Promotion is an unending constant task that should be performed by everyone associated with the TOSW. Everyone who is involved or who we contact about the event should be encouraged to themselves promote the event and ask others to promote it as well. We should be prepared to offer ways to help promote. It could be as simple as posting in other mailing lists or posting flyers at work.

There are a lot of things to consider when promoting but it boils down to three areas: Events, Attendees, and Political involvement.

Events

We need to recruit individuals and organizations and relay the benefits of holding an event during TOSW. The target is F/LOSS project principals, user groups, and other organizations related to F/LOSS.

Suggested event types are:

• User group meetings
• Tutorials
• Conferences
• Coding sessions
• Interoperability testing
• Social events

Attendees

Attendees are needed to make this successful. Event organizers will ultimately be responsible for promoting their specific event. TOSW should provide support for marketing in the form of:

• A central web site with event calendars and venue information
• Downloadable PDF posters for display in retail stores, schools, break rooms, etc.
• Web advertisment banners
• Suggestions on promoting events
• An announcement mailling list

Political Involvement

This is more of a recruitment than promotion. We need to convince Toronto's politicians that Toronto is a unique in its F/LOSSness and that this event deserves formal recognition.

The city can likely be convinced to provide some help in the way of services and possibly funding for the event. Toronto tourism sites could list the event.

But why stop at Toronto. It's also the capital of Ontario and the largest city in Canada. Provincial and Federal governments may have avenues of promotion or funding. Engaging the MPPs and MPs for the area may help to fast-track our lobby for help.

Media

Several mediums can be used to promote the event. Display advertising, regional media, specific interest magazines, web, and email are all mediums that we can put to use in promoting TOSW.

Since there is little budget for commercial display advertising a grass roots method is needed. PDF posters can be distributed via the web site, downloaded by supporters and posted in a varient of places.

The easiest way to utilize publications is to post events on their calendars. For print media this is often a free service and done through a web interface, email or fax. For web event calendars mainstream media, regional web sites or tourism web sites are all places where events can be listed.

Specific interest magazines like Linux Journal, Linux Pro, Sysadmin and possibly other magazines will provide advertising in return for a sponsorship status at the event. Regional computer magazines may also offer this for free.

Email is a unpopular way of unsolicited advertising but it can be effective if the message is of interest to the recipient. Posting on specific interest lists, like user group announcement lists gets the word out fast. Contacting potential event organizers on a personal level through email can also be effective.

The Message

Regardless of who we talk to we need to convey a specific message about the event. The message should convey the emotional benefit to attending the event. In it's simplest essence what does the event provide to attendees? Is it belonging, is it pride, does it quench thirst for knowledge, does it satisfy curiosity, is it face-to-face social gathering, is it defiance (of proprietary source), is it freedom? It's not an easy process but a compelling message with content developed to meet the promise of that message will result in a successful event.

Next Year's Promotion

Let's not forget about next year. We can do things this year to help promote next year. Photos from this year can add graphic material for next year's campaign. Attendance numbers and demographics can help demonstrate the success we will see. Our contacts from one year are used in years to come.