Date
Attendees
- Beth Cohen (VZ)
- Bob Monkman (Intel)
- Heather Kirksey (LF)
- Brandon Wick (LF)
- Jill Lovato (LF)
- William Diego Maza (Orange)
- Obaid Qazi (obaid.qazi@atsgen.com) (ATS)
- Bryan Madden (bryan.madden@intel.com) Intel
Goal
Kick off the group and set the course for marketing until the project launch in 2021
Agenda
- Intros
- Timeline
- Naming / Branding Concepts
- Creative Brief
- Logistics
- Actions
Initial Thoughts: OPNFV Mission Statement Recently Updated. Website + Charter. We’re moving in the right direction but the publicly facing statement got bogged down / watered down a bit. We want technical team input but Marketing needs to lead this effort. Need to accurately reflect technical work, and need crisp messaging (business/tech), and action oriented that help us bring resources to the table. Develop a positive reinforcement cycle. Job of marketing: Invoke an emotional response with decision makers. Note: While we will solicit feedback from the technical community for brand attributes and accuracy, it's important to note that this is a marketing-led exercise.
Marketing Timeline
- Week of 9/14: MWG Kickoff: Naming Attributes / Merger Messaging
- Week of 9/14: High level positioning statement for ONES (why/value/Eco Impact)
- Week of 9/21: Naming Options Review
- Week of 9/21: Start Drafting Mission Statement (Charter Version)
- Week of 9/28: Announce Merger at ONES
- 10/1 - 10/18: Brandon Vacation
- Week of 10/5: Finalize Name
- Week of 10/12: Charter Due
- Week of 10/19: Initiate Messaging Matrix Draft
- Week of 10/26: Review Logos/Branding
- Week of 11/02: Finalize Logos/Branding
- Week of 11/02 - 01/08 Build website + Collateral + Comms Plan
- 1/13/21 - Announce new project
Launch Ideas: Website, Collateral, Exec Panel, Developer Stories, etc. Note: We have about 6 months to make an impact (while we are the new shiny object). Keep reminding the industry we are here, work with the community to leverage progress, and Momentum. Also: Evangelism/recruitment effort -- Now is this time to advance the work, contribute. Q: What can folks take internally to business leaders (or participants) to get involved?
Naming / Branding Concepts
No acronyms, nothing "open", no literal descriptions of what we do.
Initial concept ideas: Historical, linguistic, cultural
Ideas: Water Deities (ties in with OPNFV's river releases and color palate, strength), Butterflies (ties into transformation, evolution, early OPNFV keynotes).
Creative Brief
Link: https://docs.google.com/document/d/1oa1hkHeeoV0Gjf5K3Nl0w3XnWl0J-yo6OXTNHxnYOyc/edit
This is the template we will be filling out and submitting to CS.
Logistics
Once past Baraque (collecting community feedback now), MMA group will meld/merge into this group.
Call for attributes to the community due by EOW. Brandon to share Creative Brief/Naming Shortlist with this group by EOW. Send me your ideas.
Group will meet weekly at this same time.
Action Items
- Brandon Wickto set up a Marketing Working Group Wiki
- Brandon Wickto send out call notes to MWG
- Brandon Wickto send out call for attributes to the community lists
- All, send any additional conceptual ideas by EOW
- Brandon Wick to draft up initial creative brief
- Brandon Wick to update Marketing Milestones