Purpose of this document:
To outline 5 key roles in the Marketing Working Group and invite anyone in the community to apply for those roles. If you wish to hold any of these 5 roles, please comment on which role you would like to fill below.
Introduction
Now that the MWG has the it’s mandate from the PT community, the very important next step is to form into the operating groups as defined in the previous gov post and begin development of the PT Marketing Strategy. After exploring the inner workings of the bankless marketing group and the inverse finance marketing group along with the more than 40+ years of marketing experience from the team who has been working to form the Marketing Working Group, we have aligned on the following structure of the group plus the potential for one additional role.
To summarize, the marketing working group will be divided into 4 subgroups:
1. **The Brand/Steering Subgroup**
This group will hold the ultimate accountability for all deliverables of the Marketing Working Group. The groups’ effectiveness will be measured by how many new depositors it can attract, the cost to acquire these depositors, the total amount of deposits and the length of time people stay deposited (either via partners or directly to app.pooltogether.com). To help ensure that the PT MWG is always moving this way, the Brand Steering committee will:
A. First define, then continually update depositor personas
B. First define, then continually update depositor marketing journeys for those personas
C. Build a comprehensive brand guideline/strategy that outlines standards for all PT outward communications
D. Work with and support the other three MWG sub-groups
Ideally the brand/steering subgroup would have 6 members.
- A Group Lead- accountable for organizing the group, ensuring a proper cadence of projects, evaluating and optimizing projects against tracked marketing KPIs
- A Community Advocate/PT Inc. Member- accountable for representing the history and culture of the community/DAO
- 4 Engaged community members- willing to dedicate time working on/managing active projects from the Brand/Steering subgroup
@Loitering_Gorilla has offered to lead this Sub-Group
2. The Owned Asset Subgroup-
This group will be accountable for all PT ‘Owned’ Assets (with the obvious exception of assets like pooltogether.com or app.pooltogether.com which require more nuanced discussions). That means any website or media asset where the DAO has complete control over the content that is maintained. Examples include but are not limited to:
A. Community Substack
B. Community newsletter
C. Community podcast
D. PT's reddit thread
E. PT's social media accounts
F. The myriad of continually growing PT related websites and blogs
The idea is for this group to continually fill existing assets with fresh content continually, but also create new assets that can help in the fulfillment of their mission: attract people who are interested in the content being disseminated and help convert depositors along their deposit journey. As such the metrics that this group will focus on are: website traffic, website bounce rates, time on site(s), clicks to deposit page and new community members. Additionally, this group will be responsible for generating excitement from existing depositors and community members, so LTV or depositor attrition and community growth will also be important metrics for this group. There are already active and funded projects that would fall under this group including the PT Community Substack, The PT Community Podcast, PoolTogetherDao.supersite as well as all the sites that report winners, treasury strength and more.
Ideally this subgroup will have 6 members:
- A group lead- accountable for organizing the group, ensuring a proper cadence of projects, evaluating and optimizing projects against tracked marketing KPIs
- @Tjark
- 4 Engaged community members- willing to dedicate time managing active projects from the owned asset subgroup and work with all community content providers.
@SmartInvestor has offered to lead this subgroup
3. The Earned Conversation Subgroup-
This group is accountable for generating outside conversation about PT- however that can be achieved. Obviously this means getting PT even more exposure in news publications and media outlets, but it also means getting people talking about PT in other ways like on social media or on partner protocols.
The metrics that this group will be accountable for are: media impressions, unpaid partnerships, social media mentions and most importantly- traffic driven to PT’s organic assets.
Projects that will be undertaken by this group include but will not be limited to:
A. building a referral program
B. outreach and partnerships with other DAOs
C. organic acquisition campaigns like the Valentine’s day campaign.
Ideally this subgroup will have 6 members:
- A group lead- accountable for organizing the group, ensuring a proper cadence of projects, evaluating and optimizing projects against tracked marketing KPIs
- A partnerships lead- accountable for leading outreach and initial conversations with DAOs that we can partner with
- A referral program lead- accountable for leading the development and execution of an ongoing PT referral program
- 3 active members from the PT community
Both @Anne_Well and @StarTreeTV have offered to lead this subgroup
4. The Paid Media Sub-Group-
This group is accountable for managing PT’s advertising spending on anything from digital/social media, to sponsorships/paid partnerships, influencer collaborations and more. The metrics that these groups are accountable for are things like cost per click, cost per acquisition and return on advertising spend.
As the PT community begins to gain comfort with the operations of the MWG, this group would be responsible for working closely with the Brand/Steering group to select and work with outside agencies and build media plans to optimize returns.
Ideally this subgroup will have 6 members:
- A group lead- accountable for organizing the group, ensuring a proper cadence of projects, evaluating and optimizing projects against tracked marketing KPIs
- A media expert- with either experience in performance marketing, media planning or media buying
- 4 members from the PT Community
@tim has offered to lead this group
5. An MWG administrator-
This person will ultimately serve as the HR, Budget Manager and KPI Reporter. Their job will to be track all active projects initiated by the Marketing Working Group, ensure there are a sufficient pipeline of new projects, find and onboard new MWG members from the DAO and work directly with the community to help encourage, ideate and funnel organic campaign ideas to the appropriate group.
We currently do not have a volunteer for this role and should no one immediately step up to fill this role (as it is currently unpaid), the group leads can manage this in the meantime.
Next Steps
NO ROLE IS GUARANTEED.
If you wish to put yourself forward to lead any of the four groups, or to fill the administrator role please record your interest below. If multiple Community Members offer to play the same role, we will have each present a brief overview of why they feel they are best for the role and let the community vote.
THIS POST IS ONLY ABOUT LEADERSHIP OF THE MWG: If you wish to join a group as a member, please fill out this typeform. The group leaders will reach out to you to talk about your participation as a member of every group. You can be an active member of more than one groups.
YOU HAVE UNTIL WEDNESDAY FEBRUARY 9 AT 12PM EST TO PUT YOURSELF FORWARD FOR ONE OF THE FIVE LEADERSHIP ROLES. After which, the nomination period will close.
A Quick Note on Compensation
This is an ongoing discussion. However, for now, compensation for the group leaders and MWG team members will be included in any grant request that accompanies a project led by the group. Once we start ‘running’, we will continue the conversation about forward facing compensation for participation in the Marketing Working Group