2001 PASS MARKETING STATUS
Project Primary Focus Internal Contact Partner External Contact Lists/Audience Initiation Date Due Date Status Date Comments/Issues
Conference Web Page Update Conference Gilroy 01/02/01 Ongoing Ongoing Ongoing New conference page design/template up mid May
SQL Server Conference Offer Conference Gilroy MSFT Ryan Trout Existing SQL Server 02/15/01 06/'01/01 Awaiting Response Ryan was working on the offer to come from MSFT on
Licensees behalf of PASS.
PASS 2001 Advance Program Conference Gilroy PASS Database 05/01/01 07/01/01 In Progress 07/01/01 Excelerated production schedule to accommodate
Penton/SQL Magazine opportunity. Due to deliver
64,000 for July issue.
PASS Booth Conference Gilroy TechEd 05/29/01 06/17/01 In Progress Creating panels/fliers and organizing logistics to send
materials to TechEd U.S. and Europe
PASS 2001 NA Postcared #2 Conference Gilroy PASS Database 04/02/01 05/30/01 In Progress Currently printing.
PASS 2001 NA Media Release #1 Conference Gilroy PASS Media 04/15/01 05/15/01 Ongoing 05/15/01 On hold pending the Penton meeting 5/29 with CM.
Database May re-write pending outcome.
PASS 2001 NA Print Ad Conference Gilroy Industry Prospects 02/02/01 04/26/01 In Progress 04/26/01 Adjusted late May to accommodate Penton language.
Re-sending materials to SQL Professional
PASS 2001 NA Postcard #1 Conference Gilroy PASS Database 02/15/01 03/26/01 Complete 04/02/01 First attendee printed piece to PASS database.
PASS 2001 NA Exhibitor Prospectus Conference Gilroy Industry Vendors 01/02/01 03/20/01 Complete 03/20/01 Marketing collateral geard toward vendors.
PASS 2001 NA Info Cards Conference Gilroy BOD/Industry 01/02/01 02/15/01 Complete 02/15/01 Business Cards with general conference content for
Contacts PASS volunteers to distribute to contacts.
Conference Promotion for MSFT Technology Week Conference Gilroy MSFT Ryan Trout Past Tech Week MSFT will not be holding this "train the trainer" event in
Attendees attendees (1700) 2001. Ryan committed to sending a message to past
attendees encoraging them to attend PASS 2001 NA.
Flessner's Conference Invitation/Membership Offer Conference Gilroy MSFT Ryan Trout Internal, international 03/09/01 Awaiting Response Message endorsing PASS and encouraging all to
MSFT contacts support PASS. Membership $50. Waiting on response
from Ryan on implementation/audience..
MSFT Conference Mailing Conference Gilroy MSFT Ryan Trout User list (50k) 02/15/01 Planned MSFT committed to print and mail. Working out
logistics with RT/AC.
PASS 2001 NA Promotions on CA site Conference Gilroy CA Rick Bolesta Industry Prospects 05/11/01 Planned Emailed Rick Bolesta to discuss online marketing
opportunities via the CA site.
PASS 2001 NA Promotions on MSFT Site Conference Gilroy MSFT Ryan Trout
PASS 2001 NA Web Promotion Kit Conference Jackson RUGs, Domestic/intl 04/30/01 In Progress 05/15/01 Adjusting late May to accommodate Penton
MSFT offices, CVs, language/agreement.
past exhibitors, PASS
SQL Server Resource Kit Incentive Conference Gilroy MSFT Ryan Trout Idea Ryan offered resource kits as an early registration
PASSnews June General/Leveraged Jackson Ron Talmage Membership 06/18/01 In Progress Issue hit date will move up one week to more closely
coincide with TechEd.
CA World Event Participation General/Leveraged Simpson 02/15/01 06/15/01 Idea Discussed at Board meeting.
PASS Year-round Sponsorship/Advertising Page General/Leveraged Jackson 06/01/01 In Progress Developing an online rate sheet for these
PASS Promotional Item General/Leveraged Simpson 04/15/01 05/31/01 In Progress Looking at a Nerf-type mini football with logo, URL,
conference dates. Will go to various events. Qty. =
Beta Test Program General/Leveraged Simpson 05/01/01 05/20/01 In Progress Developing offer for vendors who wish to touch our
members for beta testing. Moran will own the project
and we are meeting on the 5/14.
PASSnews May General/Leveraged Jackson Ron Talmage Membership 05/16/01 Complete 05/18/01 Issue included latest conference update, top ten
member benefits, invitation to TechEd, awards
announcement, chapter spotlight, monthly discounts
and promotions, chat announcement
PASS Site Redesign Survey General/Leveraged Simpson 05/01/01 05/10/01 Complete 05/07/01 Reviewed/commented on the questionaire and
developed an email message for the membership.
Would have rather set this survey up as a pop-up on
the site than an email, but there was a one week
turnaround for responses.
PASSnews April General/Leveraged Jackson Ron Talmage Membership 04/16/01 Complete 04/16/01 Issue included latest conference update, top ten
member benefits, call for volunteers, monthly
discounts and promotions, chat announcement
PASSnews March General/Leveraged Jackson Ron Talmage Membership 03/19/01 Complete 03/19/01 Issue included last call for advanced reg discounts,
membership renewal specials, monthly discounts and
promotions, chat announcement
PASSnews February General/Leveraged Jackson Ron Talmage Membership 02/19/01 Complete 02/19/01 Issue included advanced reg cutoff push for
conference, last call for call for presentations,
membership renewal specials, call for volunteers,
monthly discounts and promotions, chat
PASSnews January General/Leveraged Jackson Ron Talmage Membership 01/17/01 Complete 01/17/01 Issue included announcement of 11,000 members
mark, introduction of new board members for 2001
and new CA and MS liaisons, call for presentations,
monthly discounts and promotions, chat
Direct Access promotion General/Leveraged Jackson MSFT Ongoing Weekly submissions via e-mail; content varies
depending on PASS' hot items
MSDN Flash promotion General/Leveraged Jackson MSDN dist. List Ongoing Weekly submissions to Andrea for inclusion in the e-
newsletter; content varies depending on PASS' hot
Overall Web Site Content Management General/Leveraged Simpson Ongoing
PASS Position Statement General/Leveraged Simpson MSFT Ryan Trout Requesting an official position statement from MSFT
about PASS and their support of the group.
PASSnews August General/Leveraged Jackson Ron Talmage Membership
PASSnews December General/Leveraged Jackson Ron Talmage Membership
PASSnews July General/Leveraged Jackson Ron Talmage Membership
PASSnews November General/Leveraged Jackson Ron Talmage Membership
PASSnews October General/Leveraged Jackson Ron Talmage Membership
PASSnews September General/Leveraged Jackson Ron Talmage Membership
SIG Program Launch Communications General/Leveraged Jackson Development of a story for PASSnews, Web page(s),
and distribution of a media release.
SQL Mag Update promotion General/Leveraged Jackson Brenda Roode SQL Mag Update dist. Ongoing Weekly submissions for inclusion in the e-newsletter;
List content varies depending on PASS' hot items
SQL Wire promotion General/Leveraged Jackson SQL Wire dist. List Ongoing Weekly submissions posted electronically' content
TechNet Flash promotion General/Leveraged Jackson MSFT Ongoing Bi-weekly submissions sent via e-mail; content varies
depending on PASS hot items
Advisor Media Partnership Partnership Simpson Advisor Media 05/31/01 Deferred 05/30/01 Suddenly declined to partner with us. Said there was
some shake up happening. Didn't know if they meant
our Penton deal or not. Talking to Advisor about
marketing opps similar to Wrox.
DCI Partnership Partnership Simpson DCI Shannon Quaglia 05/08/01 05/30/01 Ongoing 05/23/01 Did a trade out with them for some PASSnews
exposure. We get membership/conference exposure
on all conference material as a sponsor of 8 DCI
seminars in Chicago, SF, Orlando, and Dallas. 130k
pieces mailed with PASS logo/URL, PASS material
handed out at each event, Web site.
Compaq Partnership Partnership Simpson Compaq Mike Engbrock 04/10/01 05/15/01 In Progress Compaq has asked for lists from MSFT for conference
Kline promotion and they developed a co-branded
conference piece for distribution to these lists and the
Tech Ed audience.
FTP Partnership Partnership Simpson FTP Jeff Hadfield 04/01/01 05/15/01 Awaiting Response Proposal sent to FTP after several calls. They also
Kline mentioned that they would still be interested in
combining conferences. Awaiting response.
Wrox Partnership Partnership Simpson Wrox Charolette Pedley 04/01/01 05/15/01 Ongoing Received a good proposal from Wrox that we are
TechTarget Partnership Partnership Simpson TechTarget Tom Click 02/28/01 04/30/01 Awaiting Response Sent proposal for membership and conference
marketing trade outs. Awaiting response.
Pinnacle Publishing Partnership Partnership Gilroy Pinnacle Publishing Howard Flint SQL Server 02/02/01 04/26/01 Complete 04/26/01 PASS exposure in SQL Server Pro newsletter;
Professional tradeout agreement for space in June-August issues.
Survey.com Partnership Partnership Simpson Survey.com Kevin Taylor 03/01/01 04/01/01 Awaiting Response Drafted an agreement and sent to Survey.com.
CA Value Proposition Partnership Simpson CA Rick Bolesta 01/15/01 02/15/01 Deferred Have been told my CA that they will not be supporting
McGury PASS with Founder contributions. Other support
dependent on Penton agreement.
Apress Publishing Partnership Partnership Simpson Apress Stephanie Rodriguez Complete 04/15/01 Enrolled in publisher's program. Apress has already
Kline posted sample chapters to the KP and sent in some
Organizational Membership Promotion at PASS 2001 NA Recruitment Simpson MSFT Ryan Trout Early Adopter 09/01/01 Planned Special offer of $250 to upgrade. MSFT would host a
Program, JDP party with Flessner/Mangione, party theme shirts.
SQL2TheMax Participation Recruitment Simpson FTP 05/01/01 07/01/01 Idea Need to approach FTP about a booth for membership.
CTEC Manual Membership Promo Recruitment MSFT Ryan Trout CTEC SQL Server 02/15/01 06/01/01 Awaiting Response Steve Murchie committed space in the CTEC manual
Certification for PASS membership. A request for more
Participants information has been sent to Ryan.
MCP Membership Offer Recruitment Simpson MSFT Ryan Trout New/existing SQL 02/15/01 06/01/01 Awaiting Response Ryan/Steve agreed to send new SQL Server MCPs a
Server Certified PASS membership offer from MSFT on behalf of
PASS. Ryan said he was working on this. $50 voting
PASS Memberhsip Piece to MSFT Branch Offices Recruitment Simpson MSFT Ryan Trout 03/01/01 06/01/01 Idea Steve Murchie offered to pay for 100k membership
pieces to go go the Microsoft offices for distribution.
PASS Memberships for MSFT's Internal Enterprise Recruitment Simpson MSFT Ryan Trout Enterprise Knowledge 03/01/01 06/01/01 Idea Ryan offered to purchase memberships for $25/each
Knowledge Comm. Community (800) for this group.
PASS Organizaitonal Membership Discount for MSFT Early Recruitment Simpson MSFT Ryan Trout Early Adopter 03/01/01 06/01/01 Idea Ryan offered to send out an offer from MSFT on
Adopter Program Program Members behalf of PASS for $250.
PASS Organizaitonal Membership Discount for Past Recruitment Simpson 06/01/01 Idea Draft email and offer for a $250 org membership
Exhibitors and Sponsors
2001 Membership Ad Recruitment Jackson SQL Server 05/30/01 In Progress Develop a 2001 membership recruitment print ad to
Professional place in various trade pubs, poster in PASS booth.
(3,500) Theme would compliment the 2001 membership
SQL Server Mag piece.
2001 Membership Postcard Recruitment Jackson 04/01/01 05/25/01 In Progress Updated membership piece that we can deliver
through various recruitment opportunities. Working on
TechEd US Booth Recruitment Simpson MSFT Jenn Horste 04/15/01 05/20/01 Complete 04/26/01 Contract in for booth, program material, and staff
badges. Need to work logistics.
SQL Connections Participation Recruitment Simpson Penton Mike Whited 05/01/01 05/15/01 Complete 05/03/01 Sent a reuqest to Mike and we were denied access.
This may change if the conference sale goes through.
TechEd Europe Booth Recruitment Simpson MSFT Ryan Trout 05/01/01 05/15/01 In Progress Ryan offered us a free booth. We are investigating
TechEd US Reg. Bag Insert Recruitment Simpson MSFT Ryan Trout 04/15/01 04/30/01 Awaiting Response Confirmed our free opportunity to insert the 2001
membership piece in the reg bag. Ryan is following-
MCDBA Conference/Membership Offer Recruitment Simpson MSFT Ryan Trout New/exhisting Idea $200 conference discount offer out by MSFT on behalf
MCDBAs (3k-5k/yr) of PASS. MSFT would kick back $100/MCDBA
attendee up to 500 attendees. Ryan committed to
escrowing $50k for this effort and would exhaust this