[SOLUTION] Please describe your proposed solution.

The CardanoBR project is fully aligned with the goals of the Cardano Open: Ecosystem challenge. Let’s break it up.

Expanding our global footprint

With over 203 million people, Brazil is the biggest nation in South America. Becoming a rooted ecosystem in Brazil is an undeniable opportunity for Cardano to expand its frontiers and foster deep relationships with wilful, passionate people about self-sovereignty and financial independence.

Educating people

In our understanding, there are three different personas regarding potential new members of the Cardano Brazilian community:

Definition of a Beginner User: people who have only heard of Bitcoin and blockchain and do not believe corruption can be overcome.

Definition of Intermediate User: people who understood the blockchain but never got any further, never created anything within it, and know little (or nothing) about custody.

Definition of Advanced User: people that have interacted on a Dapp, have an NFT, and use it to access an application.

For each one of these personas, CardanoBR will produce customized content, according to the stage of awareness regarding the Cardano ecosystem.

Onboarding more Cardano and Cardano Dapps users

Newcomers will be onboarded by customized content for each platform, such as newsletters, social media posts, or direct messages.

Our content will:

1. serve as a guide for next steps and opportunities through the ecosystem;
2. nurture relationships and promote the feeling of belonging.

Content Strategy

Regarding new members, CardanoBR will attract users from traditional social media to our channels (Cardano Spot, Cardano Feed, IdeaScale, Town Halls), as so to the CardanoBR content (blog, newsletter), and retain them by nurturing relationships and delivering valuable, engaging content.

To understand the public’s pain points, we intend to get it from them in Webinars, lives, and Instagram question boxes, for example.

All of that will feed a Learning Journey Control, where we will place a Learning Funnel through an e-mail list.

From the insights obtained in the Learning Journey Control we’ll produce:

• Specific newsletters by user stage (Basic / Intermediate/Advanced)
• Content focused on social change (articles with everyday perspectives)
• News about trending topics
• Entertaining content (trivia)

Content types, according to the user journey

• Awareness - Presence in traditional social media to drive attention to what's happening in the Brazilian Cardano community.
• Education - Content about the Cardano ecosystem and the building of a different mindset.
• Attraction - Valuable content with answers to frequent questions and news about trending topics.
• Conversion - Content with CTAs to drive conversion ('Follow us', 'Sign our newsletter' etc.)
• Retention - In-depth content to strengthen relations with engaged members, such as blog posts and videos.

Online presence

Traditional social media (Focus on video)

• YouTube
• Instagram (Reels and Stories, mostly)
• TikTok
• X

Our platforms

• Cardano Spot

• Cardano Feed

• CardanoBR Blog

• CardanoBR Personalized Newsletter (DRep / DeFi)

  [IMPACT] Please define the positive impact your project will have on the wider Cardano community.

Brazil is the seventh most populous country in the world in 2023. On top of that, Brazil has a cultural trait that makes this country fertile soil for disruptive and decentralizing technologies: the past (and, to some extent, its present) as a colonized people, resentful of backwardness and constant suffocation of their potential for prosperity.

Brazilians yearn for freedom, autonomy, and control over their lives — precisely the values espoused by DeFis, DAOs, and other manifestations of social structuring via the Cardano blockchain.

Brazil has human capital, interest from other sectors, high-level academic production capacity, and, above all, a vast space to be occupied by Cardano in reformulating social and financial relations in the south of the world.

We're sure that CardanoBR, acting as a digital agency focused on spreading the word of Cardano, will help the Brazilian community to be far more than just a great promise by shaping new visions about Governance and social arrangements.

[CAPABILITY & FEASIBILITY] What is your capability to deliver your project with high levels of trust and accountability? How do you intend to validate if your approach is feasible?

As we're talking about growing community members' numbers, their engagement with our content, and conversions through the state of awareness funnel, related metrics/KPIs are easily tracked and reported. To do that, we're contemplating the subscription of professional tools in the costs breakdown section.

CardanoBR will be a project started from scratch, so we'll measure success by comparing the initial numbers with the growth and progress that occurred along the milestones.

By the end of the first year, CardanoBR will be able to deliver a report showing considerable advances in crucial metrics such as Brazilian community growth, engagement, and involvement with the Cardano ecosystem.

[Project Milestones] What are the key milestones you need to achieve in order to complete your project successfully?

• M1 (60 days)
• Detailed Activities:
• Content Planning (Governance, General Blockchain Aspects)
• Definition of KPIs
• Budget planning for online campaign
• Outputs:
• Content strategy for each category
• Acceptance Criteria:
• A document specifying the project KPIs
• A document containing the content strategy
• A report containing the application of the budget

>- M2 (60 days)

• Detailed Activities:
• Content Development
• Tool Configuration
• Building of Content Automation
• Sponsored Advertising Setup and Strategy
• Outputs:
• Content being published
• Acceptance Criteria:
• Report containing the editorials and content publication calendars
• Document proving the configuration of the contracted tools
• Document proving the Content Automation
• Content live and sponsored, engaging with established users
• Document showing the Sponsored Advertising strategy

>- M3 (60 days)

• Detailed Activities:
• Sponsored Advertising
• Compilation of KPIs
• Users engaging with the automated delivery
• Final Reports Webinar MVP
• Outputs:
• Measurement of results and final reports
• Acceptance Criteria:
• Report of sponsored content results
• Document with KPIs and results achieved
• Report showing levels of engagement with automated content
• Webinar MVP final report

>This is the same content of the third milestone:

• M3 (60 days)

• Detailed Activities:

• Sponsored Advertising

• Compilation of KPIs

• Users engaging with the automated delivery

• Final Reports Webinar MVP

• Outputs:

• Measurement of results and final reports

• Acceptance Criteria:

• Report of sponsored content results

• Document with KPIs and results achieved

• Report showing levels of engagement with automated content

• Webinar MVP final report

  [RESOURCES] Who is in the project team and what are their roles?

Cristian Amaral: researcher, writer.

I'm a seasoned web writer/copywriter specializing in technology. I was immersed in Cardano's culture during 2022 with CORA (Cardano Onboarding Route Alliance), a project idealized by me, Thiago Nunes (Cardano Ambassador), and funded by the Ambassadors Guild. As a writer focused on translating complex concepts into easy-to-understand content for everyday folks, I'm qualified to help expand Cradano's presence in Brazil.

<https://www.linkedin.com/in/amaralcristian/>

[BUDGET & COSTS] Please provide a cost breakdown of the proposed work and resources.

• Invitation to community specialist participation in Webinars and strategy/content meetings (2 hours per week) = 2,580 ADA/month

• Copywriter: 5,750 ADA/month

• Project Manager: 2,580 ADA/month

• Programatic Media Service / Media Content: 5,750 ADA/month

• Tooling

• ActiveCampaign: 40 ADA/month (e-mail automation)

• ChatGPT: 58 ADA/month

• mLabs : 18 ADA/month (automation of publications/reports)

• Ads : 2,890 ADA/month

  [VALUE FOR MONEY] How does the cost of the project represent value for money for the Cardano ecosystem?

With this investment, Cardano will attract, educate, and retain new community members in a continent-sized country such as Brazil. The biggest nation in South America represents enormous space for growth.

Becoming a rooted ecosystem in Brazil is an undeniable opportunity for Cardano to expand its frontiers and foster deep relationships with wilful, passionate people about self-sovereignty and financial independence.

To grow its community in Brazil, Cardano has to be seen and understood. We're sure that Cardano's vocation to self-empowerment and its lucid vision of a possible better future will resonate deeply with Brazilians. It only has to reach people. This project is all about that.

Recently, we had proof of the Brazilian community power, which was the partnership with Petrobras, a state-owned multinational corporation in the petroleum industry - one of the largest public companies in the world. Petrobras partnered with Cardano to train its employees in blockchain.

In 2002, the Brazilian Cardano Community organized Cardano Rio, the first event gathering members, enthusiasts, companies, and politicians to hear what Cardano had to say.

Last September, Cardano took part in the Blockchain Rio Festival 2023, the largest B2B Web3 event in Latin America.

By that time, there wasn't anything like the CardanoBR to leverage these great news and open new possibilities from it.

There's a lot of cool stuff about Cardano happening in Brazil - and so much more to be done. We're here to let people know about it.