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Gitcoin Marketing Campaign Types (WIP)

Original doc: ‣

Large Campaigns:

Large campaigns are typically high-budget and high-impact initiatives that aim to create a significant impact in a short period of time. These campaigns typically require significant planning and coordination, as well as a large team to execute successfully. The criteria for large campaigns include:

High-budget: Large campaigns typically require a significant budget to execute. The budget should cover all expenses, including advertising, promotions, and staffing.

High-impact: Large campaigns should have a significant impact on the organization, whether that's in terms of revenue, user acquisition, or brand awareness.

Short-term focus: Large campaigns should have a specific focus and timeline. They should be designed to achieve a specific goal within a set timeframe.

Cross-functional coordination: Large campaigns require cross-functional coordination between different teams, including marketing, product, and engineering.

Measurable outcomes: Large campaigns should have clear, measurable outcomes that can be tracked and evaluated.

Examples:

Major product launch

Gitcoin Grants round

Small Campaigns:

Small campaigns are typically lower-budget initiatives that are focused on a specific goal. These campaigns can be executed more quickly and require less coordination than large campaigns. The criteria for small campaigns include:

Low-budget: Small campaigns typically have a lower budget than large campaigns. They should be designed to achieve a specific goal within a set budget.

Focused goal: Small campaigns should have a specific goal in mind, whether that's to increase sign-ups, drive engagement, or generate revenue.

Short-term focus: Small campaigns should have a specific timeline and be designed to achieve a specific goal within a set timeframe.

Limited resources: Small campaigns typically have limited resources, so they need to be executed efficiently.

Measurable outcomes: Small campaigns should have clear, measurable outcomes that can be tracked and evaluated.

Examples:

Minor product launch/feature launch

Soft launches

Drip Campaigns:

Drip campaigns are "always-on" campaigns that are designed to engage with customers and prospects over a longer period of time. These campaigns typically require less coordination and can be executed more efficiently than large or small campaigns. The criteria for drip campaigns include:

Long-term focus: Drip campaigns should have a long-term focus and be designed to engage with customers and prospects over a longer period of time.

Low-budget: Drip campaigns typically have a lower budget than large or small campaigns, as they are designed to be executed over a longer period of time.

Consistency: Drip campaigns should be consistent in their messaging and execution to build brand awareness and engagement over time.

Automated: Drip campaigns should be automated to ensure that they are executed consistently over time.

Measurable outcomes: Drip campaigns should have clear, measurable outcomes that can be tracked and evaluated over time.

Examples:

Minor product launch/feature launch

Soft launches

Community Operated

This type of campaign is unique in that it is executed by members of the community, rather than the marketing team, but still has the support of the marketing team through the provision of a self-serve toolkit. Here are some criteria for community-operated campaigns:

Self-serve toolkit: The marketing team should provide a self-serve toolkit that community members can use to execute their own campaigns. This toolkit should include brand guidelines, assets, and templates to help ensure that the campaign is consistent with the overall brand and messaging.

Community involvement: The campaign should involve members of the community in the planning and execution process. This will help ensure that the campaign is aligned with the needs and interests of the community.

Clear goals: The campaign should have clear goals and objectives that align with the overall marketing strategy. These goals should be communicated clearly to community members to ensure that everyone is working towards the same end goal.

Measurable outcomes: Like all campaigns, community-operated campaigns should have clear, measurable outcomes that can be tracked and evaluated. This will help the marketing team understand the impact of the campaign and make adjustments as needed.

Collaboration: The marketing team should collaborate with community members to provide guidance and support throughout the campaign. This may include providing feedback on campaign materials, offering resources and expertise, and helping to promote the campaign to a wider audience.

Flexibility: Community-operated campaigns may require a higher degree of flexibility than other types of campaigns, as they are executed by members of the community rather than the marketing team. The marketing team should be prepared to adapt and adjust the campaign as needed to ensure its success.

Co-Marketing

This type of campaign involves partnering with another organization to jointly promote a product or service. Here are some criteria for co-marketing campaigns:

Pre-agreement: A co-marketing campaign requires a pre-agreement between the two organizations involved. This agreement should outline the goals, objectives, and responsibilities of each organization.

Shared goals: Both organizations should have shared goals and objectives for the campaign. This will help ensure that the campaign is aligned with the needs and interests of both organizations.

Co-branded materials: Co-marketing campaigns should feature co-branded materials that are consistent with the branding and messaging of both organizations. This will help reinforce the partnership and build trust with customers.

Joint resources: Both organizations should contribute resources to the campaign, whether that's funding, marketing expertise, or promotional materials. This will help ensure that the campaign is executed effectively and efficiently.

Clear communication: Communication is key in a co-marketing campaign. Both organizations should be transparent and clear about their expectations, timelines, and responsibilities. This will help ensure that the campaign runs smoothly and that everyone is on the same page.

Measurable outcomes: Like all campaigns, co-marketing campaigns should have clear, measurable outcomes that can be tracked and evaluated. This will help the organizations involved understand the impact of the campaign and make adjustments as needed.

Relationship building: Co-marketing campaigns can be a great way to build relationships with other organizations. The marketing team should take the opportunity to foster these relationships by being collaborative, responsive, and respectful of the other organization's needs and interests.

[LINK TO CAMPAIGN BRIEF]

[LINK TO PARTNERSHIPS/CO-MARKETING BRIEF]

🎆

Gitcoin Marketing Campaign Types (WIP)

Original doc: ‣

Large Campaigns:

Large campaigns are typically high-budget and high-impact initiatives that aim to create a significant impact in a short period of time. These campaigns typically require significant planning and coordination, as well as a large team to execute successfully. The criteria for large campaigns include:

High-budget: Large campaigns typically require a significant budget to execute. The budget should cover all expenses, including advertising, promotions, and staffing.

High-impact: Large campaigns should have a significant impact on the organization, whether that's in terms of revenue, user acquisition, or brand awareness.

Short-term focus: Large campaigns should have a specific focus and timeline. They should be designed to achieve a specific goal within a set timeframe.

Cross-functional coordination: Large campaigns require cross-functional coordination between different teams, including marketing, product, and engineering.

Measurable outcomes: Large campaigns should have clear, measurable outcomes that can be tracked and evaluated.

Examples:

Major product launch

Gitcoin Grants round

Small Campaigns:

Small campaigns are typically lower-budget initiatives that are focused on a specific goal. These campaigns can be executed more quickly and require less coordination than large campaigns. The criteria for small campaigns include:

Low-budget: Small campaigns typically have a lower budget than large campaigns. They should be designed to achieve a specific goal within a set budget.

Focused goal: Small campaigns should have a specific goal in mind, whether that's to increase sign-ups, drive engagement, or generate revenue.

Short-term focus: Small campaigns should have a specific timeline and be designed to achieve a specific goal within a set timeframe.

Limited resources: Small campaigns typically have limited resources, so they need to be executed efficiently.

Measurable outcomes: Small campaigns should have clear, measurable outcomes that can be tracked and evaluated.

Examples:

Minor product launch/feature launch

Soft launches

Drip Campaigns:

Drip campaigns are "always-on" campaigns that are designed to engage with customers and prospects over a longer period of time. These campaigns typically require less coordination and can be executed more efficiently than large or small campaigns. The criteria for drip campaigns include:

Long-term focus: Drip campaigns should have a long-term focus and be designed to engage with customers and prospects over a longer period of time.

Low-budget: Drip campaigns typically have a lower budget than large or small campaigns, as they are designed to be executed over a longer period of time.

Consistency: Drip campaigns should be consistent in their messaging and execution to build brand awareness and engagement over time.

Automated: Drip campaigns should be automated to ensure that they are executed consistently over time.

Measurable outcomes: Drip campaigns should have clear, measurable outcomes that can be tracked and evaluated over time.

Examples:

Minor product launch/feature launch

Soft launches

Community Operated

This type of campaign is unique in that it is executed by members of the community, rather than the marketing team, but still has the support of the marketing team through the provision of a self-serve toolkit. Here are some criteria for community-operated campaigns:

Self-serve toolkit: The marketing team should provide a self-serve toolkit that community members can use to execute their own campaigns. This toolkit should include brand guidelines, assets, and templates to help ensure that the campaign is consistent with the overall brand and messaging.

Community involvement: The campaign should involve members of the community in the planning and execution process. This will help ensure that the campaign is aligned with the needs and interests of the community.

Clear goals: The campaign should have clear goals and objectives that align with the overall marketing strategy. These goals should be communicated clearly to community members to ensure that everyone is working towards the same end goal.

Measurable outcomes: Like all campaigns, community-operated campaigns should have clear, measurable outcomes that can be tracked and evaluated. This will help the marketing team understand the impact of the campaign and make adjustments as needed.

Collaboration: The marketing team should collaborate with community members to provide guidance and support throughout the campaign. This may include providing feedback on campaign materials, offering resources and expertise, and helping to promote the campaign to a wider audience.

Flexibility: Community-operated campaigns may require a higher degree of flexibility than other types of campaigns, as they are executed by members of the community rather than the marketing team. The marketing team should be prepared to adapt and adjust the campaign as needed to ensure its success.

Co-Marketing

This type of campaign involves partnering with another organization to jointly promote a product or service. Here are some criteria for co-marketing campaigns:

Pre-agreement: A co-marketing campaign requires a pre-agreement between the two organizations involved. This agreement should outline the goals, objectives, and responsibilities of each organization.

Shared goals: Both organizations should have shared goals and objectives for the campaign. This will help ensure that the campaign is aligned with the needs and interests of both organizations.

Co-branded materials: Co-marketing campaigns should feature co-branded materials that are consistent with the branding and messaging of both organizations. This will help reinforce the partnership and build trust with customers.

Joint resources: Both organizations should contribute resources to the campaign, whether that's funding, marketing expertise, or promotional materials. This will help ensure that the campaign is executed effectively and efficiently.

Clear communication: Communication is key in a co-marketing campaign. Both organizations should be transparent and clear about their expectations, timelines, and responsibilities. This will help ensure that the campaign runs smoothly and that everyone is on the same page.

Measurable outcomes: Like all campaigns, co-marketing campaigns should have clear, measurable outcomes that can be tracked and evaluated. This will help the organizations involved understand the impact of the campaign and make adjustments as needed.

Relationship building: Co-marketing campaigns can be a great way to build relationships with other organizations. The marketing team should take the opportunity to foster these relationships by being collaborative, responsive, and respectful of the other organization's needs and interests.

[LINK TO CAMPAIGN BRIEF]

[LINK TO PARTNERSHIPS/CO-MARKETING BRIEF]