Executive Summary ⚜️
Avantgarde has researched some PR options for the Council and recommends engaging Antidote Communications to help firmly position Enzyme as the industry’s leading on-chain asset management protocol.
The objective of this PR campaign is to enhance the reputation, visibility and awareness of Enzyme and Avantgarde by building relationships with key stakeholders, including the media, industry analysts, customers, and the general public. Our goal is to shape and manage the public perception of Enzyme and Avantgarde via the products and services we offer.
Given the ongoing bear market, most protocols are slashing budgets and reducing spend. As such, we feel there is a unique and strategic opportunity to make our voice heard and ensure that Enzyme gains ground on its competitors at a time of uncertainty.
We are seeking $45,900.00 in MLN tokens to fund 6 months of PR activities. Please see “Funding Requirements” for a full breakdown of costs.
What value does PR provide? 🧠💡
PR provides value by increasing brand awareness, establishing credibility and trust, and positioning Enzyme/Avantgarde as thought leaders in the TradFi and DeFi industries. By investing in PR and leveraging an external agency’s support, we can gain valuable insights into public perception and opinion, which can also inform business strategy and decision making.
Moreover, this will help Avantgarde start conversations with warm, relevant leads that are looking to allocate money into on-chain DeFi strategies. This has a direct and measurable impact on Enzyme’s AUM, as well as raising Enzyme’s profile as the premier on-chain asset management destination for both crypto-natives and traditional finance players.
Selecting The Right PR Agency ✅
After careful consideration and research, Avantgarde identified and commissioned five PR agencies / freelancers to pitch for the project.
YAP Global
Zebu Digital
Mike Ermolaev
Paradox PR
Antidote Communications
Each provider was asked to provide a detailed proposal outlining their approach, specific tactics and strategies, and costs associated with their services. Below is a snapshot of the main takeaways from each proposal.
Antidote Communications (Traditional PR)
- Cost = $7,050 p/m (includes content creation) plus an additional, one-off fee of $3,600 for the messaging workshop
- Deliverables = 6-8 deliverables
Strategy
- Create a consistent voice for Avantgarde and Enzyme
- Build a higher profile for the business, amongst your target audiences
- Directly reach audiences, to support commercial growth objectives
- Define your messages and tone of voice for both of your services, aligned to core target audiences
- Deliver an insightful, data-led PR programme, focussed on thought-leadership
- Utilise and stretch our PR activity, via a LinkedIn content and engagement programme
YAP Global (Traditional PR)
Cost = $9,000 p/m
Deliverables = 2 placements p/m (one long-form, one short-form)
Strategy = YAP uses a traditional PR strategy to earn placements with publications. This is achieved organically through media relationships and by pitching Enzyme as a thought leader on a specific topic. More manual work required to build relationships organically and earn trust in Enzyme as a source of news, thought leadership and expert opinion.
Zebu Digital (Paid Placements)
Cost = $11,000 every 8 weeks ($8,000 per PR placement package + $3,000 for content creation)
Deliverables = 5-6 placements per 8 weeks
Strategy = Zebu uses a content distribution model to secure paid placements with various publications. These are guaranteed placements for a set fee. More automated approach based on a transactional exchange, rather than positioning Enzyme as a thought leader.
Mike Ermolaev (Option 1 – Paid Placements)
Cost = $8,800 p/m (includes content creation)
Deliverables = 5 placements p/m
Strategy = Mike will use a content distribution model to secure paid placements with various publications. These are guaranteed placements for a set fee. More automated approach based on a transactional exchange, rather than positioning Enzyme as a thought leader.
Mike Ermolaev (Option 2 – Traditional PR)
Cost = $9,000 estimated ($1,000 per media partner + $1,500 pitching to review platforms + $TBC fee for content creation)
Deliverables = 3-5 placements p/m
Strategy = Mike will use a traditional PR strategy to form a pool of media partners to distribute press releases and place thought leadership articles. He will secure free reviews of Enzyme from a network of 350+ review websites. He will place thought leadership articles in media outlets by pitching ideas.
Paradox PR (Traditional PR)
Cost = $8,500 p/m (includes content creation)
Deliverables = 3 placements minimum p/m
Strategy = Solidify and grow the brand awareness of Avantgarde/Enzyme in national media, including outlets such as The New York Times, Reuters, and BBC. Establish a footprint for Avantgarde/Enzyme in financial media, including outlets such as Bloomberg, CNBC, and American Banker. Cement Avantgarde/Enzyme's reputation as an industry leader in DeFi, including outlets such as CoinDesk, Cointelegraph, and Crypto Daily.
We have reviewed each proposal, taking into account factors such as the agency's experience and expertise in the crypto, asset management, and DeFi space, the proposed tactics and strategies, and of course the costs associated with each proposal.
Our final selection of Antidote Communications is based on the agency's ability to deliver on our objectives within a reasonable cost per month.
What monthly PR objectives will we achieve? 🚀
Monthly objectives for PR will be specific, measurable, achievable, relevant, and time-bound (SMART). Here are the specific monthly deliverables that we have agreed with Antidote Communications.
Messaging (kick-off)
- Messaging workshop
- Messaging house / TOV document produced
- Ongoing monthly sessions to review key messages
2x “Press-Office” secured p/m
- Senior appointments
- Industry commentary
- Jumping on news agenda
- Hot topics
- By-line articles
- New client wins
- Press release
2x “Thought Leadership” secured p/m
- Feature articles – promote our thinking to relevant media outlets
- 2x Articles adapted for social platforms p/m
- Turn feature thought leadership articles into content for Medium, Twitter and/or LinkedIn
1x Monthly LinkedIn Newsletter
- A monthly LinkedIn newsletter, repurposing an existing piece of content that we have placed in the media. This will be issued to all of your LinkedIn followers to drive engagement.
2x Speaker/Event opps secured p/q
- Conference speaking opportunities (panels + keynotes)
- Podcast interviews
What media publications will we target? 💻
Media outlets targeting will be specific and relevant to the crypto, asset management, TradFi and DeFi space. Some examples of publications that cover these topics include:
- Bankless
- BeInCrypto
- Bloomberg
- BBC
- Blockworks
- Business Insider
- CoinDesk
- CoinTelegraph
- CNBC
- Crypto Briefing
- Crypto News
- Cryptoslate
- Decrypt
- Funds Europe
- Institutional Asset Manager
- Institutioal Asset Investor
- Investment Week
- The Times
- The Telegraph
- The Economist WSJ
- Financial Times
- The Block
- The Defiant
Each of the deliverables outlined in the previous “Objectives” section will be secured in these types of publications.
How do we measure ongoing performance? 🎯
Deliverable Metrics
- Is Antidote meeting the minimum monthly deliverables requirements?
Commercial Metrics
- Contribution to brand awareness
- Click-throughs from PR and social activation
- Increase in warm leads / closed sales that drive increase in Enzyme’s AUM
Editorial Output Metrics
- Reach and frequency amongst key audiences
- Presence of key assets in editorial: impact measures % brand mention,
- Message delivery: against Implicit / explicit delivery of brand values
Social Media Metrics
- Proactive content on influencer channels
- Engagement and advocacy metrics In owned and influencer channels
- Clicks through to PR and social generated content commercial traffic metrics
What would success look like in 6-12 months from now? 💪
Success in 6-12 months from now would mean that Enzyme and Avantgarde has established itself as a leader in the crypto asset management space through effective PR efforts. Specifically, success would be demonstrated by achieving the following:
- Consistently securing coverage in top-tier industry publications and being recognized as a go-to source for expert commentary and analysis on crypto, asset management, and DeFi topics.
- A significant increase in website traffic and social media engagement, indicating a strong online presence and visibility.
- A substantial increase in brand recognition and reputation among key stakeholders, including investors, customers, media, and industry analysts.
- Securing multiple speaking opportunities for company representatives at industry conferences and events, establishing Enzyme and Avantgarde as a thought leader in the space.
- Building and maintaining relationships with key industry analysts and influencers, ensuring Enzyme and Avantgarde is well-positioned to stay on top of industry trends and changes.
- Avantgarde securing business (eg. asset management) directly linked to our PR activities that brings AUM valued at a minimum of $5m to Enzyme
Funding Requirements 💰
Avantgarde is seeking a grant in the amount of $45,900.00 in MLN tokens. This figure enables us to engage Antidote Communications for an initial period of 6-months, after which activity will be reviewed and assessed to determine whether we will continue.
Funding requirements are broken down as follows:
Messaging workshop: $3,600 (one-time fee)
Antidote's monthly retainer: $7,050 p/m
$3,600 + ($7,050 x 6) = $45,900
Timeline 🗓️
Our first 90 days of activity would look as follows.
Month 1
- Review collateral Messaging workshop
- Campaign timeline
- Source data & case studies
- Research media list
- Hot topics for biz profiling
- Draft materials for profiling
- Media training
- Interview case studies
Month 2
- Business profiling and media relations
- Briefing notes for interviews
- Attending interviews
- Operational data mining
- And/or commission research
- Data analysis
- Ensure all deliverables are met
Month 3
- Create horizon scanning doc to identify trends
- Draft data story press materials
- Create data visualisation
- Issue data story to media
- Media relations Collate coverage
- Ensure all deliverables are met
Conclusion 💫
We are excited about the prospect of engaging Antidote Communications to lead Enzyme’s PR efforts. This will position Enzyme and Avantgarde as leaders in the space, raise awareness, connect us with warm leads, grow AUM and position us nicely as we move into the next bull market.
Thanks,
Conor Gilmore
Marketing Lead at Avantgarde
Email: [email protected]
Telegram/Twitter: @TheKidCG