[Marketing] Marketing strategy vs website

[Jody Garnett]

Thanks Marc for circling back this marc (we had originally hoped to have a
marketing strategy to help guide the selection process).

I am working on site and will not be able to attend this week's meeting, it
sounds like a great subject and approach. Our previous efforts did not get
anywhere (see the wiki if
<https://wiki.osgeo.org/wiki/Marketing_Communication_Strategy_2008> you
<https://wiki.osgeo.org/wiki/WebCom_OSGeo_Site_Focus#Visitors> dare
<https://wiki.osgeo.org/wiki/Marketing_Targets>).

You are correct to focus, my thinking has moved towards:

1) making sure the website is an outreach tool
2) moving off-topic information to the wiki (mostly this has already
happened).
- This was hard to take as a committee chair, but I understand why.
- This is also hard for supporting activities (service providers and local
chapters) both of which can assist new users
3) really focusing on helping ESRI users migrate to open source
- ESRI has an unusually high market share, helping users of this
proprietary software probably deserves a similar amount of our attention

Do you have examples of specific stakeholders for us to consider?



--
Jody Garnett

On 18 April 2017 at 14:16, Marc Vloemans <marcvloemans1 at gmail.com> wrote:

> Dear all,
>
> Before we get too much lost in details I invite y'all to step back and for
> a minute approach our rebrand project with some distance. We run the risk
> of getting a mediocre one-size-fits-all website. As there is no workable
> version of our strategy, our proposition(s) and USP(s) and message(s)
> regarding a multitude of stakeholders. We now run the risk of missing out
> on potential interest. Something I have dreaded since the whole
> rebrand/website Initiative came our way. And even more, as we have an
> August deadline.
>
> Last week's project hangout/discussion and various comments on the mailing
> list revolved to a large degree around technicalities, missing items and
> relative details.
> Thus avoiding the fact that we - as an organisation still have not made
> real choices regarding our tailoring of our propositions, messages to
> various stakeholders.(Unless we want to be everything to all)
>
> Not to my surprise, I was contacted by GetInteractive with the question to
> help them in getting some answers. What is our 'plan' as input to design
> the brand and site (a wire frame is a design tool that needs input)
>
> I have brushed off the earlier concept strategic marketing plan (see
> Marketing wiki page, tab Discussion). And spend all of today with
> GetInteractive to explain the plan and translate that more in detail for
> our various/different stakeholders. What would these each require and how
> is the site  to accommodate each of them? Is each specific stakeholder
> addressed and can he/she  find the relevant info and help? For each
> stakeholder a 'site visitor journey' is formulated. However, some questions
> still remain. GetInteractive wants to discuss these with us tomorrow in our
> scheduled meet.
>
> (And no, I am intentionally not raising this on the general discuss list.)
>
> Hope you can attend tomorrow's Hangout!
>
> Kind regards,
> Marc Vloemans
>
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