Gitcoin Passport Integrator Co-Marketing Approach (June 2023 Briefing)
Context
This document helps with Gitcoin Passport's marketing efforts by providing a win-win co-marketing approach that clearly communicates the value proposition to integration partners, optimizes partnerships for growth, and reinforces the image of Gitcoin Passport as a protector against Sybil attacks and bots across various web3 use cases.
Background ℹ️
Win-Win Co-Marketing Approach 🙌
Key Lessons from Co-Marketing So Far 💡
Co-Marketing Workflow 🌊
Background ℹ️
Marketing for Gitcoin Passport is crucial in demonstrating its value proposition to potential partners and its wider audience, and thus increasing integrations.
Despite previously less strategic marketing efforts ("Yolo-ed", reactive approaches), our endeavors have still managed to yield solid results.
That said, we can do things better and more consistently.
Win-Win Co-Marketing Approach 🙌
In our pursuit to evolve our marketing strategies, a win-win co-marketing approach has emerged as an effective method. It's important to:
- Clearly communicate what we can provide to our integration partners.
- Ensure they understand when agreed upon actions will occur.
- Optimize our time by focusing on partnerships that are highly beneficial to Gitcoin Passport's growth.
- This is especially important as we have many integrators launching every week. We will have to say no or have very limited effort co-marketing for some and eventually most integrators.
- Keep the Gitcoin Passport team updated on announcement timelines.
- Use each co-marketing opportunity to progressively reinforce the image of Gitcoin Passport as a protector against Sybil attacks and bots across various web3 use cases.
Key Lessons from Co-Marketing So Far 💡
We’ve comarketed as of 2023-06-16 with a little less than a dozen partners. Our experience has shown:
- Swift responsiveness to integration partners is highly valued. (It’s quite frankly good to have a social media person / person on Telegram who is always checking their phone/computer)
- Displaying an array of partnerships with respected projects on Gitcoin Passport's Twitter creates a positive image among integrators.
Co-Marketing Workflow 🌊
Once an integration is confirmed, the following steps should be followed:
- Add the Gitcoin Passport marketing point of contact to the relevant Telegram group chat where the integration is being discussed (e.g. “Clique 🤝 Gitcoin Passport”).
- If the partner integrated independently, we can create a new group solely for co-marketing discussions.
- Gary will send the “Gitcoin Passport: Integrator Co-Marketing Intake Questionnaire” to the integrating team.
- Based on the answers, Gary will evaluate the co-marketing opportunity size (small or large, see: ) and suggest if a case study is necessary, using a reference matrix.What Marketing Support We Can Provide Integrators of Gitcoin Passport (June 2023)
- Jeremy will provide a sanity check on these decisions if Gary is on the fence.
- The tentative plan is recorded in the following tables by Gary.
- (only if a case study is to be done)
- In the Telegram group, Gary will share the co-marketing plan with the integrating team, explaining the tweet draft and the possibility of a case study.
- Example message: “Hey XYZ, we’re excited to support you with co-marketing support to announce your integration with Gitcoin Passport. What we recommend is that you draft a tweet letting your users know that you are now protecting your ABC with Gitcoin Passport, which will yield INSERT benefits for your project/ecosystem. We will quote tweet this tweet confirming your integration. On a separate note, we also would even love to feature you in a case study? What are your thoughts on both points?”
- Once the plan is agreed upon, we update the records in the respective tables.
- If a Twitter Space is agreed upon, follow this guide: Gitcoin Passport Twitter Spaces Participation: Best Practices Guide (July 2023)
A near term vision for the future of this work includes comprehensive case studies for each major use case we support, as well as every value proposition we offer, which will further solidify our position in the market and make it easy for potential integrators to say yes!