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.

2. OpenStack Marketing Meeting:
Logo Programs & User Campaign
January 23, 2013
Mark Collier
COO, OpenStack Foundation
@sparkycollier
Lauren Sell
Director of Marketing, OpenStack Foundation
@laurensell

3. Upcoming Events
‣ OpenStack Summit, April 15-18, Portland
‣ Speaking submissions due February 15 – looking for users!
‣ Sponsorships nearly sold out
‣ http://www.openstack.org/summit
‣ Upcoming Events
‣ Scale11x, February 22-24
‣ PyCon, March 13-21
‣ World Hosting Days, March 19-21

4. 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)
‣ newsletter@openstack.org

5. Commercial Logo Programs

6. Disclaimer
This presentation is not a substitute for a detailed review
of the full trademark policy and associated license
agreements, which you can find here:
openstack.org/brand
Contact logo@openstack.org with questions

7. OpenStack Interest is high

8. OpenStack interest is global

9. The ecosystem is delivering tons of choices

10. With so much activity…
There is a risk of confusing the market
The trademark policy is designed to:
Help community promote OpenStack, with
‣
guidelines to police bad actors
‣Clearly identify OpenStack products

11. What is the Primary Logo?
‣ Available for community building
and non-commercial use
When 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

12. 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)

13. Helpful tips
Do 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 logo@openstack.org with questions • Ask a random stranger
• Review openstack.org/brand • Guess about the policy
• Obtain a license for the appropriate • Grab the primary logo off of google
commercial use logo & wordmark

14. Family of logos for product marketing

15. 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

16. 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

17. 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

18. Summary: Commercial Use Programs
Program Name OpenStack OpenStack Cloud Powered by Powered by Built for
Distribution OpenStack OpenStack OpenStack
Storage
Category Software IaaS Cloud Appliances & Object Storage Cloud App/Tool,
Examples Distribution based Converged based products Compatible HW,
on OpenStack Solutions Services
Logo
Wordmark in ACME OpenStack ACME OpenStack ACME Appliance ACME Cloud ACME Software
product name Cloud Powered by powered by for OpenStack
(example with OpenStack OpenStack
“ACME” as the Storage ACME Hardware
company brand) for OpenStack
Software Include OpenStack Compute & Object Storage software & Include Designed to
Requirement 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
launch
Business Program available to Foundation sponsors and Gold & Platinum Members Licensing
(see openstack.org/join), licensing agreement required agreement

19. How do I participate in the co-marketing
programs?
1. Select appropriate program for your product
2. Determine if membership/sponsorship required to
participate in the program (openstack.org/join)
3. Provide information about your product and sign license
agreement with the Foundation (openstack.org/brand)
4. Incorporate commercial logo and wordmark in your
product marketing according to guidelines
5. Coordinate with Foundation staff for marketing/PR
to amplify your product launch

20. User Stories Campaign:
Participate in the Pilot Program!

21. 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

22. 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

23. 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

24. 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

25. Thank You

26. Support the Foundation as a Member or Sponsor
Platinum Member Gold Member Corporate Sponsor Startup Sponsor
Board Rep Appoint a Board Elect representatives for No* No*
Member Gold class to Board
Press release announcing you ✔ ✔
joined
Inclusion on signage at industry ✔ ✔
events
Recognition on openstack.org Featured Placement Featured Placement ✔ ✔
Badge for your site Platinum Badge Gold Badge Sponsor Badge Sponsor Badge
Opportunity to be included in ✔ ✔ ✔ ✔
Newsletter
Access to restricted use OpenStack ✔ ✔ ✔ ✔
logo within guidelines
Annual 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