diff --git a/.travis.yml b/.travis.yml
index 80a82ed8..535b540f 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -4,22 +4,24 @@ cache:
     - $HOME/.m2
 language: java
 before_install:
-- git config user.name "$GIT_NAME"
-- git config user.email "$GIT_EMAIL"
-- git config credential.helper "store --file=.git/credentials"
-- echo "https://$GH_TOKEN:@github.com" > .git/credentials
-- gem install asciidoctor
+  - git config user.name "$GIT_NAME"
+  - git config user.email "$GIT_EMAIL"
+  - git config credential.helper "store --file=.git/credentials"
+  - echo "https://$GH_TOKEN:@github.com" > .git/credentials
+  - gem install asciidoctor
 install:
 - ./mvnw install -P docs -q -U -DskipTests=true -Dmaven.test.redirectTestOutputToFile=true
-- ./docs/src/main/asciidoc/ghpages.sh
+- '[ "${MVN_GOAL}" == "deploy" ] && ./docs/src/main/asciidoc/ghpages.sh'
 script:
-- '[ "${TRAVIS_PULL_REQUEST}" != "false" ] || ./mvnw -s .settings.xml deploy
-  -nsu -Dmaven.test.redirectTestOutputToFile=true'
-- '[ "${TRAVIS_PULL_REQUEST}" = "false" ] || ./mvnw install
-  -nsu -Dmaven.test.redirectTestOutputToFile=true'
+- './mvnw -s .settings.xml $MVN_GOAL $MVN_PROFILE -nsu -Dmaven.test.redirectTestOutputToFile=true'
 env:
   global:
   - GIT_NAME="Spencer Gibb"
   - GIT_EMAIL=sgibb@pivotal.io
   - CI_DEPLOY_USERNAME=sgibb
+  - FEATURE_BRANCH=$(echo ${TRAVIS_BRANCH} | grep "^.*/.*$" && echo true || echo false)
+  - MVN_GOAL=$([ "${TRAVIS_PULL_REQUEST}" == "false" -a "${TRAVIS_TAG}" == "" -a "${FEATURE_BRANCH}" == "false" ] && echo deploy || echo install)
+  - VERSION=$(mvn validate | grep Building | head -1 | sed -e 's/.* //')
+  - MILESTONE=$(echo ${VERSION} | egrep 'M|RC' && echo true || echo false)
+  - MVN_PROFILE=$([ "${MILESTONE}" == "true" ] && echo -P milestone)
   - secure: WPmrAQJQGBziwGFKwTiDRGrG1nuy9dvoWOQt7WKHW0RBqDbUpZgGeHq6OD2FcE86eRo+tPDihyunsWltei+sfq5bUECkGFQBLGffcTuxyu2j4lTByVazeYKa3en3j7nOiQjI99MqgCHrdyRwtS9EF1SnYXRuSZXwb0Ic8h4Zns4=