
(limited) money on this; what are the opportunity costs, and will we
have enough money to do follow-on activities afterwards? I'm concerned
that if we spend this money up front, we may not have sufficient funds
to later attend shows and what-not.

Second, or more fundamentally, is this really a worthwhile expense? My
view on OSGeo marketing has evolved a lot over the past two years, and
I'm more generally of the opinion that monies should be spent on things
of direct value to the members. That is, keeping our infrastructure up,
getting better one-click installs, giving money to projects with
worthwhile efforts that need additional funding, etc. More succinctly,
what is it that the Marketing team is now intending to "market" to the
world, with exactly what expected results, and how important is that
activity?

Sorry to rain on anyone's parade, and if this has already been discussed
I'll shut up and go away, but I fear this group may be repeating what I
now view as some of the mistakes I made when I was trying to direct
VisCom. I think OSGeo is now sufficiently well-known, at least for the
moment, that getting our name "out there" isn't as important as it was
~12 months ago.

-mpg

-----Original Message-----
From: marketing-bounces@lists.osgeo.org
[mailto:marketing-bounces@lists.osgeo.org] On Behalf Of Tyler
Mitchell (OSGeo)
Sent: Sunday, November 18, 2007 10:48 PM
To: marketing@lists.osgeo.org
Subject: Re: [Marketing] Marketing plan part 3

Maybe you can propose a max budget (USD$) to be spent on this and
then make a motion to continue?

Arnulf - have any particular ways you want it handled?

Tyler

On 17-Nov-07, at 3:17 PM, Jeroen Ticheler wrote:

Thanks Jo,
I hope we can get a vote going on this so we could proceed if
others are positive to. Should I put forward a motion for this to
proceed? Birgit indicated that it would be good for them to start
this year since they have more work upcoming next year and

that she

wanted to be sure they could give the project the attention it
deserved.
Looking forward to feedback. Cheers,
Jeroen

_______________________________________________
Marketing mailing list
Marketing@lists.osgeo.org
http://lists.osgeo.org/mailman/listinfo/marketing

_______________________________________________
Marketing mailing list
Marketing@lists.osgeo.org
http://lists.osgeo.org/mailman/listinfo/marketing

[Frank_Warmerdam]

Michael P. Gerlek wrote:

I'm sorry I haven't been to any of the ex-VisCom mtgs lately, nor was I
around for the Victoria discussions, but I'll just offer two points, in
case no one else has already, based on my previous VisCom experience:

First, we are looking to spend a sizable chunk of the Foundation's
(limited) money on this; what are the opportunity costs, and will we
have enough money to do follow-on activities afterwards? I'm concerned
that if we spend this money up front, we may not have sufficient funds
to later attend shows and what-not.

Second, or more fundamentally, is this really a worthwhile expense? My
view on OSGeo marketing has evolved a lot over the past two years, and
I'm more generally of the opinion that monies should be spent on things
of direct value to the members. That is, keeping our infrastructure up,
getting better one-click installs, giving money to projects with
worthwhile efforts that need additional funding, etc. More succinctly,
what is it that the Marketing team is now intending to "market" to the
world, with exactly what expected results, and how important is that
activity?

Folks,

The Marketing Committee has (or will so have) a reasonably concrete
budget for marketing efforts, and I don't think this committee needs to
worry about infrastructure, and project development, installers, etc.

My only concern is that marketing expenditures should connect up to
our objectives. Snazzy and professional materials that aren't connected
to meaningful content will ultimately be a failure.

So, for instance, producing quality brochure/handouts we can provide
at conferences that clearly and professionally explain each of the
projects would (in my opinion) be a good expenditure. But if we put
lots of effort into stylish/professional looks, but fail to follow
through with meaningful content then ... not so useful.

I don't begrudge the money that was spent a year or two ago on logos,
and related materials, but ultimately it wasn't that directly connected
to goals, and I wouldn't want that to be our pattern.

PS. This is strictly outsider thoughts from someone not knowledgable
about marketing, so don't take me too seriously. I also haven't been
following the details of proposed work closely so this isn't an analysis
of planned work.

PPS. I love the GeoNetwork materials but they *aren't* the sort of things
folks could print locally on their color printer to hand out at a show. They
need to be professionally manufactured and presumably are non-trivially
expensive "per run". I would hate to design materials that end up being
difficult/expensive to get into peoples hands.

PPPS. Does anyone know why I really really want to spell marketing as
"marketting"?

Best regards,
--
---------------------------------------+--------------------------------------
I set the clouds in motion - turn up | Frank Warmerdam, warmerdam@pobox.com
light and sound - activate the windows | http://pobox.com/~warmerdam
and watch the world go round - Rush | President OSGeo, http://osgeo.org

[Michael_P_Gerlek1]

As usual, Frank puts this more clearly than I did... Let me boil down
my thoughts to this one question: is there a clear statement of
objectives for this marketing effort, such that we can measure ourselves
against?

-mpg

-----Original Message-----
From: marketing-bounces@lists.osgeo.org
[mailto:marketing-bounces@lists.osgeo.org] On Behalf Of Frank
Warmerdam
Sent: Monday, November 19, 2007 9:32 AM
To: marketing@lists.osgeo.org
Subject: Re: [Marketing] Marketing plan part 3

Michael P. Gerlek wrote:
> I'm sorry I haven't been to any of the ex-VisCom mtgs
lately, nor was I
> around for the Victoria discussions, but I'll just offer
two points, in
> case no one else has already, based on my previous VisCom
experience:
>
> First, we are looking to spend a sizable chunk of the Foundation's
> (limited) money on this; what are the opportunity costs, and will we
> have enough money to do follow-on activities afterwards?
I'm concerned
> that if we spend this money up front, we may not have
sufficient funds
> to later attend shows and what-not.
>
> Second, or more fundamentally, is this really a worthwhile
expense? My
> view on OSGeo marketing has evolved a lot over the past two
years, and
> I'm more generally of the opinion that monies should be
spent on things
> of direct value to the members. That is, keeping our
infrastructure up,
> getting better one-click installs, giving money to projects with
> worthwhile efforts that need additional funding, etc. More
succinctly,
> what is it that the Marketing team is now intending to
"market" to the
> world, with exactly what expected results, and how important is that
> activity?

Folks,

The Marketing Committee has (or will so have) a reasonably concrete
budget for marketing efforts, and I don't think this
committee needs to
worry about infrastructure, and project development, installers, etc.

My only concern is that marketing expenditures should connect up to
our objectives. Snazzy and professional materials that
aren't connected
to meaningful content will ultimately be a failure.

So, for instance, producing quality brochure/handouts we can provide
at conferences that clearly and professionally explain each of the
projects would (in my opinion) be a good expenditure. But if we put
lots of effort into stylish/professional looks, but fail to follow
through with meaningful content then ... not so useful.

I don't begrudge the money that was spent a year or two ago on logos,
and related materials, but ultimately it wasn't that directly
connected
to goals, and I wouldn't want that to be our pattern.

PS. This is strictly outsider thoughts from someone not knowledgable
about marketing, so don't take me too seriously. I also haven't been
following the details of proposed work closely so this isn't
an analysis
of planned work.

PPS. I love the GeoNetwork materials but they *aren't* the
sort of things
folks could print locally on their color printer to hand out
at a show. They
need to be professionally manufactured and presumably are
non-trivially
expensive "per run". I would hate to design materials that
end up being
difficult/expensive to get into peoples hands.

PPPS. Does anyone know why I really really want to spell marketing as
"marketting"?

Best regards,
--
---------------------------------------+----------------------
----------------
I set the clouds in motion - turn up | Frank Warmerdam,
warmerdam@pobox.com
light and sound - activate the windows | http://pobox.com/~warmerdam
and watch the world go round - Rush | President OSGeo,
http://osgeo.org

_______________________________________________
Marketing mailing list
Marketing@lists.osgeo.org
http://lists.osgeo.org/mailman/listinfo/marketing

[Tyler_Mitchell1]

Daniele gave us a good presentation in Osaka, highlighting various online marketing questions and ideas. We had a great discussion and it was a good reminder of the many things we can do.

Just to clarify, the marketing proposal that Jeroen talks about is geared toward a bit of the broader picture - having material available, aligning branding across web site, brochures, etc. as well as discussing some of the key branding decisions we have to make. Daniele's topic is more technical - how to improve search engine rankings, usability of sites - all web-focused. I prefer to see our next generation of marketing as two phases (which could happen simultaneously):
- Phase 0 (current): preparation of basic logos, first gen of website, some basic design concepts
- Phase 1: communication and design concepts, primary material developed (brochure templates and web site), and more
- Phase 2: web marketing focus, increasing search rankings, improving keywords, monitoring activity, and more.

Does that make sense to others?

Tyler

On 18-Nov-07, at 6:36 PM, Daniele wrote:

Dear all,

As Professor Venkatesh said in the last message, during the meeting held in Osaka we had an interesting talk about online marketing.

In that opportunity, we discussed issues such as Search Engine Marketing, Usability and Community approaches. We also talked about making the website more navigable through tests made possible by the web site's log data.

The internet is becomming the main tool to promote organizations, find users and create retention (making a user stay longer on the website and use it's service on a regular basis) on any place in the world. Internet marketing is a meens in which to to find new users and contributers in a structured and mensurable way. Different from other kinds of marketing such as print. This kind of promotion allows the marketer to accuratelly measure marketing initiatives through logs generated by a website's activity. Through this form of promotion, it is possible to:

Improuve a website's usability

Track where the main activities are being placed

Measure conversions

Track improuvements made by marketing initiatives

For these resons, I think it is interesting to start a discussion about what can be done in terms of online marketing.

I have included the talk's slides on the wiki @,

http://wiki.osgeo.org/index.php/Osaka_2007#Online_Marketing

Kind regards,

Daniele.

venka.osgeo wrote:

Dear All,

We also had a discussion about OSGeo online marketing
when Tyler, Markus and Lorenzo were in Osaka City
University for the OSGeo Japan Chapter event
(http://wiki.osgeo.org/index.php/Osaka_2007)

My student, Daniele, made presentation on web analytics
and online marketing strategies. I will ask her to post
on this list so that others could give some inputs too.

Kind regards

Venka

P.S. Daniele, please follow-up on this. You can post
your presentation on the OSGeo wiki page at
http://wiki.osgeo.org/index.php/Osaka_2007 or post
it on this mailing list.

Jo Walsh wrote:

dear all,

On Tue, Nov 13, 2007 at 12:44:19AM +0100, Jeroen Ticheler wrote:

since I'll meet Birgit in the coming days in Valencia during the gvSIG workshop, I would like to know if anyone has strong opinions

Jeroen introduced me to Birgit briefly during the gvSIG session, and
she made a lot of sense to me. Background in serious commercial GIS
marketing, did the "suite" of look-and-feel-and-concept designs for
GeoNetwork that reminded me of what Paul was calling for, and showing
off the results of for FOSS4G, back in Victoria.

I especially liked how i handed Birgit an OSGeo business card, and
after a minute she started deconstructing the logo design, placement,
and presentation of the business card. The fact they're a German *and* American outfit rang positive bells, too.

It's be nice to get a detailed outline of exactly what they would
provide (liveCD/DVD UI? t-shirt and other portables concepts? etc) as
well as the stuff that seems obvious (web, logo+styling, cards, etc)

jo
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Tyler Mitchell
Executive Director
Open Source Geospatial Foundation
tmitchell@osgeo.org
P: +1-250-277-1621
M: +1-250-303-1831

[Tyler_Mitchell1]

I agree with Frank's response. One clarification:

PPS. I love the GeoNetwork materials but they *aren't* the sort of things
folks could print locally on their color printer to hand out at a show. They
need to be professionally manufactured and presumably are non-trivially
expensive "per run". I would hate to design materials that end up being
difficult/expensive to get into peoples hands.

There isn't anything inherently prohibitive with printing the 4-sided brochures onto single pages if you happen to have extra inkjet cartridges kicking around We should also be able to provide a PDF that "local" print shops can print/copy on demand. At least that's what I'm hoping for....

I actually think we'll find that the larger print run options actually end up being more affordable than, say, taking to the local retail/print shop for colour copies. At least after doing the brochure copies for OSGeo's booth at FOSS4G I was left dreaming of a better solution (better than $0.40 per page at a self-serve colour copier for 2 hours ).

Tyler

[Frank_Warmerdam]

Tyler Mitchell (OSGeo) wrote:

I agree with Frank's response. One clarification:

PPS. I love the GeoNetwork materials but they *aren't* the sort of things
folks could print locally on their color printer to hand out at a show. They
need to be professionally manufactured and presumably are non-trivially
expensive "per run". I would hate to design materials that end up being
difficult/expensive to get into peoples hands.

There isn't anything inherently prohibitive with printing the 4-sided brochures onto single pages if you happen to have extra inkjet cartridges kicking around We should also be able to provide a PDF that "local" print shops can print/copy on demand. At least that's what I'm hoping for....

I actually think we'll find that the larger print run options actually end up being more affordable than, say, taking to the local retail/print shop for colour copies. At least after doing the brochure copies for OSGeo's booth at FOSS4G I was left dreaming of a better solution (better than $0.40 per page at a self-serve colour copier for 2 hours ).

Tyler,

I was referring to the nice folded cardboard sleeve that the GeoNetwork
material comes in, with particular cuts/shaping. Perhaps I'm a bit
confused ... that isn't uncommon!

Best regards,
--
---------------------------------------+--------------------------------------
I set the clouds in motion - turn up | Frank Warmerdam, warmerdam@pobox.com
light and sound - activate the windows | http://pobox.com/~warmerdam
and watch the world go round - Rush | President OSGeo, http://osgeo.org

[Michael_P_Gerlek1]

Just to clarify, the marketing proposal that Jeroen talks about is
geared toward a bit of the broader picture - having material
available, aligning branding across web site, brochures, etc.
as well
as discussing some of the key branding decisions we have to make.

Again, I have to ask who are we marketing to? Examples might include
developers, potential commercial sponsors, the non-geo OS community,
media outlets, ..?

- Phase 0 (current): preparation of basic logos, first gen of
website, some basic design concepts
- Phase 1: communication and design concepts, primary material
developed (brochure templates and web site), and more

I'm okay with these two (subject to our understanding of the above
question).

- Phase 2: web marketing focus, increasing search rankings,
improving
keywords, monitoring activity, and more.

I can understand making sure our website is navigable, but I'm not sure
I'd pay money for it. Seems like we could watch our webstats
ourselves and do that.

I don't think that increasing our search ranking or our web presence
would be useful -- but, again, I'm not sure what audience we are trying
to reach.

-mpg

[Venka]

Michael P. Gerlek wrote:
....

I can understand making sure our website is navigable, but I'm not sure
I'd pay money for it. Seems like we could watch our webstats
ourselves and do that.

The discussion in Osaka was not about paying money for making
website navigable but to encourage some voluntary effort to
help make more sense of our webstats.

Regards

Venka

[Michael_P_Gerlek1]

Oh, I did not understand that -- I apologize.

-mpg

-----Original Message-----
From: venka.osgeo [mailto:venka.osgeo@gmail.com]
Sent: Monday, November 19, 2007 5:00 PM
To: Michael P. Gerlek
Cc: Tyler Mitchell (OSGeo); Daniele; marketing@lists.osgeo.org
Subject: Re: [Marketing] Online Marketing...

Michael P. Gerlek wrote:
....
>
> I can understand making sure our website is navigable, but
I'm not sure
> I'd pay money for it. Seems like we could watch our webstats
> ourselves and do that.

The discussion in Osaka was not about paying money for making
website navigable but to encourage some voluntary effort to
help make more sense of our webstats.

Regards

Venka

[Tyler_Mitchell1]

On 19-Nov-07, at 12:23 PM, Michael P. Gerlek wrote:

- Phase 2: web marketing focus, increasing search rankings,
improving
keywords, monitoring activity, and more.

I can understand making sure our website is navigable, but I'm not sure
I'd pay money for it. Seems like we could watch our webstats
ourselves and do that.

I don't think that increasing our search ranking or our web presence
would be useful -- but, again, I'm not sure what audience we are trying
to reach.

Please note that this thing I call Phase 2 is not even really a proposal at this point and may, largely, be something volunteers can do. I just note it to show the logical progression of marketing concepts that people have been talking about. Phase 1 is the only money hitter up to bat at this point.

[Jeroen_Ticheler1]

Hi Frank,

On Nov 19, 2007, at 8:16 PM, Frank Warmerdam wrote:

I was referring to the nice folded cardboard sleeve that the GeoNetwork

material comes in, with particular cuts/shaping. Perhaps I’m a bit

confused … that isn’t uncommon!

I don’t think this has ever come to any of our minds We’ve been discussing about a good flyer to replace (and update) the current B/W one produced way back when.

Ciao,
Jeroen

[Jeroen_Ticheler1]

Hi Michael,
I appreciate your input in this, and from the intensity of the discussions, I see more people do.

On Nov 19, 2007, at 9:23 PM, Michael P. Gerlek wrote:

Just to clarify, the marketing proposal that Jeroen talks about is
geared toward a bit of the broader picture - having material
available, aligning branding across web site, brochures, etc.
as well
as discussing some of the key branding decisions we have to make.

Again, I have to ask who are we marketing to? Examples might include
developers, potential commercial sponsors, the non-geo OS community,
media outlets, ..?

Yes, this is exactly what needs to be defined to avoid us making something that is OK for all, but not VERY good for the target audience(s) that we actually care about.

Some ideas here:

During meetings in Victoria I think we had common agreement that developers would not be the prime target since they will probably be met through the web and email communications as well as the annual conference and local events.

Potential sponsors is a target audience, although my feeling would be that they need to be convinced by seeing that OSGeo actually bring value to them by reaching out to new potential users that now are not reached (business, government).

- Phase 0 (current): preparation of basic logos, first gen of
website, some basic design concepts
- Phase 1: communication and design concepts, primary material
developed (brochure templates and web site), and more

I'm okay with these two (subject to our understanding of the above
question).

Beyond the phase 2 below, I also feel that the actual technical implementation of the final designs for the web and journal is best done by ourselves. We have so many highly skilled techies that it wouldn't make much sense asking others to do that work at a fee.

Ciao,
Jeroen

- Phase 2: web marketing focus, increasing search rankings,
improving
keywords, monitoring activity, and more.

I can understand making sure our website is navigable, but I'm not sure
I'd pay money for it. Seems like we could watch our webstats
ourselves and do that.

I don't think that increasing our search ranking or our web presence
would be useful -- but, again, I'm not sure what audience we are trying
to reach.

-mpg
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