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
- Product Positioning
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
Medium
- Powerpoint Presentations
- Single/Double Page Printouts
- Web Site
- AdWords, Keyword Advertisements
- Search Engine Optimizations
- PDFs
- Conjoint Analysis
Key Points
- Be Customer Driven, not Sales, Marketing, or Technology Driven