Re: [Marketing] theme for 2.0 promotion
Bernhard Dippold wrote: This can be combined with the NFP orientation, but in my eyes they stay as different goals side by side. It's just a question: - Do we want to find an appropriate slogan for the NFP goal and keep it as positioner for longer than just the 2.0 promotion? - Do we want to combine the goals in one: OOo as high quality Suite especially for NFP organizations? - Or do we follow a two-track policy with the NFP theme only for the OOo2.0 promotion and the professional / quality theme for all the time until the release of OOo3.0? Until we have reached a decision about the goals I'll keep the positioner voting open - you may change your voting if you'll find different priorities during the discussion. Bearing in mind that "not-for-profit" does not mean "unprofessional", I'm not sure that there's a real difference in the message we would send. All "not-for-profit" means is that there's no dispursement of profits to shareholders. Most non-profits (at least, the successful ones) operate as businesses, and have the same needs/requirements as any other business. Think of the better-known non-profits: the Red Cross/Red Crescent, YMCA, Boy Scouts/Girl Scouts, United Way, NAACP, ACLU, and so on. Or, heck, even local churches. (I know something of this, being that my father is a minister and I spent a good deal of my youth doing office work around the church office.*grin*) All of these places have the exact same needs/concerns/reservations/fears when it comes to obtaining software as companies like EDS, McDonalds, and the local mom-and-pop flower shop. They want reliable, feature-rich software that's going to be stable, relatively easy to use, portable, and supported. The only real difference is that the budget factor is far more important to most not-for-profits than it is for your average-sized business. And don't forget: we do still want businesses involved. The trick is to include them without sending the message "this is software really designed for non-profits and not for business." The focus on the NFP sector can be implemented best, I think, by selecting appropriate channels of communication. Targeted mailing would be great, but who has the budget for that? Web banners on sites frequented by NFP staff--places like VolunteerMatch.org, for instance--would be great if they accepted advertising. I'm sure some do, but others definitely do not. The best place, probably, is at local NFP conferences; for instance, Kalamazoo (where I used to live) had a local Volunteer Coordinators Organization that met each month. Most communites have local ministerial alliances where lots of churches from different denominations get together. There are tons of places where NFP managers and directors go to get training and learn from each other. The best approach, I think, would be to get the message out through presentations at these types of organizations. Steven Shelton Twilight Media & Design www.TwilightMD.com www.GLOAMING.us -=-=-=-=-=- I used to have a handle on life, but it broke. -=-=-=-=-=- - To unsubscribe, e-mail: [EMAIL PROTECTED] For additional commands, e-mail: [EMAIL PROTECTED]
Re: [Marketing] theme for 2.0 promotion
Hi Jacqueline, everybody, thank you for leading us in a specific direction for 2.0 promotion. Even if the other target markets are important (and an administration changeover is more attractive to the press than the mostly smaller NFP organizations), I think you mentioned a very important point: This marketing goal can be worked on by all the marketing volunteers, even *all community members* - not only the marketing experts. Everybody knows an NFP organization (if you're not part of one) and can talk to more or less responsible people. Aiding the community members to do so will be a really promising approach for marketing. One point I want to mention is the positioner voting: As the positioner is meant to be the central marketing theme it has to be aligned with the theme we decide upon here. In the moment the voting shows a clear majority for the proposal: "Open. For Business" (25 points), followed with distance by "Free your Files" (17 points) and "Today's Office. Tomorrow's Standard" (proposed to be converted to "Tomorrow's Standard in Today's Office" - 10 points). Of course there have not been a lot of votes my now, so it could change a lot, if there join in some people with different opinions. But by now most of the posters tend to lay special interest on professionalizing the image of OpenOffice.org - as an answer to the FUD campaign against us. This can be combined with the NFP orientation, but in my eyes they stay as different goals side by side. It's just a question: - Do we want to find an appropriate slogan for the NFP goal and keep it as positioner for longer than just the 2.0 promotion? - Do we want to combine the goals in one: OOo as high quality Suite especially for NFP organizations? - Or do we follow a two-track policy with the NFP theme only for the OOo2.0 promotion and the professional / quality theme for all the time until the release of OOo3.0? Until we have reached a decision about the goals I'll keep the positioner voting open - you may change your voting if you'll find different priorities during the discussion. Just a few thoughts... Best regards Bernhard - To unsubscribe, e-mail: [EMAIL PROTECTED] For additional commands, e-mail: [EMAIL PROTECTED]
Re: [Marketing] theme for 2.0 promotion
Hi Jacqueline, I think going after the NFP sector is a great idea!!! I'm for example a member of the local church community and my ballroom dancing club. People who are more interested in "selling high" can even do that, provided that they are members of sailing or golf clubs. ;-) Business school alumni associations are good addresses, too. All the best, Erwin Jacqueline McNally wrote: Hello Our target markets are identified and documented, see: http://ooosmp.homelinux.org/MarketSegmentation/TargetMarkets I feel that we have not yet fully utilised our own networks to successfully market OpenOffice.org. As a guess, I believe that the majority of people volunteering here, do belong to another organisations in a volunteer (or paid) capacity. I would like to suggest that we focus our 2.0 promotion on the non-profit/not-for-profit, NGO, charity and volunteer sector. The reason is that I believe that it is inclusive of all our contributors to this project. The NFP sector allows individuals and consultants to participate in an OpenOffice.org promotion as the NFP sector often involves public and private decision makers and it varies in size from very small to extremely large profit making centres. For example, in Australia there are 700,000 registered incorporated NFP organisations. In New Zealand, there are 50,000. These vary in size from local sport and recreation clubs, to very large charity organisations such as the Cancer Council, Mission Australia and the Salvation Army. And this is only considering the clubs and groups that are incorporated or registered. As a first step, have a think of the people that you meet each day, week and month. Write down their names and the organisation/group that they belong to. Second step is to consider do the groups that I/you interact with use a computer and for what do they use it for? Third step is to see whether they could utilise OpenOffice.org. I use the word "utilise", as OpenOffice.org is both a product and a community. A lot of new members to the Marketing Project have spoken to me about how to start, and slightly fewer have indicated their interest in the NFP sector. So have a go at the above three steps and let us talk about how to focus on the NFP sector in the release of OpenOffice.org 2.0. All the best Jacqueline McNally Lead, OpenOffice.org Marketing Project - To unsubscribe, e-mail: [EMAIL PROTECTED] For additional commands, e-mail: [EMAIL PROTECTED]
