2019Q4 Marketing
Goals
- Develop a member onboard email curriculum that educates and encourages engagement
- Clean up and modernize our member renewal curriculum
- Develop content for first four months of new website launch
- Create supplemental social media content to support website content above
- Develop 2020 Messaging Plan and Calendar
Projects
- Member On/Offboarding email curriculum refresh
- New Corporate Member Press Release Template
- Corporate Member Press Release Backlog
- End of Year Giving Campaign
- Spotlight content for first three months of new Website (Chapter & Project)
- Social media content to support Spotlight stories (10 posts per spotlight)
- 2020 Messaging Framework and Calendar
Leaders
Milestones
- 2019-12-13, Spotlight Content Complete and Ready for launch [Lisa]
- 2020-01-14, Retire SalesForce member notification system [Harold]
Email Curriculum for onboarding and offboarding (Goals #1 & #2)
As part of the new webite and membership database launch, all reminder emails for membership will be sent from Mailchimp instead of SalesForce effective 2019-12-13. A series on ongoing campaigns will be developed in Mailchimp that will use member join and expiration dates fields for control. When members elect to renew, they will fall out of the reminder campaign until their membership again comes up for renewal.
Generally the emails will be no more than two paragraphs with prominent links back to the website to either learn more, in the case of new members, or to the memembership renewal page for expiring members.
Contact info is https://owasporg.atlassian.net/servicedesk/customer/portal/7/group/18/create/72
New Members or Renewals
- Day 0 – Welcome, Thanks for joining, link to the website
- Day 3 – Chapter meetings; join a local chapter, there are 267 local chapters
- Day 7 – All you can do as a member, i.e. conference and trainings, local meetings – call to action
- Day 14 - Become a donor
Memberships Expiring cadence and messaging
- 60 days in advance of expiration – Highlight the benefits of membership, discounts on conference prices, able to utilize OWASP email address, member can be a project chapter leader, important mission of OWASP, if you’ve downloaded our work consider rejoining
- 30 days in advance of expiration
- 14 days in advance of expiration
- 3 days in advance of membership expiration
- 0 membership has expired – supporting open source security, stress the importance, non-profit, membership is important
- -3 days after membership has expired – sorry decided not to rejoin, make a small donation
- -60 Day after expiration - “we miss you”
Blogs/Spotlights for publishing on the OWASP web (Goal #3)
The OWASP website has two prominent content items on the landing page for spotlights on a Project and a Chapter. As part of our launch, the marketing team will develop/write the first four months of content for the site. There are strict character count limits (425 to 445) that must be followed for Spotlight content. Blog content must have a summary of no more than 500 characters. We will also need a suitable landscape aspect ration for each post.
Chapter Spotlight - Rebecca
- December - Los Angeles
- January - London
- February - San Francisco
- March - [Germany]
Project Spotlight - Susan
- December - ZAP
- January - OWASP Top 10 - Update
- February - Mobile Security Test Project
- March - JuiceShop
Blogs – can be up to 500 characters for the summary, body copy is unlimited, title is 60 characters or less Action: Mike will let us know who to reach out to begin working on the content for the Blogs.
Spotlights – 425 to 445 characters, short concise on projects and chapters. Action: Mike will let us know names of subject matter experts to reach out to for background information to build the short story.
End of Year Campaign
Series of four emails with stories about the people involved and why the Foundation work is important. Chapter Leader, Project Leader, Old timer, new member.
Press Releases
In development
- 43 messages
- Template for future