[Marketing] Marketing plan part 3

[Tyler Mitchell]

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 at 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 at lists.osgeo.org
> http://lists.osgeo.org/mailman/listinfo/marketing
>
> _______________________________________________
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