Delegate Mission Request Summary:
This mission seeks to establish a Marketing Council (MVP) within the Optimism community, focusing on defining the structure, selection process, and responsibilities of the council. The goal is to create a framework for fair and effective project selection, execution of marketing initiatives, and measurement of impact.
S5 Intent: Intent #3: Improve the Consumer Experience.
Proposing Delegate: Gonna.eth
Proposal Tier: Eagle
Baseline grant amount: 300K OP - 400K OP
Recommendation for 6 months of work and breakdown:
- ⅔ - ¾ For services
- Define work of Marketing Council
- Select project/s for MVP
- Provide marketing services to MVP project
- ⅓ - ¼ For selected MVP project/s
- Incentivizing user adoption
- Retaining/paying additional contractors (SEO/PR Agency, etc.)
- Hiring people or adding to martech stack
Should this Foundation Mission be fulfilled by one or multiple applicants: One
Submit by: To be set by Grants Council
Selection by: To be set by Grants Council
Start date: To be determined upon approval
Completion date: To be determined; must be completed within 6-12 months
Specification:
How will this Delegate Mission Request help accomplish the above Intent?
A Marketing Council led by experienced, data-driven marketers will enhance the credibility, accessibility, and visibility of Optimism for both developers and end users. In order to achieve the next leap in Consumer Experience (as well as growth), Optimism Foundation, projects in the community— both established and new— will need strategic and actionable marketing and go-to-market plans. This will improve storytelling, channel engagement, and the methods by which projects go-to-market. For maximal efficacy and impact, these activities and others are necessarily the domain of experts not yet formally part of Optimism’s governing body. By forming a Marketing Council, Optimism can:
- Better promote its own initiatives and goals (for example the Superchain);
- Delegate relevant responsibilities to Marketing Council;
- Enhance Grants Council and other Foundation activities with marketing expertise when relevant (for example, when projects apply for grants under growth or consumer experience intent but have no plans around go-to-market);
- Engage with exciting projects to provide actionable marketing plans and, when approved, an initial/inaugural marketing budget;
- Other functions yet to be imagined.
In short, a well-planned Marketing Council with the right, senior marketer/s in place can amplify plans underway related to consumer experience, growth, and the Superchain. This mission will focus on establishing a Marketing Council by defining its structure; selection criteria for participating projects; determining how it will work within Optimism and with projects in the community; and operational framework. Additionally, the mission request will fulfill an MVP for this concept. The council’s formation will ensure a systematic, fair, and measurable approach to marketing initiatives for selected projects.
Please explain alignment with the relevant Intent:
This Marketing Council initiative aligns with improving the consumer experience by creating a structured framework for marketing efforts throughout the Optimism ecosystem. Projects that benefit from marketing will enhance consumer experience through, for example: 1) the alignment of project goals to market needs; 2) the identification and implementation of growth tools to capture, nurture, and measure user activity; 3) the development of campaigns and materials to educate, engage, and drive user adoption; 4) go-to-market strategies, pricing, and more.
What is required to execute this Delegate Mission Request?
Develop a Proposal for the Marketing Council Structure:
- Clearly outline the structure of the Marketing Council, including key roles, responsibilities, and decision-making processes.
- Define an organizational hierarchy, if applicable.
Define Criteria for Project Eligibility and Selection:
- Establish transparent and objective criteria for projects’ eligibility to receive marketing support from the Marketing Council.
- Develop a selection framework that considers factors such as project impact, alignment with community goals, potential for growth, resources allocated to marketing, and other factors.
Establish a Transparent Application and Evaluation Process:
- Design a clear and accessible application process for projects seeking marketing support.
- Develop an evaluation framework to fairly assess and select projects based on the defined criteria.
- Ensure transparency in the decision-making process to build trust within the Optimism community.
Determine Budget for Marketing Council Operations:
- Conduct a thorough assessment of the financial resources required to establish and operate the Marketing Council.
- Consider budgetary allocations for marketing initiatives, administrative costs, and potential contingencies.
Outline a Timeline for Council Selection and Initiation:
- Develop a realistic timeline for the establishment of the Marketing Council.
- Specify milestones, deadlines, and key activities required for the successful initiation of the council.
Establish Quantitative and Qualitative Methods of Measuring the Impact
- Define the selection of marketing KPIs for projects receiving marketing support
- Define a project-feedback questionnaire to gauge project satisfaction on marketing support
Please list responsibilities and/or expected deliverables:
- Develop a proposal outlining the structure and roles of the Marketing Council.
- Define criteria for project eligibility and selection.
- Establish a transparent process for project application and evaluation.
- Determine the budget required for Marketing Council operations.
- Outline a timeline for the selection and initiation of the Marketing Council.
- Initial MVP with select project/s to demonstrate how the Marketing Council operates and the benefits of this effort.
How should the Token House measure progress towards this Mission?
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Submission and approval of a comprehensive proposal for the Marketing Council structure.
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Implementation of transparent project selection criteria.
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Establishment of an operational timeline for the Marketing Council.
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Approval of the budget for Marketing Council operations.
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Completion of MVP work with project/s against a specifically defined scope.
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Feedback and KPIs from MVP work with select project/s.
How should badgeholders measure impact upon completion of this Mission?
- Survey Community Members
- Evaluate Growth in Community Participation
- Analyze Project Success and Achievements
- Compare Impact to Budget Constraints
- Feedback from Project Teams
- Qualitative and Quantitative Metrics
- Comparison to Initial Project Status
Have you engaged a Grant-as-a-service provider for this Mission Request?
No.
Has anyone other than the Proposing Delegate contributed to this Mission Request? If so, who, and what parts of this application did they contribute to? Consulted ambassadors to understand how their structure was as inspiration. Talked to Portia Roberts and a few others with her about how marketing was approached in the blockchain space to understand how impact was going to be measured. Showed it to Jack Anorak to see if he liked it before publishing it.