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opensourcepledge / osspledge.com

We all depend on Open Source. Pay your share through Open Source Pledge.
https://osspledge.com/
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Run promotional campaign #11

Open chadwhitacre opened 2 months ago

chadwhitacre commented 2 months ago

We are launching a major promotional campaign for the Pledge on October 8.

Components

  1. SF OOH (out-of-home, i.e., billboards) campaign
    • We're live in SF from October 7 through Nov 3 (for billboards, bus sides and shelters are likely to linger for much longer).
    • Art is due September 16.
  2. NYC Nasdaq jumbotron
    • art is due Oct 1 (logos on #5 due Sept 24)
  3. digital
chadwhitacre commented 1 month ago

Fwiw we're planning to use the osspledge.com URL on the billboards since it's shorter, it currently redirects to opensourcepledge.com.

vladh commented 1 month ago

Some companies are going to pledge way more than others. This is especially true because we have some members who only have one developer. Do we want the logos of companies that pledge way more to be way bigger on the billboards?

chadwhitacre commented 1 month ago

I'll let @selviano weigh in but I expect we'll want to also weight logos by recognizability. The main point is to grab people's attention and validate the Pledge as a thing worth investigating and joining. Logos with a lot of brand equity will help the most with that, and honestly smaller companies will benefit from the association as well.

chadwhitacre commented 1 month ago

We've gone through two rounds of concept creation with Sentry's in-house creative team. We are dialing in on a campaign with three variations on the theme of calling out leadership at companies who do not pay maintainers.

[wording redacted]

vladh commented 1 month ago

@chadwhitacre I think it's a great idea to put pressure on companies, but I'm concerned that this wording might be too antagonising and drive away executives who would otherwise contribute, because as soon as they're personally shamed by a movement they might not want to interact with it.

Maybe focusing on the financials would be a good approach. For example, NVIDIA probably has around 15,000 developers, and they brought in $33 billion in net income last fiscal year. Making the pledge would cost them $30 million per year, which is 0.00009% of their income. I think that's more shameful than being called names — it's shameful because it's unfair and unwise, and harms the ecosystem they depend on.

Every other company is less valuable than NVIDIA, but even if the number was 0.9% it would be shameful and unwise.

chadwhitacre commented 1 month ago

We talked about this on the weekly steering call. @vladh brought up tbfighters.org as an example of an activism campaign with some parallels where the change was driven through a more positive tone.

as soon as they're personally shamed by a movement

It does seem here like we wouldn't be shaming specific individuals or companies with this campaign. It's more abstract. Another difference is that this is only for the SF OOH campaign, we're not proposing to carry this campaign through on osspledge.com itself ~or in other channels~ (update: we are planning to use this in digital marketing).

@selviano is just getting back into the swing of things post-vacation, let's see how conversations play out at Sentry internally this week.

vladh commented 1 month ago

It does seem here like we wouldn't be shaming specific individuals or companies with this campaign. It's more abstract.

Got it, I think that makes it way better.

chadwhitacre commented 1 month ago

Expectation is assets to Nasdaq by EOD on Oct 1.

chadwhitacre commented 1 month ago

Most logos we can comfortably fit on Nasdaq even w/ NASCAR style is ~15.

chadwhitacre commented 1 month ago

We've got 5 early adopters in process of getting signed up, I think we should be able to get another 5 or 10 beyond that onboarded "pretty quickly" once we resolve #45.

chadwhitacre commented 2 weeks ago

Conclusions from the digital promo meeting:

  1. Our main CTA on the website will be, "Schedule a call to learn more about the Pledge."
  2. Audiences:
    1. Primary audience is leadership with budget approval at Series A to C companies.
    2. Secondary audience is wider dev/tech industry to build upward pressure/incentive.
  3. Tactics:
    1. budget: 25 to 50k
    2. geo-target SF
    3. channels: leaning towards LinkedIn and Meta for leadership reach
    4. digital will launch either with OOH or before (pending website ship)
chadwhitacre commented 2 weeks ago

We have OOH designs! Here are the final drafts of the three SF billboards, featuring what Sentry's creative team is calling "mooch monsters." The bus shelters and digital ads will be variations of these. I believe the Nasdaq jumbotron will not have a mooch monster (yes, @selviano?).

[ redacted, intending to share privately before Oct 8 ]

Here's a first look at what folks will see if/when they visit the website (more on #6):

oss-home

selviano commented 2 weeks ago

correct, Nasdaq will be a discrete design, featuring our partner logos and congratulating them all on the launch/commitment

On Aug 29, 2024, at 3:58 AM, Chad Whitacre @.***> wrote:

We have OOH designs! Here are the final drafts of the three SF billboards, featuring what Sentry's creative team is calling "mooch monsters." The bus shelters and digital ads will be variations of these. I believe the Nasdaq jumbotron will not have a mooch monster (yes, @selviano https://github.com/selviano?).

ceo.jpg (view on web) https://github.com/user-attachments/assets/b9b36601-7f9e-47d9-b26b-559258a8f076 cfo.jpg (view on web) https://github.com/user-attachments/assets/11090ebc-5490-41ca-b588-8c501c3526f3 cto.jpg (view on web) https://github.com/user-attachments/assets/57d4ce1e-f77e-496d-84d9-01e7d45cff3e Here's a first look at what folks will see if/when they visit the website (more on #6 https://github.com/opensourcepledge/osspledge.com/issues/6):

oss-home.png (view on web) https://github.com/user-attachments/assets/1723d631-cf99-4190-ba59-b76eeb5ae4f8 — Reply to this email directly, view it on GitHub https://github.com/opensourcepledge/osspledge.com/issues/11#issuecomment-2317321575, or unsubscribe https://github.com/notifications/unsubscribe-auth/AXFS7GGHJR64B36IHV5ZMMTZT35D7AVCNFSM6AAAAABKZO77BOVHI2DSMVQWIX3LMV43OSLTON2WKQ3PNVWWK3TUHMZDGMJXGMZDCNJXGU. You are receiving this because you were mentioned.

chadwhitacre commented 1 day ago

@selviano is putting together a promo packet to include:

@Ethan-Arrowood What do you think of sending an email to foundation launch partners next week with the promo packet and invitation to market with us on Oct 8 and following? Here's an initial list of likelies:

  1. django
  2. ruby central
  3. freebsd
  4. osi
  5. osc
  6. openjs
  7. numfocus
  8. rust
  9. python
  10. apache

P.S. I started https://github.com/openjs-foundation/sustainability-collab-space/issues/12 to work it through with OpenJS.