Proposal: Hiring NinjaPromo as Unlock DAO’s Marketing Agency

Background

Unlock DAO is in the process of structuring its marketing operations to drive awareness, adoption, and engagement with the Protocol. After evaluating multiple marketing agencies, NinjaPromo has emerged as the best option due to its strong experience in Web3, flexibility in budget management, and comprehensive service offering tailored to our needs.

This proposal seeks DAO approval to engage NinjaPromo for a 3-month period, during which we will leverage their expertise to execute strategic marketing initiatives. This engagement will also serve as a learning phase, allowing Unlock DAO to refine its long-term marketing strategy and gradually build an internal team to sustain and expand these efforts.

Why NinjaPromo?

1. Extensive Web3 Marketing Experience NinjaPromo specializes in Web3 and blockchain projects, with a proven track record of successful campaigns for:

• Caga Crypto
• Xphere
• Ortege
• Lisk

They have demonstrated expertise in executing multi-channel marketing strategies tailored to Web3 communities, ensuring alignment with decentralized ecosystems while effectively reaching and engaging new users.

2. Comprehensive Services Covering Key Marketing Areas NinjaPromo’s proposed scope of work aligns with Unlock’s current needs, covering:

• Content Creation:
  • High-quality in-house production of videos, GIFs, and visual content.
  • Repurposing written content into engaging video formats.
  • Distribution across key platforms (Twitter, LinkedIn, TikTok, YouTube).
• SEO Optimization:
  • Improving search engine ranking for Unlock’s website, guides, and resources.
  • Structuring a blog strategy to drive organic traffic and increase discoverability.
• Influencer Marketing:
  • Access to a database of 500 categories of Web2 and Web3 influencers across different niches.
  • Strategic influencer partnerships to promote Unlock’s use cases among creators, event organizers, and communities.
• Community Engagement & Web3 Media Relations:
  • Community management support to increase engagement across Discord and social channels.
  • Media outreach to Web3 publications to improve Unlock’s visibility.
• Brand Messaging & Tokenomics Review:
  • Refining Unlock’s messaging for clarity and consistency.
  • Providing guidance on tokenomics optimization.

3. Flexible Budget & Strategic Allocation One of the key reasons for selecting NinjaPromo over other agencies is their flexible budget management approach, ensuring efficient use of funds with continuous tracking and adjustments.

• Payment in crypto (USDC, USDT, or other accepted crypto assets).
• Dynamic budget allocation:
  • A percentage is allocated to in-house marketing services (content production, SEO, social media).
  • A percentage allocated to direct influencer payments, ensuring effective spending and measurable impact.
  • Ongoing budget adjustments: If an allocated budget item has lower-than-expected execution, funds can be reallocated to other priority areas to maximize efficiency.

This level of budget control allows Unlock DAO to optimize spending in real time and adjust based on performance and a certain level of experimentation to see what works for the DAO and what doesn’t.

4. Three-Month Engagement: A Learning & Transition Phase This engagement with NinjaPromo is planned for an initial period of three months, during which we will:

• Execute structured marketing initiatives that drive visibility and user adoption.
• Learn from agency insights and strategies to better define Unlock DAO’s long-term marketing approach.
• Develop internal capacity to gradually transition marketing efforts in-house after the engagement.

By the end of this period, Unlock DAO will have:

• A clearer marketing roadmap based on real-world performance data.
• Stronger internal marketing coordination and execution processes.
• Established best practices to continue growing our community and user base.

This timeline also is very related with UP bond sale with Apebond, which should go live, and we’ll be able to gain experience on how well the new strategy is working for a live campaign to drive liquidity.

5. Service Plan & Cost Breakdown We propose engaging NinjaPromo under their Boost Plan, which provides a comprehensive multi-channel marketing strategy ideal for mid-sized companies and expansion campaigns.

• Plan Details: Boost Plan ($5,600 per month)
• 80 hours per month dedicated to Unlock DAO.
• Hourly rate: $70 per hour.
• Includes support in:
  • Community Management
  • Brand Messaging Toolkit
  • Tokenomics Audit
  • Web3 Media Relations
  • IDO Launchpad Listing (with flexibility to replace this with other relevant services as needed)
• Designed for expansion across multiple marketing channels and suitable for Unlock’s strategic needs.
• Minimum commitment: 3 months.

Total Investment for 3 Months:

• $5,600 per month x 3 months = $16,800
• The payment will be made in stablecoins from the Unlock DAO treasury, with possible conversions from UP token if necessary.

6. Rapid Implementation & Dedicated Team Within three days of approval, NinjaPromo will deploy a structured marketing team to execute Unlock’s campaigns. For this Ninja Promo will provide the following:

• Project Manager: Primary point of contact, overseeing daily operations and task execution.
• Marketing Strategy Lead: Defines marketing goals, creates a roadmap, and forecasts key performance indicators (KPIs) such as engagement, community growth, and user acquisition.
• Specialized Execution Team: Handles specific tasks, including social media management, influencer coordination, SEO implementation, and campaign execution.

Operational Structure:

• Dedicated communication channel (Slack/Telegram) for real-time coordination.
• Weekly performance reviews via Zoom or written reports to track progress and adjust strategy as needed.

7. Expected Impact on Unlock DAO’s Growth By working with NinjaPromo, Unlock DAO will:

• Increase visibility and adoption through coordinated influencer and content marketing campaigns.
• Expand community engagement via social media strategies and thought leadership & constant content.
• Improve onboarding and retention through SEO optimization and educational resources.
• Optimize marketing spend with real-time budget tracking and adjustments.

8. Risk Mitigation for Unlock DAO To ensure responsible budget management and transparency, the following measures are in place: 1. Controlled Budget Allocation & Tracking

• The contract with NinjaPromo allows for real-time tracking of expenses and adjustments to spending allocation, ensuring that the DAO does not overspend on ineffective activities.
• If a budget category underperforms, funds can be reallocated to other high-impact initiatives instead of being wasted.

2. Short-Term Commitment for Strategic Learning

• The 3-month term is designed as an experimental phase to test the effectiveness of external marketing efforts before committing to a long-term plan.
• This approach enables Unlock DAO to assess performance, adjust the strategy, and develop internal marketing capabilities for future independence.

3. Transparent Reporting & DAO Oversight

• Weekly reports and KPI tracking will be provided, ensuring that DAO members remain informed about campaign performance and budget usage.
• The community will have access to key metrics and results, allowing for informed decision-making at the end of the engagement.

4. Risk-Free Exit Strategy

• If the expected impact is not achieved within the trial period, Unlock DAO can transition to a fully internal marketing strategy based on the insights gained, avoiding unnecessary long-term commitments.
• By implementing these measures, the DAO can explore marketing initiatives in a structured, low-risk manner while ensuring that funds are spent efficiently and transparently.

Proposal & Next Steps

We propose engaging NinjaPromo as Unlock DAO’s marketing agency for an initial 3-month period to execute structured marketing initiatives and establish a strong foundation for long-term growth.

Financial Commitment:

• Total Cost: $16,800 for three months.
• Monthly Fee: $5,600 per month.
• Payment Method: Stablecoins (USDC, USDT, or other accepted crypto assets).
• Budget Adjustments: If necessary, the DAO may need to convert UP tokens to stablecoins for payment.

Supporting Documents:

• NinjaPromo’s Marketing Services Deck
• Case Studies & Success Stories:
  • Caga Crypto
  • Xphere
  • Ortege
  • Lisk
• YouTube Portfolio

This engagement will provide the expertise, execution capabilities, and flexibility needed to accelerate Unlock’s growth. By the end of the three-month period, the DAO will have gained key marketing insights and be better positioned to transition operations in-house.

We encourage DAO members to approve this proposal to lay the foundation for Unlock Protocol’s long-term marketing success while leveraging NinjaPromo’s expertise in this critical growth phase.