Quarterly Funding for a Marketing Working Group

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 4, Mariana Sanchez 2.

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.