Proposal “DMA“ (Closed)Back
|Title:||Image Makeover Strategy by the Dash Marketing Association, Featuring Amanda B. Johnson|
|Monthly amount:||267 DASH (17251 USD)|
|Completed payments:||no payments occurred yet (2 month remaining)|
|Payment start/end:||2018-09-17 / 2018-11-15 (added on 2018-09-05)|
|Final voting deadline:||in passed|
|Votes:||369 Yes / 507 No / 35 Abstain|
Dash’s masternodes have demonstrated that they will only allow their IT, legal, and business development needs to be served by specialists—that is, by experienced professionals. Luckily, there have always been qualified IT, legal, and business specialists to fill open positions. There has never, however, been a Dash-dedicated team of specialists who’ve offered to serve the network’s growing—and global—marketing and PR needs.
Fund the Dash Marketing Association (DMA) to produce and promote Dash Ambassadors, a reality series designed by entertainment and cryptocurrency professionals. Approve of the registration of the DMA in the United States as a for-profit corporation (for the same reasons as Dash Core Group, Inc. has selected this particular legal status).
Why a Marketing Association?
The Dash Marketing Association’s mission is to serve the interests of Dash’s investors/users by implementing professional marketing and PR that’s designed to keep a constant upward pressure on Dash’s market capitalization. We seek to achieve this mission by:
1. Designing strategic promotional campaigns for Dash
2. Carrying out these campaigns with the assistance of current Dash promoters
3. Providing campaign results to masternode owners for examination
4. Networking with governmental authorities worldwide on behalf of Dash
5. Researching and analyzing Dash’s current and potential positions within the market
6. Representing Dash in mass media outlets as well as other promotional channels
7. Creating (and correcting where needed) Dash’s image based on our existing brand
Elena Besedina, PhD: STRATEGY
Elena has been a sales and marketing professional in Russia for 21 years, working in software, real estate, and luxury automotive. Elena was named among the “Top 50 Women in Moscow and St. Petersburg” in 2015 for sales. She’s participated in over 15,000 business negotiations and has personally closed over 5,000 of them, the highest in value of which was a $2.5 million contract. She successfully completed a three-month Dash treasury proposal in early 2018, and is the leader of the Dash Marketing Association (DMA).
Amanda B. Johnson: SHOW HOST
In 2015 Amanda became the first person outside Dash Core Group to be hired by the Dash network. She attracted a considerable amount of human and financial capital to the project via her creation of the YouTube series DASH: Detailed /DASH School, the viral #FirstDashWallet social media campaign, and live public appearances throughout North America. In addition to video hosting, Amanda provides advisement to the DMA.
Nathan Pettijohn: MEDIA PRODUCTION
Nathan is a talent manager, film producer, and growth hacker based in Los Angeles. In 2011 he founded Cordurouy, a group that’s lead the digital marketing strategy for numerous brands and influencers like William Shatner and Jeremy Renner. Nathan publishes a column in Forbes which details his successful growth-hacking strategies, and is the Amazon best-selling co-author of Zen and the Art of Admin Tasks.
Aleksander Katyshkin: INTERNATIONAL OPERATIONS
Aleksander has been a leader in Russia’s import/export industry for 20 years. He founded ТТЛ-Сервис, a St. Petersburg-based customs-brokerage firm that was recently ranked by the Russian Federal Service as the country’s top performer by volume. He’s an early adopter of cryptocurrency and an early investor in its infrastructure.
Maria Katyshkin: PRESS RELATIONS
Maria is a linguist/translator and copywriter who also studies magistracy at university.
Problem: Unlike our IT, business, and legal needs, marketing within Dash is currently underserved — we lack a long-term strategy. As a result, we mis-allocate resources and limit growth.
The network’s current marketing efforts are siloed, short-term, and often undertaken by those lacking prior relevant experience. We believe Dash’s continuing slip in market capitalization is, in part, a result of this ongoing non-ideal allocation of resources.
What’s more, the slip also means that Dash’s budget is now tight. This means we must bring an exceptionally unfamiliar product to market (constraint #1) with an extremely limited budget (constraint #2). Only an outside-the-box approach can possibly satisfy both these constraints.
Solution: Hire the DMA to create, execute, and continually refine a long-term marketing and PR strategy, starting with the Dash Ambassadors reality series.
Fortunately, making Dash sales the primary goal of an organization is likely to create some additional positive externalities. We expect the following three conditions to manifest within the first 12 months of our work:
1. Dash will have the single best image within the cryptocurrency industry
2. Dash will once again rank within the top five cryptocurrencies by market capitalization
3. Dash will be perceived as equal to Bitcoin in terms of viability and security
12 MONTH STRATEGY
We at the DMA assert that cryptocurrency represents such a radical mental shift for most people that simple advertisements could never effectively sell our product. To sell something as trust-based and culture-based as currency, we need real people demonstrating real goodwill.
Many current Dash investors witnessed the steady influx of new interest in the project during the year-long tenure of the YouTube series DASH: Detailed. However, this series was lacking professional production, advertising, and press relations.
Imagine what a Dash-themed show hosted by Amanda B. Johnson could do if it actually had professional production, advertising, and press relations? And what if the series also encouraged real-time product usage? And most importantly, what if this series appealed to all demographics, not just cryptocurrency early-adopters seeking industry news?
Dash Ambassadors is a YouTube-distributed reality series that employs three elements we view as crucial to selling Dash: real people creating goodwill, education about the product, and audience participation with the product.
The physical setting of the series will be various public places throughout the world—strategically chosen by country—that are in need of a serious cleanup: a beach, a park, a street, etc. The Dash Ambassadors will visibly transform these places from bad to good, from dismal to useful. Physical transformation is an angle already proven successful by several reality shows. More importantly, however, is that this theme of transformation serves to illustrate the transformative power of Dash itself.
Real people: The Ambassadors will wear branded swag, and Dash branding will be placed throughout the cleanup area. Arrangements will be made with local merchants to accept Dash in exchange for necessary cleanup supplies. These Dash transactions will be made on-camera, which is a huge benefit to our intended audience, much of whom have never even seen a cryptocurrency transaction, much less made one.This is called product familiarity, and Dash will benefit from it greatly.
Education about the product: Short educational segments peppered throughout the show will allow it to remain entertaining—like a reality show must be—while also communicating some necessary information. Because the prevailing lay sentiment around cryptocurrency is still “I don’t understand it,” these short segments will allow even the most un-initiated audience members to become conversant about the basics of the product.
Audience participation: We view this element as the one with the most potential to “go viral.” First, we’ll incorporate a local, worthy individual into each of the shows, and give the audience a glimpse of his/her backstory. Then, at the end of each episode, the QR code/Evolution payment address of this person will be shared on-screen for donations.
Real-time donations are the clincher: we demonstrate the transformative power of Dash by linking to our sympathetic individual’s “donation watch” page. This means that after learning about Alice, Bob can click her watch page and see Dash donations being sent to her in real time. Maybe he cares to donate a dollar or two? Or maybe only five or ten cents? Any amount is a respectable amount, as the watch page explicitly shows how Dash enables many small things to add up to something greater—all at the speed of the internet.
The magical feeling created by pressing “send” on a digital wallet,
and seeing the effect that can be made on a real person in real time, cannot be overstated.
This is how we sell Dash.
and seeing the effect that can be made on a real person in real time, cannot be overstated.
This is how we sell Dash.
CURRENT AND FUTURE COSTS
October and November funding requests ($52,500/month) will fund the creation of the DMA (registration, hiring, and onboarding), as well as secure the necessary elements to begin production of Dash Ambassadors in December (location scouting, film permits, production contracts, casting, etc).
Come December, the DMA will then request the additional funding required to begin film production ($135,500/month). These two budgets—the DMA administration budget, and the Dash Ambassadors production budget—will thereafter be requested concurrently for a total of $188k/month for the remainder of the 12-month plan.
HOW WILL WE GET VIEWS FROM REGULAR PEOPLE?
To bring in the views, we’ll solicit retweets by highly-followed Twitter accounts. We’ll pursue appearances on top-rated podcasts and talk shows. We’ll seek public mentions by influential individuals. These tactics will take Dash Ambassadors content to audiences we could never have reached on our own. The promotional portion of the budget is what will purchase this exposure.
Even better, many well-known individuals (“celebrities”) are willing and interested to promote good causes for little or even no pay, which will enable us to stretch our promotional budget even further. For an idea of the kinds of celebrities we’ll target, see here, here, and here.
For further reference, consider the following top companies that currently have a dedicated YouTube channel for their own marketing purposes: BMW, Nike, Lego, GoPro, Disney, Victoria’s Secret, League of Legends, BlendTec, Red Bull, PlayStation, and SixPackAbs, among many others.
12 MONTH CALENDAR: PRODUCTION AND DELIVERABLES
This calendar details the activities and deliverables you can expect from the DMA on a month-by-month basis over the period of the next year:
October and November
December and onward, plus above
TRANSPARENCY AND LONGEVITY
Professionalizing Dash’s marketing efforts does not discount its current promotion enthusiasts. We believe these enthusiasts are among the network’s more valuable assets. This is why, when appropriate, the DMA will invite existing promotion enthusiasts to join our efforts, ensuring that these individuals have the resources, incentives, and guidance needed to make their efforts successful, brand-compliant, and cost-effective. You’ll see initial recruitment of outreach enthusiasts in the Milestone Chart above (October and November 2018).
The DMA’s policy will be that of a monthly video report, in which key team members give status updates and take questions. We will also cooperate fully with DashWatch should they contact us.
Relationship to Dash Trust
The DMA recognizes that treasury funds invested into our organization should result in ownership for the network—that is, ownership of physical and/or intellectual property created or obtained by us. There also exists the potential that leadership changes may need to be made in the future. For this reason, we offer full ownership of the DMA to the masternode-controlled Dash Trust registered in New Zealand. At the outset, the DMA’s board membership will consist of the individuals behind this proposal. But because the DMA is owned by the masternode network, these board members can be replaced at will by vote.
The network can rest assured that the campaign described herein is extensible. What’s more, should market research and emerging trends dictate, our team is both able to revise existing efforts, as well as create new ones from scratch, over an indefinite period of time.
We hope for the opportunity to demonstrate our ability to sell Dash.
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