Marketing Proposal
Summary
Our proposal provides an outline for the initial three months of a comprehensive yearly marketing plan for Crypto Unicorns. We’ll kick off by building a powerful brand identity, next we’ll craft and test captivating narratives to reel in players, and then we’ll launch a robust strategy to pull in fresh users. While doing all these, we’ll keep refining our methods to ensure we’re maximizing growth. By following this quarterly strategy, as part of our annual plan, we aim to uplift the game’s marketing, align it with the game’s high quality, and drive more people to discover and enjoy Crypto Unicorns.
Motivation
We love gaming and we believe in the future-changing power of Web3. That’s why we’re excited to help Crypto Unicorns become the best it can be. Right now, the game is fun, but the marketing needs substantial improvement. This is where years of marketing and partnerships expertise come into play.
Web3 is about creating something meaningful and unique for the world. Now is a great time to do this. We’re in a pause between the next bull market, which means we can build a strong base for when the next bull run. We’re ready and excited to take Crypto Unicorns on this journey.
Our team consists of seasoned professionals with extensive experience in Web3, gaming, and marketing, all carrying an entrepreneurial mindset. We’ve made significant contributions to industry leaders: growing Cointelegraph’s traffic from 6M to 13M sessions, becoming the #1 media outlet; founding Ladder Protocol, a pioneering GameFi AMM protocol; and effectively managing marketing for leading blockchain infrastructure SaaS businesses.
We have a proven track record of building strong communities, driving user engagement, and structuring effective conversion funnels. Our experience extends to working with developer communities in over 20+ protocols, leveraging marketing and business strategies to fuel growth, and even establishing a profitable 7-figure ETH mining farm.
Prompted by frequent consulting requests, we founded our own marketing agency, ICE STATION. Our mission is to assist Web3 projects at all stages - from inception to growth and expansion. We are confident that our expertise and passion for web3 uniquely position us to help Crypto Unicorns achieve their maximum potential.
Details
Marketing Proposal for Crypto Unicorns: First Three-Month Plan
Goal:
Our primary goal for the next three months is to grow your user base and community. We aim to leverage your game’s narratives, engaging both Web 2.0 and 3.0 audiences with strategic ads and compelling content.
Given the current bear market, we see a golden opportunity. Acquisition costs are low, and influencers are more approachable, making it the ideal time to foster valuable partnerships.
We plan to seize this moment, focusing on user acquisition now and transitioning to retention strategies later. This balanced approach aims to expand your player base, drive user engagement, and lay a robust foundation for sustained growth.
Phase I: Validate Hypotheses and Develop Narratives
We will start by creating a draft list of narratives for different types of audiences and user personas. We believe the bull market will return and Crypto Unicorns has the potential to become the next Axie Infinity.
The narratives will include:
- Floor price narrative.
- Price increase narrative.
- Gaming narratives.
- Crypto future narratives.
- Tokenomics narratives.
Price narrative will be used for retention. Non-price narratives for acquisition.
This phase will involve significant user-generated content (UGC), with an emphasis on brand positioning that will differentiate Crypto Unicorns from competitors.
KPIs:
- Number of content created
- Engagement rates in social media
- Number of user personas with anomaly low CAC/high conversions
Results:
- Userbase report: Fully understand the existing user base, their level of engagement, the value drivers, and the foundations for validating ICP.
- User Persona Development: Identification of clear and distinct user personas based, on acquisition channels, and motivation. (5-8 for hypothesis, 3 expected as ICP. ICP includes, but is not limited to channels, narrative, events, and tailored content)
- Narrative Validation [ongoing]: Tracking the engagement and conversion rates of our different narratives through initial ad campaigns. A successful outcome would be identifying at least one high-performing narrative for each user persona.
- UGC motion: work with the community and define the UGC motion, workflow, and active users whiling to participate, and define the program.
Phase II: Branding and Partnerships
Next, we’ll turn our attention to partnerships and marketing mechanics. This will involve forming strategic alliances and introducing marketing mechanisms that align with our brand and appeal to our target audience.
We’ll also test audiences on TikTok, leveraging strong onboarding mechanics, and explore options to buy NFTs with Apple Pay.
KPIs:
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Number of partners (those who can support in marketing)
-
User retention (to make sure that when we start acquisition campaign users will stay)
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Social media (growth)
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UGC Incentivization: Launch of a UGC program, with performance measured by the number of user submissions and their engagement metrics on social media.
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Brand Identity Creation: Successful development of a unique and appealing brand identity, validated by positive user feedback and market research.
The focus in Phase II is on implementing our brand strategies, acquiring new users, and building partnerships:
Results:
- Brand Identity Creation: Successful development of a unique and appealing brand identity, validated by positive user feedback and market research.
- Brand Awareness: Increase in brand awareness, as measured by social media mentions, website traffic, and media coverage.
- Partnership Development: Secure 2-8 KOL and business partnerships (partnership = close partner project/individual who will participate in social and other activities on regular basis), contributing to brand visibility and user acquisition.
- UGC Incentivization: Launch of a UGC program, with performance measured by the number of user submissions and their engagement metrics on social media.
- Content Creation: Regular production and publication of high-quality content, with success measured by engagement metrics (likes, shares, comments, etc.).
- Event management: Define business development and content motion for industry-specific events.
Phase III: Community Engagement
We’ll bolster our efforts in community engagement. This will involve live streaming, working with key opinion leaders (KOLs), hosting events, and nurturing online communities.
KPIs
- CAC
- Social media audience growth
- Social media outreach
- Conversion from social to product
- Brand recognition (mentions)
- Engagement rate
Results:
- Acquisition strategy
- Ambassador & KOL program
- Events’ creation machine
- Retention strategy
- Social media engagement
- Regular content strategy
- Social media interaction strategy and tone of voice (to interact with partners and industry leaders)
- Product engagement
- Gamification
- Social media engagement
- Brand recognition
- Media coverage
- Social media sentiment
- Reporting
Business Metrics by the End of Phase III
By the end of Phase III, we aim to achieve significant progress on several key performance indicators. We anticipate
- Community growth of between 25-50%
- Increase in users by 10-15%
- Boost in engagement by 30-50%.
These improvements should lay a robust foundation for exponential growth when market conditions improve, or when one of our user persona — marketing channel — narrative bundles hits the mark. In other words, our marketing strategy will position Crypto Unicorns for success, ready to capitalize on the right moment.
Budget Scenarios:
Timeline:
Phase I: 60k requested
Phase II: 60k requested
Phase III: 120k requested
Suggested Total: 240k
Suggested budget to achieve optimally the objectives and deliverables
Timeline: 100 days
Conclusion
Over this three-month period, we aim to validate our hypotheses and establish a solid foundation for Crypto Unicorns. This involves a strategic mix of narrative development, branding, partnerships, team building, and community engagement, all within a carefully considered budget.
In the next call, we will discuss our strategy for addressing the pain point of visibility, articulating our unique value proposition, and revealing our competitive advantages.
This plan ensures that we’re not only keeping up with the pace of the market but are positioned to become a leading player in the sector.
The Strategic Advantage of Immediate Investment and Building a Brand Now
The Investment Timing is Optimal
The current market conditions present a unique opportunity that is both strategic and lucrative. The Cost of Acquisition (CAC) for new users is currently low, which means we can efficiently attract and onboard a large number of users at a relatively low cost. By investing now, we can make the most of these favorable conditions to create a robust user base.
Early Brand Recognition
Investing in a comprehensive branding strategy right now will pave the way for strong brand recognition by the time the bull market arrives. A well-defined brand will make Crypto Unicorns stand out from the competition, making it easier for potential users to identify and trust our platform.
Building a strong brand takes time, and it’s a process that we cannot rush. Starting now will ensure that we have a well-established, recognizable, and credible brand by the time the market peaks. If we wait until the bull market to begin this process, we’ll be playing catch-up with competitors who have already established their presence.
Lower CAC in the Future
As the bull market approaches, competition intensifies, and the Cost of Acquisition (CAC) inevitably increases. By investing in our brand and user base now, we can avoid this surge in CAC. Early users who have grown with the platform become ambassadors of our brand, aiding in organic growth and reducing the reliance on paid channels for user acquisition.
Creating Loyal Followers and UGC Content Strategy
Investing now also allows us to prioritize a User-Generated Content (UGC) strategy. UGC is a powerful marketing tool that promotes engagement and fosters a strong sense of community. Early users often turn into loyal followers, and their endorsement through UGC can have a snowball effect that leads to rapid growth.
When users create and share their own content about Crypto Unicorns, it adds a level of authenticity and trust that can’t be achieved with traditional marketing tactics. It also provides us with invaluable insights about our user base, which we can use to refine our strategies and offerings.
In summary, investing now is the strategic move that allows us to maximize our market position, reduce future acquisition costs, and build a loyal user base that will aid in organic growth. The benefit of starting before the bull market arrives is clear: it provides us with a competitive edge and sets us up for long-term success.
Conclusion
With this comprehensive initial three-phase plan, we aim to position Crypto Unicorns as a leader in the gaming world, paving the way for exponential growth and a powerful presence in the next market upswing.
It’s important to note that we are a fully registered company with our dedicated in-house team. We have legal entities in both the UAE and EU. This means all financial transactions and agreements are conducted through a recognized corporate entity, rather than individual wallets, ensuring the safety, security, and professionalism of our dealings.
By taking action now, we will set the stage for success, saving on future acquisition costs, and establishing a loyal user base that will facilitate organic growth. The advantages of launching before the bull market are clear – it grants us a competitive edge and sets us up for sustained success.
With our solid foundation, extensive experience, and passion for Web3, we believe we have the perfect blend to bring about an exciting future for Crypto Unicorns. We look forward to embarking on this exciting journey with you.
If approved, by the end of Phase III, we expect to see tangible growth in community size (25-50%), user base (10-15%), and user engagement (30-50%). These metrics provide a robust platform for exponential growth as market conditions improve or as our user-persona marketing-channel narrative bundle hits the mark. Together, let’s make Crypto Unicorns the next big thing in Web3 gaming.
