Grant Stack Marketing Strategist Workflow
Grants Stack is a new product that has not gone to market yet. Accordingly, this process is currently in development.
Understand MMM Meeting Formats
Review the structure of the MMM Meetings to better understand how and when to contribute:
Participate in coordination calls
A large part of your job is participating in coordination calls. Discover more about these calls here:
Grant Stack Marketing Strategist Coordination Calls
Know your points of contact
Know who you will be interacting with on a day-to-day basis, what they are responsible for, and how to contact them in relation to specific project needs.
Some frequent points of contact are:
- Growth Manager
- Content Team
- Designer Team
More information about the members of MMM and their roles can be found here:
Develop go-to-market (GTM) strategies
Before a campaign launches, you will need to develop a go-to-market (GTM) strategy. Utilize the GTM template to brainstorm and log timing, metrics, messaging, content planning, and required design assets. If time permits, conduct research on other organizations and the current landscape for grant campaigns. This information can be used to inform the direction of the GMT strategy.
Identify areas where support is needed in the plan, such as cross-functional collaboration and input on content, metric setting, and potential partnerships.
Take other Gitcoin marketing initiatives and taking into account external events (eg. holidays, launches, conferences) into account while strategizing. This can be aided by referencing the master content calendar for ongoing campaigns.
Support the Creation of Content Briefs
Once the GTM strategy has been finalized, assist the content team in creating content briefs based on its information. This includes create preliminary briefs for specific content pieces and generating a mockup of a social media calendar.
GPT can be helpful in the generation of a social media calendar mockup. When prompting GTP, it is helpful to indicate the desired theme(s) and timeline for the Grants Stack campaign. Some helpful prompts include:
- “I am launching a campaign for a grant stack. It’s a _ week campaign, build a social media calendar with _ theme.”
- “What themes do you have for a social media plan for grant stack.”
In Discord, send them to the Content Team for refinement. They will clarify the direction of the campaign and expedite the process of content creation.
For high-value pieces, it is helpful to edit the material to make it as close as possible to the content you are looking for.
Brief the Design Team
Provide the GTM strategy to the Design Team. This will serve as their briefing for the campaign and is currently done through discord.
Oversee campaign launches
First, create a campaign brief using the “Product launch and special occasion campaigns” workflow found here:
Marketing Campaign Management
Once the campaign materials have been received from the Design Team, the Content Operations Team will begin sending out the campaign materials. You will receive updates on the progress and tasks associated with the campaign from the Project Manager, sometimes from Creative Director or Campaign Coordinator.
Be available to answer questions, brainstorm, and refining of plans for any individual working on the campaign.
Oversee market research
Determine the primary areas that you would like to have more information on to inform the campaign. This should include things such as the value proposition, positioning statement, and visual branding of competitors in the space. Also determine how many competitors you would like to analyze. You do not have to identify specific competitors, unless you have specific ones in mind.
Once these factors are identified, send the information to the Junior Product Marketer who will identify relevant competitors and begin the process of analysis.
Maintain updates for the Grants Stack website
Make sure product positioning and messaging remains up-to-date.
There will be continued discussions regarding product branding. Keep an eye out for inconsistencies between what is expressed in meeting discussions and the vision that has previously been established. If you notice something that needs clarification, contact the content team and revisit the single source of truth (SSOT) document.
Once there is an agreed upon language, evaluate if any website content needs to be updated. If it does, ask the Webflow Developer to update the copy on the site.
Develop and coordinate sales enablement materials
The sales team will ask for help developing certain items, such as sales decks, one pagers, and sales pitches. This will include:
- Using your understanding of marketing to create any necessary copy.
- Submitting the copy to the design team, where the final outputs will be created. (Pitches will not need this step, as they only consist of copy.)
- Reviewing the output created by the design team.
- Once finalized, send the output to the sales team.
Review metrics reports
You will receive metric reports from the Growth Manager, along with some suggestions based on the information they contain.
Review reports and identify trends to gain insights into the audience, campaign performance, and the overall success of campaign targets such as engagement rates, follower growth, email click-through rates, and time spent on pages.
Use the report information and the suggestions from the Growth Manager into consideration to inform future campaign strategies and update the current campaign as needed.
Maintenance activities
This process is currently in development, but may include:
- Engage in bi-weekly check-ins with both the content and design teams to ensure effective collaboration and progress on ongoing projects.
- Regularly review campaign reports and assess the overall performance of campaigns to identify areas of improvement and success.
- Identify and address any resource gaps or deficiencies that may hinder project execution or delivery.
- Plan ahead for the upcoming weeks by anticipating upcoming tasks, milestones, and potential challenges to ensure smooth operations.
- Conduct weekly check-ins to stay updated on market trends, ensuring that strategies and tactics remain aligned with the evolving landscape.