[Marketing] Marketing plan part 2

[venka.osgeo]

Dear Jeroen and All,

As a primarily online community, OSGeo marketing strategy
should also focus on online marketing. It maybe useful
to try out some Web Analytics to find out
experiences of visitors to the OSGeo web-site and to
consider ways and means of enhancing/improving the
"look and feel" of the OSGeo website and evolve
stratigies of online marketing.

Web Analytics tools could be used to derive meaningful
information my OSGeo web access logs that could help
to gain better insight on what users are looking for
and how we can better cater to their needs.

I have been having some discussions with my master student,
Daniele Menzes about taking up some project on Web Analytics.
Daniele has experience in using related tools (Urchin
which is now a part of Google now 
http://www.google.com/support/urchin45/bin/answer.py?answer=28737)
and also has interest in online marketing stratigies.
We are looking into some open source tools for
Web Analytics.

We need a little more thinking on how to do about with doing
the web analytics for the OSGeo web-site. In the meantime, we
look forward for your suggestions and comments about
carrying out wen analytics and study on online marketing.

Maybe Daniele can join the OSGeo marketing list and give
her inputs too.

Kind regards

Venka

Jeroen Ticheler wrote:
> 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.