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Marketing, Advertising, and Promotion

At a recent CAS Steering Committee Meeting, the committee agreed that it needs to step up the marketing, advertising, and promotion of CAS (and to encourage the board to make this a priority for all Jasig projects). This page details some of the materials and mediums needed to market the CAS product.

Marketing Strategy

  • Objectives
  • Customer Targets
  • Competitor Targets
  • Core Strategy
  • Implementation: Marketing Mix (Price, Communication & Promotion, Product Policy, Channels of Distribution, Customer Relationship Management)

Core Strategies

  • 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.)

Content

  • 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
  • PDFs

Events

  • Conferences (Jasig, Educause, Internet2, JavaOne, etc.)
  • User Groups

Key Points

  • Be Customer Driven, not Sales, Marketing, or Technology Driven
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