UPDATED December 21st 60 Day SMA Team experience Background: Dash is missing the mainstay of any online marketing department: a data oriented, highly targeted, pay-per-click Google Adwords campaign that will complement other Dash marketing activity by providing an online presence. Through Adwords we can geo-target sponsorship areas, placing adverts in front of recently engaged, or Dash-aware consumers providing them with a direct opportunity to learn more about Dash. We will be able to direct traffic to any project funded by the Dash DAO that will benefit from increased online exposure and engagement. We can also hijack competitor or related interest groups using similar methods. Plan: We will bring together a team dedicated to running a 3 month, $450k+ Google Adwords Campaign. These adverts will be targeted towards raising awareness of Dash by directing traffic towards Dash.org, the websites of other proposals that have received funding from the treasury and businesses which have partnered with Dash. The key messages, copy and graphics will be inline with the vision and strategy laid out by Mathers & Ogilvy. This team will deliver adverts that drive not just website hits, but user adoption through supporting the wider ecosystem of Dash. With the volume of spending that we are proposing Dash will have access to the benefits of a high tier Adwords account manager and team working with us to create the most successful campaigns possible. (Please see the message from our potential AdWords manager in Appendix 1.) Our plan is to create separate ad groups and campaigns that target users based on their interests, language, search terms, their countries of origin, their device, and what websites they frequent. Traffic will be sent to various landing pages, depending on search terms and the results of A/B tests. Every aspect of the campaign will be monitored scientifically, with constant A/B testing to bring the best value for money to the Dash network. This proposal will be run in accordance with the views state in Ryan and Evan’s open letter on marketing: it will focus on general awareness, Dash’s features & use-cases, and business partners. If successful based on the results of the 3 months of advertising this proposal will seek to become the starting point for the Dash Advertising Dao. AB Testing/Testing Schedule: Through a cyclical process of continuous optimisation, we will consistently test the best performing combinations of test variables to drive qualified traffic to Dash.org/proposal landing pages. Test Variables: Ad variations Landing pages Keywords Bids Ad Placement Ad Type Remarketing Key Performance Indicators: Traffic CPCs Quality Score Conversion Points/Goals app downloads exchange signups account creation time on site The Dash Google Adwords campaign will aim to produce the least expensive, most targeted, and most repeatable source of visitors that Dash has access to. While an Adwords campaign is less capable of producing the viral press that a live conference or sponsorship can produce, Adwords is an indispensable tool at delivering consistent, high volumes of extremely targeted traffic, fast Objective: Create the architecture and scalable structure for a Dash Adwords campaign that can point high volumes of targeted traffic at the most effective Dash pages for user adoption. To educate the wider crypto community about Dash's benefits over other cryptocurrencies, and to bring them over to Dash. We will also target groups outside of the crypto community, aiming for their first experience of crypto to make Dash users right from the start. Target Audience: As of yet there has been no large scale research on the best audience of driving adopting of Dash, we intend to conduct this research and present comprehensive data to the community so that any future advertising proposals have this information at their disposal. We will start by targeting existing and recent crypto users. We will expand our reach to include related audiences such as interested in finance and business, we will also work to understand the best way to reach, and convert people with no experience of using cryptocurrencies. We will keep clear records of the results of these proposals and thus the wider Dash community will be able to make use of our statistics to inform their own advertising strategies. Each click delivered by Adwords is a living, breathing human, and we expect them to have the same portion of merchants and users that any other advertising source would provide. These will not be fly-by-night users - the goal is to attract Dash users who we can welcome into our community. Request for Contributions from the Dash Community: In addition to the list of landing pages already on our testing schedule we plan to work with anyone in the Dash community who has a landing page, promotion, or exclusively Dash-related service. If such a person wishes to have traffic sent to their Dash-related site, we will analyze the site, add any necessary tracking pixels, and work with the site owner to make any necessary improvements, then throw them into the A/B testing mix. Our goal is to use all Dash community resources at our disposal and turn this proposal into a truly Dash-wide collaboration. We want this Adwords fund to be an opportunity to juice up good promos and great pages that might only be relying on organic traffic at the moment. As we add landing pages outside of English speaking countries we will be adding translations of adverts to ensure that we can reach a truly worldwide audience. Team: Project Manager: Lina B. Frank In her role as Network Co-ordinator for the Baltic Nordic Circus Network Lina has experience of managing a decentralised organisation operating across 7 different countries this makes her very well suited to managing this decentralised Dash AdWords team. As director of Circus City she has managed several projects with budgets of ~$300,000, the majority of which was publicly funded and subject to the strictest accounting and auditing policies. Proposal Owner, Finance, Dash Community Manager: Edward Rapley (previous proposals: Circus City Sponsorship, Radiolab Advertising) [email protected] Dash Forum/Discord: syntheist Edward has delivered two proposal for Dash and has been working full time as an advocate for Dash since May 2017. He has experience of consulting with the wider community and a record of prompt and accurate reporting on his proposals. Graphics, Tracking Manager: Laura Coombs Working in online marketing since 2009, Laura holds extensive experience within the travel & utilities industries for brands such as Virgin Holidays, Gatwick Airport, and EDF Energy. In these roles, she has dealt with medium to large media budgets ranging from $55k per month to $55k per week, working both in fully autonomous positions and as part of larger digital marketing specialist teams. Copy Writer: Zach Goldie Zach is a copy writer with a background in engineering, he specialises in translating complex technology into clear and effective copy for both websites and adverts. You can read more about his approach to copy writing on his blog many of the points he makes clarify the issues around advertising Dash, which I think makes him the right person to write about Dash. Execution: Lina B. Frank will be responsible for the overall planning and evaluation of the project, as well as creating the structures needed for managing a decentralised team. Lina has many years experience of managing geographically dispersed teams of people and has the organisational and personal skills need to deliver this Dash collaboration to the highest professional standard. Lina comes from the UK cultural sector with sophisticated, tried & tested systems of planning and evaluation. She has developed into a self-proclaimed “impact-junkie” and thrives on good planning which levers measurable, useful results. For this proposal she will create the structure and framework, set out goals and milestones and make team members report on delivery. She will consolidate the findings and prepare evaluation and presentation available to the Dash community. Edward Rapley will receive the monthly Dash funds and be responsible for exchanging them into USD to fund the AdWords account. He will also be the person reaching out to proposal owners and coordinating all communication with them. In addition he will be responsible for all reporting back to the Dash DAO via the forum, reddit and discord. Laura and Zac will also be training Edward in these aspects of running an Adwords campaign so there will be another person in the Dash community who can bring these skills to benefit Dash. Shared administrator access will be granted to Laura Coombs and Zac Goldie in order to create a structure for the campaign. The strategy team will be unable to control any funds, yet they will have specific access to everything related to the creation and management of the campaign, including but not limited to: creating campaigns/ ad groups, ad copy A/B tests, country specific groupings, bid adjustments, all the data analytics necessary to create a well-oiled, scalable, efficient Adwords campaign. Edward Rapley and Laura Coombs will assist in the creation of ads, deployment of tracking pixels and work to expand the structure of the campaign that is created. They will be responsible for managing tests, monitoring bids and daily spends, and in developing graphics and landing pages. Edward will be in charge of community communication, reporting, and in discussing promotions and potential landing pages with the Dash community. Google Adwords's system has a built- in shared history, so that any user with administrator rights over the account can view all timestamped changes made. This tool will be used to collaborate and to increase team efficiency. If the community would like to promote a particular trusted Dash member to having administrator access on the account, we would welcome the oversight. The campaign will consist of two main prongs: search and display. Search ads are text-only ads targeted at users who are searching for particular keyword strings, such as: "how to buy dash", "what is the blockchain", "what is bitcoin", "what is crypto", "what is a masternode", "coins with masternodes", etc. These ads would appear primarily on google.com plus a handful of other sites in their search network. Content ads are text or graphical ads that are displayed to users when they visit a particular website. Content ads can be specifically placed on the most relevant websites such as coinmarketcap.com, or any other site in the Google network. Content ads can also be designed so that they target crypto users on other sites that they visit. Budget: Dash price: $580 (to account for potential price corrections this is based on the 60 Day SMA) $198,338 per month - 338 Dash Google Adwords costs: $150,000 per month = 260 Dash Lina B. Frank: $50ph Laura Coombs: $50ph Edward Rapley: $50ph 0.08 Dash * full time pro rata = 14 Dash pcm 14 * 3 = 42 Dash Wages will only be paid for hours worked, this is an hourly rate rather than a monthly salary. Additional copy Writing and translations: $2,900 per month = 5 Dash 10% contingency = 31 Dash Proposal fee = 5 Dash Seed Funding: There is 60 Dash remaining from the Radiolab Proposal, this will be used to fund some initial adverts and pay wages if the proposal get above 5% positive net votes. Any remaining funds will be used to buffer a fall in the USD value of Dash to help us maintain a budget of $150,000. Exchange fluctuation contingency: Lina, Laura and Edward will be paid a fixed amount of Dash as their salaries, based on $50ph when the proposal is launched. It is essential that the proposal funds maintain a value above $150,000pcm for this reason we have chosen a conservative estimate for the value of Dash over the 3 months. I will explore payment in Dash with the Google high tier team, otherwise Dash will be converted into USD at market rate and will be deposited into Adwords via wire transfer. In the event of a price increase all of the added USD value will be credited to Adwords. For example if the current price of Dash holds at $740 by the end of the first month then upto 367 Dash (inc. 10% contingency) will be converted to USD to fund adverts = $271,580 In the event of a reduction in the value of Dash the 10% contingency fund will be used to cover the difference. If the price falls further the remaining seed funding will be used. The use of the 60 SMA price for Dash gives us the reasonable expectation of being able to maintain $150,000 pcm for the duration of this proposal. Conclusion: Everything is up for debate at this stage, so we welcome feedback and involvement from other community members. We are looking to serve Dash in the most effective way possible.