TL;DR
In S18 & 19 the MMM Workstream is going to continue its focus on one overarching north-star goal: Reposition Gitcoin as a tech-first organization. To do so, we are requesting a budget of $448,435 (changed from $560,500 in our initial S18/19 budget request).
To accomplish this goal, MMM will focus on the following strategic marketing areas in S18/19:
- Drive awareness, engagement, adoption and fandom of our products (product and growth marketing)
- Continue to establish and build hype for our products and Gitcoin’s overarching brand (brand marketing)
- Shift existing audience perceptions through PR and community engagement initiatives (PR and supporting community engagement)
- Bolster the narrative of our tech’s impact with meaningful impact reporting (research & impact reporting)
Amount
MMM’s S19 budget request is for $448,435 (-20.01% change vs S18 budget). After accounting for remaining budget & reserves (and 33% reserves budget for S19), MMM is requesting $276,419 for Season 19 from the treasury.
A full breakdown of the budget can be found at the end of this post.
| Gitcoin Season | Season 16 | Season 17 | Season 18 | Season 19 |
| Season Budget | $471,979 | $414,041 | $560,500 | $448,435 |
The amount of GTC requested and the value of the reserves will be adjusted based on the current market value at the time this proposal is moved to Tally using the lower of the current price or the 20 day moving average, whichever is lower.
Milestone Report for the past Season
Please use this link to view the MMM OKR tracker. A summary of highlights re: OKRs from S18 includes:
- Big wins at EthCC with 100+ leads on both DevRel and Partnerships (shoutout to @azeem and @0xZakk for their partnership on this and @meglister for representing Grants Stack)
- Lots of cancelled projects on Allo with the switch to v2 launch in Sept/Oct
- Lots of wins on Passport marketing, misses are around designing funnels and tracking conversions (S19 focus)
- Several cancelled projects around whitepapers & research due to resourcing constraints
- Most brand marketing initiatives still in progress, wrapping up early-to-mid S19
- Major Schelling Point conference in Istanbul is currently cancelled
- Thought leadership initiatives are underway but behind schedule
Our S18 Wins! (index of key outputs created)
MMM has the unique opportunity to work on multiple products, with a combination of both small and large projects that results in dozens of outputs in a single season. This list is part humble-brag, part chronicle, part celebration of contributions from MMM contributors 
- Successful hosting of Schelling Point Sessions in Paris
- Launched the Manager Toolkit (Including 4 new comprehensive articles for Program Managers)
- Launched Grants Stack Self Serve campaign
- Finished the following website pages:
- Allo
- Grants Stack
- GTC
- PGN
- New Gitcoin Blog
- Reformatting of grants.gitcoin.co for Beta round, Citizen round and GG18
- Over 3k followers on Allo Twitter
- Over 9k followers on Grant Stack Twitter
- Built Passport Twitter to over 33k followers
- Have begun to experiment with different types of content and measure their effectiveness to drive awareness and adoption
- Ran Beta round comms and drove over 50K visits to grants.gitcoin.co
- Passport Weekly Release Notes hub
- Active Passport TG group with over 8.5k members and 11 different channels
- 4 Passport Case studies published including Galxe, Guild.xyz, {r}elinkd, and PoWFaucet
- Updated Marketing SSOTs
- Running of ad-hoc campaigns including Rocketpool, Delegation Week, cGrants Sunsetting
- Brand asset hub along with branded slides for Grants Stack, Allo and Passport
- Started a monthly product-focused newsletter
- Created Canva brand kits for Grants Stack and Gitcoin (hit us up for access)
- Sales 1-pagers for all of our products (except Allo - being complete prior to launch)
- Supported successful launch of PGN with compelling brand & web design, as well as merch and signage for FTC booth
High-level metrics to measure how we are performing overall as a company.
Channel |
Measurement | S15 | S16 | S17 | S18 |
| Gitcoin Twitter | Impressions | 5.3MM | 4.3MM | 7.1MM | 4.9MM |
| Engagement rate | 2.5% | 4% | 4.6% | 4.63% | |
| Gitcoin Passport | Impressions | - | 261,000 | 720,000 | 2.4MM |
| Engagement rate | - | 4% | 4.6% | 6.86% | |
| Follower count | - | 3,700 | 7,000 | 32,866 | |
| Open rate | - | 16.43% | 19.43% | 12.8% | |
| Click-thru rate | - | 0.52% | 5.87% | 3.14% | |
| Unsubscribe rate | - | 0.29% | 0.25% | 0.16% | |
| Blog | Total blog post views | 64,014 | 76,326 | 5,915 (platform change) | 45,450 |
| Avg time spent on page | 39 seconds | 50 seconds | 26 seconds | 43 seconds |
Budget Update
We are still orienting toward the goals we had set at the beginning of S18 with one added distinction (note growth marketing included in our focus):
What’s changing
Budget and headcount
- From:
- 8 FT contributors
- 4 FT contributors budgeted for
- 8 PT contributors
- To:
- 8 FT contributors (1 onboarded, 1 offboarded, 2 salary-leveled)
- 8 PT contributors (1 reduced # of hours)
- Budget decrease of ±20%
Shifting Priorities
- Major focus of S19: Wrap up brand design work and double-down on sales enablement, qualifying leads and tracking conversions through our marketing funnels
- Other changes:
- Canceling vast majority of research initiatives relating to bolstering thought leadership due to resourcing constraints
- We will continue to execute existing research-related activities that directly relate to product marketing
- This move will impact our impact reporting initiative but we are still working on that at a reduced capacity.
- We will be continuing to zero in and refine marketing metrics tracking and reporting
- Canceling vast majority of research initiatives relating to bolstering thought leadership due to resourcing constraints
- We will be redirecting considerable design resources to support in-app development on Passport and Grants Stack
Budget Breakdown
View 1.1: Breakdown by category
The chart below is a hypothetical breakdown of the approximate amount MMM will spend on each category of work. Note, the totals here do not add up to the total budget requested.
View 2: Breakdown staffing, contracting, operational expenses
| Function | Description | Amount USD | % |
| Full-time Contributors | Marketing Strategy Lead & Passport Product Marketing – Laura
Marketing Operations Lead – Jonathan Passport Marketing Coordinator & Social Media Lead - Gary Senior Brand Strategist, Allo Marketing Manager – Alexa Design Director - LH Art Director, designer & videographer – Cici Communications Lead - Caolan Campaign Coordinator & Content Manager - Mathilda |
$287,250 | 64% |
| Part-time Contributors | Designer – Gina
Designer – Harry Grants Stack & Gitcoin Grants Marketing Manager – Ericka Technical Lead – Gerrit Accounting & Treasury Diversification, marketing analytics – Jonas Staff writer – Rohit Writer – Liam DAO Digest writer – GOAO |
$90,700 | 20% |
| Various other freelancers for 1-off projects (based on requests from the DAO) | Includes freelancers specializing in:
|
$30,000 | 7% |
| Opex | Software
Gas fees Event sponsorships Travel Education, conferences |
$6,585
$900 $22,000 $8,000 $3,000 |
9% |
| Total | $448,435 | 100% |
View 3: Total request including reserves & budget rollover
| Total [Workstream] Budgeted Spend S19 | $448,435 |
| 33% Budget Reserves | $147,984 |
| S18 Treasury Balance, incl unspent reserves and any source of revenue* | $320,000 est. |
| Total 19 Request | $276,419 |