TLDR
This proposal is to establish a Marketing Working Group in order to position Rarible Protocol DAO as a category leader and drive adoption of its protocol and related solutions.
Problem / Opportunity
Rarible Protocol DAO has ground-breaking tech, and a solid strategy, but lacks brand identity, positioning, and formal GTM strategy. A dedicated – and fully funded – working group would address this problem. Primary KPIs include:
- Brand Favorability (e.g., “protocol of choice”)
- Incremental protocol exchange volume ($)
- New signups / dev partners
These support the DAO’s goal to be the protocol of choice for the majority of NFT projects.
High-level Plan
- First Month: Lock 2022 plan, including marketing strategy, timeline, deliverables, and budget requests. Firm up POV on team structure & op model. Open priority job reqs
- First Quarter: (above +) Hone positioning and value props, and develop new set of assets for use in campaigns, lifecycle marketing, and community-building. Develop POV on new features to sharpen positioning and address unmet user needs
- [Next Funding Round] Second Quarter: (above +) Lead 1 hero comms moment (ideally tied to product launch, partnership announcement, or similar) + follow-on campaigns and activations. Develop community programs and activate channel / ecosystem marketing. TBD brand campaigns outside of the major comms moment
Resourcing
- Headcount: 7*
- 1 Lead - marketing strategy + mktg ops
- 1 PMM - positioning + product GTM
- 2 Brand - brand identity & content, brand campaigns & activations
- 1 Growth - lifecycle comms + acquisition
- 1 Community - community programming + support
- 1 Creative Director - creative strategy, production, and ops
- Budget: Production: $25K | Media/Fees: $35K
- Production expenses increase if internal creative support is limited
- Media expenses include acquisition experimentation but can increase if there is a desire to do brand activations, e.g., conference sponsorships, co-marketing, etc.
*Headcount will be 3 in month one while plans lock and additional candidates are interviewed.
The total ask for the first quarter is $200K, which will be distributed among a Marketing working group multisig with the following signers: Eric Arsenaut, Jason Williams, Mariana Sanchez.
Accountability
Marketing will be embedded within the broader community and will communicate progress, updates, and results on a regular basis. Exact deliverables and cadence are to be determined but may look like the following:
- Forward-looking marketing calendar locked and communicated on a quarterly basis
- Backward-looking marketing results and learnings communicated on a monthly basis
- Forward-looking “Plans this Week” communicated early Monday on a weekly basis
Additionally, at minimum, the Marketing Lead will join weekly working group syncs and other relevant forums to contribute to the community.