Welcome!

Hello everyone,
Our team comes up with the third marketing proposal for Dash. Reports on previous campaigns can be found here:
- our thread on Dash forum;
- the list of PR integrations during the last cycle;
- detailed statistics and full list of expenses; 
- audience insights based on Yandex Metrika reports. 

We decided to align our new approach with the framework chosen by Dash Core group in the Evan’s and Ryan’s open letter regarding Dash marketing. 

The quote from the letter: 
“Here are the areas we feel marketing aligns most closely with our goals: 

General awareness: Industry events and trade shows, general branding, and communicating our vision and mission to general audiences

Features: Many digital currency users are unaware of Dash’s features and benefits. Increasing awareness of our instant payments and low transaction fees are examples of messages that can increase awareness for what makes our product unique.

Business partners: Advertising the services of our business partners (assuming they approve of the campaign) both encourages the use of the Dash network and provides incentives for merchants to integrate with Dash and continue utilizing it. For example, advertise that using Dash can you get 15% off Amazon gift cards at Bitcart. We could also advertise to businesses the benefits of integrating with Dash.

Use-cases: Build awareness of specific use-cases, like cross-border money remittance or speed-sensitive transactions.

Each of the above drives the actual use of our ecosystem forward, while avoiding the hype of investor-targeting advertising. Decisions made regarding marketing will have lasting or even permanent implications to our brand, product and reputation and we feel that moving forward, we should be careful and exercise caution. In these situations we recommend moving slowly, sure of the ramifications of each step we take.”

Summing this up with our own observations and Fernando’s view sounded during the last Dash Core Group Q2 2018 report  we came up with the following: 

• Focus on PR in prominent internet media as it increases Dash’s general brand awareness and the brand’s visibility. 
• Focus on PR in Facebook, YouTube blogs and Telegram channels related to blockchain, business and economy. 
• Abstain from direct cost-per-click marketing campaigns channels such as Twitter, MyTarget, VK, Facebook
• Don’t present Dash as a speculation instrument (we haven't done this before though), but as a blockchain-based payment system having revolutionary governance and financial system. 
• As we have been observing a long downward trend for Dash, cut the budget of the campaign around 4 times. The new budget is $29,000 (if 1 Dash =±$200) comparing to $133,000 in a previous cycle. 

Cost-effective approach:
We are going to execute PR campaign using fresh approach of our subsidiary agency called "newbie booster" that specialises in PR. The logic of it is following: 
1. First, we prepare series of articles covering diverse benefits of Dash. 
2. Then, we launch small scale campaign on Facebook, VK and Twitter to test which of those articles have better audience's engagement and reaction. Thus we filter the material and leave the fraction of it in arsenal.
3. Then we place the best articles on Facebook pages of prominent finance- and crypto- related media and start CPC-campaign of these posts. 
4. Collection of the audience interacted with the posts and its further retargeting with new content. Building look-alike based on this audience. 

What is the benefit of this approach:
1. The nature of Facebook auction has been changed recently and now the cost of promoting the posts which have natural reach is significantly lower than promotion of pure ads. Thus, sticking to described approach, we are getting 5-10 times cheaper cost per view/click/action, which is not used by agencies widely yet. 

Looking forward to answer your questions. 
Thank you in advance!