MozCampEU2012/Brainstorm Workshop: Firefox, Mobile, Apps and B2G Campaigns and Story mapping

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Brainstorm Workshop: Firefox, Mobile, Apps and B2G Campaigns and Story mapping - developing killer stories that drive product growth

Facilitator(s): Erica Jostedt and Paul Jarratt

Are you paid or volunteer staff?: Paid

Area of Contribution (Team Name): Communications

How are you currently involved with the community?: Product and Developer Communications team

Location of Work (where do you reside?): San Francisco

Talk Length (please choose between 30, 60, 90, 120 minutes): 90 minutes

Summary: Mozilla has a unique story to tell and a wide range of products, new features, milestones and apps showcase in Q4 and 2013. We have a great opportunity to create campaigns that have global and local appeal and empower more Mozillians to contribute to PR, marketing and branding efforts in Europe. In this session we will brainstorm creative marketing campaigns and story ideas that highlight Mozilla’s unique leadership and competitive product differentiators, focusing on technology/developers and user/consumer ideas to further our goals.

We will review the Firefox (desktop and mobile), B2G and apps roadmaps and GTM plans as well as the 2013 communications calendar of global and local events. We will discuss existing opportunities: global events are more relevant with local appeal or Mozilla specific assets; local events can interest developers, users and press; products, features and milestones can create ongoing interest with an appealing story and supporting assets. We will then conduct a brainstorm workshop and, depending on attendee interest, split into groups to work on dev/tech and consumer/user ideas OR Firefox desktop/mobile and B2G/Apps ideas. We will also define the components of a story pitch and campaign and determine activities we can execute immediately as well as big ideas that require more planning/budget/approval.

How your session furthers the MozCamp Goals ( This session will create ideas to further Firefox desktop/mobile goals of increased downloads and usage and ways to maximize or expand GTM efforts by focusing on compelling stories and topics for users in Europe. This session will also create ideas to further GTM efforts for B2G/apps and start building momentum for those launches now with developer and industry thought leadership efforts.

Expected Outcome or Deliverable:

  • Technology story and campaign ideas focusing on developer tools and HTML5 apps to create developer support and excitement for B2G/apps
  • Consumer story and retention/acquisition campaigns focused on competitive differentiators to increase downloads and usage of Firefox (across platforms)
  • Thought leadership and branding campaign ideas
  • Immediate campaigns and pitches for Q4 and a 2013 story timeline and calendar of ideas with plans of action and owners for next steps
  • Empower Mozillians to run campaigns and pitches in their regions and propose new ones to the PR/marketing/branding team (template submission for new ideas; monthly meetings for updates, questions and new ideas)

Desired Audience Type or Skill-set: Creative thinkers for marketing, branding and PR ideas

Equipment Needs (Video projector already included):


white boards/big sticky paper/flip charts

To Be Completed by the Audience-

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