[Marketing] Marketing plan part 2

[Tyler Mitchell]

Yes, I've passed on all the stats that we currently collect (that I
know of), using the log analyser package "awstats".  It would be great
if we could find a good expert in further customising this tool, as it
gives us 75% of what we want but could give us more, I think.

On 10/30/07, Jeroen Ticheler <Jeroen at ticheler.net> wrote:
> 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?
>
> Ciao,
> Jeroen
>
> 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.
> > _______________________________________________
> > Marketing mailing list
> > Marketing at lists.osgeo.org
> > http://lists.osgeo.org/mailman/listinfo/marketing
> >
>
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