Memes, Merch and Marketing (MMM) S13 budget request

The MMM workstream is requesting a total of 30k GTC for Season 13. The focus for this season will be on:

• Building Gitcoin’s lean, mean web3 marketing machine
• Shaping and grow a leading web3 brand
• Supporting GitcoinDAO & Workstream initiatives

In the upcoming Season 13, MMM will take another significant step forward by establishing specific objectives for 4 key areas: Channels & growth, Brand, Workstream marketing, and Team management/health. This Season 13 budget request is designed to align with these goals and is split into 7 key areas: MMManagement, Software & tools, Events, Development, Brand & design, Content, and Growth.

This Season, we are formally adopting OKRs for Workstream priority setting and planning, with 4 key objectives laid out below. Our formal budget requests will follow these objectives and key activities.

Objective 1: Build Gitcoin’s lean, mean web3 marketing machine Examples of key activities that support this objective:

• Revamp the welcome email program, retention program and enable “abandoned” cart email
• Perform an a SEO and keyword analysis to identify top ranking goals, and create a content program and calendar that aligns to this
• Create web analytics tracking for GR13 to track conversions and make a tracking template for all marketing activities.

Objective 2: Shape and grow a leading web3 brand Examples of key activities that support this objective:

• Develop and publish brand perceptions to focus marketing campaign content & Brand Guide to ensure our visual & written content is consistent across all marketing and brand design.
• Create pilot co-marketing project to create foundation for future partnerships
• Launch “Can Devs Do Something” meetup in 5 cities with at least 120 participants & create a forkable program that allows community to host their own decentralized global meetups Shape Gitcoin’s external perception & grow our global media presence, potentially by hiring and onboarding a leading Web3 PR agency

Objective 3: Support GitcoinDAO & Workstream initiatives Examples of key activities that support this objective:

• Expand connections and collaborations with Workstreams, and ensure every Workstream has a designated marketing point of contact
• Establish a streamlined marketing resourcing request process
• Host and promote community-building virtual events such as weekly contributor meetups, happy hours, community hangouts etc
• Create and promote digest of key DAO activities to increase stakeholder understanding & engagement

Objective 4: Grow & support team health and accountability Examples of key activities that support this objective:

• Recruit 3 top contributors - core and project-based. Ensure clear process for posting & completing work and prompt contributor compensation
• Propose, refine and gain approval for 2022 Q1 marketing plan including budget, OKRs and project plan
• All core contributors create & publish accountabilities, and receive regular performance feedback from peers and workstream leads
• Empower contributors to start and lead grassroots initiatives with minimal ongoing management