Marketing Communication Strategy 2008 - Revision history

Neteler: /* Information and promotion material */

2011-05-09T08:57:58Z

Information and promotion material

Wiki-Mmontesinos at 07:45, 4 November 2008

2008-11-04T07:45:50Z

Wiki-Mmontesinos: /Sponsorship

2008-10-21T23:17:16Z

/Sponsorship

Wiki-Mmontesinos: /* Cameron: Geospatial Application Users */

2008-10-21T23:08:25Z

Cameron: Geospatial Application Users

Wiki-Mmontesinos: /* Cameron: OSGeo Service Providers / Developers */

2008-10-21T23:03:24Z

Cameron: OSGeo Service Providers / Developers

Wiki-Mmontesinos: /* Cameron: Project community (developers and users) */

2008-10-21T22:59:40Z

Cameron: Project community (developers and users)

Wiki-Mmontesinos: /* Who Solicits Project Sponsors? */

2008-10-21T22:52:32Z

Who Solicits Project Sponsors?

Wiki-Mmontesinos: /* OSGeo community related aims: */ Doubts about conclussions

2008-10-21T22:51:11Z

OSGeo community related aims:: Doubts about conclussions

Wiki-Mmontesinos: /* SWOT analysis */ Miguel's review

2008-10-21T22:43:30Z

SWOT analysis: Miguel's review

Wiki-Mmontesinos: /* Reader Comments */

2008-10-21T22:03:16Z

Reader Comments

← Older revision		Revision as of 08:57, 9 May 2011
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	[[Category: Marketing]]		[[Category: Marketing]]
		+	[[Category:Strategy]]

@@ Line 365: / Line 365: @@
 ==<font color="green">Miguel: Sponsors</font>==
-<font color="red">Miguel: Sponsors (actual and potential) are sustaining OSGeo. A special focus should be made to keep them and get new ones by offering them:
+<font color="green">Miguel: Sponsors (actual and potential) are sustaining OSGeo. A special focus should be made to keep them and get new ones by offering them:
 * A corporate image of supporting OSGeo is a marketing tool for them
 * OSGeo branding usage.

@@ Line 363: / Line 363: @@
 * <font color="green">Be updated of new features, projects, news, public geodata, ...</font>
 * <font color="green">To assure standards compliance</font>
 Already in this first description we have to point out the diversity not only of target communication tools and content, but even of target groups of OSGeo. All of these challenges now have to fit well with the following positioning and messaging discussion.
 = Strategic Communication =

@@ Line 361: / Line 361: @@
 * Finding developers and support are very important.
 </font>
 Already in this first description we have to point out the diversity not only of target communication tools and content, but even of target groups of OSGeo. All of these challenges now have to fit well with the following positioning and messaging discussion.

@@ Line 346: / Line 346: @@
 * Helping customers find OSGeo support companies.
 * Teaming with other Geospatial Open Source providers.
 </font>

@@ Line 334: / Line 334: @@
 * Providing infrastructure services to streamline software development.
 * Providing collaboration opportunities with related projects.
 </font>

@@ Line 318: / Line 318: @@
 <font color="red">Cameron: Following are my suggestions of users and their needs:</font>
 ==<font color="red">Cameron: Project community (developers and users)</font>==
 <font color="red">Cameron: Users and developers are continuously aiming to improve their projects. This includes:

@@ Line 155: / Line 155: @@
 At this point we already can underline that 'quantitative' communication goals will be focussed on Resources, Product, Open Source and Services as well as brand communication. But in this context we have to really underline the importance of the internal communication. The internal communication processes must be defined before the beginning of the external outreach.
@@ Line 212: / Line 213: @@
 |}
 == Qualitative goals and qualitative circle, outlook and first recommendations ==
 As for definition, quantitative aims are normally defined with concrete units and timelines (e.g. to provide resources for projects as infrastructure, funding, legal for minimum 10 projects in 2008). Not defining aims with concrete numbers on one hand gives a bigger sense of 'freedom' in realisation of marketing tools. But the challenge is to strictly and continuously step forward with a communication plan to get the correspondent results. Many marketing and communication tactics are strong due to continuous and regular measurements.

@@ Line 36: / Line 36: @@
 = SWOT analysis =
 The following SWOT analysis shows the strengths, weaknesses of and the opportunities and threats for OSGeo in a graphic overview.
 {| class="prettytable"
@@ Line 41: / Line 44: @@
-* Motivation and enthusiasm of the team and its <s>members</s> community
+* Motivation and enthusiasm of the team and its <s>members</s> community <font color="green">(O)</font>
-* High quality of software
+* High quality of software <font color="green">(OF)</font>
@@ Line 53: / Line 61: @@
-* Limited 'off the shelf product' examples
+* Limited 'off the shelf product' examples <font color="green">(OF)</font>
-* Software often in need of explanation, more documentation
+* Software often in need of explanation, more documentation <font color="green">(F)</font>
-* Comparatively high development costs for clients
+* Comparatively high development costs for clients <font color="green">(F)</font>
-* Dependency on sponsors and volunteers to run organization
+* Dependency on sponsors and volunteers to run organization<font color="green">. High dependency on very few sponsors (O)</font>
-* Internal communication process originally more difficult as in a structured company
+* Internal communication process originally more difficult as in a structured company <font color="green">(O)</font>
-* Possible clients may need to have in-house know-how for further specification of software
+* Possible clients may need to have in-house know-how for further specification of software <font color="green">(F)</font>
-* Lower profit margin
+* Lower profit margin <font color="green">(F)</font>
-* Highly skilled, professional developers in the community often mis-perceived as being novice volunteers
+* Highly skilled, professional developers in the community often mis-perceived as being novice volunteers <font color="green">(OF)</font>
@@ Line 68: / Line 78: @@
-* Popularization of Google Maps has made people more aware of the use of Geospatial Tools
+* Popularization of Google Maps has made people more aware of the use of Geospatial Tools <font color="green">(F)</font>
-* Enormous possibilities for application
+* Enormous possibilities for application <font color="green">(F)</font>
-* Emerging market situation
+* Emerging market situation <font color="green">(OF)</font>
-* Open Source emerges new marketing tactics with low budget
+* Open Source emerges new marketing tactics with low budget <font color="green">(F)</font>
@@ Line 77: / Line 90: @@
-* Internal organisation or communication weaknesses
+* Internal organisation or communication weaknesses <font color="green">(O)</font>
-* External challenges as potential threats to OSGeo, e.g. new competitive software, lack of budget or volunteers
+* External challenges as potential threats to OSGeo, e.g. new competitive software, lack of budget or volunteers <font color="green">(These are important and different threats, I'd split them)</font>
-* High interdependency between software development, volunteers and members
+* <font color="green">New competitive software (OF)</font>
-* High dependency of good marketing and communication tools
+* <font color="green">Lack of budget (O)</font>
@@ Line 96: / Line 115: @@
 As a first consequence of above analysis we would like to highlight that the communication (content) itself as well as the communication flow to internal and external target groups is critical for OSGeo's success. To get a more detailed picture, we therefore have to define the targets and target groups.
 = OSGeo's targets =

@@ Line 21: / Line 21: @@
 * <font color="red">Cameron: [http://cameron.shorter.net Cameron Shorter]. Systems Architect and sometimes Business Development Manager at [http://lisasoft.com LISAsoft] in Australia, hence my bias will be toward the business of Open Source.</font>
-* <font color="green">Miguel Montesinos: my bias will be toward the business of Open Source and OSGeo's market positioning.</font>
+* <font color="green">Miguel: Miguel Montesinos my bias will be toward the business of Open Source and OSGeo's market positioning.</font>
 = A market approach =