Proposal “mrktng-feb-2018“ (Completed)Back
| Title: | Marketing & Communication |
| Owner: | babygiraffe |
| One-time payment: | 422 DASH (12458 USD) |
| Completed payments: | 1 totaling in 422 DASH (0 month remaining) |
| Payment start/end: | 2018-01-17 / 2018-02-16 (added on 2018-01-17) |
| Final voting deadline: | in passed |
| Votes: | 0 Yes / 0 No / 0 Abstain |
Proposal description
This proposal is cross-posted from the Dash Forum.
This proposal funds an expansion of the marketing proposal first funded in the October budget cycle. The link to that proposal can be found here: https://www.dash.org/forum/threads/proposal-marketing-communication-october.16913/
The initial scope of our efforts was a branding exercise, and a digital advertising campaign consisting of strategy, creative development, production, and media management. Only about 50,000 € of the funding was for a small digital media campaign to simply test potential messaging in distinct markets.
Fernando Gutierrez has created a video explaining to provide an update on that proposal, and explain why we plan to expand the initial test to include an additional 260,000 € in digital ads in Spain, United Kingdom, and Venezuela. The split of the funding - based on sizes of markets, messages we plan to test, and other factors - will be approximately:
United Kingdom ~ 65%
Spain ~25%
Venezuela ~10%
We will be leveraging sophisticated data analytics tools to precisely measure the effectiveness of different messages on varying demographics, including trying some messaging we might not normally pursue to help shape a larger campaign.
See here for additional updates and explanation:
If you have any other questions, please direct them to @fernando in the Dash Forum post to ensure he sees your request.
Requested funding is as follows for the February 1st budget cycle:
Note: Should any funding remain, we will apply it toward future marketing expenses.
This proposal funds an expansion of the marketing proposal first funded in the October budget cycle. The link to that proposal can be found here: https://www.dash.org/forum/threads/proposal-marketing-communication-october.16913/
The initial scope of our efforts was a branding exercise, and a digital advertising campaign consisting of strategy, creative development, production, and media management. Only about 50,000 € of the funding was for a small digital media campaign to simply test potential messaging in distinct markets.
Fernando Gutierrez has created a video explaining to provide an update on that proposal, and explain why we plan to expand the initial test to include an additional 260,000 € in digital ads in Spain, United Kingdom, and Venezuela. The split of the funding - based on sizes of markets, messages we plan to test, and other factors - will be approximately:
United Kingdom ~ 65%
Spain ~25%
Venezuela ~10%
We will be leveraging sophisticated data analytics tools to precisely measure the effectiveness of different messages on varying demographics, including trying some messaging we might not normally pursue to help shape a larger campaign.
See here for additional updates and explanation:
If you have any other questions, please direct them to @fernando in the Dash Forum post to ensure he sees your request.
Requested funding is as follows for the February 1st budget cycle:
- 421.69 Dash for digital marketing campaign expansion (260,000 € @ 616.57 € per Dash)
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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Yes vote given. You are grounded and realistic. Respect.
As for the US, it is a much bigger and mature market in terms of ads and it is way more expensive and complex to test there. Even if there are funds, it is our duty to the network to optimize expenditure. I think it is better to test in easier and cheaper markets like the ones we have selected. And then we enter the US with more information and do a bigger impact there.
solarguy