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This page refers to planning for a past event.
This is an archive of notes on how we put together the Marketing FAD 2010 event, so people can see our original agenda and how we worked the budget and logistics out.



We will be meeting for 4 days. The dates are Saturday, March 13, 2010 - Tuesday, March 16, 2010. Out-of-towners will fly in Friday, March 12.


Best Western Cary Inn And Extended Stay
1722 Walnut Street
Cary, NC 27511

900 Main Campus Drive
Raleigh, NC 27606


  • Map from RDU airport to FAD hotel.
  • Map from FAD hotel to Red Hat.

Conference rooms have been reserved for Monday and Tuesday. On Saturday and Sunday, we'll have plenty of space.

Freenode --> #fedora-fad on freenode.

Fedora Talk Extension 2004

Streaming Audio

Pickup At Airport

who When Picked Up By Outside Baggage Claim Based on Airline
Neville A. Cross Arriving AA 1004 12:40pm Friday 3/12 Ben
Ryan Rix Arriving Southwest 621 10:35pm Friday 3/12 Ben
Robyn Bergeron Arriving Southwest 621 10:35pm Friday 3/12 Ben
Mel Chua Delta 4198 11:48pm Friday 3/12 Ben

Materials / Tools

  • Software! Let's make sure we all have the needed tools installed before we get to Raleigh. If there is anything specific we need for brand book publishing, video / audio / photo editing, please list it here.
    • Someone fluent in Inkscape (Mel Chua is passable, and can serve if needed.) (Ryan Rix is semi-useful as well, and has a tablet for assistance)
    • Perhaps Scribus? (Mel Chua will ask the design list...) (Ryan Rix has some experience with Scribus and a lot more to wing Adobe InDesign knowledge to run with Scribus)
    • Audacity is a good sound-editing program. Now we just need someone who knows how to use it. (Mel Chua has rudimentary Audacity skillz, but also can't hear, so an alternate is greatly desired - I can teach software usage.) (Ryan Rix has used it once or twice) ( Neville has used it once)
    • digikam and gimp for Lightboxing and small manipulations (Ryan Rix is competent)
    • If you plan on attending the late late shows detailed below please install the following before arriving:
# yum groupinstall "Development Tools"
# yum install rpmdevtools fedora-packager
  • Cameras / video equipment
# FAS Name &
Full Name bringing
1 Robyn Bergeron Flip Video, Leica digital cam, Nikon DSLR, I think I have a mini-tripod somewhere...
2 Henrik Heigl Canon DSLR with extra lens...
3 Neville A. Cross Pentax DSLR with extra lens, tripod, microphone
4 Ryan Rix Mostly broken Canon powershot
5 Russell Harrison Canon EOS 300D, Canon SD800 IS, IT 8.7 Color Calibration Targets (Camera and Scanner), PANTONE huey, tripod, and off camera lighting
6 Your name here....


Per, we're in for rain all weekend, clearing up Monday. If we want to do outside activities on any of these days, they will probably be rained out. Dress appropriately, of course. Temperatures are about 70F (~16C) during the sunny days and lows will be in the low 40F (5C), for those night owls. Most of us are coming from cold climates and will be welcoming these conditions, but keep them in mind.

Pre-FAD Actions

  • Robyn to gather information on where we're at with Marketing Plan, make sure everything is appropriately condensed and ready for us to work on (See Day 1, Afternoon, for more info.)
  • Robyn to clean up disaster that is Mkt research page


Day 1 (Saturday, March 13)

Start time is 9:30am.

Strategy and Research. This day's owner is Robyn Bergeron.

  • Pascal Calarco has blocked off most of the day and will participate remotely to the extent he can


  • Introductions, logistics, answering questions, etc. (Max)
  • Make sure everyone understands the schedule for the FAD. (Max)
  • F12 postmortem and discussion and documentation. (Robyn?) (note from Robyn: Let's do this first, so that anything that sticks out in our collective mind as "need to fix" can be addressed in Goals, planning, etc.) - Approximate time, 1-1.5 hrs. Deliverable: Make a F12 Marketing post-mortem wiki page where we can identify what we can do better, and the path for fixing those things. Deliverable: Turn that post-mortem wiki page into a Template for each cycle, schedule and plan a meeting where we actually follow through and look at improving ourselves every cycle.
  • Marketing Goals - Short-term and Long-term + Brainstorming. 1-1.5 hrs. (Robyn?)
    • Let's talk about what we want to accomplish, now and in the future.
    • Go through lists on Marketing_brain_dump and [1]; let's condense these two lists, identify projects and deliverables in order of priority and discuss the resources needed to Get Things Done.
    • Brainstorming / Planning on how to get new marketing contributors.
    • Deliverables: (1) List of Short-term / Long-term Goals, wiki-fied. (2) Fixed List of Brainstorming ideas with resources needed information; this works out great as a place for new contributors to find something to do. (3) Wiki-fied Plan on getting new marketing contributors.
    • I (robyn) realize I just dumped a boatload of stuff to discuss; I think we can probably take the new marketing contributors discussion to lunch, if necessary.


We will go out for lunch at Ole Time Barbeque.


  • Review Fedora's marketing plan. (2 hrs.) (Robyn) This is definitely a WIP / hasn't been updated a lot since the last awesome person who did it (Max rules!) so we should take a look. It has been discussed on the mailing list recently, Robyn will take the action to try and work out where all the information is at prior to the FAD. Deliverable: New and Improved, Updated Marketing Plan!
  • How do we plan for and prioritize the future? (need an owner here... Robyn will volunteer otherwise... we could combine this with Short-/Long-term goals.)
  • Market Research Stuff. (2-2.5 hrs) (Robyn) In the absence of having any market research results - since we don't have infrastructure yet :( - Robyn proposes the following:
    • Based on prior discussions of Fedora short-term / long-term marketing plans - Develop a solid set of general end-user survey research questions. In short, focus on getting answers to things like (a) Demographics (makeup of Fedora users), (b) What are end-users doing with Fedora, (c) Their roles / participation in FP, (d) Get an idea about download / upgrade habits, (e) insert your own thoughts here or we can Discuss them at the FAD.
    • Get a good handle on a path to getting Limesurvey up and running on fp.o; mostly this entails figuring out how to get the stuff packaged. With any luck, we can get some / all of it packaged during post-hockey-game-we-don't-need-no-stinkin'-sleep time aka The Optional Late Late Show.
    • Time allowing, either this day or maybe another evening: Do a demo on how to actually set up a Limesurvey survey. Work on an Limesurvey SOP in tandem.
    • Deliverables: (1) Solid set of research questions for first survey, (2) Itemized / Written-up Path to Getting Limesurvey Up and Packaged + Schedule, (3) (optional) Demo run / SOP on Limesurvey.


We have 12 tickets in Red Hat's private box for the Carolina Hurricanes hockey game against the Phoenix Coyotes. The game starts at 7:00 PM and we will have food at the arena.

Please add your name if you would like to attend:

  1. Max (plus 1)
  2. Mel
  3. David
  4. Ryan
  5. Robyn
  6. Neville
  7. Henrik
  8. Paul
  9. Ben
  10. Russell

The optional 'late late show'

Daylight Savings Time
The clocks are set forward. On March 14 in the USA, we go from 01:59 AM to 03:00 AM.

Since we know that you won't want to sleep during the FAD - rrix and ke4qqq are going to teach "Packaging for and by dummies" Liberal assistance is requested of others in attendance. We'll be going over the really bare basics and focusing on things we believe to be of maximal effect in the short term for marketing - php libraries.

So if you want to learn a bit about packaging show up in the lobby after we are back from dinner and the hockey game - we don't promise you'll learn anything, but you never know.

We hope to do something productive later in the FAD with the knowledge.

late late show will take place after the game.


  • F12 Marketing post-mortem wiki; Post-Mortem Wiki Template.
  • Short-term / Long-term Goals
  • Condensed, Fixed list of Brainstorming Ideas with resources needed identified
  • New Marketing Contributors - Plan on how to get them
  • Review / Revise Fedora Marketing Plan
  • Solid set of research questions for first survey,
  • Itemized / Written-up Path to Getting Limesurvey Up and Packaged + Schedule,
  • (optional) Demo run / SOP on Limesurvey.

Day 2 (Sunday, March 14)

Fedora brand book. This day's owner is Max Spevack, for now.


Start time is 10:00 AM (Marketing team members arriving 9:00-9:30am)

  • Presentation from Red Hat's brand experts about what a brand book is, its purposes, goals, etc.
  • Facilitated discussion to begin taking us through what a Fedora brand book might look like or hope to achieve.
  • If any of this presentation and discussion is streamed, Pascal Calarco can plan to be available to listen and participate in discussion.




Split into groups to work on different tasks that come out of the morning session.

Things to consider:

  • Pascal Calarco is interested in helping out to the extent he can remotely


Group dinner somewhere TBD.

The optional 'late late show'

Part two of the late late show is hopefully putting into practice some of the things learned at the previous night's late late show. We'll specifically be targeting unpackaged/unreviewed Limesurvey dependencies to see if we can get closer to having a decent survey option at some point. Depending on our progress there may be other late late shows to get this (or other marketing objectives) knocked out.


  • A set of official Fedora templates for ODS, ODT, and ???
  • Either clean up wiki pages where such templates are stored and use the new ones, OR have a clear, actionable plan for doing this post-FAD.
  • Roadmap toward a Brand Book v.1.0 (available freely online, CC-BY, in remixable format, of course).

Day 3 (Monday, March 15)

PR. Owner: Henrik Heigl, with remote backup from Sakis Samaras.
Some kind of pre-requirements... presskit definition


New Hire Orientation
Max speaks at NHO from 11:00 - 12:00. Anyone (on-site) who wants to listen in is welcome.

Start time is 9:30am.

9:30 - 11:00

  • Red Hat Summit 2010 & Fedora planning update
    • People needed
    • Swag needed
    • Press collateral needed
  • Social networking
    • List what exists now
    • What else do we need?
    • Who is responsible for each
    • What are we going to do to use them correctly and regularly?


We will probably have something delivered to the office.


  • Presentation from Red Hat's PR people, perhaps repeating some of the earlier Fedora Classroom session.
    • How does Red Hat do PR for its products?
    • What does a comms plan look like?
    • The difficulty of having a consistent message with lots of speakers.
    • How do we do a better job of training spokesmodels?
    • How do we measure the success of PR?
    • What parts of Fedora's PR can be moved out of only the FPL/RH's hands?
  • Brainstorming of ideas, and prioritizing for future actions.
  • Update Fedora press material.
  • Fedora 13 & onward PR plan
    • Develop a concrete communications plan and schedule of press materials for F13 & F14 to address various audiences.
      • Content -- Interviews, podcasts, press releases, magazine articles, online webcasts / interview sessions.
      • Link_tracking - a quick how-to as far as (a) making it happen and (b) how we can track the results to figure out where links are coming from / going to would be awesome and appreciated.)
      • Delivery mechanisms -- Fedora Insight
      • Audiences -- General media, Technical media, engineers, potential end users, contributors
  • Max wants:
    • Everyone here to understand how the PR process works
      • How the FPL works with Red Hat press people
      • How they generate buzz for Red Hat
  • Max and Paul want:
    • A rough draft of the F13 press kit
    • Consensus on how it will be finalized
  • Pascal Calarco has blocked off 1:00-2:00, 2:45-5:00 blocked off and plans to attend remotely
  • Crisis PR - how do we communicate when a disaster happens (if it ever does)?




Day 4 (Tuesday, March 16)

Interviews and filming. This day's owner is Max Spevack.


Start time is 9:30am.

  • Video "production meeting"
  • Messaging is critical. Planning for videos we want to make, and having a general idea of the main points or storyboards for each.

10am is when the Red Hat video team joins us.

  • Introductions from Red Hat's video team.
  • Tips on how to film a good video.
  • Start filming!


We'll probably have something delivered to the office, and we'll be doing filming during lunch.


  • Keep filming until people leave! Cancel the Fedora Marketing meeting to not interrupt flow.
  • Open topic: Capacity building. How can the community make, edit, and publish good videos on its own or in collaboration with the RH video team?


The FAD will be over by this time.


  • Contributor spotlights.
  • Fedora round table discussion.
  • "What is Fedora" video updated.
  • FOSS marketing and Fedora Marketing.
  • Fedora 13 feature discussions and plan for Paul to shoot any remaining footage needed for F13 spotlight videos in Westford.
  • Podcast interview chain started.
    • Basic introduction to Fedora history/precepts
    • Interviews with local contributors

Other topics

This section is a collection of ideas that aren't currently tied to any part of the agenda.


The list below is just the collection of items we will discuss about and does not say anything about the time or order they're discussed about.

  • Add in something about FAS accounts for marketing - what can we do with this (if anything)
  • F12 - what did we do there
  • F13 - how far we are
    • Start of release cycle
    • Alpha
    • Beta
    • GA
    • Start of release cycle
  • upcoming releases
  • measurement
  • build up an press and picture archive
  • everything else

=> goal: have a big picture of a possible marketing plan we could use during Fedora cycles.

Proposed by Neville A. Cross

How to push articles/news? Fedora News Distribution Network

  • How RedHat does this?
  • What we have done?
  • How to translate/localize articles
  • How we can tap into a global network of ambassadors?


  • storytelling
  • what is open source marketing?
  • events we should go to (as Ambassadors as well)?
    • marketing conferences
    • RH Summit (Boston)
  • FI articles brainstorming
    • idea: each article should be tagged with at least one of the four Foundations.
    • Fedora-contributions-to-upstream profile(s)
    • user stories


Maybe there are questions who want to be answered... collect them.

    • RH Marketing:
      • How do you plan new marketing campains?
      • how was the workflow on the campaign on [product xyz]?
      • how works an international campaign? local departments? centralized?


  • how to write press releases (see day 4)
  • overview over PR in Opensource (talk from Henrik Heigl ) - also on day 4.
  • Fedora Handbook - Rahul Sundaram
  • ideas?!
  • trifold brochure
  • Quick RPM howto


We have a $4k budget for this FAD, and it is all spoken for, with most of it spent on airfare and lodging.


Name Coming from Budget needed Flight constraints Status
Mel Chua PIT (coming from another conference) $0 arriving Delta 4198 11:48pm, departing Delta 1591 10:45am Funded via another budget, leaving up here for reference.
Henrik Heigl Germany, Saarbrücken (SCN) $852.34 Arriving US Airways 1917 7:59pm Thursday 3/11, departing US Airways 768 3:45pm Wednesday 3/17. PURCHASED
Robyn Bergeron PHX $285.40 Arriving Southwest 621 10:35pm Friday 3/12, departing Southwest 296 3:05pm Wednesday 3/17 PURCHASED
Ryan Rix PHX $285.40 Arriving Southwest 621 10:35pm Friday 3/12, departing Southwest 296 3:05pm Wednesday 3/17 PURCHASED
Neville A. Cross MIA $199.40 Arriving AA 1004 12:40pm Friday 3/12, departing AA 1541 7:25pm Tuesday 3/16 PURCHASED
Total so far: $1622.54
Your name Your location Approximate cost of plane ticket (overestimate, pls) What's the earliest you can leave and the latest you can return? pending approval


We will be staying at:

Best Western Cary Inn And Extended Stay
1722 Walnut Street
Cary, NC 27511 US

Four nonsmoking double rooms have been booked, see roommate pairings below. The room was booked under the name of the roommate I thought was likely to arrive first.

Do not forget your ear plugs if you have a roommate!
Booked under Roommate Check-in Check-out Nights Cost
Robyn Bergeron Mel Chua 3/12 (Fri) 3/17 (Wed) 5 see below (booked as 2-room block)
Ben Williams Ryan Rix 3/12 (Fri) 3/17 (Wed) 5 $635.16 (booked with Robyn/Mel's room above)
Neville Cross Paul Frields 3/12 (Fri) 3/16 (Tue) 4 $251.74
Henrik Heigl David Nalley 3/11 (Thu) 3/17 (Wed) 6 $383.42
Name Name Date Date Nights Cost
Total so far: 20 $1270.32

Other expenses

Expense Cost Status
SuperShuttle for Henrik from RDU to hotel, as he's coming Thursday night. $18.00 PURCHASED (needed to go with plane, and under budget)
Gas for Paul (driving instead of flying) $50.00 APPROVED
Gas for Ben (driving instead of flying) $50.00 APPROVED
Total so far: $118.00