OpenStack Logo Programs & User Campaign


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These slides are from the OpenStack January marketing meeting, a monthly open meeting for marketers in the OpenStack community. We cover upcoming events and the new OpenStack Update newsletter, and then dive into the various commercial logo programs, wrapping up with a new campaign to promote case studies submitted by OpenStack ecosystem companies.

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OpenStack Logo Programs & User Campaign

  1. 1. OpenStack Marketing Meeting:Logo Programs & User CampaignJanuary 23, 2013Mark CollierCOO, OpenStack Foundation@sparkycollierLauren SellDirector of Marketing, OpenStack Foundation@laurensell
  2. 2. Upcoming Events‣ OpenStack Summit, April 15-18, Portland ‣ Speaking submissions due February 15 – looking for users! ‣ Sponsorships nearly sold out ‣‣ Upcoming Events ‣ Scale11x, February 22-24 ‣ PyCon, March 13-21 ‣ World Hosting Days, March 19-21
  3. 3. OpenStack Update‣ 2013 Upcoming Editions (content deadline) ‣ March 8 (March 1) ‣ April 4: Special Edition - Grizzly Release + Summit Preview (March 29) ‣ May 20 (May 13) ‣ July 22 (July 15) ‣ September 23 (Sept 16) ‣ October Summit Edition TBD date:(TBD) ‣ November 18 (Nov 11)‣
  4. 4. Commercial Logo Programs
  5. 5. Disclaimer This presentation is not a substitute for a detailed review of the full trademark policy and associated license agreements, which you can find with questions
  6. 6. OpenStack Interest is high
  7. 7. OpenStack interest is global
  8. 8. The ecosystem is delivering tons of choices
  9. 9. With so much activity…There is a risk of confusing the marketThe trademark policy is designed to:Help community promote OpenStack, with‣guidelines to police bad actors‣Clearly identify OpenStack products
  10. 10. What is the Primary Logo?‣ Available for community building and non-commercial useWhen can you use primary logo?‣ Organizing a user group meetup‣ Publishing educational content or news articles about OpenStack that does not promote a product, even on a commercial website‣ Presenting your involvement in the community, for example in a slide deck
  11. 11. What about marketing my OpenStack product?‣ We’ve created co-marketing licensing programs to clearly identify your OpenStack products ‣ Specific product logos ‣ Ability to use the OpenStack wordmark in your product name (as outlined in the agreement)
  12. 12. Helpful tipsDo Don’t Swift Nova Quantum• Market OpenStack appropriately on your • Register a new domain or social media handle (e.g. own website and social media accounts twitter) with “openstack” in it• Use the official OpenStack names for the • Use project code names in your product marketing components, such as “OpenStack Object • Buy google keywords Storage” or “OpenStack Networking”• Email with questions • Ask a random stranger• Review • Guess about the policy• Obtain a license for the appropriate • Grab the primary logo off of google commercial use logo & wordmark
  13. 13. Family of logos for product marketing
  14. 14. There are two major categories Incorporates OpenStack Works with OpenStack software Software • Includes/runs OpenStack software (Compute • Compatible tools and/or Object Storage) from the latest two • Services and training versions • Exposes OpenStack API
  15. 15. Examples Incorporates OpenStack Works with OpenStack software Software• Software distribution • Converged appliance • Management tools • Hardware tested with OpenStack • Public cloud (IaaS) • Object Storage • Professional services specific products • Training
  16. 16. Other requirements Incorporates OpenStack Works with OpenStack software Software “nutrition label”• Programs available to Corporate Sponsors and Gold • One year signed or Platinum Members of the Foundation agreement• One year signed agreement • Comply with guidelines• Comply with guidelines for product naming for product naming• Clearly state which components & versions are used
  17. 17. Summary: Commercial Use ProgramsProgram Name OpenStack OpenStack Cloud Powered by Powered by Built for Distribution OpenStack OpenStack OpenStack StorageCategory Software IaaS Cloud Appliances & Object Storage Cloud App/Tool,Examples Distribution based Converged based products Compatible HW, on OpenStack Solutions ServicesLogoWordmark in ACME OpenStack ACME OpenStack ACME Appliance ACME Cloud ACME Softwareproduct name Cloud Powered by powered by for OpenStack(example with OpenStack OpenStack“ACME” as the Storage ACME Hardwarecompany brand) for OpenStackSoftware Include OpenStack Compute & Object Storage software & Include Designed toRequirement expose OpenStack APIs OpenStack interoprate with Object Storage OpenStack (e.g. & expose APIs through APIs)Release From latest 2 From latest 2 releases (rolling)Freshness releases at time of launchBusiness Program available to Foundation sponsors and Gold & Platinum Members Licensing (see, licensing agreement required agreement
  18. 18. How do I participate in the co-marketingprograms?1. Select appropriate program for your product2. Determine if membership/sponsorship required to participate in the program ( Provide information about your product and sign license agreement with the Foundation ( Incorporate commercial logo and wordmark in your product marketing according to guidelines5. Coordinate with Foundation staff for marketing/PR to amplify your product launch
  19. 19. User Stories Campaign:Participate in the Pilot Program!
  20. 20. Goals‣ Identify and showcase a diverse set of OpenStack case studies‣ Counter the perception that OpenStack is only for tech companies and test/dev‣ Promote ecosystem companies whose customers are successfully deploying OpenStack
  21. 21. Pilot Program User Criteria‣ Enterprise Private Cloud‣ Ideally Billion+ Revenue‣ Falls outside the tech industry‣ Name brand / recognizable = big plus‣ Using OpenStack for production workloads‣ Willing to promote publicly ‣ Speak about it, write up a case study, etc
  22. 22. Tell us about your customer‣ Business Drivers ‣ Reasons for choosing OpenStack ‣ Use case/applications running on OpenStack ‣ Results/metrics to date‣ Technical Details ‣ Size of cloud ‣ OpenStack version and components used (Compute, Object Storage, etc) ‣ Hypervisors, integrations with legacy systems, etc. ‣ Overview of products/Services used from ecosystem
  23. 23. User Campaign Details Help drafting a case study Paid and earned social campaigns to drive traffic to case study Featured user story across all OpenStack channels for at least a month  Newsletter  Website homepage/banner  Social media (Facebook/LinkedIn/Twitter) Webinar featuring the user as well as your company representative Media coverage, press and analyst opportunities Optional creative components such as  Video interview  Twitter chat or blog Q&A  Infographic  Links and mentions back your company & offerings Potential speaking opportunities at the OpenStack Summit Qualify for best case study award to be presented at the April & October Summits
  24. 24. Thank You
  25. 25. Support the Foundation as a Member or Sponsor Platinum Member Gold Member Corporate Sponsor Startup SponsorBoard Rep Appoint a Board Elect representatives for No* No* Member Gold class to BoardPress release announcing you ✔ ✔joinedInclusion on signage at industry ✔ ✔eventsRecognition on Featured Placement Featured Placement ✔ ✔Badge for your site Platinum Badge Gold Badge Sponsor Badge Sponsor BadgeOpportunity to be included in ✔ ✔ ✔ ✔NewsletterAccess to restricted use OpenStack ✔ ✔ ✔ ✔logo within guidelinesAnnual Fee $500k + 2 FTE $50K-$200k (0.025% of $25k $10k company revenue) *Individuals from any company can run & vote for Individual Member Board Seats