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What Marketing Support We Can Provide Integrators of Gitcoin Passport (June 2023)

Context

This document helps with Gitcoin Passport's marketing efforts by outlining the purpose of co-marketing with integrators, categorizing integration partners based on marketing support, and providing case studies to showcase the use cases and unique value propositions of Gitcoin Passport.

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This document is a brainstorming exercise exploring the marketing support we can provide for integrators of Gitcoin Passport. All feedback welcome! Last updated 2023-06-13

Purpose of Co-Marketing with Integrators of Gitcoin Passport

Categorizing Integration Partners

Small Marketing Support ▪️

Large Marketing Support ⬛️

Case Studies for Both Small and Large Co-Marketing Size

Determining the Level of Marketing Support and the Need for a Case Study

Purpose of Co-Marketing with Integrators of Gitcoin Passport 

There are three primary reasons why we engage in co-marketing with Gitcoin Passport integrators:

Legitimacy: We aim to demonstrate Gitcoin Passport as a relevant and current product in collaboration with credible organizations.

Education: We want to showcase the utility of Gitcoin Passport across various use cases, such as faucets, protecting NFT drops, and safeguarding communities.

Audience Expansion: Our goal is to reach new audiences and broaden our marketing funnel through co-marketing initiatives.

Categorizing Integration Partners

A useful way to categorize integration partners is based on the extent of our marketing resource allocation. If an integration partner significantly enhances our legitimacy, educates our potential integrator population, and reaches new audiences, we could categorize them as a large integrator deserving of extensive marketing support. On the other hand, partners who do not meet these criteria would be considered small integrators, receiving smaller marketing support.

Small Marketing Support ▪️

Small marketing support could involve actions such as…

Inclusion in the release notes

Retweeting mentions of Gitcoin Passport by small integrators or sharing one or two original tweets on Gitcoin Passport's Twitter account, announcing the partnership.

Large Marketing Support ⬛️

Large marketing support would entail more than just retweets and tweets.

In addition to social media activity, we might consider co-hosting Twitter Spaces to educate the integrator's users about Gitcoin Passport.

We could also draft a blog post announcing the partnership, like we did with Snapshot. This post would include who is integrating Gitcoin Passport, the purpose behind the integration, and ideally a quote or two from the integrator. The blog post would link to educational materials about Gitcoin Passport.

Case Studies for Both Small and Large Co-Marketing Size 

Regardless of the comarketing size, we may consider creating a case study documenting their use case of Gitcoin Passport and the unique value proposition(s) that convinced them to integrate.

The decision to create a case study should be based on whether the integrator helps us document a valuable use case or a unique value proposition for Gitcoin Passport.

Determining the Level of Marketing Support and the Need for a Case Study

Deciding the level of marketing support for an integration partner and the need for a case study would be best done by Gary, with sanity check from Jeremy if needed.

Gary will send the “Gitcoin Passport: Integrator Co-Marketing Intake Questionnaire” to the integrating team.

Gary evaluates…

Whether the partner qualifies as a small or large marketing support partner and…

If there's a missing case study that the integration partner could help us create

Gary then comes back with the partner on what we can promise them in terms of marketing support and case study writing.

Notes