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/InfoSheets
Web Site
AdWords, Keyword Advertisements
Search Engine Optimizations
PDFs
Blogs
Microblogs (i.e. Twitter)
Screencasts
Webinars
Newsletters
eNewsletters
Other Internet marketing strategies (i.e. SEO)

Events

Conferences (Jasig, Educause, Internet2, JavaOne, etc.)
User Groups
Working Groups
Standards Bodies