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Add more of Sean's proposals
The ongoing challenge is overcoming negative image perceptions of OLPC - that the $100 unit price didn't happen, that the project was somehow influenced by Microsoft, even that the project still exists. There is also an identified issue that our slick logo encourages a perception that we are a for-profit startup, not a nonprofit volunteer org. this is why we said "Nonprofit" in many of our PR communiqué titles.
The ongoing challenge is overcoming negative image perceptions of OLPC - that the $100 unit price didn't happen, that the project was somehow influenced by Microsoft, even that the project still exists. There is also an identified issue that our slick logo encourages a perception that we are a for-profit startup, not a nonprofit volunteer org. this is why we said "Nonprofit" in many of our PR communiqué titles.
My advice is to not waste time documenting the 2009-2010 strategy or my 2011-2012 attempts to develop a new one. Start from scratch - a SWOT analysis and competitive landscape is the starting point. Translate the SL project objectives into marketing objectives, define a calendar and metrics. You've stated recruitment objectives, but not a strategy... execution (facebook + Google AdWords) seems already decided, which IMHO is putting the cart before the horse, but no big deal.
https://wiki.sugarlabs.org/images/4/47/MCFE_Final_Presentation_SugarLabs_12-11.pdf
Caroline Meeks put together the SWOT analysis in this prez. I don't remember if I had assisted with that. I seem to remember having worked on another. I will search my offline archives, which are very complete concerning SL - I have everything from when I started.
This may be useful for very brief marketing strategy historical overview
http://lists.sugarlabs.org/archive/marketing/2013-November/003607.html
The success of the SoaS marketing initiative encouraged some SL members to assert control over the name, the trademark, the technical architecture, and the marketing of it. As a result the lead developer of SoaS left the project.
Peter had justifiably complained on IRC around 2010 that there was no marketing strategy page. I had chosen not to create one at the time because OLPC was involved in fierce competition with Intel Classmate offerings running Windows, and we were aware that our marketing initiatives were being monitored. This lack of clarity may have been a mistake, but my goal had been to disrupt the MS/Intel sales force talking points. The marketing team which was numerous at the time all knew the strategy.
Walter Bender offered this view for future marketing efforts:
Walter Bender offered this view for future marketing efforts: