Campaign Coordination Workflow
What are campaigns and how are they executed in the Marketing Department?
The Marketing Department is tasked with handling campaign or collaboration requests to achieve various objectives. Some goals of these requests include promoting a product/service/activity, raising brand awareness, and generating publicity. Campaign requests may be either external (i.e., collaborations with other treasury or web2/web3-oriented organizations) or internal, such as a tweet request from Bankless Academy or the Writers Guild. All the processes of external and internal campaigns is overseen by the campaign coordinator.
Types of Campaigns
Campaign Type A (Internal DAO Campaigns): Type A campaigns are internal, non-paid campaigns that basically initiated for educational purposes, promoting projects within the DAO, and greater audience outreach purposes. This is a common campaign request for the Marketing Department.
The project/partner from the DAO provides ready-to-publish content, so they don't require any copywriting or content-creation assistance from the department. This incurs no cost. The polished content to be posted on social media (mainly Twitter and/or Facebook) should satisfy at least one of the following criteria:
- A polished copy containing emojis, hashtags, GIFs, images or any required links should be submitted through Typefully. This will ensure that the character limit is maintained.
- A retweet request with a link to the tweet, or
- Quote request with copy to add and link to the tweet.
After a content format is submitted to the Twitter-strategy channel and reviewed, the DAO's Twitter handler will make a tweet or a retweet from our official Twitter account. At the start of each season, an MD member is assigned to complete this task and is compensated from the department's treasury.
Some Type A campaigns can however transition into Type B campaigns (with campaign expenses paid by a DAO or ecosystem partner), in this sense the Optimism Campaign is a great reference which started out as a Type A campaign as the department took up the project as an investment towards a possible reward and contributors are going to get paid from the Department’s bounty pool.
Certain Campaign Type A projects necessitate the involvement of the marketing department's team for content creation, including design and copywriting. The content is freshly produced by an authorized writer or designer within the department and subsequently undergoes meticulous scrutiny by the campaign lead. In such instances, compensation is divided between the Marketing Department and the collaborating team or project. An illustrative example of this scenario is the Legal Guild Campaign.
Campaign Type B: These types of campaigns are usually non-paid, internal (within the DAO) without incurring any financial burdens on the department. The objective of Type B campaigns is for educational purposes, social media exposure, and expanding reach through the DAO's social channels.
The campaign process involves several tasks, such as project championing, content creation, copywriting, Twitter thread drafting, carousel post designing, banner creation, and other essential activities. These tasks are compensated from the project; after the requirements are well-outlined, the department drafts a cost proposal and the funds are sent to the Marketing Department’s multi-sig to cover the cost of bounties.
For campaigns like this, the campaign coordinator or any interested member can typically lead the project. This will involve bountying out these tasks to qualified members, reviewing deliverables with the social media coordinator, content lead, and guild coordinator, and ultimately meeting the requirements and goals of the campaign within the designated timeframe. An example of this internal campaign is Global Events.
Campaign Process
Content Creation Process
Campaign Type C: These are campaigns that are 100% facing external clients, could be other DAOs, protocols, web2 and web3 companies, or products that seek to be immersed in a web3 environment through BanklessDAO.
- Cost towards client: Marketing Packages
Cost of operation: Campaign Lead + Copywriter + Designer = Total (paid from payment made by the client)
- Who can apply to be Campaign Lead: Level 1, 2, and 3 BanklessDAO members. Not available to Guest Passers. During Season 4, having into consideration the context of the guild, only one of the 4 Campaign Coordinators. From Season 5 onwards, members who have delivered at least one Type A plus one Type B campaign.
- Examples: IdolsNFT, Aragon, Gitcoin, DegenBluesNFT
- Payments: Campaign Lead 4000 BANK/week + Asset Price Table for Copywriting/Design + (% or affiliate for the team)
- Duration: Decided by the client (monthly or seasonal).
Campaign Type C: Retweet only.
This is reference to the pending DAOstewards retweet only campaign request gotten.
What are the next steps after a proposal approval from a client?
After having a successful call with the client (by the campaign lead/team) to vet the proposal for the campaign phases and its cost, the following steps take place:
- A group on Discord or Telegram is created with members from both teams to ensure proper coordination.
- The client’s team shares relevant information/datas/product launches for the campaign.
- A 50% payment advance is made to the Marketing Department’s multi-sig to initiate the campaign plan.
- The marketing team proposes a campaign timeline for execution.
- The client’s team cross-vets and confirms the timeline and content creation for the campaign starts.