Essential Intents
During S15, MMMM will be focus its initiatives on delivering results that support the following Essential Intents (EI) within the DAO:
- Protocol Adoption
- Grants Program Success
- DAO Organization
TL;DR
In Season 15, MMM will focus our operations on providing streamlined, reliable marketing support to three major areas directly related to our essential intents. We will work to:
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Support the launch of Grants 2.0 protocols and the growth and adoption of Passport
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Level up Grants Programs through strategic marketing efforts and streamlining marketing processes round over round
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Grow the Gitcoin community, deepening engagement & improving brand affinity
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Improve cross-stream communication by establishing thriving partnerships with other workstreams that create shared alignment on marketing efforts and ops best practices
MMM underspent significantly against our Season 14 budgets (details outlined below). More specifically, after proposing our Season 14 budget, we made the following changes in response to market conditions:
- Postponed planned investments in brand strategy (into Season 15 & 16)
MMM also spent less than budgeted in the following area:
- Product marketing (hired one part-time, level 2 person supported by a workstream lead). Given workstream lead capacity & market conditions, we were not able to invest as much as we intended in this area. This will change in Season 15.
Based on what we learned from S14, MMM is making the following changes for S15:
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Moving from a team structure with 7 substreams (content, brand & creative, community experience, growth, product marketing, PR/Comms, Ops, Strategy & governance) to a team (and budget) structure with 3 key go-to-market areas and one team support area (see âTeam Compositionâ below)
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Doubling down on investments in product marketing, shifting resources significantly to support the DAOâs protocol-first strategy
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Pausing paid engagements with our PR/Comms partner, pausing experimental webdev-projects & canceling several other projects that do not closely align with the DAOâs ratified essential intents
Amount
MMMâs S15 budget is $417, 543 (-15% vs S14 budget of $504,635). After accounting for remaining budget & reserves, MMM is requesting $172,935 for Season 15 from the treasury.
Milestone Report
Success
Incomplete, will hit goal or priority change
Incomplete, will not hit goal
Canceled - Out of WS control
Initiative/Dept | Objectives Past Season | Value Delivered |
---|---|---|
Protocols | Lay the foundation to reposition Gitcoin as the premier ecosystem building & funding protocol | Drive customer & audience research on identity, sybil protection & broader ecosystem funding solutions [started, needs further investment] |
Create product positioning, packaging, and marketing materials to support protocol vision | ||
Steer Gitcoin toward a protocol future through effective and timely launch of Passport at ETHCC | ||
Programs | Increase awareness & affinity for public goods funding & Gitcoinâs role in it | Grow awareness and comprehension of grants and public goods among funders & grantees in Grants Round 14 |
Increase diversity and frequency of Gitcoin representatives at industry events [largely happened but outside of MMM] | ||
Elevate Gitcoinâs profile within the global media narrative from PR/Comms initiative [foundational work started & delivered] | ||
Build the profiles of Gitcoin leadership beyond Kevin [begun but deprioritized] | ||
Reinforce Gitcoin as a Web3 leader & transition from an Ethereum funding solution to an internet-native protocol for building & funding ecosystems [in progress, not achieved in S14] | ||
Reinforce Gitcoin as a Web3 leader & transition from an Ethereum funding solution to an internet-native protocol for building & funding ecosystems [in progress, not achieved in S14] | ||
Support Holdings team in marketing virtual events business | ||
Upgrade our email marketing platform & migrate to a comprehensive marketing automation suite [almost complete] | ||
Prepare comprehensive SEO audit of all website assets | ||
Branding | Elevate the Gitcoin brand experience | Support all marketing campaigns, including GR14, with top-notch marketing assets, creative and copywriting |
Complete analysis and scoping of visual identity refresh [Started, not yet complete] | ||
Full audit & clean up for gitcoin.co website & other marketing assets [started & in progress] | ||
Update existing schwag store & innovate using token-gating plug-ins | ||
Drive alignment on overall IRL event strategy [complete] & begin planning for S15 IRL events [moved to SP ws-lite] | ||
Update existing schwag store & innovate using token-gating plug-ins | ||
Develop visuals for workstream to help onboarding, navigation and proposals [Canceled] | ||
MMM OS | Establish systems, processes and practices to shape a thriving MMM and GitcoinDAO community | Build OS framework to revamp min 3 quadrants (of Workflow, Information, Authority, Measurement) |
Define and communicate a clear onboarding process for new contributors & implement contributor health measurements [started, not yet complete] | ||
Define and implement bottoms-up OKR processes with the MMM contributors by July 10th [goal was misguided] | ||
Expand connections and collaborations with workstreams; designate an MMM point of contact for each workstream [prioritized cross-workstream connections but not dedicated POC] | ||
Build Gitcoin community & shape community-first vibes via hosting and promoting virtual events such as Weekly Syncs, Memepalooza & other events | ||
Increase transparency & awareness of key DAO activities via the GitcoinDAO Digest |
Other notable MMM accomplishments in S14:
- Created go-to-market focus areas
- Created & shared comprehensive compensation & leveling model
- Implemented new project management tracking in Notion
- Streamlined the design request process
- Completed NounsDAO case study
- Completed workstream treasury diversification
- Optimized MMM governance processes & decision-making (via Murmur)
- Completed peer reviews for full MMM core team
S15 Goals
In an effort to respond to market conditions, MMM has taken necessary steps to focus the majority of our efforts on marketing our programs and protocols. We have restructured our workstream and workflows to align to 4 major focus areas: Protocols, Programs, Community Engagement, MMM Ops and are committed to operating as lean as possible.
A note on community engagement:
Currently, there is an emergent DAO-wide conversation regarding duplicative efforts around community engagement. As MMM carves out its place in community engagement work that is foundational to Gitcoinâs success, it is important to understand how MMM defines community.
Community, as defined by us, can be divided into 4 rudimentary categories (exact segmentation TBD):
Level of engagement | Audience Segment |
---|---|
Core | Contributors |
Second | Stakeholders |
Third | Participants |
Fourth | Web3 Citizens |
Each level is categorized by depth of engagement/action in relation to Gitcoin & the level of integrity to our business functions.
From very participatory & integral (core) â less participatory & integral (fourth).
Over the course of S15 MMM will work to understand our audience segments more deeply and create a comprehensive strategy that will aim to define and align the DAO on roles and responsibilities of each WS as they relate to marketing efforts (grassroots & beyond) across these 4 levels of engagement. Through this process, we will have a unified strategy for community engagement across the DAO & our community of fans and stakeholders will be empowered to champion our vision, mission & activities organically. See below for more information on key results as they relate to the community engagement initiatives of MMM.
Initiative/Dept | Essential Intent | S15 Objective | Key Results |
---|---|---|---|
Protocol launches & adoption | EI1: Protocol Adoption |
Discover & refine product-market fit for Gitcoinâs protocols (with premier partners). We will both shape and communicate our products & protocols. We will shape it by doing customer & competitor research (to help identify unmet needs) and persona development (to better define the target audience). We will communicate it with content and collateral, market education, and coordinated & effective product launches. |
Protocols general: Passport specific: Grants 2.0 specific: |
Grants program marketing & growth | EI2: Grants Program Success |
Grow awareness, comprehension, and participation for Grants Rounds. Awareness, comprehension & participation will grow successively round over round for all target groups: matching partners, grantees & individual funders |
|
Community engagement | EI1 and 2: Protocol Adoption & Grants Program Success |
Grow Gitcoin community, deepen engagement & improve brand affinity. We will have a unified strategy for community engagement across the DAO & our community will be empowered to champion our vision, mission & activities organically. |
|
MMM OS | EI4: DAO Organization |
Refine our OS for a thriving MMM Workstream & DAO. We will have a world-class marketing team who is working in thriving partnerships across the DAO and in the broader web3 community. |
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Budget Breakdown
Budget Category (Dept/team) | Description | Amount GTC | Amount USD |
---|---|---|---|
Protocol launches & adoption | Full-time contributors: - Lead (Jonathan) Part-time contributors: - Product marketing Lead (Julia) - Editor (Mathilda) - Writers x3 (Jess, Tagan & Eric) - Social media manager (TBC) - Senior Product Marketer (TBD - not yet hired) - Creative and brand strategy (Alexa) |
46,018 | $127,470 |
Grants program marketing & growth | Full-time contributors: - Ops & Strategy (Laura) - Growth Marketing (Jonas) Part-time contributors: - Side Rounds Lead (Kyle Jensen) - Side Rounds Lead (Umar Khan) - Writers x3 (TBC) - Social media manager (TBC) - Designer (Biux) |
40,408 | $111,930 |
Community engagement | Full-time contributors: - Lead (Laura) - Community Engagement Strategist (Gary Sheng) Part-time contributors: - Project coordination (Fred) - Art Director (Laura Helen) - Social media manager (Jess) - Designer (Jvck) - Content development (Armando) - Staff writer (TBC) - Gitcoin Digest Lead (Umar) |
37,413 | $103,635 |
MMM OS | Full-time contributors: - Lead (Jonathan) Part-time contributors: - CMS and Email support (Gerritt) - Project management (June Chin) - Weekly Scribe (rotating) |
26,898 | $74,508 |
MMM S15 Budget | 30.53% Protocols 26.81% Programs 24.82% Community 17.84% MMM OS |
150,737 | $417,543 |
60 day reserves | 100,491 | $278,362 | |
S14 reserves+budget remaining (est) | 188,798 | $522,970 | |
Request from Treasury (est) | 62,431 | $172,935 |
Note:
A denomination in dollar amount will be prioritized in budget proposals over GTC - if the spot price assumed at the time of posting ($2.77 on Aug. 2, 2022) this document on the forum changes between then and when the budget gets proposed on-chain, the GTC amount will be readjusted to reflect the USD amount above. GTC amounts are rounded values.
S15 Priorities
MMM is laser focused on improving the DAOâs overall marketing tactics and operations with a strategic lens. Much of this work will be focused on creating solid marketing foundations for our protocols while also growing our community and grants programs.
In addition to aligning and driving strategic marketing initiatives, our S15 priorities will include social media management, analytics, content development, and protocol branding work.
Below is a list of our top 6 priorities for the next 90 days:
- Branding for the Protocols suite including new names, a narrative framework, visual identity, and robust content plan
- Onboarding a fractional product marketing manager to support the launch of the protocols suite
- Create a comprehensive grants program marketing strategy in partnership with with PGF
- Publish grantee success stories in the form of blog posts and case studies
- Develop clear guidelines for what âcommunity engagementâ means and looks like at Gitcoin through a community engagement strategy (in collaboration with PGF and DAO Ops)
- Successful co-marketing partnership product partnership launches with Optimism and Fantom
Notes on team composition
Programs & Protocols Squads
MMM has recently restructured our operations and team structure to create lean, agile cross-functional teams in support of our 4 Essential Intents.
Program and Protocol teams will each be equipped with a:
The goal of having these three functions centralized to Programs & Protocols is to support rich context-building amongst contributors within each area.
At the beginning of S15, the marketing ops role and marketing strategy role will be held by the same person with an opportunity to hire for these functions once roles and responsibilities have been clarified and established.
Support Squad
At the heart of MMM there is a cross-functional team that supports all 3 go-to-market areas.
This squad is comprised of:
These contributors work across the workstream and in support of the needs of the wider DAO.