Neighborhood Accelerator Marketing

1. TL;DR

Funding for the creation of content marketing to support the fall neighborhood accelerator cohort.

• Produce content and encourage cabin neighborhood accelerator participants to share user-generated content. This project will create engaging narrative arcs that highlight community life and promote neighborhood building across social media.
• Provide additional support as an accelerator facilitator under Savannah’s direction
• Drive registrations to the fall cohort

2. Team

Sponsor: Jon Hillis Steward: Graham McBain

More Context: Who is Graham?

Personal Neighborhood Building Mission

I have been building a community in my neighborhood in Carmichael, CA for over five years. I have a deep passion for neighborhood-building work and serve as a mentor in the current cohort of the Neighborhood Accelerator program. I’m excited to tell the stories of neighborhoods that folks are building in our program in the hopes of inspiring more people to do this work with us in future programs.

Past Experience

I ran marketing for a cohort-based accelerator program at Galvanize, a coding school in Denver, Colorado. I was able to drop the customer acquisition cost for new students from $1500 to $800 / person. I’ve been making content online for over 10 years. Most recently for my company Foreverin.space 1 I have been filming short-form content. I’ve established an efficient workflow that I’ll be able to apply to marketing the Cabin Neighborhood Accelerator Program.

Alignment

I’ve been building in crypto for many years and most recently have been very active in the Farcaster ecosystem. I currently run the /parenting 2 and /neighborhoods 2 channels and have built up over 100K followers personally on the platform.

3. Goals

Objective 1: Content

Establish a comprehensive content creation process that collects and shares compelling stories from neighborhood accelerator participants and vibrant neighborhoods worldwide.

Objective 2: Results

Increase the number of applicants to the fall cohort by 10x and determine customer acquisition costs (CAC) for the neighborhood accelerator.

Objective 3: Infrastructure

Develop the infrastructure to run a modern marketing funnel, establishing a baseline CAC for the accelerator and future products.

4. Key Results

Content:

• Collect, edit, and publish user-generated content from all willing accelerator participants daily
• Write the Cabin Newsletter
• Produce and publish two pieces of short-form content per day and distribute across major social media channels including onchain social
• Gather and share stories from one non-program neighborhood per month
• Produce one piece of long-form content per week
• Find opportunities for Cabin team members to be on podcasts of like-minded organizations
• Produce at least 10 pieces of SEO-performing blog articles per month.
• Run SEO backlink campaign

Infrastructure:

• Cabin CRM refresh
• Marketing automation tooling
• Analytics/conversion tracking
• Hootsuite type tool & web3 equivalent

Be available to market the cabin org more broadly as needed!

5. Proposed Budget

Total Budget: $36,000

• Salary Costs: $8K X 3 months
• Outsourced Production Costs: (all outsourcing will be transparent and done at cost)
  • $9K: Outsourced Editor:
    • 2 shorts /day X $50/short x 90 days
  • $3K: Long-Form Editing:
    • Backlink outreach
    • Software costs (CapCut/ChatGPT/etc…)

6. Timeline and Deliverables

Month 1:

• Begin collecting and producing user-generated content
• Lead gen funnels, tracking setup and live
• Written content published
• Host weekly info session calls for prospective future participants

Month 2:

• Add more content types
• Produce and post one to two long-form videos per month
• Begin backlink campaign

Month 3:

• Increase posting frequency as applications to the Fall Neighborhood Accelerator draw to a close
• Publish recap videos for each of the Summer Accelerator participants
• Product a sizzle reel to promote the Fall Program