...
- The Value Proposition
- Differentiation
- Cost or Price-Based Competitive Advantage
- Quality-Based Differentiation
- Perceived Quality or Brand-Based Differentiation
- Brand Loyalty
- Brand Awareness
- Perceived Quality
- Brand Associations
- Brand Extensions
- Product Positioning
- Attribute-based Methods
- Similarity Judgements
Research
- Conjoint Analysis
- Focus Groups
- Open-ended Interviews
- Depth Interviews
- Surveys
- Trends (Gartner, etc.)
...
- Mission Statement
- Goals
- Strategy
- Features
- Support
- Integration
- Case Studies
- Whitepaper
- Deploying at YOUR Institution
- Logos, Trademarks, Service Marks/Slogans, Taglines
- PR Releases
Medium
- Powerpoint Presentations
- Single/Double Page Printouts
- Web Site
- AdWords, Keyword Advertisements
- Search Engine Optimizations
- PDFsConjoint Analysis
Events
- Conferences (Jasig, Educause, Internet2, JavaOne, etc.)
- User Groups
Key Points
- Be Customer Driven, not Sales, Marketing, or Technology Driven