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Sakai Branding Exercises

A couple of brand messaging exercises. Please contribute by adding your thoughts about Sakai brand values by target audience, Key brand messages, Perceptions, and Obstacles to Communications by adding a row to the tables below. I've provided some examples to get you started.

Sakai brand values by target audience

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Audiences >>>

What interests our audiences?






Pieter Hartsook

  • Flexible
  • Easy to use
  • Secure
  • Comprehensive
  • Integrated
  • Collaborative
  • Easy to use
  • Comprehensive
  • Integrated
  • Collaborative
  • Easy to use
  • Comprehensive
  • Integrated
  • Collaborative
  • open source (ECL license)
  • Java
  • Active developer community
  • widely deployed
  • Foundation supported QA and RM
  • Effective
  • Low cost
  • High ROI
  • Open Source
  • Open standards (no vendor lock in)
  • Active development
  • Good support
  • Perceived quality
  • Market share



















Key brand messages


Elevator Speech

Statement of our mission or the philosophy that drives our organization

 Key words or phrase to capture what makes our organization special

 A 2-sentence summary of what our organization does

Pieter Hartsook

To Create open source research and learning tools that best meet the research and pedagogical needs of higher education.

Designed and built by educators for educators

Sakai is a set of open source research, learning, and pedagogical tools. Sakai is designed and built upon open standards by an active worldwide community of educators.










External/Internal Perceptions


How is Sakai unique?
What do we do well?
What do we need to improve?
What does our community need more information about?

Pieter Hartsook

  •  community-source design and development
  •  engage the community
  •  increase active participation by non-member institutions and by non-developers
  •  "How can I help?" project signup page
















Obstacles to Successful Communications



Pieter Hartsook

  •  Communications messages are not well organized
  • Messages are not focused in time or by audience
  • Managing Sakai 2>3 expectations
  •  hard to find content in wiki and website


  •  website front end redesign
  • target message of the quarter/year - all communications stay on point.
  • Frame messaging around When can I start using Sakai 3? as opposed to Should I adopt Sakai 2 or wait for Sakai 3?











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