[Secondary Proposal 18] API3 Marketing Cycle 6 Proposal

Team: Marketing
Cycle: 6
Period: February 1, 2022 - April 30, 2022
Amount Requested: 288,678.40 USDC
Destination: api3m.eth

Scope

Early in Cycle 5 we pivoted from Web3 APIs (request-response protocol) to Beacons (first-party data feeds) which became public knowledge later in the cycle. I apologize for the shift but it was important to stay aligned with overall project priorities and be ready for the launch of Beacons and ETHDenver.

For an overview of what’s happening with Beacons, see

Cycle 6 will be focused on supporting and amplifying the launch of Beacons in addition to the usual efforts to promote and grow the API3 Alliance, API3 DAO, Open Banking on Web3, API3 media coverage, new features and partnerships.

As with Cycle 5, our target user profiles in Cycle 6 are Web3 builders and reputable API providers. We’ll continue the movement to granulize marketing decisions that started with the university involvement proposal and the ETHDenver proposal. Another key goal is to increase engagement from the API3 community with community initiatives.

Each cycle we adjust the team composition and roles based on needs and performance. Cycle 6 represents the next stage of team evolution. This cycle we plan to fund 2 new roles.

  • Social Media Lead
  • Web3 Developer Champion

Budget

Amount (USDC)
Grants 134,025.00
Estimated Expenses 159,500.00
Previous Cycle -4,846.60
Total 288,678.40

Grants & Expenses

Monthly Grants

These are team members who work regularly (daily) on the marketing team and have specific responsibilities.

Member Roles Hours/Week Monthly (USDC)
Ryan Marketing Manager 40+ 4,375
Ben Growth Lead / Partnerships 40+ 6,800
Marcus Community Lead / Germany 40+ 5,000
Midhav Market Intelligence / Community 40+ 3,200
Auvi IT / Community 40+ 3,200
Brian Developer Relations 30+ 3,200
Can Graphic Design 40+ 4,500
Typto+ China / Community 20+ 4,500
Andres+ LatAm & Spanish / Community 20+ 4,200
Kyros Vietnam / Community 20+ 3,200
BlockVenture University 15+ 2,500
Monthly Total 44,675
Cycle Total 134,025

Estimated Expenses

These are variable expenses we anticipate during the cycle.

Purpose Amount (USDC)
Content 21,000
Social Media 19,500
Public Relations 50,000
Events 25,000
Dev Champion 20,000
Advertising & Promotion 10,000
SWAG 12,000
Transaction Fees 2,000
Total 159,500

Roles & Responsibilities

Ryan - Marketing Manager

Deliverables

  • Accountable for overall marketing team performance
  • Develop and execute marketing strategy
  • Brand and content development and guidance
  • Identify gaps and inefficiencies in team composition and adjust as needed
  • Support all marketing team members
  • Marketing team administration and finance
  • Marketing team monthly and cycle reporting

Ben - Ecosystem Growth / Partnerships

In order to increase utilization of the Web3 infrastructure we are building, API3 must be understood and adopted by stakeholders in the ecosystem. Ben’s role is to create and maintain a dynamic flywheel between partners, marketing & business development efforts.

Growth / Partnerships Deliverables

  • Responsible for API3 partner ecosystem co-marketing
    • Maximize marketing benefits with our platform, API provider, investor, and dApp partners.
    • Deliver mutually beneficial co-marketing with partners.
    • Maintain active, productive relationships with partners.
  • Promote API3 Alliance members to Web3
    • Frequently create partner-focused and partner-generated content.
    • Optimally deliver partner content to dApps and platforms.
  • Leverage partner channels to maximize reach
    • Incorporate API3 into platform partner documentation.
    • Participate in partner webinars, articles, and events.
    • Coordinate with social media lead to cross-pollinate social activity.
  • Support API3 business development
    • Work closely with the API3 business development team.
    • Be aware of BD team needs and provide marketing support.
    • Keep BD team informed of opportunities that arise from marketing efforts.

Marcus - Community Lead / Germany

Community Lead

Community Deliverables

  • Further increase membership and activity on the API3 Discord and Forum
  • Run regular community initiatives and bounties to increase community engagement
  • Build relationships with complimentary Web3 development communities
  • Plan the production and distribution of API3 merchandise
  • Provide responsive, constructive moderation and support on API3 Discord, Forum, Reddit, and Telegram.
  • Contribute community content to monthly marketing reports

German Language

German Language Deliverables

  • Translate and produce API3 content to German language
  • Publish content through German media platforms

Midhav - Crypto Growth/PR

As we’ve shifted our priority from building up the supply side of the API3 ecosystem to the demand side, we need to enhance our image and increase our exposure within the crypto wold itself. Midhav is responsible for increasing API3 brand recognition and positive API3 sentiment in the world of crypto.

Crypto Growth/PR Deliverables

  • Make API3 a “household” brand among crypto-oriented groups and communities
  • Increase organic inclusion of API3 in articles, podcasts and reviews
  • Ensure the on-brand API3 message and appropriate facts are propagated
  • Neutralize inaccurate attacks and FUD as competitors react to API3

Auvi - IT / Community Support

IT Administration

As the marketing team has advanced we have come to rely on a growing number of IT systems and services. We have a reached a point where we need to dedicate someone to administrating them.

IT Administration Deliverables

  • Marketing system administration
  • Website maintenance and accuracy
  • API3 Alliance new member announcements
  • Request for API access inquiries (Web3 APIs)

Community Support

  • Provide responsive, constructive moderation and support on API3 Discord, Forum, Reddit, and Telegram

Brian - Community Growth & Support

  • Ensure a delightful developer experience at ETHDenver
  • Assist the Community Lead in community growth, engagement, and experience efforts

Community Support

  • Provide responsive, constructive moderation and support on API3 Discord, Forum, Reddit, and Telegram

Can - Graphic Design / Community Growth

  • Provide internal visual design services to marketing and other API3 teams
  • Assist the Community Lead in community growth, engagement, and experience efforts
  • Support German language marketing efforts

Typto+ - China / Community

  • Chinese PR and events
  • Chinese language community and content
  • Provide responsive, constructive moderation and support on API3 Discord, Forum, Reddit, and Telegram
  • Contribute developer content to monthly marketing reports

Andres+ - LatAm & Spanish / Community

  • LatAm & Spanish PR and events
  • LatAm & Spanish language community and content
  • Provide responsive, constructive moderation and support on API3 Discord, Forum, Reddit, and Telegram.
  • Contribute developer content to monthly marketing reports

Kyros - Vietnam / Community

  • Vietnamese PR and events
  • Vietnamese language community and content
  • Provide responsive, constructive moderation and support on API3 Discord, Forum, Reddit, and Telegram
  • Contribute developer content to monthly marketing reports

BlockVenture - University Relations

  • Create and execute university engagement and programs
  • Handle incoming university program leads
  • Manage the university blockchain group governance initiative

Administrative

Marketing Wallet

The destination for funds is api3m.eth, a 2/3 multisig wallet managed by Ryan Boder, Marcus Grabmuller, and Erich Dylus.

API3 Alliance Marketing Agreement Signatories

Ben Carvill and Marcus Grabmuller are designated as authorized signatories on behalf of the API3 Foundation for API3 Alliance Member Marketing Agreements until revoked by subsequent DAO Resolution, if and only if the API Provider meets the following conditions:

  1. The API Provider’s web API is in production or is expected to be within 6 months.
  2. The API Provider’s web API has a reasonable Web3 use case.
  3. The API Provider has an online brand/presence of reasonable quality.
3 Likes

The proposal is up for vote. https://bafybeihk4rqnrfp2qysmrvo2p6cdhwuswrvp53pubqmflyg4vziwluvp4y.ipfs.dweb.link/#/governance/secondary-18

Passed and executed.

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