Mantle Marketing Proposal
Authors
This proposal is authored by Firepan, a Web3 marketing & growth lab.
Background
Objective: Launch a high-impact marketing program to drive awareness, engagement, and adoption of Mantle. The proposal seeks funding of 250,000 MNT from the DAO to support various short-term marketing initiatives.
Creating this comprehensive marketing plan for Mantle requires a multi-faceted approach that leverages the strengths of Firepan as a Web3-focused advertising agency. The plan will cover various aspects such as branding, content marketing, SEO, social media, video production, and web design. Below is a detailed marketing plan to present to Mantle’s decentralized governance network.
Motivation: Mantle requires a coordinated marketing effort run by 3rd parties to assist in ensuring the success of upcoming incentive programs and driving mass adoption of the Mantle protocol. Insights from market research highlighted the need for expanded branding, discoverability, and distribution.
Proposal
1. Development and Positioning
- Objective: Establish Mantle as a leading layer-2 solution for Ethereum, known for scalability, low fees, and high security.
- Actions:
- Conduct a brand audit to understand current perceptions.
- Develop a clear brand message and positioning statement.
- Use existing brand style guides, including logos, color schemes, typography, and tone of voice.
2. Content Marketing
- Objective: Create content on 3rd party websites/domains to educate the market about Mantle’s benefits, use cases, and technological advancements.
- Actions:
- Develop a 3rd party website with a content calendar with a mix of educational articles, case studies, and blogs.
- Collaborate with industry influencers for guest posts and interviews.
- Launch a dedicated section on the website for developer resources, tutorials, and documentation linking back to the Mantle website.
3. Search Engine Optimization (SEO)
- Objective: Increase organic traffic to Mantle’s website and 3rd party website to improve search engine rankings and grow overall Mantle awareness.
- Actions:
- Perform a comprehensive SEO audit.
- Optimize on-page elements including meta tags, headers, images, and internal linking.
- Develop a backlink strategy targeting reputable industry websites and blogs.
- Regularly update content to include trending keywords and phrases.
4. Social Media Marketing
- Objective: Expand Mantle’s reach on social media platforms and engage with potential users and developers. Drive those users to Mantle’s website and 3rd party website.
- Actions:
- Develop a social media strategy on platforms like X, Farcaster, and Reddit.
- Create engaging content such as infographics, short videos, and updates on development progress.
- Host Space and AMAs (Ask Me Anything) and live streams with the development team.
- Leverage paid social media campaigns to reach a broader audience.
5. Video Marketing
- Objective: Visually communicate Mantle’s value proposition and technical capabilities.
- Actions:
- Produce explainer videos about Mantle’s features and benefits.
- Create tutorial videos for developers to understand how to integrate and use Mantle.
- Develop testimonial videos from current users and developers.
- Distribute videos through YouTube, social media, and the website.
6. Web Design and User Experience (UX)
- Objective: Provide a seamless and informative user experience on the newly designed 3rd party Mantle website.
- Actions:
- Design the website with a focus on user-centric design and easy navigation.
- Ensure the website is mobile-responsive and optimized for speed.
- Implement analytics tools to track user behavior and continuously improve UX.
- Integrate a community forum and FAQ section for user support.
7. Public Relations and Media Outreach
- Objective: Gain media coverage and establish thought leadership.
- Actions:
- Develop a list of target media outlets and journalists covering blockchain and crypto.
- Write and distribute press releases about major milestones and announcements.
- Pitch story ideas to journalists and arrange interviews with Mantle’s leadership.
8. Community Building and Engagement
- Objective: Foster a strong and engaged community around Mantle.
- Actions:
- Launch and manage community channels on Discord and Telegram.
- Organize regular community events such as hackathons, contests, and webinars.
- Provide incentives for community participation and feedback.
- Create a community ambassador program to promote Mantle.
9. Analytics and Performance Tracking
- Objective: Measure the effectiveness of marketing efforts and optimize strategies.
- Actions:
- Set up KPIs (Key Performance Indicators) for all marketing activities.
- Use analytics tools to track website traffic, social media engagement, and content performance.
- Conduct regular reviews and adjust strategies based on data insights.
- Provide monthly reports to the Mantle governance network.
Mantle Marketing Plan Budget Breakdown
Total Budget: 250,000 MNT
- Development and Positioning (25,000 MNT)
- Content Marketing (40,000 MNT)
- Search Engine Optimization (SEO) (30,000 MNT)
- Social Media Marketing (35,000 MNT)
- Video Marketing (30,000 MNT)
- Web Design and User Experience (UX) (25,000 MNT)
- Public Relations and Media Outreach (20,000 MNT)
- Community Building and Engagement (25,000 MNT)
- Analytics and Performance Tracking (20,000 MNT)
Mantle Marketing Plan Execution Timeline
Total Duration: 90 Days
Phase 1: Planning and Preparation (Days 1-15)
- Conduct a brand audit and develop positioning.
- Outline content and SEO strategy.
- Establish a social media plan and identify key influencers.
- Initiate website redesign and UX planning.
- Finalize budget and roles.
Phase 2: Initial Launch (Days 16-45)
- Launch the discoverability page and new website features.
- Begin content creation and SEO optimizations.
- Start social media and community-building activities.
- Produce and release initial videos.
Phase 3: Full-Scale Implementation (Days 46-75)
- Intensify social media engagement.
- Launch paid campaigns and community events.
- Regularly update content and continue SEO enhancements.
Phase 4: Monitoring and Optimization (Days 76-90)
- Track and analyze performance metrics.
- Adjust strategies based on data insights.
- Provide reports to the governance network.
- Continue community engagement and content updates.
- Prepare final assessment and recommendations.
Conclusion:
This marketing plan aims to position Mantle as a leading layer-2 solution, driving user acquisition and engagement through a cohesive and targeted marketing strategy. By addressing immediate marketing needs and setting a foundation for long-term growth, Mantle can achieve significant market presence and adoption.
Supporting Information
Benefits to Mantle: The plan will enhance brand visibility, drive user adoption, and establish Mantle as a leading layer-2 solution in the Ethereum ecosystem.
Synergies with Mantle Products: Marketing efforts will highlight Mantle’s scalability, low fees, and security features, directly complementing and promoting its core technological strengths.
Risks: Potential risks include budget overruns, ineffective campaign strategies, and low community engagement, which could hinder the achievement of marketing goals.
Costs: The total budget is 250,000 MNT, covering various initiatives such as branding, content creation, SEO, social media, video production, and community engagement.
Administrative Processes: Involves coordination between Firepan and Mantle’s stakeholders, regular progress tracking, and transparent reporting to the governance network.
Sub-governance Decision-Making Processes: Decision-making will involve input from an advisory council and key stakeholders, ensuring alignment with Mantle’s strategic objectives and community interests.