CardanoBR Media: a mechanism for attracting, converting, and leveling users' knowledge about the Cardano Ecosystem by tracking their journey in a Learning Funnel

[GENERAL] Name and surname of main applicant

Cristian Amaral

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

Individual

[GENERAL] Co proposers and Additional applicants

Kamille Kogut

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

7

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

Yes

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

CardanoBR Media will establish a Learning Funnel, validating a mechanism for leveling users by their knowledge and helping identify the most engaging topics along the journey.

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

No

[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.”

No dependencies.

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

No

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

My proposal is not software, so it cannot be classified as open-source.

[SOLUTION] Please describe your proposed solution.

The CardanoBR project is fully aligned with the goals of the Cardano Open: Ecosystem challenge. Let’s break it up.

Expanding our global footprint

With over 203 million people, Brazil is the biggest nation in South America. Becoming a rooted ecosystem in Brazil is an undeniable opportunity for Cardano to expand its frontiers and foster deep relationships with wilful, passionate people about self-sovereignty and financial independence.

Educating people

In our understanding, there are three different personas regarding potential new members of the Cardano Brazilian community:

Definition of a Beginner User: people who have only heard of Bitcoin and blockchain and do not believe corruption can be overcome.

Definition of Intermediate User: people who understood the blockchain but never got any further, never created anything within it, and know little (or nothing) about custody.

Definition of Advanced User: people that have interacted on a Dapp, have an NFT, and use it to access an application.

During Milestone 1, we'll define which persona will be addressed with customized content, according to the stage of awareness regarding the Cardano ecosystem.

Onboarding more Cardano and Cardano Dapps users

CardanoBR Media newcomers will be onboarded by customized content for each platform, such as newsletters, social media posts, or direct messages. 

Our content will:

1. serve as a guide for next steps and opportunities through the ecosystem;
2. nurture relationships and promote the feeling of belonging.

Content Strategy

Our proposal aims to establish a Proof of Concept through a content delivery mechanism.

This mechanism will identify whether the person consumed a specific content, enabling them to receive the following material in a Learning Funnel.

We want to operate and optimize a tracking system in which we will capture leads for building an email list, in addition to testing the newsletter format for implementing the Learning Funnel.

In this Proof of Concept, we will test:

• The model of communication with the community
• The strategy
• The mechanism of delivering content and tracking the content consumption
• Lead capture
• The media used in content distribution.

Wrapping up…

• We will offer differentiated content for different levels of knowledge regarding the Cardano universe, and participants will be leveled according to the type of content they choose to consume.
• CardanoBR Media will test an execution mechanism containing tools and a method to track engagement with the content offered.

Definitions (addressed in M1)

• What kind of people do we want to impact?
• What is the desired action?

Attraction

We will attract new users through ads (Meta, Google) and organic content (text, video) with CTAs for conversion and entry into a new stage of the Learning Funnel.

E-mail Automation

More than just mass sending, email automation will serve as an ‘individual thermometer’ of content consumption.

We will create mechanisms to identify whether the person attended a particular class or consumed certain content, enabling the user to receive the following email in the Learning Funnel.

We believe email allows the segmentation of interest lists and the identification of the best results, and we'll put it to the test.

Content types, according to the user journey

• Awareness - Presence in traditional social media (to be defined in M1) to drive attention to what's happening in the Cardano community 
• Education - Content about the Cardano ecosystem and the building of a different mindset.
• Attraction - Ads; valuable content with answers to frequent questions and news about trending topics.
• Conversion - Content with CTAs to drive conversion ('Follow us', 'Sign our newsletter' etc.)
• Retention - In-depth content to strengthen relations with engaged members, such as blog posts and videos.

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

Brazil is the seventh most populous country in the world in 2023. On top of that, Brazil has a cultural trait that makes this country fertile soil for disruptive and decentralizing technologies: the past (and, to some extent, its present) as a colonized people, resentful of backwardness, and the oppressive suffocation of their potential for prosperity.

Brazilians yearn for freedom, autonomy, and control over their lives — precisely the values espoused by DeFis, DAOs, and other manifestations of social structuring via the Cardano blockchain.

Brazil has human capital, interest from other sectors, high-level academic production capacity, and, above all, a vast space to be occupied by Cardano in reformulating social and financial relations in the south of the world.

We're sure that CardanoBR Media, acting as a platform for educating people about Cardano, will help the Brazilian community to be far more than just a great promise by shaping new visions about Governance and social structure.

METRICS

Number of articles published

Number of educational videos published

Number of creatives

Number of VSLs(Video Sales Letters

Number of leads captured(Subscription Forms)

Social media engagement indicators

Number of emails with educational content forwarded

KPIs

2 articles per week during the Content creation stages

3 educational videos during the Content creation stages

3 creative videos

200 Leads

[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?

As we're talking about converting and educating new community members, their engagement with our content along the Learning Funnel is easily tracked and reported through the related metrics and KPIs. To do that, we're contemplating the subscription of professional tools in the costs breakdown section.

CardanoBR Media will be a concept started from scratch, so we'll measure success by comparing the initial numbers with the growth and progress that occurred along the milestones. 

By the end of the project, we'll have a Proof of Concept, in which we’ll establish the following achievements:

• The mechanism configuration
• The understanding of how we made the conversions
• The identification of the most engaging topics in the Learning Journey.

With this basic infrastructure attesting to its efficiency, we intend to apply for future Funds to leverage the knowledge achieved and scale up CardanoBR Media's potential for education.

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

• M1 (30 days) Month 1
• Detailed Activities:
• Onboarding process
• Content Planning (Governance, General Blockchain Aspects)
• Marketing Planning (traffic management, copywritting strategy, email marketing for newsletter, distribution of educational content)
• Definition of KPIs
• Budget planning for online campaign
• Creation of 1 Monthly Report(MR) and PoA(Proof of Achievement) 1
• Outputs:
• Content strategy for each category
• 1 Monthly Report(MR) and PoA(Proof of Achievement) 1
• Acceptance Criteria:
• A document specifying the project KPIs
• A document containing the content strategy
• A document containing the marketingstrategy
• A report containing the application of the budget
• 1 Monthly Report(MR) accepted by IOG and PoA(Proof of Achievement) 1 accepted by milestone reviewers

• M2 (30 days) Month 2
• Detailed Activities:
• Content Development
• Tool Configuration
• Building of Content Automation
• Sponsored Advertising Setup and Strategy
• Creation of 1 Monthly Report(MR) and PoA(Proof of Achievement) 2
• Outputs:
• Content being published
• 1 Monthly Report(MR) and PoA(Proof of Achievement) 2
• Acceptance Criteria:
• Report containing the editorials and content publication calendars
• Document proving the configuration of the contracted tools
• Document showing the building of Content Automation
• Content live and sponsored, engaging with established users
• Document showing the Sponsored Advertising strategy
• 1 Monthly Report(MR) accepted by IOG and PoA(Proof of Achievement) 2 accepted by milestone reviewers

• M3 (60 days) Month 6
• Detailed Activities:
• Sponsored Advertising
• Compilation of KPIs 
• Users engaging with the automated delivery
• Final Reports Webinar MVP
• Creation of 4 Monthly Reports(MRs) and PoA(Proof of Achievement) 3
• Outputs:
• Measurement of results and final reports
• 4 Monthly Reports(MRs) and PoA(Proof of Achievement) 3
• Acceptance Criteria:
• Report of sponsored content results
• Document with KPIs and results achieved
• Report showing levels of engagement with automated content
• Webinar MVP final report
• 4 Monthly Reports(MRs) accepted by IOG and PoA(Proof of Achievement) 3 accepted by milestone reviewers

• M4 (30 days) Month 7
• Detailed Activities:
• Creation of PCR(Project Close-out Report) and PCV(Project Close-out Video)
• Creation of 1 Monthly Report(MR)
• Outputs:
• PCR report and PCV video published on social media.
• 1 Monthly Report(MR)
• Acceptance Criteria:
• PCR and PCV submitted and approved by milestone reviewers and IOG.
• 1 Monthly Report(MR) accepted by IOG.

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

Cristian Amaral: Researcher, Writer.

I'm a seasoned web writer/copywriter specializing in technology. I was immersed in Cardano's culture during 2022 with CORA (Cardano Onboarding Route Alliance), a project idealized by me, Thiago Nunes (Cardano Ambassador), and funded by the Ambassadors Guild. As a writer focused on translating complex concepts into easy-to-understand content for everyday folks, I'm qualified to help expand Cradano's presence in Brazil. LinkedIn

Rodrigo Pacini: Research on Governance and Catalyst, Project Management

Has participated as Veteran Community Advisor/Veteran Proposal Assessor/Reviewer Level2 and Moderator on Project Catalyst since Fund2. Funded proposer on Fund 10, Twitter(X) Space host of the Manifesto Cardano Brasil project and project manager of DReps LATAM - Brasil - Exploration & Community Sensing. Mentorship of proposers in Catalyst. Participation in the development of guidelines and processes for quality assurance processes in the review stage of Catalyst. Former Cardano Ambassador Moderator. Economics, blockchain, and DeFi research since 2018. Btech degree in Naval Construction. LinkedIn,Twitter.

Kamille Kogut and TELEMEDIA - Marketing Analyst, Copywriter, and Social Media.

Joined the Marketing space in 2017. Partner at Telemidia since 2020. Extensive experience in various sectors of digital marketing. Developing projects for companies and people who want to put their ideas into practice, involving them in solid business with her knowledge and qualified team. Traffic management for Fintech Pág consortium to capture leads on Google, Facebook and Instagram. Analysis and optimization of metrics for better performance in online advertisements, Creation of persuasive scripts for business. LinkedIn

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

• Invitation to community specialist participation in Webinars and strategy/content meetings (2 hours per week) = 2,050 ADA/month x 6 months = 12,300 ADAs
• Copywriter: 4,550 ADA/month x 6 months = 27,300 ADAs
• Project Manager: 3,180 ADA/month x 7 months = 22,260 ADAs
• Programmatic Media Service / Media Content: 4,550 ADA/month x 6 months = 27,300 ADAs
• Tooling = 564 ADAs
• ActiveCampaign(e-mail automation) : 35 ADA/month x 6 months = 210 ADAs
• ChatGPT: 45 ADA/month x 6 months = 270 ADAs
• mLabs (automation of publications/reports): 14 ADA/month x 6 months = 84 ADAs
• Ads : 2,270 ADA/month x 6 months = 13,620 ADAs
• Contingency Costs = 5% of total budget = 5167 ADAs

Total budget requested: 118,512 ADAs

ADA quote at @0.44 obtained on 12/06/2023

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

With this investment, Cardano will establish a mechanism for structuring the learning process about our ecosystem. 

More than just content distribution, CardanoBR Media will conduct new members through a Learning Funnel, and by doing that, we'll set the parameters for identifying relations between the user's state of awareness and the most engaging topics along the journey.

CardanoBR will attract, educate, and retain new community members in a continent-sized country such as Brazil. The biggest nation in South America represents enormous space for growth. 

Becoming a rooted ecosystem in Brazil is an undeniable opportunity for Cardano to expand its frontiers and foster deep relationships with wilful, passionate people about self-sovereignty and financial independence.

To grow its community in Brazil, Cardano has to be seen and understood. We're sure that Cardano's vocation to self-empowerment and its lucid vision of a possible better future will resonate deeply with Brazilians. This project is about creating a mechanism to filter and educate people to engage with Cardano's values.

Recently, we had proof of the Brazilian community power, which was the partnership with Petrobras, a state-owned multinational corporation in the petroleum industry - one of the largest public companies in the world. Petrobras partnered with Cardano to train its employees in blockchain.

In 2002, the Brazilian Cardano Community organized Cardano Rio, the first event gathering members, enthusiasts, companies, and politicians to hear what Cardano had to say.

Last September, Cardano was present at the Blockchain Rio Festival 2023, the largest B2B Web3 event in Latin America. 

There's a lot of cool stuff about Cardano happening in Brazil - and so much more to be done. We're here to let people know about it.

[IMPORTANT NOTE] The Applicant agrees to Fund Rules and also that data in the submission form and other data provided by the project team during the course of the project will be publicly available.

I Accept