Hallo zusammen,
ich leite euch folgende Mail von den internationalen Listen im
Originalwortlaut weiter, da ich auch die inhaltliche Diskussion gerne
auf den internationalen Listen führen möchte, damit es zu keiner
Zersplitterung kommt. Wer des Englischen nicht mächtig genug ist, um auf
den Listen zu schreiben, der findet natürlich auch hier Gehör. :-)
Ich kann mir vorstellen, dass diese kurzfristige Entscheidung, eine so
beträchtliche Summe in Werbung statt in "fassbare" Dinge zu investieren,
sicher nicht jedermanns Sache ist. Ich bitte euch aber von großen
Glaubenskriegen abzusehen, das führt zu nichts. Wir sollten uns darauf
konzentrieren, die Projekte umzusetzen. Ich hoffe, künftig früher von
solchen Vorhaben zu erfahren - für dieses Quartal sind die Dinge leider
schon stark fixiert.
Trotzdem würde ich mich freuen, wenn sich möglichst viele von euch
beteiligen würden. Ach ja - vermutlich bekommen wir auch eine größere
Anzahl von USB-Sticks mit der deutschsprachigen Version von OOoPortable.
D.h. ihr könnt schonmal ein Release planen. ;-)
Viele Grüße und danke an alle, die sich beteiligen,
Flo
-------- Original-Nachricht --------
Betreff: [Marketing] Upcoming marketing campaign: Targets and design
Datum: Tue, 28 Aug 2007 00:15:32 +0200
Von: Florian Effenberger <[EMAIL PROTECTED]>
Antwort an: [EMAIL PROTECTED]
Organisation: OpenOffice.org
An: [EMAIL PROTECTED], [EMAIL PROTECTED],
[EMAIL PROTECTED]
(Sending this mail out to some lists in order to reach more people.
Please stick discussion to [EMAIL PROTECTED] in order to keep things
together. Thank you!)
Hello all,
although it is holiday time, there is work to do. :-)
OpenOffice.org 2.3 is on the way, the Conference is in just a few weeks,
in most countries, there is back to school season, and the world
struggles with MS OOXML standardization or non-standardization -
OpenOffice.org is more important than ever. Coincidentally, Sun has open
funds for the OpenOffice.org marketing project for this quarter. This is
a perfect match, and we definitely should take our chance to make
something out of it! The deal is that Sun supports our marketing efforts
with 55.000 $, if we can make up something in this quarter. And, I'm
quite sure, we can, with the help of you all.
Our goal should be to strengthen awareness of the brand OpenOffice.org
to a broad audience, resulting in higher market share and - countable -
more downloads. We now have the unique chance of attracting attention of
a lot of people, and we should do it.
One important element of creating awareness is by ads, in online or
offline media. We should do international ads in English language, so
they are not limited to one country, and we should decide which audience
to target. Remember, 2.3 is on the way, an important release for nearly
any audience, so we can choose who to target the ads at. We have about
40.000 $ for publishing the ads, which is quite much to work with.
Possible audiences are:
- business users (especially SMB and SOHO)
- or educational users
- or end-users
We should focus on Windows users, as these are the primary user base at
the moment. Linux users usually use OpenOffice.org, and for Mac
marketing, we should wait until the Aqua native version is ready.
As a bonus, using the rest of the funds (about 15.000 $), we will also
be able to produce marketing materials, and I think that two elements
make sense: T-shirts and USB drives preloaded with OpenOffice.org
Portable. T-shirts that look pretty cool are worn outside, thus raising
awareness of the brand. Giving away USB drives with OpenOffice.org in a
no-need-to-install version that just can be run from the drive is
definitely a cool idea as well.
We don't have much time. As a rough timeline, things should be set by
September 4th, so we can move things onwards as soon as possible. Best
would be to have things ready by September 14th, before we all fly to
Barcelona.
What do we need to do?
- Defining our target audience.
- Finding key messages to communicate and deliver.
- Creating and designing the ads.
- Finding online and/or offline media to publish the ads to, then
buying ad space there.
- Finally, we need to design the T-shirts and the USB drives and buy
them.
So, who's in?
Thanks to all contributors in advance!
Florian
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