Difference between revisions of "Marketing Targets"

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I offer the following two lists for your consideration: a "WHO" list, showing who are the types of people we want to outreach to, and a "HOW" list, showing the various approaches we can use to do the outreaching.  I'm just brainstorming here, and I have a developer-centric bias -- feel free to add/edit/amend.
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#REDIRECT [[Archived]]
  
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If you recall back to your Marketing 101 class, you'll see where I'd like to go with this: once we get these fleshed out, we can then build a simpe table showing the intersection of the two lists, and use that to assign our limited resources for best advantage.
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A simple intersection of the following two lists will show the targets that OSGeo's limited resources shold be directed at for best advantage.
  
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Note the WebCom is also assembling a list with more detailed character assasinations - please check that the needs of The WHO are covered here:
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The more detailed needs of the individuals who are covered here can be found at the [[WebCom OSGeo Site Focus]] page.
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[[http://wiki.osgeo.org/index.php/WebCom_OSGeo_Site_Focus#Target|Site Focus - Target]]
 
  
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==The WHO==
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== Who are we addressing? ==
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The following list shows who Marketing should address. They should be prioritized...
  
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* media
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=== Users ===
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** magazine journalists
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* GIS professionals
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** bloggers
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* Web developer
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* Site maintainer (they often need vendor independent consultation for strategic questions)
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* ISP (they are multipliers, ISP with a standard LAPP+OSGeo Stack would be golden delicious)
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* [http://www.blinkenlights.com/classiccmp/gateswhine.html Hobbyists]
  
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* for-profit corporate types ''(can break down into "big companies (e.g. Autodesk)", "little companies (e.g. LizardTech)", and "independents & friendlies (e.g. Refractions))''
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=== Media ===
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** VP-level
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* Magazine journalists
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** project leads, product managers, senior engineers / architects
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* Bloggers
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** engineers
 
  
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=== For-profit corporate types ===
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* The really big companies need not be addressed by marketing, they should be contacted and addressed directly. Whenever they stumble across OSGeo in the web they should recognize the Foundation and value what is being done here.
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* Spatially aware companies
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* Spatially ignorant companies
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* Single contractors
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* VP-level
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* Project leads, product managers, senior engineers / architects
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* Engineers
 +
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=== Non-profit  ===
 
* other well-known OS names
 
* other well-known OS names
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* other OS foundations
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* well-known GIS/geo types, e.g. key-noter types
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* independent consultant types
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* non governmental organizations (NGO's)
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* non-profit types
  
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* other OS foundations
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=== Academia ===
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* Professors
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* Students
  
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* well-known GIS/geo types, e.g. key-noter types
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=== Government ===
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* Small communities
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* Counties
 +
* States
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* Ministries
 +
* Regional, commercial organizations
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* Space agencies
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* International bodies (UN)
  
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* independent consultant types
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== What is OSGeo's message? ==
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# You can use OSGeo software to get useful work done.
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# You can build your software/service on top of OSGeo software.
 +
# You can sponsor OSGeo and get benefits.
 +
# You can contribute time and effort to OSGeo to improve the organization and software.
 +
# You can find businesses that can customize, extent and deploy OSGeo software for you.
 +
# You can find businesses that can train your staff and provide support on OSGeo software. (Could be merged with above. Not sure if business is the best wording either)
  
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* non-profit types
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At the executive left we might be trying to get messages 2 and 3 across.  To average folks we might be promoting messages 1.  To existing users we might be promoting message 4.
  
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* academia
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== How to get the message across? ==
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** professors
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Media and transport vehicles to spread the OSGeo Meme.
  
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* government
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=== OSGeo Newsletter ===
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** ?
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In progress
  
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* user groups
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=== Tradeshows Conferences ===
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See also [http://wiki.osgeo.org/index.php/Category:Events Category:Events], [http://wiki.osgeo.org/index.php/Category:Past_Events Past Events], [http://wiki.osgeo.org/index.php/Category:Proposed_Events Proposed Events].
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* technical
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* FOSS focussed (fx [[FOSS4G]], [[OSCon]])
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* industry/general (fx [[Intergeo]], [[GeoTec2008]])
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* government focussed ?
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* academic ?
  
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; Appearances in order of required effort
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# Booth
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# Workshops
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# Talks
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# BOFs
  
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==The HOW==
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=== Magazine Articles ===
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See also [[GeoConnexion Column]] column.
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* Technical articles
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* Educational articles
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* Interviews with well-known OSGeo names
  
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* monthly(?) newsletter from Foundation
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=== Direct Contact ===
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* Contact key influencers, many names/addresses already known by OSGeo members
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* Invite-only forum at shows?  (e.g. host small dinner or luncheon)???
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* Press releases
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* OSGeo Blogs (Drupal offers this but except for Tyler we are not using this media yet)
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* Case studies and white papers
  
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* tradeshows/conferences/etc ''(different types: technical or OS focussed, industry/general, academic)
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=== E-marketing ===
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** booth
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* Networks & Social Media
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** talks
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* Blogs
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** workshops
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* RSS Feeds
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** BOFs
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* SEO
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* see [[Press Release Process]] (contacts list)
  
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* magazine articles
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------
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** technical articles
 
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** educational articles
 
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** interviews with well-known OSGeo names
 
  
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* direct contact
 
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** contact key influencers, many names/addresses already known by OSGeo members
 
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** invite-only forum at shows?  (e.g. host small dinner or luncheon)
 
  
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* press releases
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[[Image:Marketing_and_webcom_targets.png|thumb]]
  
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* blogs
 
  
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* case studies and white papers
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[[Category: Marketing]]

Latest revision as of 22:03, 6 May 2018

Redirect to:

A simple intersection of the following two lists will show the targets that OSGeo's limited resources shold be directed at for best advantage.

The more detailed needs of the individuals who are covered here can be found at the WebCom OSGeo Site Focus page.

Who are we addressing?

The following list shows who Marketing should address. They should be prioritized...

Users

  • GIS professionals
  • Web developer
  • Site maintainer (they often need vendor independent consultation for strategic questions)
  • ISP (they are multipliers, ISP with a standard LAPP+OSGeo Stack would be golden delicious)
  • Hobbyists

Media

  • Magazine journalists
  • Bloggers

For-profit corporate types

  • The really big companies need not be addressed by marketing, they should be contacted and addressed directly. Whenever they stumble across OSGeo in the web they should recognize the Foundation and value what is being done here.
  • Spatially aware companies
  • Spatially ignorant companies
  • Single contractors
  • VP-level
  • Project leads, product managers, senior engineers / architects
  • Engineers

Non-profit

  • other well-known OS names
  • other OS foundations
  • well-known GIS/geo types, e.g. key-noter types
  • independent consultant types
  • non governmental organizations (NGO's)
  • non-profit types

Academia

  • Professors
  • Students

Government

  • Small communities
  • Counties
  • States
  • Ministries
  • Regional, commercial organizations
  • Space agencies
  • International bodies (UN)

What is OSGeo's message?

  1. You can use OSGeo software to get useful work done.
  2. You can build your software/service on top of OSGeo software.
  3. You can sponsor OSGeo and get benefits.
  4. You can contribute time and effort to OSGeo to improve the organization and software.
  5. You can find businesses that can customize, extent and deploy OSGeo software for you.
  6. You can find businesses that can train your staff and provide support on OSGeo software. (Could be merged with above. Not sure if business is the best wording either)

At the executive left we might be trying to get messages 2 and 3 across. To average folks we might be promoting messages 1. To existing users we might be promoting message 4.

How to get the message across?

Media and transport vehicles to spread the OSGeo Meme.

OSGeo Newsletter

In progress

Tradeshows Conferences

See also Category:Events, Past Events, Proposed Events.

Appearances in order of required effort
  1. Booth
  2. Workshops
  3. Talks
  4. BOFs

Magazine Articles

See also GeoConnexion Column column.

  • Technical articles
  • Educational articles
  • Interviews with well-known OSGeo names

Direct Contact

  • Contact key influencers, many names/addresses already known by OSGeo members
  • Invite-only forum at shows? (e.g. host small dinner or luncheon)???
  • Press releases
  • OSGeo Blogs (Drupal offers this but except for Tyler we are not using this media yet)
  • Case studies and white papers

E-marketing


Marketing and webcom targets.png
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