The Drupal Association is within the next 3 months or so going to hold its first General Assembly, where new board members are voted in, and a budget for the next year is decided. So I'd like to get feedback directly from the community about what you feel are important priorities for the Drupal Association's marketing efforts in 2008, if possible along with approximate costs. This is a wiki page, so go to town.
IMPORTANT NOTE: This is purely a brainstorming activity, and an attempt to get community feedback into the final budget proposal, since I am NOT a market-eer. ;) This proposal will need to be approved by the General Assembly, so there is no guarantee that everything here can be included in the final budget. But by making a strong case, there's a much better chance. :)
Let's try to have this more or less in shape by November 19, 2007 (about two weeks' time).
A Booth, for shipping around to various events (OSCON, LinuxWorld, SXSW, etc.). This could range from a high-end constructible type of deal like these http://www.midlanddisplay.com/products.asp?cat=52 to a couple of banners like our friends the Joomla! folks use.
- Design of banners/booth: From free (if we get resources in the community to do it) to ??? (if we get it professionally designed).
- Cost of booth: $2,000 - $5,000
- Printing of banners/posters: unknown; depends on size, colours
- Ongoing shipping costs: unknown; depends on weight
- Since Drupal is an international product, and we'd likely want representation at numerous events all over the world, it seems like a more light-weight, portable thing is best. My vote would be on producing some nice vinyl banners rather than buying a huge booth kit. - webchick
Misc. Printable Marketing materials
Things like flyers, posters, etc. We could reimburse local groups up to some amount for printing off things at Kinko's or whatever.
- Design of flyers/posters: Free, if done by someone in the community to ??? if we get them professionally designed (greggles says we already have a nice one below).
- Reimbursement of printing costs: $500 - $600 for 500 card stock quality fliers. Figure 10ish events a year that would have these, $5000 - $6000
- Could possibly tie design into contests budget (below) - webchick
- CodePositive already has a great flyer - I saw one at DrupalCon Barcelona flickr snap of it --greggles
Misc. Shippable Marketing materials
This covers things like pins, stickers, and so on. We could ship these out to local Drupal meetups/Drupal Camps on request, as well as have them available at various events, including Drupalcon. :)
- Design of stickers/pins: Free, if done by someone in the community to ??? if we get them professionally designed.
- 10,000 stickers: ??? TODO: check to see where Lullabot stickers were printed from, as they're nice quality
- 10,000 pins: $1,500 from http://oneinchround.com/custom_art_prices.php
- 10,000 Magnets with free artwork: $6,800 from http://www.custombuttonco.com/3-x2-magnet-rectangle-button/
- The thing I'm mostly excited about is Drupal stickers... my laptop is way too boring. ;) - webchick
While some of the event-related t-shirts might make sense to no longer be available, we ought to have a stock of generic t-shirts to pass out at events, so local DUGs could offer them as prizes, etc.
- Design of t-shirts: Free, if done by someone in the community to ??? if we get them professionally designed.
- Printing costs: ??? Would need print-on-demand, probably?
- The other thing we could do with these is sell them in an e-commerce site (see below) for an ongoing revenue stream. -webchick
E-Commerce Site for selling swag
There are lots of times I'd love to get just a plain Druplicon t-shirt as a present for a loved one -- you know, like my Mom or whatever. ;) Or a stack of stickers to brand everything in my apartment -- like my microwave, toaster, and cat.
This is not as easy as it sounds though... while Drupal stores exist with Cafepress and Goodstorm, the international shipping costs are in most cases prohibitive, and we have a very international community. We might need to create our own e-commerce site, which means having someone to develop it, and someone on staff to maintain it. Read a discussion on hosted options.
- Research into various options for e-commerce: Free, if someone volunteers, or we could potentially pay someone to do this.
- Development of e-commerce site: No idea how to budget for this. :(
- Ongoing volunteer to manage store: ???
- Something like this might potentially fall under fundraising budget instead, not sure... - webchick
We could set aside a budget for things like a Theme Development contest, make the best PDF flyer, etc.
- Depends on number and scope of the contests, but maybe up to $10,000? Is that enough?
The Association could start organizing a formal newsletter, including advertising spots for interested companies to help bring in revenue.
- Putting together newsletter: Free, but lots of time involved.
- Soliciting sponsorship: Free, but lots of time involved.
Educational Video Resources
A series of short 5-minute introductory videos to get people up to speed on the capabilities of Drupal. Ideally, they'd be fairly visual, tightly edited, and be able to give people a snap shot of "What is Drupal?" and "How is it being used to support community?" These could double as educational outreach and marketing materials and be posted online and potentially handed out as DVDs. The scope of the content could be expanded depending on the success and the videos and the ultimate target audience.
- Time to develop the script, visuals & pitch content
- $500-$2000 for the video and editing
We could fly high-profile people in the Drupal community (such as Dries) to events to represent Drupal.
- $500 - $2000 per ticket, per event. Say one person x 10 events a year, = $5,000 - $20,000
Please feel free to add your own ideas, make improvements to the existing ones, and fill in some of the costs involved on these things.