1. Timeplan for Promotion of TDL Target date for ‘TDL Launch’ – UCAAT 2015
Create TDL Promotion Team (TPT) – MTS#64
CTI Responsible (can take the lead) – Miguel Ortega
Includes Web Editing Team (like TET)
Finalize timeline
Budget request for promotional material
Conf call with TPT and COMs – asap after MTS#64
Short announcement in The Standard – Feb
Create URL and skeleton website- Feb-March
Need to define look and feel, basic structure/content
Drafts for rollup, flyer, banners etc. – March - April
Main messages/design etc.
In consultation with STF phase 3 and TDL SG
Finalize website, flyers etc. - May – June (Publish July?)
Announce on social media – September (align with UCAAT publicity)
Full article in the Standard - September
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2. ETSI COMs concerns (1)
Before diving in to create a website, rollup banner etc. we need to consider who to market or communicate to, and what opportunities arise. Who will need to know about TDL: existing tool developer community, test developers themselves? Can you use the language without tool support? What plans are there to use it in ETSI committees? Perhaps the best way to kick-start it is to target individual tool developers (preferably those already involved) and their key customers (including ETSI) – the tool developers will not develop something for which there is no demand. That’s a 1-1 approach, going out, visiting them, briefing them etc. You don’t need much marketing material for that, beyond the right contacts, good presentations, some flyers and a convincing argument.
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3. ETSI COMs concerns (2)
Is it planned that TDL be developed and promoted in isolation of ETSI? Why does MTS think it needs a separate website and visual identity? Is any other standards body involved in its development? Are you trying to build a community around the language? If it’s simply an ETSI standard and ETSI technology, then an ETSI technology page (or pages) on our website would better serve it. Putting it on a separate website will make it hard to find, as the website will not be referenced or linked to from many places so it will get low Google rankings. It will also lose all benefit of association with the ETSI brand. Putting it on the ETSI website means it’s indexed by Google overnight (they visit our website at least once every 24hrs, whereas they may only visit some sites once or twice a month, if at all) and will benefit from ETSI’s Google rankings…..
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4. ETSI COMs concerns (3)
Unless there’s a very good reason why a technology needs a separate identity isolated from ETSI, I discourage separate websites. We’ve had too many in the past which got abandoned and out of date, because they’re too much to manage (TISPAN was one example - we have difficulty enough keeping the ETSI website up to date). They also dilute the ETSI brand and image. I also don’t want to see logos or visual identities of ETSI committees which are distinct from ETSI. And in general, ETSI doesn’t promote technologies as such. We promote the work of our committees, which is different (e.g. we don’t promote TETRA, DECT, NFV – we promote the committees and communities who develop these standards. The members themselves, sometimes organised into fora, promote the technologies).
My response: We have a very good example with TTCN-3 of a well-maintained and active website which promotes MTS , TTCN-3 and ETSI testing activities.
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5. ETSI COMs concerns (4)
For the roll-up banner: where will it be used, i.e. what events do you expect it to be used in?
The flyer can be based on the text of the ETSI website technology page, which we need anyway whether or not a separate website exists.
Now what about tutorial material to explain how to use the language? Some form of recorded webinar? Or a recorded video? Or a booklet/brochure (but again, where would it be distributed?) OK for an article for the September edition of The Standard, but if we’re ready we can do a shorter statement in the upcoming February edition as well.
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6. TDL Logo
ETSI Branding team worked on several Logo proposal which were reviewed by MTS TDL group.
This logo was chosen and supposed to be approved during this meeting.
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7. Concerns from coms/branding (5)
MTS request for a TDL logo to our ‘ETSI Brand Strategy’ group as this request may not be in line with the Brand Strategy.
 ETSI is not doing significant technology promotion and it is unclear why a logo is needed for TDL when this is a commonly used abbreviation for ‘Test Description Language’ as stated by the lawyer.
 Not only have we spent time and effort on the design request but we have now incurred cost for consulting our lawyers and their recommendation of conducting an identity search incurs even more cost – and effort from various departments in the Secretariat.
This request will be bring to the Brand Strategy Group  for discussion and decision on 29th January.
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