Adverts on Radiolab







UPDATED 07/26 - CPM reduction and increased exposure.



UPDATED 07/28 - Agreement to work with the PR firm appointed by the Core Team if successful.

Working in conjunction with the PR firm appointed by the Core Team:

Create audio adverts and place them in the popular radio show and podcast Radiolab.

Create display adverts for inclusion on the website and newsletter.

They will run for two three months and their impact will be assessed based on traffic to dash.org.

three months and their impact will be assessed based on traffic to dash.org. The content of the adverts will be vetted by the community

Broadcast quality versions of the adverts will be available for download.

The timing will be related to the release of 12.2 and the reduction in transaction fees.

5.4 million impressions will be generated across audio and display adverts.

$35

Dash amounts for the cost of the adverts are based on a 90 day Simple Moving Average = $140, to account for fluctuations in value and ensure that sufficient USD value is available to pay WNYC.

3 months of adverts: 565 Dash

Project Manager: 25 Dash (up to 25 days @ 1 Dash)

Marketing Manager: 20 Dash (up to 20 days @ 1 Dash)

Audio advert creation: 10 Dash (10 days @ 1 Dash)

Display advert creation: 5 Dash

Travel: 10 Dash

Proposal Fee: 5 Dash

2.5% Contingency: 15 Dash

To have at least 3.9 million listeners hear 45 to 75 seconds of audio advertising for Dash. To generate a click through rate of 2%, thus 3.9 million content views will generate 78,000 visits to Dash.org

A personal and business partnership with the high value content creators at WNYC.

A powerful and persuasive Dash audio advert in several forms: Versions created by WNYC listeners Recorded by multiple voice actors to be used by anyone in the Dash community

3.9 million Radiolab listeners encountering Dash in a positive context

78,000 visits to dash.org

planning and creation of the advertising script

meetings with WNYC - introducing Dash and building relationships

Creating and signing contracts

Adverts can begin from here outwards.

Dash.org analytics collected

Impact assessment created once adverts are running

1. General Project InformationTo make Dash the first cryptocurrency the general public encounters, thus capturing the space laid out by the slogan Digital Cash.According to the Global Cryptocurrency Benchmarking Study created by Cambridge University there may only be 5.8 million users of cryptocurrency worldwide. This points towards their being a vast number of people who have never heard of cryptocurrency. Making Dash the first project to pay for mainstream advertising will give the project a first mover advantage in terms of merchant and user adoption.I propose to use adverts on Radiolab, a science based podcast with 6.5 million on-demand listens per month and 1.8 million weekly listeners across 505 radio stations to reach a larger general audience than any cryptocurrency has ever had before.Having spoken with Robert Wiecko, the Project Manager for the Dash Core DAO, we have agreed that if the proposal succeeds the team will be working in conjunction with Dash's official PR firm and once they are appointed the marketing firm too. This is to ensure that our advert fulfils the vision and alings with the narrative being promoted by the firms appointed by Core.I have spoken with WNYC and they are really excited about the possibility of working with Dash. This is exceptional: none of the other channels and content creators that I have approached are currently interested in working with Dash. Many feel that cryptocurrency represents too great a risk or is not appropriate as an advertiser. The positive response from WNYC strongly suggests that they believe Dash will be putting across a message their listeners will respond to.There has been a request for more targeted advertising from the community and this fulfils that need by marketing directly to curious, intelligent people who are still largely unaware of Dash and cryptocurrency in general. The statistics compiled in WNYC in their media pack paint a compelling picture of an educated and affluent audience: WNYC Media KIt By making contact with the general public Dash can reach out beyond the echo chamber of the crypto-sphere and brings its benefits to the widest possible audience. The adverts will be created to showcase the Core Team’s vision for Dash and the existing uses of Dash for example: remittances, InstantSend, low fees.Both audible.com and Squarespace are regular advertisers on Radiolab and WNYC’s research into listener reactions shows that advertisers are seen in a positive light because they are supporting quality content. This proposal will allow Dash to take a huge step towards mainstream adoption.We will run 15 second pre-roll, 30 second mid-roll and 30 second post-roll adverts for 3 months at a cost of$26 CPM with 3.95 million listens and 1.45 million views ($4 CPM) at a total cost of $110,000 for 5.4 million impressions.The use of any excess funds will depend on the success of the adverts, as defined by 2% of listeners visiting dash.orgIf successful any remaining funds will be used to buy additional advertising slots on Radiolab.If deemed unsuccessful remaining funds will be sent to Core to be used to fund the activity of the marketing firm they are appointing.2. Project TeamProject Manager:Edward Rapley00447870375886Team Members:Laura CoombsMarketing Manager3. StakeholdersWNYC, MNOs, Dash Core Team, official Dash PR firm, official marketing firm (when appointed)4. Project Scope StatementThe purpose of this proposal is to the harness the power of association with Radiolab to bring Dash to a new and expanded audience. Being the first cryptocurrency that people encounter will give Dash a huge advantage, becoming the defining standard by which other currency projects are referenced.Being easy to use, fast, secure and private Dash can give newcomers a very positive experience, we can make use of the budget this month to conduct a serious advertising campaign that can then be followed up by the marketing firm that Core is appointing.Radiolab’s educated and passionate audience hold sponsors of the show in a positive light, they are also an audience outside of the cryptosphere allowing Dash to grow without having to fight with other projects.The first step towards merchant and user adoption is awareness, no one can use a service they haven’t heard of.(in business terms)The promotion of Dash through the creation and inclusion of adverts on Radiolab and analysis of the impact of this on traffic to dash.orgAugust 2017:September 2017:The project cycle will be complete after the adverts have run for 2 months and the report into its effects has been created.The targets for success will be 2% of adverts translating into additional visits to Dash.orgLow click through rate:Low Risk. WNYC creates excellent advertising segments.Mitigation: it is possible to change the advert during the run, so we can tweak the message.Failure to generate engagementLow risk. The script will provide a clear link to follow.Mitigation: create a simple user journey from hearing the advert to visiting dash.org and downloading a wallet.Irresponsible Use of FundsLow. I will be using a hardware wallet to secure the funds so they are stored securely until sold.By applying under my own name I am putting my reputation and integrity on the line . I am completely committed to using these funds in accordance with this proposal. I am passionate about being a valued advocate for Dash and to build a life around the promotion of Dash as a solution to the evils of centralised currencies.The schedule of the adverts will be tied to the release of 12.2 so that the reduction in fees can be used as a driver of adoption. Thus the timing will be dependent on the timing of that release.The timing of the adverts will also rely on the existing advertising schedule on Radiolab.The major external dependency is WNYC, Laura Coombs will be in charge of this relationship, WNYC has agreed to this partnership.Core Team: we will need access to analytics from Core to assess the impact of the adverts on visits to Dash.org. The release of 12.2 is also dependent on Core Team.5. Communication StrategyDetailed fortnightly updates throughout the duration of the proposal posted on the dash.org forum.Internal project management and communication will involve daily use of Asana.6. Reviews PlannedMonthly reviews using the Dash Project update template.Overall report compiled on the outcomes of the proposal once the adverts have finished running and analytics have been collected.Declaration:I stand by every commitment in this proposal and will see them carried out to the very best of my ability,Edward Rapley