Due to poor marketing, both the greater cryptocurrency community and global non-crypto users are unaware of, or falsely convinced of the absence of innovative technology being built on Cardano.
Coordinate and execute a highly-focused marketing campaign utilizing the collective resources of all prominent Cardano stakeholder groups, bringing more people and businesses into the ecosystem.
This is the total amount allocated to NEWM Community - Cardano Is Not a Ghost Chain - Worldwide Marketing Push for Cardano
Alex Vavourakis (CMO)
Cardano Foundation and/or other Cardano Entities.
Ideally, the campaign will be pushed out through the official Cardano channels, since it’s all about Cardano, NEWM would just create the strategy, roadmap and assets for this global campaign. We would also need the Foundation's support to build out a campaign landing page on the website. Our team can deliver mock ups, content and visuals for the landing page.
N/A, depending on partners
Coordinate and execute a highly-focused marketing campaign, utilizing the collective resources of all the prominent Cardano stakeholder groups. Bringing more people and businesses into the ecosystem will lead to more adoption.
This campaign will create organic awareness with non-crypto users and the wider Web 3.0. This initial awareness can translate into interest and new participants in the ecosystem. NEWM has demonstrated the ability to strategize and launch wide-reaching organic campaigns. Together, with other Cardano project members, we have all the skills necessary to lead an organic effort for Cardano.
The most impactful metrics to track before and after the campaign are TVL and Wallet growth, as these metrics can show the impact of the campaign very clearly.
Additional goals and targeted markets will be strategically integrated during the research phase of this proposal. Metrics to track before/after campaign could include:
Everything we are building is open source, and with transparency as one of our driving values, we consistently share our successes, failures, strengths and shortcomings publicly. We will continue to share output and results of overall product development, future funded proposals and previously funded Project Catalyst proposals (Fund9) the way we are sharing them now:
Our team has consistently demonstrated a strong capacity to deliver complex projects with high levels of adaptability, transparency and accountability, as evidenced by our track record of successfully managed and executed Catalyst proposals, as well as quarterly NEWM Community governance votes that directly affect $NEWM token holders and strategic partnerships driven by community needs. Our commitment to meeting project goals within defined timelines and budgets sets a precedent of dependability.
Adaptability in Delivering Community Needs
A noteworthy accomplishment amongst our latest initiatives was the successful launch of The Record Store project – recordstore.newm.io – the first marketplace dedicated to digital music collectibles on Cardano. Although a collectible music marketplace was always a part of our roadmap, we envisioned it further down in our development journey. However, we listened and saw an immediate need in the Cardano music community and delivered. Through strategic partnerships with NMKR and Sick City, we created an effective and user-friendly platform that has since earned the trust and endorsement of numerous artists.
Transparency and Accountability
Our commitment to transparency has strengthened our standing as an accountable team. We maintain and nurture open lines of communication through all of our community channels, and support a culture of mindful listening where community members feel heard.
We also consistently share our code and development progress with the wider ecosystem, underscoring our dedication to open source principles and community engagement. This level of openness encourages feedback and critique, enabling continuous improvement and bolstering the reliability of our software. We invite you to review our work through our Github repository: https://github.com/projectNEWM
Proven Marketing Track Record
Equally important for the success of a global marketing push, is our exceptional content team, which has a proven track record of creating compelling and high-quality content. Their ability to effectively communicate complex concepts and engage audiences is instrumental to this project's success. Here are just a few examples of marketing initiatives created by our team over the last two years:
In conclusion, our past successful Catalyst fund proposals, our achievement with adapting and bridging an industry gap with The Record Store and our commitment to transparent communication and code delivery, paired with the exemplary work of our content team, provide a robust basis that ensures our ability to deliver this project with utmost trust and reliability.
The main goal is to create more awareness and exposure for the Cardano Community as a whole, proving that Cardano is NOT a "ghost chain" and showcasing the benefits and size of the ecosystem. A before/after analysis will show if the campaign is successful.
Execution - Run Performance Campaign:
Reporting - Post-Campaign:
The most impactful metrics to track before and after the campaign are TVL and Wallet growth, as these metrics can show the impact of the campaign clearly.
Research - PRESENTATION:
Planning - REPORT:
Creation - PRESENTATION:
Execution - REPORT:
Reporting - REPORT:
Total Budget: 75,000 ADA ∼ 21K USD (based on current ADA value)
Project Coordinator (new role): 15K USD part time 5-6 months
3 Cardano Partner Project Members: 6K USD part time (Marketing, Strategy, Campaigns. 2K each)
NEWM Team: 0 USD
Project Coordinator ∼ 12-15 hours per week
Cardano Project members ∼ 3-5 hours per week
NEWM Team: ∼ 5-10 hours per week
Numbers based on a full-time Senior Project Coordinator salary of 70K USD for a year. (Source: indeed and glassdoor)
We believe this campaign can generate anywhere from 500k - 5M impressions. Taking an average Click-Through-Rate (CTR) of 1%, this will lead to 5K-50K visitors on the landing page. This initial awareness will generate interest, leading to new projects building on Cardano and new community members and stakepool delegators. This campaign can be re-used multiple times and can become a medium effort/high impact tactic for the Cardano ecosystem.
Project Team Leads:
Alex Vavourakis, CMO | NEWM
Alex Vavourakis has nearly 15 years of experience in Marketing, Digital Marketing & creating campaign strategies for multiple startups. He has a proven track record of building communities from the ground up over different channels with a high interaction rate. As a DJ , art lover and former event manager, he has an international network and understands the needs of artists and consumers alike. Additionally, he has great leadership skills and pushes his team members to always strive for excellence, which is directly reflected in the team's work output.
Jessica Jayakaran, Lead Content & Community | NEWM
With 10+ years of professional marketing experience (in-house & agency), Jessica, ‘the wordsmith’, brings a uniquely diverse skillset to the table as our Lead Content & Community Strategist. Starting her career in the healthcare industry, she understands the vicissitudes of compliance and working with evolving industry regulations and uncharted territories of public communication. An educator at heart, she sold her own marketing consulting agency, supporting minority-owned startups to work for the Spanish government as a Cultural and Language Ambassador in 2018, eventually joining NEWM because of its vision in 2021. She excels in simplifying complex concepts, making them easily digestible to the public, which drives conversion and taps into low-awareness markets. She believes developing a company ‘voice’ is everything when it comes to communication.
Additional Team (bios available upon request):
Designer NEWM - Design, Creative Assets
New Project Coordinator Coordination and Project Lead
Project Member Cardano Strategy
Project Member Cardano Marketing
Project Member Cardano Campaigns