[IMPACT]
Project Catalyst has emphasized the requirement for marketing solutions as a means of driving adoption and even requests each submitted proposal describe how outcomes will be marketed once completed as part of the Impact statement.
DAO Coders has submitted 12 interrelated proposals, along two product lines, DAO-NET and Alternative to Tyranny (A2T), in Fund 8. Instead of a small piecemeal marketing approach for each proposal, DAO Coders has collected the marketing approach for the entire suite of applications into this single marketing proposal so that a marketing professional can devise a more holistic marketing campaign.
By using a marketing professional to develop a larger campaign the result should be a larger adoption rate of DAO-NET and A2T which in turn results in more Cardano community members.
A marketing campaign to drive recruitment of users to Cardano based applications enlarges the Cardano community as a whole which is a benefit to the entire ecosystem.
In addition to being Cardano related the other criteria for addressing this challenge is that the proposal should not fit well in any other current Challenge.
This proposal does not create an application nor does it target a specific geographical region which eliminates most of the current Challenges. The only alternative current challenges that are even remotely close to being suitable for a funded Marketing campaign would be Scale-UP Cardano’s Community Hubs and possibly Business Solutions (B2B & B2C).
Even though the marketing campaign proposal seeks to drive increased Cardano adoption by users similar to the Community Hubs Challenge, the proposed methodologies for recruitment are radically different and this proposal does not seek to create a Community Hub therefore that challenge does not fit.
Marketing is part of any business solution however the Business Solutions challenge is geared towards creating innovative products and services and none of the key metrics would apply to a marketing campaign therefore that is not a good challenge fit either.
Like all aspects of DAO Coder projects, the Marketing Campaign documentation will be made available to the general Cardano community and a lessons learned After Town Hall will be presented so that marketing practices can be improved by the entire community.
This is a very low risk proposal however as in all marketing there is a challenge in appealing to the target market. This entire proposal is about mitigating that issue by engaging a professional marketer to maximize outreach effectiveness.
[FEASIBILITY]
May 2022
- Recruit professional marketer
June 2022
- Develop marketing campaign for DAO-NET and A2T product lines
July 2022
- Produce marketing material
- Translate marketing material into multiple languages
August 2022
- Launch marketing campaign
September 2022
- Track marketing campaign results
October 2022
- Evaluate marketing campaign results
- Make recommendations for improvements
- Present marketing lessons learned in an After Town Hall
Marketing Professional ($5,000/month): $30,000
Product Manager ($500/month): $3,000
Total: $33,000
Product Manager
- have a holistic understanding of the DAO-NET suite of proposals
- experienced in managing multidisciplinary teams in up to a dozen projects simultaneously
- ability to articulate and fluently translate between business and technical requirements
- able to manage large complex budgets
- experienced in hiring consultants and third party contract negotiations
Marketing Professional
- Experience in Marketing
- Knowledgeable of blockchain applications
- Social Media campaign experience
- Knowledgeable of Project Catalyst and the Cardano Ecosystem
Team
Product Manager: Dwayne Collard - 20 years+ IT Consultant, Solutions Analyst, IT Manager, Veteran Community Advisor https://www.linkedin.com/in/dwayne-collard/
Marketing Professional: Contractor to be determined.
[AUDITABILITY]
Marketing campaign development will be done in an agile manner with weekly development sprints and meetings. Quantitative indicators to track progress will be in documentation deliverables.
Post marketing campaign launch quantitative indicators will be tracking success metrics, mainly in terms of number of members and associated demographics.
Success Criteria
- Marketing campaign design document is made publicly available to Cardano community
- To be comparable to other Project Catalyst recruitment cost effectiveness, the marketing campaign should result in a new Cardano Ecosystem member for every $5 spent therefore the minimum expectation of success is the recruitment of 6,600 new members to DAO-NET or A2T within 3 months of campaign launch.
- If the DAO-NET or A2T total recruitment within 3 months of campaign launch were to exceed 33,000 new members, which would be a recruitment cost of less than $1 per member, then this would be deemed an astounding success.
- Regardless of outcome, an After Town Hall lessons learned presentation on the effectiveness of the marketing campaign strategy and recommendations for future marketing campaigns improvements is provided.
This proposal is a member of the DAO-NET suite of proposals originally submitted in Fund 7 and continued in Fund 8. This proposal is new addition to the suite, as it represents a strategic shift towards professional marketing for recruitment growth from outside of the Cardano community instead of word of mouth growth within the Cardano community.
In Fund 7, the following DAO-NET suite of proposals were funded: DAO-NET: DAO Deployment Platform, DAO-NET: Legal Defense DAO, DAO-NET: Auditor DAO and DAO-NET: Multilingual Translation.
In Fund 7, there were a total of 8 other DAO-NET proposals that were approved but not funded.
All of the DAO-NET suite of proposals are interrelated but each proposal in Fund 7 could be standalone funded. The core DAO smart contract coding was funded with the DAO-NET: DAO Deployment Platform project which means that this work no longer needs to be contingency funded in Fund 8.
DAOs are a paradigm evolution in how societies organize themselves and the DAO-NET vision is to systematically progress towards that evolution by breaking the larger vision down into small incremental steps with each proposal. As part of that vision all DAO Coder Inc intellectual property is intended to be freely shared with the world so that any insights can be duplicated in other experiments to rapidly advance decentralized governance therefore:
- All software developed as part of this proposal will be Open Source under Apache License, version 2.0
- All documentation will be licensed under the Creative Commons Attribution 4.0 International Public License
In Fund 8, DAO Coders Inc has submitted 2 categories of proposals Alternative to Tyranny (A2T) proposals which are decentralized wargame simulator modules for testing decentralized idea implementations against probable authoritarian responses and DAO-NET proposals which are real world implementations that can be implemented immediately.
A2T and DAO-NET share a lot of base smart contract code and are meant to be interoperable to the largest degree and conceptually share similar designs. As new features are added in either suite then the transfer to the other suite of those improvements should be straight forward however since each suite is designed to be independently community run, after launch, this easy interoperability may diverge over time.
In Fund 8, DAO Coders has submitted the following proposals: