Marketing plan

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The Marketing Plan serves as the foundation and guide for all the activities that Marketing does.  Each section of the plan contains high-level objectives.  The per-cycle deliverables and individual projects that the Marketing team executes should be supporting one (or more) sections of the plan.
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==Situational analysis and opportunities==
 +
===Fedora intended user description===
 +
In 2009, the Fedora Board defined four characteristics that describe the [[User_base|minimum level of user]] for whom Fedora designs its default offering:
 +
*Voluntary Linux consumer
 +
*Computer-friendly
 +
*Likely collaborator
 +
*General productivity user
 +
In this description, they also wrote, “We tend to favor consumers who are interested in taking a step toward collaboration.“ In other words, the best users are the next contributors.
 +
===Four Foundations===
 +
Fedora is built on a set values, its [[Foundations|four foundations]]: freedom, friends, features, and first. But how successful have we been at each of those? Fedora as a whole is committed to freedom. FUDCon events in particular have become an excellent venue for promoting the friend value. But when it comes to features and first, we've been sliding.
 +
===User statistics===
 +
When comparing total connections to repositories, the most recent two releases have shown significant declines compared to their predecessors at the same points in their lifecycles:
  
The current marketing plan for the Fedora 13 cycle can be found [[F13_Marketing_plan | here]].
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[[File:Mktggraph1.png]]
  
For more information on how the Marketing Plan has evolved, see the Marketing Plan [[Marketing_plan_background | background.]]
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However, when comparing yum connections week over week in the first six weeks after release, Fedora 17 does appear to be seeing [[Statistics|significant increases over Fedora 16]].
  
{{admon/note|This page is still a work in progress - hopefully to be done before F14 launch.}}
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[[File:Mktggraph2.png]]
  
== Marketing Plan Information ==
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Unfortunately, user tracking is fraught with challenges, which should be recognized given its appeal as a measuring stick for our success. For example, a large university lab with many systems all running Fedora might appear to us as only one. Or someone with a Fedora laptop who connects from more than one network might appear to us as two or more.
  
===This page is a template.===
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==Objectives and action plan==
This page is a template.  It should be copied to a wiki page with the structure of Fx(cycle#)_Marketing_plan at the beginning of each Fedora Cycle. The process described in [[Marketing_life_cycle | the Marketing Life Cycle]] describes how existing deliverables persist in the Marketing Plan (and added to this template), and new ideas / projects should be on-ramped through the individual cycle's Marketing Plan, and possible made permanent to the marketing plan template at the end of the cycle via the [[Marketing_postmortem]] process.
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===User survey===
 +
Fedora has never regularly conducted a basic study of its users. (There have been [[Marketing_research|some attempts at market research.]]) We “survey” our community constantly by casual conversations and assumptions, but the first step in understanding their satisfaction and interests should be an annual State of Fedora study.  
 +
===Brand standards===
 +
The Fedora brand is highly recognizable and one of our most valuable assets, and it should be protected as such. We have solid guidelines for the [[Usage_guidelines|usage of the logo and appropriate colors]], but that's about the end of it for brand standards or guidelines. We need a unified brand standards handbook on the wiki that:
 +
Expands graphically to better describe the Fedora “look.” Worldwide, our design style is scattered, and our materials don't look unified.
 +
Includes writing style guidelines. There's a [[Help:Style_guide|style guide for the wiki]] and [[Docs_Project_Style_Guide|one for the Docs team]], but not a unified style guide that can also be applied for marketing purposes. A shorter version for quick reference would also be helpful. (Why? Try asking three random people whether to capitalize the “p” in Fedora Project.)
  
===Reference Documents===
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==Collateral==
The following documents can help you get acquainted with the marketing plan, and how it works.
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Collateral, the simplest tool in the marketing toolbox—and the most necessary. A [[Marketing_collateral|robust list of common collateral is available]], but many could use updating, and there's more we could be doing. For example:
* [[Marketing_life_cycle | Marketing life cycle]] - describes how permanent deliverables are measured, how new ideas becomes part of the permanent set of marketing deliverables, and how each cycle's postmortem analysis ... something something.
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===Paper collateral===
 
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We should renew the print collateral we have available for handout at conferences and other events. If possible, each piece should also go through Transifex for translation into select languages.
===What are the goals of a marketing plan? ===
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The [[http://fedoraproject.org/w/index.php?title=Design/SXSW_Materials&oldid=258563#Brochures |brochures that address specific needs]] (e.g., graphic designer, photographer, musician) are appealing and effective, but out-of-date and limited to artistic endeavors (they were originally created for SXSW where that was an appropriate choice). This line could be updated and expanded.
** Who is this plan for?
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We need at least one piece that is at an introductory, new-to-Linux level, as we do seem to encounter many such people, even at open source conferences!
*** Members (current and new) of the Fedora Marketing team
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===T-shirts===
*** Members of the Fedora Project who want to understand how the Fedora Marketing team is using resources (people, time...)
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It has become increasingly common to see a t-shirt marking each new release of a distro or other open source project. This could easily become a part of the cycle of Fedora releases and could help the community at large feel more invested in whatever is selected as the new method of naming releases. They also become a badge of honor for those involved over the long-term, i.e., when you can wear your release shirt from several years prior as evidence of the length of your interest and involvement.  
** Who is it addressing?
+
In addition, we should encourage printing shirts in women's cuts as well as the generic “unisex” styles, (which are anything but).
 
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For reference, the Fedora Design Team maintains a page with [[Artwork/T-Shirt|current and past t-shirt designs]].
==== User base of tomorrow ====
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===Laptop show===
This has already been defined. From https://fedoraproject.org/wiki/User_base
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There is an existing [[https://fedoraproject.org/wiki/User:Tatica/Laptop_show|“laptop show”]] intended for anyone who needs something to show on a screen at an event. However, it does not appear to have been updated since 2010. This should be a virtual extension of the event box and updated with each release.
 
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===Success stories===
# Voluntary switcher
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Most companies, including Red Hat, publish some version of “success stories.” Fedora has a list of possible [[User_stories |“user stories,”]] (created in 2009) but most of them have never been written and some are out of date. Ideally these could be written as or in conjunction with getting-started guides so that they serve the dual purpose of displaying success as well as showing the reader how to duplicate said success.
# Computer-friendly
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===Feature interviews===
# Likely collaborator
+
These interviews were once done after each release, but like other past practices noted here, have not been done in some time. Three or four features should be highlighted in interviews on the wiki, which could be republishable in other publications, and two of them should be done with audio, video, or screencasts.
# General productivity user
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==Media outreach==
 
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We should in connection with this plan have a media relations plan for increasing coverage of Fedora in relevant publications. We can help connect Fedora technical gurus with the appropriate publications for creating more in-depth pieces.
== Marketing Plan Template ==
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This media relations plan should begin with updating the [[Category:Press_kitFedora press kit]], which should include:
=== Educate ===
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*A simple backgrounder and facts one-sheet
* Inform the voluntary switchers
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*A consolidated repository for Fedora videos
* Easy to find answers to questions
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*An experts list
* Highlight spins that show unique use cases
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*Press coverage archive
 
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*Media request form
=== Build bridges ===
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See also:  http://fedoraproject.org/wiki/Fedora_press_material
* Support
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* Feedback from users to devs
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* Questions from devs to users (surveys)
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* Build positive dev support/feedback opportunities
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=== Spread the brand ===
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* 4 Foundations are good -- use them!
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* Success stories/examples of each
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* Ambassadors communicate to focused audiences
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** Design schools
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** CS departments
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** Downstream conferences
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* Social networking
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=== Build on-ramps ===
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* [[Fedora-tour]]
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* EasyFix
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* Engineering services queue
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* How to file a bug, check/add to wiki page or other outlets
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Revision as of 14:49, 17 October 2012

Contents

Situational analysis and opportunities

Fedora intended user description

In 2009, the Fedora Board defined four characteristics that describe the minimum level of user for whom Fedora designs its default offering:

  • Voluntary Linux consumer
  • Computer-friendly
  • Likely collaborator
  • General productivity user

In this description, they also wrote, “We tend to favor consumers who are interested in taking a step toward collaboration.“ In other words, the best users are the next contributors.

Four Foundations

Fedora is built on a set values, its four foundations: freedom, friends, features, and first. But how successful have we been at each of those? Fedora as a whole is committed to freedom. FUDCon events in particular have become an excellent venue for promoting the friend value. But when it comes to features and first, we've been sliding.

User statistics

When comparing total connections to repositories, the most recent two releases have shown significant declines compared to their predecessors at the same points in their lifecycles:

Mktggraph1.png

However, when comparing yum connections week over week in the first six weeks after release, Fedora 17 does appear to be seeing significant increases over Fedora 16.

Mktggraph2.png

Unfortunately, user tracking is fraught with challenges, which should be recognized given its appeal as a measuring stick for our success. For example, a large university lab with many systems all running Fedora might appear to us as only one. Or someone with a Fedora laptop who connects from more than one network might appear to us as two or more.

Objectives and action plan

User survey

Fedora has never regularly conducted a basic study of its users. (There have been some attempts at market research.) We “survey” our community constantly by casual conversations and assumptions, but the first step in understanding their satisfaction and interests should be an annual State of Fedora study.

Brand standards

The Fedora brand is highly recognizable and one of our most valuable assets, and it should be protected as such. We have solid guidelines for the usage of the logo and appropriate colors, but that's about the end of it for brand standards or guidelines. We need a unified brand standards handbook on the wiki that: Expands graphically to better describe the Fedora “look.” Worldwide, our design style is scattered, and our materials don't look unified. Includes writing style guidelines. There's a style guide for the wiki and one for the Docs team, but not a unified style guide that can also be applied for marketing purposes. A shorter version for quick reference would also be helpful. (Why? Try asking three random people whether to capitalize the “p” in Fedora Project.)

Collateral

Collateral, the simplest tool in the marketing toolbox—and the most necessary. A robust list of common collateral is available, but many could use updating, and there's more we could be doing. For example:

Paper collateral

We should renew the print collateral we have available for handout at conferences and other events. If possible, each piece should also go through Transifex for translation into select languages. The [|brochures that address specific needs] (e.g., graphic designer, photographer, musician) are appealing and effective, but out-of-date and limited to artistic endeavors (they were originally created for SXSW where that was an appropriate choice). This line could be updated and expanded. We need at least one piece that is at an introductory, new-to-Linux level, as we do seem to encounter many such people, even at open source conferences!

T-shirts

It has become increasingly common to see a t-shirt marking each new release of a distro or other open source project. This could easily become a part of the cycle of Fedora releases and could help the community at large feel more invested in whatever is selected as the new method of naming releases. They also become a badge of honor for those involved over the long-term, i.e., when you can wear your release shirt from several years prior as evidence of the length of your interest and involvement. In addition, we should encourage printing shirts in women's cuts as well as the generic “unisex” styles, (which are anything but). For reference, the Fedora Design Team maintains a page with current and past t-shirt designs.

Laptop show

There is an existing [show”] intended for anyone who needs something to show on a screen at an event. However, it does not appear to have been updated since 2010. This should be a virtual extension of the event box and updated with each release.

Success stories

Most companies, including Red Hat, publish some version of “success stories.” Fedora has a list of possible “user stories,” (created in 2009) but most of them have never been written and some are out of date. Ideally these could be written as or in conjunction with getting-started guides so that they serve the dual purpose of displaying success as well as showing the reader how to duplicate said success.

Feature interviews

These interviews were once done after each release, but like other past practices noted here, have not been done in some time. Three or four features should be highlighted in interviews on the wiki, which could be republishable in other publications, and two of them should be done with audio, video, or screencasts.

Media outreach

We should in connection with this plan have a media relations plan for increasing coverage of Fedora in relevant publications. We can help connect Fedora technical gurus with the appropriate publications for creating more in-depth pieces. This media relations plan should begin with updating the, which should include:

  • A simple backgrounder and facts one-sheet
  • A consolidated repository for Fedora videos
  • An experts list
  • Press coverage archive
  • Media request form

See also: http://fedoraproject.org/wiki/Fedora_press_material