The document outlines Wikimedia Foundation's marketing plan from 2011-2014. It identifies key issues such as lack of focus, awareness, funds, and innovation. The goals are to sustain open-source wiki leadership, grow knowledge and communities, and broaden audience reach. Objectives include increasing actively involved editors, diversity of content, and international donations. The strategies focus on localization, with specific actions targeted at the Spanish-speaking community in Argentina from 2012-2014. These include awareness campaigns, community events, contests, and customized apps to build relationships. Budgets increase each year, from $102k in the first to over $1m in the third, to support the growth vision.

1. Wikimedia Foundation
Marketing Plan 2011-
2014
Team Zodiac

2. Index
 Introduction of Wikimedia
 Challenge
 Strategies
 Marketing Tactics
 Budget
 Q&A

6. One day you wake up,
turn on your laptop
and find out…
there is no Wiki…pedia

8. Wiki site
Wiki site
Wiki site
Redirects
to Wiki site
No
americano
Wiki site
not found
No
americano

11. Issues
 Problems
 Lack of focus.
 Lack of awareness about the impact of
Wikimedia foundation
 Lack of sufficient funds for their growth vision
 Lack of innovation
 Centralized decisions
 Lack of localized content

12. Issues

13. 1- Lack of

14. 2- Lack of Awareness

15. 3- Low Involvement for Content
Creation

16. 4- No Local Content

17. 4- Lack of Sufficient Funds for
Growth

18. 5- Lack of Innovation

19. 6- Centralized Decisions

20. Marketing Goals
 Sustaining leadership of ‘open-source’ wiki for
editing and sharing knowledge.
 More Knowledge
 Grow Collaborative Communities
 Broader Audience Reach
 Elevate the Quality of Content
 Re-brand the Foundation and associate with
contributing professionals & credible sources.
 Grow Scale of Operations and drive more Stable
Funds.

21. Marketing Objectives
 Increase actively involved Wikipedians 2011-
2014 (0.89% to 3%).
 Increasing the diversity of content
 Spanish written content 2011-2014 (10% to 15%)
 Women editors: 3% to 10%
 Increasing the credibility of content
 Attracting 100+ professionals write 5000+ articles
 Increase international donations by 15%.
 20% is derived from Argentina.

22. Strategy-2(Alex)
 Localization and Acquire Spanish-speaking
community, reader, donors

23. Argentina

24. Go to Market
Actions

25. Awareness Year - 2012
Artist
Designs
Donation Press
Campaig Conferen
n ce
Communi
ty Design
Campaig Contest
n
New
look,
App.

26. Mi Cuenta Dona Contáctenos

27. Relationship Development Year
in 2013(Claire)
College and professors Company visit for corporate
visits , donation program,
Open library program Printed Ads, donor e-mailing

28. Localization and Penetration
Year in 2014(Claire)
CSR program,
Wiki-class program

29. Budget
 1st year
 $102,340
 $334,280
• 2nd year
– $651,900
– $324,600
• 3rd year
– $1,385,600
– $332,600

30. Contingency Plan(Alex)