# Bitmark Marketing Overview **Head of Marketing: Michael** The Head owns the following: 1. Targeting: how (and which) people learn about Bitmark and our products. 2. Positioning: what people think about Bitmark and our products. 3. Conversion: why people engage with Bitmark and our products. Brand and Product Marketers work together to amplify their work: * Brand Marketers use the Marketing Dashboard to unify schedules and information. * Product Marketers may have their own detailed schedules, placing major milestones that need to be amplified through Brand Marketing within the Marketing Dashboard. * Marketers are expected to coordinate with each other, autonomously, without the Head. Meetings: * [Weekly](https://docs.google.com/document/d/1HHnfdjP7noC-5HWU3WFzB1s6zmfL05BrAQnZ06CW4Ek/edit#) - Tactical team meeting led by Head to get everyone synchronized on each other’s activities. * Bi-weekly - Individual member check ins. * Half-Quarter - Strategy team meeting led by Head to review progress on initiatives and big picture focus. * Quarterly - Team presentation to Company: status and post-mortem via all-hands. # Brand Marketing **Digital Rights Activist: Vivian** The Activist activates Bitmark’s mission (knowledge + control) around digital rights to the world. They focus on producing impactful campaigns and activities designed to scale in multiple regions, using growth-hacking approaches for self-sustainability. They are building a social movement. Educate about digital rights - make rights relevant to the average person. (Branding) * Identify and secure public speaking opportunities for themselves and Bitmark team members to diverse audiences. * Produce content in collaboration with the Marketing Team; surface content for distribution by the Marketing Team. (ex. podcast) * Support advocacy groups that strengthen our mission. (ex. 1%) * Strengthen initiatives with the Bitmark Ambassadors program, including the identification and development of new ambassadors. Activate digital rights control to non-target audiences. * Partner with advocacy groups (ex. EFF and sex workers) and government agencies (ex. New Taipei City) to mobilize our tools to their represented groups. * Use these edge cases to help the Bitmark team understand how to reach broader user acceptance (usability, features) with our products. (ex. Recurring presentations to team) **Developer Advocate: TBD** The Advocate motivates and enables developers to use and expand upon our products. They are building communities around the development of new digital rights. Educate about Bitmark - make our engineering challenges and values as a company relevant to the average engineer. (Branding) * Identity and attend events to share Bitmark’s work and mission. * Arrange for team members to attend and speak at events. * Work with the Social Marketing and PR Coordinator to share our work milestones (targeted towards engineers) via Bitmark’s media channels. Recruit * Develop a public identity as a Bitmark representative, online and offline. * Maintain an internal database and relationship network of pre-screened candidates. Activate * Develop use cases, internships, and projects for developers to contribute to Bitmark, including incentives. * Establish relationships with applicable organizations (university engineering departments, accelerators, etc.) to maintain channels to promote hiring and developer opportunities. **Social Marketing and PR Coordinator: Michael (interim)** The Coordinator tells Bitmark’s story to the world, creating trust through the Bitmark branding and magnifying our efforts. Maximize our channels: social media accounts, website, and product communities. * Establish a unified, human voice for the Bitmark brand - something our own team members would follow. * Sustain a daily presence. * Respond to others as you wish people would respond to you - timely and respectful. Bring insights from our team to the public by creating or facilitating content in various media (incl. video). Foster media relationships to grow external exposure to our work. Optimize for growth (time of posting, writing style, etc) via experimentation. Activate our partners, advisors, and ambassadors. **Marketing Specialist: TBD** The Specialist is the glue between the various roles, able to assist across all aspects of marketing execution. # Product Marketing Each product has an assigned product marketer. Autonomy - Michael (interim) Bitmark Website * Content - Sean * Optimization - Michael (interim) Autonomy Health - Michael (interim) OurBeat - None (waiting on partner KKBOX) Feral File - Michael (interim) ## Output - See most recent [marketing team milestones](#). :::spoiler *Change log* February 27, 2021: Adjustments to clarifying brand and activations within roles February 11, 2021: Digital Rights Activist role updated, Product Marketers added, meeting schedules January 21, 2021: Document started :::