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MolochDAO Brand/Community Strategy, December 2021

Target Audience and branding objective

High quality Grant applications aligned with Moloch vision and values of developing public goods.

To attract more members who are aligned with Moloch belief and values

Meet Target Audience Where They Already Are

Where are they?

Grantees:

Members:

  • Twitter
  • Discord (might be useful for current members to have a place to invite potential new members to)
  • Medium
  • LinkedIn (might be useful with hashtags?)
  • Eth events

Focus Topics for Content

Educate Grant Applicants to make the process of applying easier.

Showcase the Impact of Funding to let potential new members know that if they join they can also make a positive impact.

Influencer and Inter-DAO Relationships to expand network, and thus reach, and to bring in more diverse opinions.

Origin Story to attract people who will want to participate in the community, because there is evolving lore to rally behind.

Educate grant applicants:

  • FAOs (example: MetaCartel)
  • blog: "What We're Looking for in Grant Applications"
  • repurpose blog into "How to" comic style memes
  • "Take Our Money" memes

Showcase impact of funding:

  • Case studies of funded projects (Video)
  • share social media networks with grantees by tagging and sharing
  • blog: Impact thread from multiple case studies - the story of how we're making a difference
  • repurpose parts of blog and case studies into tweets and memes

Influencer and inter-DAO relationships:

  • consider a lighter version of the flywheel, like FaZe Clan
  • Pussyriot NFTs
  • MetaCartel (MetaMoloch)
  • note: As in any line of work, exposure doesn't pay the rent. Influencers spend lots of time building and maintaining their following. They should be compensated for sharing their network.

Origin Story:

  • The story of how the DAO began, told as lore
    • this could begin as a written story and then translated into graphic novel and film
    • possibly quasi open-source
      • allows founders imput
      • encourages creative collaboration
  • so many memes!

Long Term Goals

Vibrant Community

Project Pride

Q1 Marketing Plan

January

Focus: Reintroduction

  • Use Grant Report for "What We're Looking for In Grant Applications" Medium Blog Post
  • Grantee Interviews on Medium
  • Prepare to participate in EthDenver with possible sponsorings
  • Research for potential inter-DAO and influencer relationships
  • Begin Collecting Grant Applications FAQs
  • Research the origin of the DAO to prepare for conversations with founders
    • share findings on social
    • contibute to Moloch lore on Reddit
  • Continue with Twitter and Discord re-activation
    • focus on attracting high quality grant applications and belief alligned members

February

Focus: EthDenver

  • All about EthDenver
    • use Twitter to let attendees know that the DAO wants to meet potential members and projects
    • Medium blog about how the DAO is participating with the event
  • At EthDenver
    • look out for potential projects to fund at Project Exhibition
    • host a party to meet potential new members
    • authentically have a good social time to meet belief alligned attendees
    • send out Discord invites
    • conversations for inter-DAO relationships
  • Set up Founders Meetings to begin collecting Origin Stories
    • make it really easy for them to get there (maybe at EthDenver)
    • has to be a fun thing to do (we want them to enjoy hanging around for a bit and reminiscing!)
  • Continue Grantee Interviews on Medium
  • Fine-tune Grant Applications FAQs

March

Focus: Grant Funding Round

  • All about First Round of Grant Funding for 2022
    • Twitter
    • dedicated Discord channels
  • Publish Grant Applications FAQs on website
    • share on all social
    • feature on Medium
  • Engage with community, including new friends from EthDenver
    • Twitter
    • Discord
  • Narrative about common threads in Grantee Interviews on Medium
  • Put together Origins Story First Draft (consider open source document)
  • Plan for next Eth event
  • Conversations for inter-DAO and influencer relationships

  • Review data, community engagment and grant applications to assess marketing plan. (Content's impact is never static, expect to make changes for Q2.)

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