APY.VISION Marketing Proposal

# APY.VISION Marketing Proposal #### Become the go-to solution for Liquidity Providers to track and analyze their investments. APY.vision will be positioned as an essential tool in the DeFi community. No LP should be without it. ## Strengths - First mover advantage + gaining traction - Excellent and very useful analytics tool - Illuminates Impermanent Loss - Provides a service to decentralized exchanges (if people can compare pools, they can pick the best one) so exchanges should want to partner for the long run - Have an established community(~1000 Discord/~1000 Twitter). Not only is there room to grow, but we want to help capture the newbies that will enter the space throughout the upcoming cycle. Creating evergreen content with funnels will facilitate this. - APY.vision as a service is comparable with Etherscan - both give very useful insights into Ethereum in a nuts and bolts (fundamental) way. ## Challenges - Layered complexity: Educating the crypto savvy/DeFi savvy about why APY is important (what impermanent loss is, etc.) is difficult. It must be broken down methodically for people to understand. - Educating the crypto savvy but not the DeFi savvy so they can be less frightened to try DeFi. - Converting freemium to paying customers — clearly showing value of the pay service vs free compared to not using it at all. - This is the important marketing funnel: `Already aware -> Free user -> Paying user.` ## Phase One: Get the House in Order APY.vision is three layers of complexity deep. **Crypto, DeFi, Analytics for DeFi**. That's why education is key for bringing in new community members and users. With that in mind, it is critical that all public facing content is super user friendly and easy to understand. It's also important to take inventory on what assets APY currently has, and how they can be best leveraged to support the APY mission. **Tasks** - Right now APY.vision content is complicated, cluttered, and unclear as users land on the app (top of funnel). This starts with the APY website. We need to create a new, aesthetically pleasing home page with a simple, yet logical information flow, where viewers can understand APY's value proposition in a minute or less. This new homepage will efficiently route viewers to sign up, learn more information, join the APY community, and view the LP analytics tool. - Redo APY.vision About/FAQ and pricing pages. Audit rest of site for content recommendations. - Audit all Social Media (Twitter). Make sure bios and design are branded the same way and provide suggestions on people to follow and conversations to be a part of. - Audit Community Platforms (Discord/Telegram, etc.). Make recommendations for organizing, monitoring, managing, and engaging the community to get them excited to use and promote APY.vision's amazing analytics tool. Make recommendations on how to grow the community and discover any pain points for users. - Audit and inventory all APY.vision content. See what is evergreen and can be still reused for educational purposes. See where the holes are — what will need to be created and what has been succesful in the past. - **Once the information is gathered, create ongoing marketing plan with quarterly KPIs.** **Deliverables:** - Wireframe for marketing site with fresh copy and user flow. - Audit of all existing content and materials. - Monthly marketing plan. **Cost**: $5500 ## Phase 2: Ongoing Monthly Growth Plan One of the main goals of phase 1 is discovery; what content has been created, assessing how engaged is the community, what partnerships can we leverage, and what state the digital assets are in. From this discovery we will be able to create a productive and ongoing marketing plan with objective KPIs. This plan is a crucial deliverable from Phase 1. **That said, in general, an ongoing monthly marketing plan will consist of deliverables such as:** - Create 2-4 high value pieces of content to educate and inspire new APY users, as well as positioning APY as fundamental and necessary. Examples of needed content are: - Explainer ("what is" APY.vision) and "how-to" videos - Video/blog explaining Impermanent Loss for different levels of experience - Co-branded Integration announcements - Articles/videos explaining DeFi, and how using APY.vision will help protect your funds. - Social media: Cut up content into bite-sized social media morsels and strategically share. Emphasize education and branding APY.vision as a fundamental and necessary tool in the Ethereum community. - Deploy a community strategy to grow Discord, entice Discord community members to convert into paying customers, and amplify APY.vision content. - CTAs on all content encouraging Discord sign ups. - Organize Discord to better educate new members (pinned welcome message, improved flows, engagement activities, etc.) - Create Discord only incentives. - Strategically post content in Discord for amplification. - Monitoring of other Discord servers to interject APY into appropriate conversations. - AMAs, polls to decide new integrations, etc. - PR: Book podcasts and video interviews to tell new communities of people why APY.vision is an essential tool in DeFi. This content can also be cut up and used across Social Media. - Create strong, strategic partnerships with integrated exchanges. They should "see" APY.vision as an essential tool that ultimately helps make it easier to use their platform. We want them to be willling to create and share co-branded content to their community. This makes a huge difference with socal proof, elevasting APY.vision's reputation in the DeFi community. - Help execute community competitions on a quarterly basis. **Cost**: $3000-$5000 per month. (Will firm up as Phase 1 is intiated). Thank you!