May
18
Marketing NREN Services - JANET UK
May 18, 2008 |
TNC 2008
JANET – Russell Nelson
There are three stages of how marketing takes place in an NREN – one person does it, a team does it, everyone does it. There are also two stages on the sales path - either simply providing the information – shouting at the customer, and secondly trying to persuade people why they might use a service.
There is a real need for NRENs to look beyond the immediate confines of their products and ensure that their customers have a real need for it – e.g JANETRoaming in UK where only 87 out of 1000 connected users subscribe to JANETRoaming
Marketing must be embedded into the business process to enable proper planning. Top 5 things successful in JANET include brand guidelines (identity and policy), editorial control (but there are real problems for web control), website development, PR Agency, awards.
Things that haven’t worked so well include: internal balance (how well comms are taken on board elsewhere in the organisation),
Next steps for JANET include market research and web 2.0 activities.
