Hey David, The primary part of the campaign is focused on branding, so this would follow and amplify the focus of branding that is contemporary with branding/marketing materials that renlabs is producing. The target audience is end users, those that are using a REN based service. The content of the ads will mostly be focused on the REN brand and to highlight the services that are currently live on the network. There could be room for helping with a blast such as the launch of Catalog or other third party dAPPs, but the main focus in the REN brand, to make sure that it is on the tip of the tongue in considering bridging an asset . Throughout this process of building this proposal i’ve been in contact with renMAX to make sure we can be as effective as possible with this campaign, so i’m sure i’ll continue to be in touch with renlabs through out the coming months.
As far as samples of content I touched on this on comment #6 on the RFC:
RFC-000-041: Funding Marketing Working Group & Marketing Campaign - #7 by cowboy but I will repaste here
Took this tweet and turned it into the text ad below.
In my volunteer ad testing so far, these are the types of ads i’ve been running. These are the types of materials that we can get going immediately with little effort. Running banner ads can be similarly simple. Video ads, ads for newsletters or podcasts would take more effort to research design and build.
In this example i’ve linked to renbridge, but when placing ad for impressions we would more likely be focused on the main branding initiatives like REN 2.0 as it becomes a reality, and linking to renbridge in much more targeted ways when trying to catch someone as they are attempting a crosschain transaction.
This main AD campaign is not of a highly technical nature. It is a simple focus on branding to build familiarity, this is about building an emotional trust. While some of the ad pathways we setup here will lead towards gateways of technical information, like https://renproject.io/, the actual messages on the ads themselves will be simple and easy to absorb at a glance. Where we might have space for a bit more technical nuance and logical trust building in this main campaign would be in rented ad space with a larger “surface area” if you will. This would be ad placement in newsletters or in audio-form on a podcast where ads can be larger and have room for more content.
A logical trust of a more technical nature should continue to be built in parallel, but this would fall more under our RenDAO branding/campaign as well as the education materials. This sub-campaign is targeted to developers and our existing/potential DAO members. The focus of this part of the campaign is about access to information, building better pathways to/between our existing technical tools and materials. I see this part of the campaign as a kind of fertilizer, to help support and grow a strong base of developers and node operators for the REN network. Ad space rented here would be highly targeted.
Another aspect to having a focus on a RenDAO marketing is encouraging more users to get involved with outreach. For example we have https://rencommunity.medium.com/ which right now has 50 followers, we’d like to drive more traffic here so that when community contributors want to add value, they see they have an outlet to have their voice be heard. I believe there is a feedback loop here which is valuable to building a strong community.
I have to run at the moment but happy to get into more nuance a bit later.