Nuluna - next steps - a European event illuminating the intersection of art, music, gaming with technology.

[GENERAL] Name and surname of main applicant

Lenna Onto

[GENERAL] Are you delivering this project as an individual or as an entity (whether formally incorporated or not)

Entity (Not Incorporated)

[GENERAL] Co-proposers and additional applicants

TBC

[GENERAL] Please specify how many months you expect your project to last (from 2-12 months)

6

[GENERAL] Please indicate if your proposal has been auto-translated into English from another language

No

[GENERAL] Summarize your solution to the problem (200-character limit including spaces)

This phase of the Nuluna event will focus on expanding the event’s reach through targeted marketing efforts, specifically aiming to onboard non-Cardano natives.

[GENERAL] Does your project have any dependencies on other organizations, technical or otherwise?

Yes

[GENERAL] If YES, please describe what the dependency is and why you believe it is essential for your project’s delivery. If NO, please write “No dependencies.”

Hosting an event requires dependency on third parties organisations and individuals such as: hotels, event space, speakers etc. We will do our best to minimise disturbance by foreseeing potential delays caused by third parties and by making sure we take fast action to rectify any issues.

[GENERAL] Will your project’s output/s be fully open source?

Yes

[GENERAL] Please provide here more information on the open source status of your project outputs

Marketing Assets: We’ll release promotional designs and social media templates under an open-source license, allowing others in the Cardano community to reuse and adapt these for their own events.

Landing Page Code: The code for the event's landing page (HTML, CSS) will also be open-sourced, providing a reusable template for event registration and information pages.

[METADATA] Horizons

Events

[SOLUTION] Please describe your proposed solution

The focus of this proposal is on leveraging targeted marketing strategies to ensure widespread awareness and participation. By utilising social media campaigns, partnerships with influencers, and collaborations with platforms beyond the Cardano space, we aim to engage non-Cardano natives and newcomers to blockchain. This will significantly expand the event’s reach and impact.

Demonstrating Impact:

• We will measure success through attendance numbers, particularly focusing on how many participants are new to the Cardano ecosystem.
• Participant feedback will also help assess the effectiveness of our marketing efforts and the overall event experience.

[IMPACT] Please define the positive impact your project will have on the wider Cardano community

Nuluna presents a unique opportunity to attract new community members and contribute to the growth of the Cardano ecosystem. By showcasing practical applications of Cardano's blockchain technology in a cool environment, we aim to pique the interest of individuals in (and fans of) music, art, gaming and technology. Through engaging workshops and educational sessions, attendees will not only learn and experience Cardano's capabilities but we hope such experiences will encourage new advocates for the platform.

[CAPABILITY & FEASIBILITY] What is your capability to deliver your project with high levels of trust and accountability? How do you intend to validate if your approach is feasible?

The team behind Clay Nation has shown a robust commitment and capability to deliver, with over 2.5 years of experience operating in the Cardano space.

Clay Nation has experience hosting events across the globe- including over-subscribed events in Lausanne and Las Vegas.

We will prioritise transparency and communication, through use of several communication channels - X, Telegram and Discord - ensuring that the community stays informed and engaged throughout the process.

[PROJECT MILESTONES] What are the key milestones you need to achieve in order to complete your project successfully?

Target Audience Research

• Outputs: Conduct research to identify the most relevant target audiences for Nuluna, focusing on non-Cardano natives in the art, music, and gaming sectors.
• Acceptance Criteria: Completion of target audience analysis and segmentation.
• Evidence: Detailed audience research report with identified segments and key insights.

Marketing Strategy & Plan

• Outputs: Develop a strategy and action plan, tailored to the target audiences identified in Milestone 1.
• Acceptance Criteria: Completion of the marketing strategy and approval by the project team.
• Evidence: Report

Creation of Assets & Landing Page

• Outputs: Design and produce creative assets, including promotional graphics, videos, and educational content. Expand on landing page for the event that captures registrations and promotes Nuluna.
• Acceptance Criteria: Completion of creative assets and launch of the landing page.
• Evidence: Assets and landing page

Project Closeout Report

Project Closeout Video

[RESOURCES] Who is in the project team and what are their roles?

For Nuluna, we will use the expertise and resources of the Clay Nation team, if additional expertise are required, we will hire as needed. 

This catalyst request focusses solely on marketing efforts for external reach and we will engage with relevant paid promotion and PR companies, as well as leverage our existing connections.

[BUDGET & COSTS] Please provide a cost breakdown of the proposed work and resources

Answer:

Budget breakdown:

1. Venue Rental: This can vary widely depending on the location and facilities. For a mid-sized conference centre or hotel, it could range from $10,000 to $50,000 for two days. Let's estimate $30,000.
2. Catering: Assuming three meals a day plus snacks and beverages, and estimating around $30-$50 per person per day, the total catering cost could range from $60,000 to $100,000.
3. Entertainment/Activities: Depending on the scale and type of activities, this could range from $5,000 to $20,000.
4. Audio-Visual Equipment: Rental costs for AV equipment could be around $5,000 to $15,000.
5. Staffing: Budgeting for event staff including coordinators, security, registration personnel, and technical support could range from $10,000 to $30,000.
6. Marketing and Promotion: Depending on the extent of marketing efforts, this could range from $5,000 to $20,000.
7. Transportation and Accommodation: If attendees are coming from out of town, transportation costs (if applicable) and accommodation costs could range from $20,000 to $100,000, depending on the distance traveled and the level of accommodation provided.
8. Miscellaneous Expenses: It's prudent to set aside around 10% of the total budget for miscellaneous expenses. Let's estimate $20,000 for this.

Total Budget Estimate: $230,000

The Catalyst funding from Fund 12 is being used towards Venue rental and initial costs.

This request in Fund 13 focusses on marketing, promotional material and partnerships with speakers to enhance the events reach.

[VALUE FOR MONEY] How does the cost of the project represent value for money for the Cardano ecosystem?

The cost of the project represents value for money for the Cardano ecosystem by leveraging the experience and track record of Clay Nation. With a history of coordinating multiple successful events around the world - Clay Nation has demonstrated its ability to create awareness for the Cardano community and deliver impactful experiences.

Catalyst funding is just the initial investment to kickstart the event and lay the foundation for its success - the majority of the project's financing will be generated through ticket sales and event sponsors.

This approach ensures that the project represents value for money by efficiently allocating resources to achieve its objectives and deliver tangible outcomes.