Proposal “marketing-201710“ (Completed)Back
| Title: | Marketing & Communication (October) |
| Owner: | babygiraffe |
| One-time payment: | 525 DASH (15446 USD) |
| Completed payments: | 1 totaling in 525 DASH (0 month remaining) |
| Payment start/end: | 2017-09-18 / 2017-10-18 (added on 2017-09-21) |
| Votes: | 999 Yes / 25 No / 6 Abstain |
Proposal description
This proposal is cross-posted from the Dash Forum
This proposal funds a marketing contract with Ogilvy and Mather, a leading global multi-channel advertising agency and marketing firm for a professional rebranding and a digital advertising campaign consisting of strategy, creative development, production, and media management.
About Ogilvy & Mather:
Ogilvy & Mather was founded in 1948 and represents many of the largest consumer brands. It is now part of WPP, one of the "Big Four" agencies, and by revenue is one of the largest marketing companies in the world. Ogilvy & Mather enjoys a very strong reputation, and was named Effies "World's most Effective Agency Network" in 2012, 2013 and 2016. They are very selective about the clients they choose to service, and the Dash Core Group has spent considerable effort to help the firm understand Dash, our value in the market, and the potential of our movement.
https://www.ogilvy.com/
About the contract:
The main goal of the project is to begin approaching marketing and communication professionally to ensure we deliver a clear and relevant message to the market. The outcome of the project is to establish a solid basis to make Dash a powerful brand. There are several phases to the project toward achieving that goal.
Step 1: Brand Positioning
O&M will develop and propose a brand positioning for all future marketing communications. The goal is to provide a conceptual framework for the brand and make it relevant for the audience. Work on this phase has already begun in good faith as we await the outcome of this proposal. This framework will serve as an input into our logo, look & feel, artworks, guidelines and creatives.
Step 1 is expected to be completed by the end of October or early November. The exact timing will depend on the outcome from research on market effectiveness of various concepts.
Step 2: Visual Identity
Once step 1 is complete, O&M will develop the visual aspects of the brand to reflect our brand values and positioning. There are several phases to this step:
Phase 1: Logo creation. Starting from to the brand values and its positioning, they will redesign DASH’s logotype. In this phase, they will work on the creative concept, the shape, the symbol, the colors, the typography and its application.
Phase 2: Look & feel creation. The look&feel of the brand will define the complementary graphic codes, typographic codes, chromatic codes, photographic and illustrative style and the hierarchy of the information. You will see the look & feel proposal applied to key corporate or communication assets such as the website.
Phase 3: Artworks. Creation of the final artworks of the master logotype and the rest of logotypes from the brand architecture to ensure its correct reproduction.
Phase 4: Guidelines. Once the new logotype and look & feel has been totally finalized, they will normalize the new visual identity of Dash through a Brand Guidelines of 25-30 pages that enable consistent use and the correct implementation of the new brand identity system. These guidelines will include the creative concept explanation, the graphic construction of the logotype, the brand architecture and its versions, its dimensions and proportions, its application in different backgrounds, the look&feel and its main elements and all the key corporate and communication supports designed in the previous phases.
Step 2 will be completed approximately 2 months after it is started.
Building digital awareness campaigns:
In addition, we will begin delivering digital advertising campaigns to raise awareness of the Dash brand. O&M will pursue this ad campaign right away with our current brand. They will provide the strategy, creative development, production and media management. This consists of:
1) building a simple and clear framework to build and execute communication campaigns for Dash
2) creating and producing different originals and different format using Dash current branding and logo
3) buying and managing digital media using the creative assets
Setting the strategy and creative development will take about one month, and then we will begin executing campaigns. We will start small, learn from the early efforts, and begin expansion on an ongoing basis. We will receive a monthly report on the campaign's results. We are proposing starting with a 50,000 EUR investment above the 8,300 € for the strategy framework.
Costs:
Branding contract: 88,561 € + 10 Dash (total of about 91,500 €)
Digital awareness campaign: 58,300 €
Total = 149,753 €
If you have any other questions, please direct them to @fernando in this Dash Forum post to ensure I see your request.
Didn't we already fund a rebranding?
Yes, there was a small budget request in the spring for a rebranding "refresh". Work was performed on designs that proposed minor aesthetic changes and sought to preserve the general look and feel of the current Dash brand. However, Dash is in a vastly different financial position compared with this spring, and we feel that now is the time for a full professional rebranding leveraging one of the very best firms in the industry. Given that a full rebranding was likely necessary upon the launch of Evolution, we decided against two rebranding efforts in such a short time. Insteand, we now feel it is preferable to launch straight into a brand that can carry us through the launch of Evolution and beyond.
Requested funding is as follows for the October 3rd budget cycle:
Note: Should any funding remain, we will apply it toward future marketing expenses.
This proposal funds a marketing contract with Ogilvy and Mather, a leading global multi-channel advertising agency and marketing firm for a professional rebranding and a digital advertising campaign consisting of strategy, creative development, production, and media management.
About Ogilvy & Mather:
Ogilvy & Mather was founded in 1948 and represents many of the largest consumer brands. It is now part of WPP, one of the "Big Four" agencies, and by revenue is one of the largest marketing companies in the world. Ogilvy & Mather enjoys a very strong reputation, and was named Effies "World's most Effective Agency Network" in 2012, 2013 and 2016. They are very selective about the clients they choose to service, and the Dash Core Group has spent considerable effort to help the firm understand Dash, our value in the market, and the potential of our movement.
https://www.ogilvy.com/
About the contract:
The main goal of the project is to begin approaching marketing and communication professionally to ensure we deliver a clear and relevant message to the market. The outcome of the project is to establish a solid basis to make Dash a powerful brand. There are several phases to the project toward achieving that goal.
Step 1: Brand Positioning
O&M will develop and propose a brand positioning for all future marketing communications. The goal is to provide a conceptual framework for the brand and make it relevant for the audience. Work on this phase has already begun in good faith as we await the outcome of this proposal. This framework will serve as an input into our logo, look & feel, artworks, guidelines and creatives.
Step 1 is expected to be completed by the end of October or early November. The exact timing will depend on the outcome from research on market effectiveness of various concepts.
Step 2: Visual Identity
Once step 1 is complete, O&M will develop the visual aspects of the brand to reflect our brand values and positioning. There are several phases to this step:
Phase 1: Logo creation. Starting from to the brand values and its positioning, they will redesign DASH’s logotype. In this phase, they will work on the creative concept, the shape, the symbol, the colors, the typography and its application.
Phase 2: Look & feel creation. The look&feel of the brand will define the complementary graphic codes, typographic codes, chromatic codes, photographic and illustrative style and the hierarchy of the information. You will see the look & feel proposal applied to key corporate or communication assets such as the website.
Phase 3: Artworks. Creation of the final artworks of the master logotype and the rest of logotypes from the brand architecture to ensure its correct reproduction.
Phase 4: Guidelines. Once the new logotype and look & feel has been totally finalized, they will normalize the new visual identity of Dash through a Brand Guidelines of 25-30 pages that enable consistent use and the correct implementation of the new brand identity system. These guidelines will include the creative concept explanation, the graphic construction of the logotype, the brand architecture and its versions, its dimensions and proportions, its application in different backgrounds, the look&feel and its main elements and all the key corporate and communication supports designed in the previous phases.
Step 2 will be completed approximately 2 months after it is started.
Building digital awareness campaigns:
In addition, we will begin delivering digital advertising campaigns to raise awareness of the Dash brand. O&M will pursue this ad campaign right away with our current brand. They will provide the strategy, creative development, production and media management. This consists of:
1) building a simple and clear framework to build and execute communication campaigns for Dash
2) creating and producing different originals and different format using Dash current branding and logo
3) buying and managing digital media using the creative assets
Setting the strategy and creative development will take about one month, and then we will begin executing campaigns. We will start small, learn from the early efforts, and begin expansion on an ongoing basis. We will receive a monthly report on the campaign's results. We are proposing starting with a 50,000 EUR investment above the 8,300 € for the strategy framework.
Costs:
Branding contract: 88,561 € + 10 Dash (total of about 91,500 €)
Digital awareness campaign: 58,300 €
Total = 149,753 €
If you have any other questions, please direct them to @fernando in this Dash Forum post to ensure I see your request.
Didn't we already fund a rebranding?
Yes, there was a small budget request in the spring for a rebranding "refresh". Work was performed on designs that proposed minor aesthetic changes and sought to preserve the general look and feel of the current Dash brand. However, Dash is in a vastly different financial position compared with this spring, and we feel that now is the time for a full professional rebranding leveraging one of the very best firms in the industry. Given that a full rebranding was likely necessary upon the launch of Evolution, we decided against two rebranding efforts in such a short time. Insteand, we now feel it is preferable to launch straight into a brand that can carry us through the launch of Evolution and beyond.
Requested funding is as follows for the October 3rd budget cycle:
- 317.28 Dash for branding effort (91,453 € @ 288.24 € per Dash)
- 202.27 Dash for digital marketing campaign (58,300 € @ 288.24 € per Dash)
- 5.00 Dash proposal reimbursement
Note: Should any funding remain, we will apply it toward future marketing expenses.
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Discussion: Should we fund this proposal?
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Finding a unique selling proposition that delivers a compelling message to the masses in clear, non-technical language is currently absent...and an untapped opportunity.
As 20 year industry veterans we're surprised in your choice of Ogilvy, and the Facebook social media strategy they're proposing.
There's an old joke in advertising about banner ads: only 1/10th of 1% of people click on banner ads...and half of those are by mistake.
Numerous platforms––Oyster Pearl to name just one––will make banner advertising obsolete; and Facebook's recent ban on ICO advertising is a precursor to tighter SEC marketing regulations.
We believe in the power of DASH: a non-government controlled digital currency that allows instant transactions at near zero cost. We'd like to respectfully suggest you/the community embrace a far less traditional agency and marketing approach.
Household Name® is a Brooklyn-based advertising, social media, and experiential communications company with a focus on crypto.
We recently engaged Star Trek legend William Shatner to video tweet about the Datum Network ICO. A cult hero to our 97% male techie audience, "Captain Kirk" increased traffic to Datum.org and helped propel them to a raise of USD $7.2 million. We uncovered a unique selling proposition––your data has value...you should get paid for it––and delivered this message to his 2.5 million followers. (Anticipating recent SEC paid endorsement rulings, our talent's compensation was fully transparent).
The market is maturing; the ecosystem will shrink and consolidate; utility will matter most; weaker alts that serve no purpose will be asphyxiated.
Yes, there's a huge first-mover opportunity for a marketing campaign for DASH––a chance to tell your story before someone else (MSM/cryptoverse) defines it for you, but with a much more modern approach than banner advertising.
We have some ideas on this and would love to open a conversation...
If the network is willing to spend this amount of money they should look at other companies for rebrand such as https://ueno.co/ or http://focuslabllc.com/.
By the way I do not have any association with any of the companies that are stated above. There are tons of way better branding companies out there.
I would just like to see Dash branded properly.
Adding the .org extension helps you quickly find information.
Right now, all the Internet is full of this logo, videos, photos, etc. and modify that you have to be careful not to confuse.
Will vote yes on this.
We're tired of seeing all these ICO banners on all the same sites that Dash could be dominating.
Carry on.
Solarguy on the forums.
This is a clear YES from me. And I will be much more hesitant to vote yes on other parallell marketing campaigns. Most stuff should go through the pros. There could be exceptions, but any such should of course prove that they are well aligned with the strategy developed by O&M.
Exciting stuff ahead!
The brand positioning is a very time consuming but very important step. The outcome will be just a few simple ideas that will look obvious, but don't let their simplicity trick you, they have a ton of work behind and they are the cornerstone on which the other things lie. Doing this with top pros makes a huge difference, both in dedication and in quality of work. And that has a price.
Also on a side note: I cannot visit their webpage. "This site can’t provide a secure connection. www.ogilvy.com uses an unsupported protocol.
ERR_SSL_VERSION_OR_CIPHER_MISMATCH"