Please describe your proposed solution.

Coordinate and execute a highly-focused marketing campaign utilizing the collective resources of all the prominent Cardano stakeholder groups. Bringing more people and businesses into the ecosystem will lead to more adoption.

How does your proposed solution address the challenge and what benefits will this bring to the Cardano ecosystem?

This campaign will create organic awareness with non-crypto users and the wider web3.This initial awareness can translate into interest and new participants in the ecosystem. NEWM has shown to be able to strategize and launch wide-reaching organic campaigns and together with other Cardano project members, we have all the skills necessary to lead an organic effort for Cardano.

How do you intend to measure the success of your project?

The most impactful metrics to track before and after the campaign are TVL and Wallet growth, as these metrics can show the impact of the campaign clearly.

Additional goals and targeted markets will be strategically integrated during the research phase of this proposal. Metrics to track before/after campaign could include:

• Reach
• Traffic
• Total value locked (TVL)
• Total wallets
• Wallet growth
• Overall exposure of Cardano and the projects building on Cardano
• Wallet creation
• ADA circulation
• Google searches for Cardano

Please describe your plans to share the outputs and results of your project?

Everything we are building is open source, and with transparency as one of our driving values, we consistently share our successes, failures, strengths and shortcomings publicly. We will continue to share output and results on overall product development, future funded proposals and previously funded Project Catalyst proposals (Fund9) the way we are sharing them now:

• Public reporting of milestone statuses – Discord, Twitter, Telegram, Newsletter, Youtube
• Conferences and events – Public speaking events or recorded interviews
• Community lives and AMAs during the development process – Weekly Twitter Spaces and sporadic AMA events on specific topics in Discord
• Survey and poll reports from user feedback – Public community votes and UX research
• Catalyst landing page – We have a dedicated Project Catalyst landing page on the newm.io website where users can review our funded proposals and track progress – newm.io/catalyst
• Youtube Founders’ Outlook – Casual chat between our Founders about previous year and year to come
• Nerd Out Youtube Channel – Andrew Westberg’s personal Youtube channel where he discusses Cardano development in-depth

What is your capability to deliver your project with high levels of trust and accountability?

Our team has consistently demonstrated a strong capacity to deliver complex projects with high levels of adaptability, transparency and accountability, as evidenced by our track record of successfully managed and executed Catalyst proposals, as well as quarterly NEWM Community governance votes that directly affect $NEWM token holders and strategic partnerships driven by community needs. Our commitment to meeting project goals within defined timelines and budgets sets a precedent of dependability.

Adaptability in Delivering Community Needs

A noteworthy accomplishment amongst our latest initiatives was the successful launch of The Record Store project – recordstore.newm.io – the first marketplace dedicated to digital music collectibles on Cardano. Although a collectible music marketplace was always a part of our roadmap, we envisioned it further down in our development journey. However, we listened and saw an immediate need in the Cardano music community and delivered. Through strategic partnerships with NMKR and Sick City, we managed to create an effective and user-friendly platform that has since earned the trust and endorsement of numerous artists.

Transparency and Accountability

Our commitment to transparency has strengthened our standing as an accountable team. We maintain and nurture open lines of communication through all of our community channels, and support a culture of mindful listening where community members feel heard.

We also consistently share our code and development progress with the wider ecosystem, underscoring our dedication to open source principles and community engagement. This level of openness encourages community feedback and critique, enabling continuous improvement and bolstering the reliability of our software. We invite you to review our work through our Github repository: https://github.com/projectNEWM

What are the main goals for the project and how will you validate if your approach is feasible?

The main goals are to create more awareness around Cardano and its benefits. A before/after analysis will show if the campaign was successful.

Please provide a detailed breakdown of your project’s milestones and each of the main tasks or activities to reach the milestone plus the expected timeline for the delivery.

Month 1

Research

- Target Groups & Market

- Pains Cardano is solving

- Benefits and features of Cardano

Months 2-3

Planning

- Define one singular goal to focus on

- Develop Marketing Plan

- Develop Digital Strategy

- Onboard Partners, Media & Multipliers

- Define metrics to track

- Set up Analytics

Months 3-4

Creation

- Develop main Claim and copy

- Create Marketing assets

- Build one central landing page

Months 5-6

Execution

Run Campaign:

- Organic with all Partners

- Organic with the community

- Earned Media/PR Campaign

Month 6 - Post-Campaign

Reporting

- Campaign Analytics

- Metrics before/after campaign to measure success

Metrics to track before/after campaign could include:

• Reach
• Traffic
• Total value locked (TVL)
• Total wallets
• Wallet growth
• Overall exposure of Cardano and the projects building on Cardano
• Wallet creation
• ADA circulation
• Google searches for Cardano

The most impactful metrics to track before and after the campaign are TVL and Wallet growth, as these metrics can show the impact of the campaign clearly.

Please describe the deliverables, outputs and intended outcomes of each milestone.

Research

- Target Groups & Market

- Pains Cardano is solving

- Strongest benefits and features of Cardano

Planning

- Define one singular goal to focus on

- Develop Marketing Plan

- Develop Digital Strategy

- Onboard Partners, Media & Multipliers

- Define metrics to track

- Set up Analytics

Creation

- Develop main Claim and copy

- Create Marketing assets

- Build one central landing page

Execution

Run Campaign:

- Organic with all Partners

- Organic with the community (User generated content)

- Earned Media/PR Campaign

Reporting

- Campaign Analytics

- Metrics before/after campaign to measure success

Please provide a detailed budget breakdown of the proposed work and resources.

Total budget: 75,000 ADA ∼ 21K USD (Current ADA value)

Project Coordinator (new role): 15K USD part time 5-6 months

3 Cardano project members: 6K USD part time (Marketing, Strategy, Campaigns. 2K each)

NEWM Team: 0 USD

Project Coordinator ∼ 12-15 hours per week

Cardano Project members ∼ 3-5 hours per week

NEWM Team: ∼ 5-10 hours per week

Numbers based on a full-time Senior Project Coordinator salary of 70K USD for a year. (Source: indeed and glassdoor)

Who is in the project team and what are their roles?

Project Team:

CMO NEWM Overall lead, Strategy

Content Strategist NEWM Content Strategy, Claims, Copy

Designer NEWM Design, Creative Assets

New Project Coordinator Coordination and Project Lead

Project Member Cardano Strategy

Project Member Cardano Marketing

Project Member Cardano Campaigns

How does the cost of the project represent value for money for the Cardano ecosystem?

We believe this campaign can generate anywhere from 500k - 5M impressions. Taking an average Click-Through-Rate of 1% this will lead to 5K-50K visitors on the landingpage. This initial awareness will lead to interest and new projects building on Cardano and new community members becoming delegators to Stakepools. This campaign can be re-used multiple times and can become a medium effort/high impact tactic for the Cardano ecosystem.