Allo Marketing Strategy
Contact Alexa on Discord for questions about this document. Skip ahead to latest marketing brief here.
DRIPS BRIEF HERE
First of all, let’s establish that Allo Marketing Strategy is downstream from Product Goals based on the S18+19 Budget:
The target metrics most relevant to marketing are:
- $10mm in GMV on Allo
- 10+ independent apps built on top of Allo
… because communications are key to each to moving each of these three metrics.
Content Buckets & Cadencing
Table
Gitcoin Marketing Tactics
Name
Example(s)
Tags
Channels
Frequency
Product
Why this advances product goals
Other Context
→ Launch of Scorer API: https://twitter.com/gitcoinpassport/status/1627716829446832128
Once a month?
This advances product goals because major product improvements give people who haven’t adopted Passport yet a reason to do so; as well as a story to take to their team as to why the time is right to integrate.
This is when we mobilize our supporter community and email list(s) to amplify our most exciting updates.
A future is example is Celestia, an ecosystem of several hundred thousand people about to release an airdrop
Multiple times a month?
This advances product goals because a SINGLE integrator (Passport-Gater) that has 100k people who want to participate in an airdrop can bring in 100k new Passport holders at ONCE.
This is when we work strategically to secure partnerships with web3 projects that have tens if not hundreds of thousands of people in their network, who need to gate something as important as an airdrop.
Once a week on Monday
This communicates…
→ The Gitcoin Passport team is SHIPPING and excited about what it is shipping; This matters because no one wants to adopt a product that isn’t growing / has funding to keep going.
→ Updates that may be relevant for people evaluating the product. Maybe they are waiting for a particular bug to be fixed before they integrate Passport. Release notes will inform them when something is updated.
This is when we share an update about the development progress by the Gitcoin Passport Product Team.
→ One Click Verification announcement: https://twitter.com/gitcoinpassport/status/1649471055520514050
Once a week?
This advances product goals because new product updates give people who haven’t adopted Passport yet a reason to do so; as well as a story to take to their team as to why the time is right to integrate.
This is when we explain a product update in a way that is easy to understand, published at minimum on Twitter.
Once a month?
This advances product goals because seeing Gitcoin Passport live in a demo app that mirrors a real world use case they have helps a developer “see it and believe it” and decide to use Passport.
This is when we share out sample demo apps that are helpful for developers to play with and ultimately reduce the friction community integrators have when deciding whether they want to integrate Passport to gate their project.
Every other week?
This advances product goals because people want to use products that other notable web3 orgs are using or partnering with.
This is when we share the news that an org like Celestia has integrated Passport, or a cool sybil defense tool like Sismo has integrated Passport in some way
→ Announcement of intention to create this community is here: https://twitter.com/gitcoinpassport/status/1646373541699371009
Ongoing, with events every other week perhaps?
A community of practice around Sybil Defense and Identity & Reputation would…
→ Increase number of integrators
→ Increase number of Stamp providers
→ Build this sense that Passport is a tier 1 Sybil Defense and Identity & Reputation product
This is our Schelling point for our Tribe. People we want to get close with for a variety of reasons.
→ This is one example of a Thought Leadership tweet from Kyle: https://twitter.com/kbw/status/1648160458505953280?s=20
Blog posts multiple times a month? Speaking engagements once a month? See
People sometimes connect with brands themselves, but they more likely connect with people behind the brands / people who EMBODY the brands.
Trusting the people leading Gitcoin Passport will inevitably boost integrations etc.
We are not doing as much as we can and should to promote our leaders as thought leaders of Sybil Defense and Identity & Reputation. This is a commitment to change that.
See “Thematic Thought-Leadery Campaign Ideas:” below
→ Erich has recently been at multiple conferences related to Sybil Defense etc
→ Kyle was at Zuzalu
Every month or so?
People adopt products they are familiar with. There’s no better way to build familiarity than have leaders of Gitcoin Passport be IRL with people we need to convince to integrate Gitcoin Passport. And the best way to be IRL is to position yourself as an authority in the space (e.g. speak).
We need to make sure that Gitcoin Passport is present at the key convenings full of people who could move our business metrics.
Once a year?
A stunt that gets 1M impressions will fill up our top of the funnel for integrations etc.
This type of initiative is all about low probably, high return wins that could go super viral.
Marketing Brief
| Channel | Tactic | Metric for Success |
| Web | Ongoing website updates | ㅤ |
| TBC | ㅤ | |
| Blog | Weekly blog posts Monthly thought leadership | ㅤ |
| Social | Weekly threads Bi-weekly posts | ㅤ |
| PR | TBC | ㅤ |
| Mint | TBC | ㅤ |
| Events | Funding the Commons | ㅤ |
| Partnerships | Summer Drips: Charmverse Privy Endaoment Impact Stream - July launch Decent - kicking off dev next week; likely July timing Superrare - timing TBC Other future: Nouns Builder Coinvise Atom | ㅤ |
| Other | ㅤ | ㅤ |