Grants Stack Marketing Strategy (1)
Contact Laura on Discord for questions about this document.
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.
Important Callouts from the Allo (Grants Stack) Budget
- delightful entry-point to running grant programs
- 13-5-5 goal of 13 QF rounds, 5 QV rounds, and 5 Direct Grants programs by September 1
- 80% of programs would run again
How do we move these metrics?
Grants Stack
Gitcoin Marketing Tactics
Name
Example(s)
Tags
Channels
Frequency
Product
Why this advances product goals
Other Context
Direct Grants
Bug Fixes from Beta Round
Improved UX flows
TBD w/ Meg
This advances product goals because major product improvements give us an opportunity to spotlight our tech with newsworthy updates; as well as show existing community that we’re listening to their feedback and making continuous improvements to the products
This is when we mobilize our supporter community, large channels and email list(s) to amplify our most exciting updates.
This advances product goals because “one does not simply run a QF round” and we want to make sure that educational materials are accessible, speak directly to “need to knows” and unblock potential barriers
This is when we work to educate potential users and hand-hold them into a greater understanding of what it will take to run a QF round on Grants Stack.
WIP here:
TBD w/ Meg
This communicates updates that may be relevant for people evaluating the product. Maybe they are waiting for a particular bug to be fixed before they use Grants Stack (or re-engage with the product). Release notes will inform them when something is updated.
This is when we share an update about the development progress by the Grants Stack team.
TBC w/ Meg
New product updates give people who haven’t adopted a reason to do so and showcases new features to past users to encourage reengagement
This is when we explain a product update in a way that is easy to understand, published at minimum on Twitter.
Once a month?
Highlights partners and showcases novel behaviours facilitated by Grants Stack.
This is when we highlight exciting, mission-aligned rounds and encourage donations from our community:
Examples: UNICEF, American Cancer Society
OR we feature case studies of rounds run on Grants Stack. Example: Grants Round Marketing case study: Coinbase Advocacy Round, Using Grants Stack for Ecosystem Innovation: Gitcoin Citizens Round
Ongoing, with events every other week perhaps?
A community of practice around running grants rounds could take the load off servicing rounds while also supporting new grants managers to explore the product with peer support
Originally built for Featured Rounds of Gitcoin Grants, we can repurpose this community into a community of practice / brand community that supports each other in running grants rounds
→ This is one example of a Thought Leadership tweet from Kyle: https://twitter.com/kbw/status/1648160458505953280?s=20
Weekly Tweets? 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 Grants Stack will inevitably boost adoption etc.
Every month or so?
Yearly SP conference
best way to position leaders as an authority in the space is to speak and be present at IRL events.
We need to make sure that Grants Stack is present at the key convenings full of people who could move our business metrics.
Thematic Thought-Leadery Campaign Ideas:
Beyond the campaigns listed above that explain new features and partnerships, what other campaigns can we carry out?
Campaigns that promote big ideas that are critical to people really understanding why Grants Stack matters and why they should consider running a QF round to build their ecosystem.
Examples of such campaigns include…
- TODO
Marketing Brief
Brief here:
| Channel | Tactic | Metric for Success |
| Web | ㅤ | ㅤ |
| ㅤ | ㅤ | |
| Blog | ㅤ | ㅤ |
| Social | ㅤ | ㅤ |
| PR | ㅤ | ㅤ |
| Mint | ㅤ | ㅤ |
| Events | ㅤ | ㅤ |
| Partnerships | ㅤ | ㅤ |
| Other | ㅤ | ㅤ |