CommunityStore

Mozilla Community Store - Zazzle.com

Project Background:
Inspired by a T-shirt design contest held earlier this year ([1]), we're creating a new "Community" Store where Firefox fans from around the world can design, customize, and buy their own stuff - focusing initial launch on T-shirts/Apparel. We've partnered with Zazzle.com which offers high quality print-on demand services with global reach to help manage and host the store on their site.

The Community Store will be a side-kick to the official Mozilla Store, which currently has limitations in inventory and shipping - so our intention is not to compete, but foster the Firefox design community by opening our creative process a little more. The Mozilla Store will operate as usual and feature unique items not offered in the Community Store. Revenue generation is not a primary goal and all items will be sold at minimum cost. Proceeds will support the Mozilla Foundation.

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Project Goals:
Community Empowerment & Branding

• Continue to grow and establish the design community through a new channel of engagement
• Strengthen and spread Mozilla brand through customized / community generated products

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Contacts:
Main contact: Tara / JSlater
Contact at Zazzle: Tracy Clements
PR contact: Melissa
WebDev contact: Morgamic, Alex, Ryan
Q/A contact: SDonnor
Legal contact: cBrady

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Promotional Calendar

Pre-Launch:

• [9/28] Initial blog post [done]
  • http://musingt.com/?p=30

• [9/30] About:mozilla newsletter R1 [done]
  • http://developer.mozilla.org/devnews/index.php/2008/09/30/aboutmozilla-mobile-firefox-weave-data-logos-faqs-and-more/#mozilla

• [10/20] Update on all-hands call [done]
• [10/20] Discuss PR outlets with Melissa [done]
  • Sending Bloggers some shirt samples (Tara / Melissa )
  • Schedule conf call with Zazzle PR lead to discuss outreach / syncing up PR efforts (Tara)

• [10/21] Discuss Campus Rep outlets with Jay
  • create postcards (tbd)
  • SFX post (tbd)

• [10/23] Photoshoot for sample products, tentatively scheduled for 10/23
  • products have been ordered and to arrive this week

• [10/24] Second update blog post by 10/24, encouraging designs to begin.

• [10/27] - 10/14] Tara OOO

• [11/03] Begin initial outreach to design schools and groups. (Tara / Slater)
  • JSlater to contact seneca art school
  • http://www.T-ShirtContests.com (contact is Matt)
  • http://news.deviantart.com/article/42926/
  • http://death-by-tshirt.blogspot.com/
  • http://www.thetshirtblog.com/
  • http://www.cottonable.com/
  • http://tcritic.com/
  • http://www.coloroverload.com/color-overload-t-shirt-designs-blog/

• [11/03] Submit request for Google Snippet
  • Graphic (Tara)
  • Polished copy (Jslater)
  • Sync with Goog (Rolo)

• [11/17] Tara back in office
• [11/17] Create Spreadfirefox group: "Mozilla Store Community of Designers"
  • Linking from TContest group
  • Providing a channel for discussion

• [11/19] Target Launch date , no later than [11/24]

Post-Launch:

• Submit request for about:mozilla newsletter R2 (Tara)
  • Article + Side graphic (currently links to original Store)

• Google Snippet (Rolo)

• Blogs
  • Entire marketing team to blog! cross link and go crazy.

• Zazzle Merch booths, widgets and more: http://www.zazzle.com/sell/promotion/tools

• Mozilla.com.
  • "about" page
  • "what's new"

• SFX: Featured Project (Alix)
• SFX: Campus Rep (Jay)

• Press outlets (Melissa)
  • Notify Bloggers of launch
    • Swagdog
    • Mashable
    • LifeHacker
    • etc...
  • Moz Blog
  • Twitter

• Zazzle: (Tracy/Tara)
  • Zazzle blog
  • Email blast to opted in members
  • Front page promo - temporary expos

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Project Breakdown

LEGAL

• Sign contract [done]
• Finalize click agreement with cbrady [pending]

PRODUCTS

• Contact designers from contest pool to seed the store. [done]
  • Resulting in 50+ designs/products
• Identify other design sources [done]
  • re-purposing designs from internal projects and campaigns such as Mozilla.com, Robot, etc such as those from Mozilla.com http://www.flickr.com/photos/intothefuzz/sets/72157606069938392/
  • Customizable "name" shirts. Perhaps a way for community members to say how they are involved with the project. "I'm ____ and I work on ____". These serve as templates which can be filled in and customized by anyone.
• Product line:
  • All T-shirt styles between women, men, and kids. Offering 300+ varieties.
  • Product placement and Store maintenance will be covered primarily by Zazzle team.
  • Product templates sent to Zazzle
  • Possibly including other merch categories in the future.

COMMUNITY STORE WEB PROPERTIES:

• Zazzle Store: zazzle.com/mozilla
  • Currently hidden
  • Will feature a limited number of products which will help increase visibility and sales within the established Zazzle community.

• Main gallery hosted by us: communitystore.mozilla.org
• Design:
  • Color palette and style echoing Mozilla.com
  • Site / page layouts [done]
  • Main header banner [done - tbd]
• Pages elements:
  • Landing page / Gallery view. Customizable with category filters
  • Design Guidelines
  • Upload tool
  • Thank you / confirmation page
  • FAQ
  • About the Store
  • Tag Cloud / Tag Search

• Copy:
• Landing page [drafted]
• About page [drafted]
• FAQ [drafted]
• Design guidelines and steps [drafted]
• Upload tool [drafted]
• Thank you page [drafted]

DEVELOPMENT

• Bug File for domain name: CommunityStore.Mozilla.com [done]
  • bug 460688
• Q/A [pending assignment]

UPLOAD TOOL

• Identify input fields [done]
  • Email (required)
  • Fname / Lname
  • Web portfolio / blog
  • File (required)
  • Design name and/or tags
  • Background display color (required)
  • Upload preview
  • Term of Agreement
  • Privacy click option

• Build actual tool with webdev [pending]
  • First mockups reviewed, feedback provided

FLOW / WALKTHROUGH

• Main landing page is communitystore.mozilla.org
• Users can browser gallery by:
  • Featured products, recent, popular, category themes, all, or keyword search.
• Users can create their own design, we have guidelines to help them
• They can upload a design. Once uploaded the confirmation page gives two options:
  • Head back to the gallery
  • Head over to zazzle to customize, create and buy right now via API.
• All designs are reviewed (by Zazzle or Mozilla) for brand / style guidelines

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