[Marketing] Marketing plan part 2

Jeroen Ticheler Jeroen at Ticheler.net
Wed Oct 31 02:25:37 EDT 2007

Dear Venka,

Yes, good idea to also include web stat analysis when we analyze how  
people use the OSGeo.org web site.

Was any web analysis done so far for the OSGeo site by anyone here  
(or someone happens to know about this here)? That may give Daniele  
(Hi!) a good starting point.

Any other comments on the rest of the proposed plan below?


On Oct 31, 2007, at 4:25 AM, venka.osgeo wrote:

> 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.
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