The Corporate Marketing team includes Corporate Events, Corporate Communications (PR, Executive Communications, and Social Media), All-Remote Marketing, and the Community Team. Corporate Marketing is ultimately responsible for creating awareness and driving top of funnel interest in GitLab. We do this by driving conversations in the communications channels that accelerate our objectives, and by developing an integrated communication strategy that is executed globally.
There is an initiative underway to simplify Project Management across all of Marketing.
In the meantime, we have implemented a few practices to help us get organized:
Fri: Apr 17, 2020)
backlogmilestone if they're no longer planned
GitLab's brand has a personality that is reflected in everything we do. It doesn't matter if we are hosting a fancy dinner with fortune 500 CIOs, at a hackathon, or telling our story on about.gitlab.com…across all our communication methods, and all our audiences, GitLab has a personality that shows up in how we communicate.
Our personality is built around four main characteristics.
These four characteristics work together to form a personality that is authentic to GitLab team-members, community, and relatable to our audience. If we were
quirky without being
human we could come across as eccentric. If we were
competent without being
humble we could come across as arrogant.
GitLab has a higher purpose. We want to inspire a sense of adventure in those around us so that they join us in contributing to making that mission a reality.
The following guide outlines the set of standards used for all written company communications to ensure consistency in voice, style, and personality, across all of GitLab's public communications.
See the Blog Editorial Style Guide for more.
GitLab is an open source project with a large community of contributors. Over 3,000 people worldwide have contributed to GitLab's source code.
GitLab Inc. is a company based on the GitLab open source project. GitLab Inc. is an active participant in our community (see our stewardship of GitLab CE for more information), as well as offering GitLab, a product (see below).
GitLab is a complete DevOps platform, delivered as a single application. See the product elevator pitch for additional messaging.
The tone of voice we use when speaking as GitLab should always be informed by our mission & vision. Most importantly, we see our audience as co-conspirators, working together to define and create the next generation of software development practices. The below table should help to clarify further:
|We are:||We aren't:|
|Equals in our community||Superior|
We explain things in the simplest way possible, using plain, accessible language.
We keep a sense of humor about things, but don't make light of serious issues or problems our users or customers face.
We use colloquialisms and slang, but sparingly (don't look like you're trying too hard!).
pressand click on the
--- layout: markdown_page title: "Title of press release" description: "short sentence overview of press release' twitter_image: "/location/of/image.png" twitter_creator: "@gitlab" twitter_site: "@gitlab" twitter_image_alt: "Celebrating GitLab's press release about xx with fun emojis" ---
twitter_image_alt would be the three, net-new tags needed to be custom to every single release.
twitter_site would be static with the value "@gitlab".
twitter_image:section above and to merge the release. If the team has previously discussed the work, the social team may have already created a sharing image. If not, they will need to create it from this mention. The social team will add the data necessary to the MR for social sharing and merge the press release.
When you have added a press release, be sure to update the index page too so that it is linked to from /press/#press-releases.
datathen to the
press_releases:, then scroll to the most recent dated press release.
Recent Newssection with the most recent listed at the top. Display 10 articles at a time. To avoid formatting mistakes, copy and paste a previous entry on the page, and edit with the details of the new coverage. You may need to search online for a thumbnail to upload to
images/press, if coverage from that publication is not already listed on the page. If you upload a new image, make sure to change the path listed next to
Read more about our brand guidelines in the Brand and Digital Handbook.
GitLab Tech Talksplaylist on GitLab Unfiltered.
Below are some tips on being a better presenter. For an in-depth book that covers the entire speaking process, from submitting an abstract through preparing a structured talk to practicing and delivering read Demystifying Public Speaking.
For event execution instructions, please see the Marketing Events page for detail instruction and the criteria used to determine what type of events are supported.
All swag requests, creation and vendor selection is handled by the Corporate Events Marketing team.
firstname.lastname@example.org. Include the date needed, shipping address and items / volume desired. The request will be approved on the back end by the community team. All requests must be made 3 or more weeks out. You can expect a response within 5 business days.
email@example.com you would like to borrow this setup. You will be shipped this set along with a return label.
firstname.lastname@example.org. Include address, date needed and order quantity in request.
email@example.com your concerns.
If you would like to get some GitLab swag for your group or event, email your request to
firstname.lastname@example.org (managed by the corporate events team).
In your request include:
We will suggest swag based on your request and what is in stock. Note: It is recommended submit your request for swag at least 5 weeks in advance from your event date or we may not be able to accommodate your request due to logistics and shipping times.
Note: due to COVID shipping and in person gathering restrictions our outbound swag capacity is limited for the time being. We are taking very few bulk swag requests for the time being.
email@example.com get a return label created. Returns are only accommodated if you have a very large number of high value items (50+) or a reusable booth setup (banner, tablecloth, backdrop) that need to be returned. We need at least 2 business days notice to create a label and you must have a finance tag/ budget to store the item to get a label created. You will also be responsible for notifying the vendor your items are arriving, their specs if they are new and the volume they should expect.
|Deal Size, by License||Suggested Order|
|50-100||2 shirts, 2 socks, up to 20 stickers|
|+100-250||2 shirts, 2 socks or stojo mugs, up to 200 stickers|
|+250-500||5 shirts, 5 socks or stojo mugs, 5 DevOps or purple pens, up to 100 stickers|
|+500-1000||10 shirts, 5 socks or stojo mugs, 5 DevOps or purple pens, up to 250 stickers|
|+1000||1 hoodie, 20 shirts, 8 socks or stojo mugs, 5 DevOps or purple pens, max 500 stickers|
Baby Onesies: Baby onesies are available in the sales swag campaign can be sent to customers as needed/requested.
####Additional Items Available:
The following items are currently available to be sent to customers based in the US. This restriction is in place to keep shipping costs low as we move through extra inventory.
|Black Leater Power Bank||up to 5|
|Collapsible Straw||up to 10|
|Colored Pencils||up to 15|
|Orange Squid Charger||up to 25|
|Luggage Tag||up to 25|
|Lanyard Water Bottle Holder||up to 25|
|Purple Notebook||up to 25|
|Packable Bag||up to 15|
|Purple Tanuki Socks||up to 7|
|Tanuki Top Squid Charger||up to 15|
Corporate handles the creating and ordering of all new swag. All swag designs should be run past the brand team (Luke) for approval before going to production.
Please consult the Social Marketing Handbook.
Please consult the All-Remote Marketing Handbook.
The mission of GitLab’s Corporate Communications team is to amplify GitLab's product, people and partner integrations in the media. This team is responsible for global PR (public relations).
The audience we aim to reach is external press/media. This includes business, lifestyle, workplace, finance, and beyond, using mediums such as print, digital, video, events, podcasts, etc.
GitLab's corporate communications team is the DRI (directly responsible individual) for the GitLab Master Messaging Document. If this document is needed, please request access in the
#external-comms Slack channel.
As detailed in GitLab’s public CMO OKRs, GitLab’s corporate communications team seeks to elevate the profile of GitLab in the media and investor circles, positioning it as a pioneer of remote work, increasing share of voice against competitors, and pulling through key messages in feature articles.
For external parties, please visit our Get In Touch page.
For GitLab team members, please use the
#external-comms Slack channel and please follow the Communication Activation Tree.
This process allows us to decide on the best channel to communicate different types of updates and news to our users, customers, and community.
Please follow the instructions below to request a formalized announcement around any of the following:
Please submit a request via an
announcement issue template in the Corporate Marketing project before opening an issue for a blog post, for example. In the issue template, you will be able to provide additional information on the proposed announcement. As a general guide, below the team has outlined three levels for announcements based on the type of announcements and suggested communications activities associated with each tier. The PR team will assess your request in the issue and determine how to proceed. If you are requesting a joint announcement and you are not part of the Partner Marketing team, please ensure you ping them on your issue.
GitLab's corporate communications team is the DRI (directly responsible individual) for writing all press releases that are issued by the company and routing through the appropriate approval process. The team has developed an issue template to help make the press release development and approval process more streamlined and consistent. If you have any questions on the press release process or how to make an announcement request, please reach out via the
#external-comms Slack channel or submit an
announcement issue template in the Corporate Marketing project (see Requests for Announcements section above).
GitLab team members will find embargo and announcement guidelines in a confidential issue (must be logged in to access).
This answers the following questions.
In some cases it may be more appropriate and efficient to communicate with users in a public issue. Below are some examples of the types of communications that may suit an issue as opposed to a blog post, press release, or email, for example:
Using a public issue has a few advantages:
Below are some examples of using an issue to communicate something with our audience. Feel free to use these as a template for your issue. See below PR review and media guidelines section for more details on the review process.
At a minimum, your issue should:
user communicationlabel applied.
We can spread the word about a public issue in the same way that we would promote a blog post:
We can promote other items this way as well: for example surveys, landing pages, or handbook pages.
Speaking on behalf of GitLab via a public channel such as a media interview (in-person or via phone), a podcast, a public issue on GitLab, a forum, a conference/event (live or virtual), a blog or an external platform is a significant responsibility. If you are unsure whether or not you should accept a speaking opportunity, create a public issue to gather feedback/communicate a message, or provide comment representing GitLab to a member of the media or influencer, please see below for guidance.
The communications team develops trainings and certifications for GitLab team members to up their practices when representing the company with the media, at an event, or on social media. Consider taking a communication training to better align with the opportunities listed below.
If you are asked to speak on behalf of GitLab, consider reaching out to the PR and Technical Evangelist teams to ensure that the opportunity aligns with GitLab objectives. Inquiries should be initiated in the
#external-comms Slack channel.
If you are asked to be quoted or to provide commentary on any matter as a spokesperson of GitLab, please provide detail of the opportunity to the PR team in the
#external-comms Slack channel.
In the event that a media member, editor, or publisher offers a draft or preview of an article where you are quoted, please allow the PR team to review by posting in the
#external-comms Slack channel. The PR team will ensure that the appropriate GitLab team member(s) review and approve in a timely manner.
If you would like to use a GitLab public issue to communicate an update to customers/users or gather feedback from customers/users, please complete the
announcement issue template with the details of the specific request and draft of the issue announcement copy. The PR team will review the request details and issue copy, as well as recommend other relevant teams (product, product marketing, legal, etc) to loop in for review before posting.
Please consult the Social Marketing Handbook. If you are contacted on a social media platform and asked to share/retweet or provide commentary as a spokesperson of GitLab, feel welcome to provide detail of the opportunity to the social team in the
#social-media Slack channel.
You are welcome to write about your experience as a GitLab team member on your personal blog or for other publications and you do not need permission to do so. If you would like someone to check your draft before submitting, you can share it with the PR team who will be happy to review. Please post it in the
#external-comms Slack channel with a short summary of what your blog post is about.
Return to the main GitLab Marketing Handbook.