Radiant Community,
Luke here, VP of Growth & Business Development at Serotonin. We are incredibly excited to participate in this RFP and for the opportunity to work with all of you in the DAO to continue to grow the Radiant brand and community. As crypto natives that grew up in the Ethereum ecosystem, we are confident that we are the right team to take Radiant’s growth to the next level. Our approach is tailored to ensure that Radiant’s growth is not only sustainable but also reflective of the community’s values and aspirations. Thank you for considering our team as your partner for this exciting next chapter.
Agency Background
Serotonin brings breakthrough technologies to market and builds ecosystems around them. With a team of former executives from ConsenSys, Chainlink, MoonPay, Eth Denver Unstoppable Domains and more, we partner with top companies including PayPal, Shipyard, Vega, Osmosis, BitDAO, Optimism and more on brand positioning, media relations, content, product marketing, events, growth marketing, and go-to-market strategy. We combine expertise in financial services, digital assets, and decentralized tech with data-driven methodology to ensure our partners’ marketing and PR is executed flawlessly, driving step-function growth.
Philosophy
We believe that marketing is successful when done holistically. That means instead of separate teams for PR, content, or growth marketing, executing against multiple different strategies, we believe in a single marketing strategy executed collaboratively by channel owners and experts, applying best practices and processes gleaned from years of growing marketing functions. That means spinning up a unified team, with our team joining yours on your channels and tools,working side by side with your existing team so that our work together is seamless.
Strategy Overview
Our strategic approach aims to position Radiant itself as a trailblazer in decentralized lending across blockchain ecosystems, leveraging the experience gained from observing shortcomings of earlier DeFi protocols. Radiant has a unique opportunity to surpass existing standards and set the stage for the future of lending on other chains as well as cross chain - starting with Arbitrum. By emphasizing flexibility, adaptability and a commitment to innovation, Radiant can become a beacon for the next generation with a consistent focus on showcasing a commitment to utility and true governance as the first omni chain money market.
This strategy includes showcasing Radiant’s community first approach - driving a new ecosystem, colloquially labeled as “DeFi 3.0”. Serotonin will work closely with your team and partners to build Radiant’s brand awareness and thought leadership, leaning into integrations with new chains, new collateral options and use case led examples as catalysts for scaling major media moments while fostering and growing core community engagement on Twitter.
See here for the full proposal on how we will carry this strategy out.
Key Performance Metrics: Our approach begins with a data driven foundation to create one-of-a-kind creative strategies and insights for maximum impact and distribution to a global audience. This means we always practice a test, iterate and expand mentality - constantly learning and building upon the indicators below as well as the factors that drive them.
- Overall
- Daily Active Users
- New Users
- TVL
- Twitter
- Engagement
- Account growth
- PR
- Impressions
- Number of articles/placements
- Share of voice
Timeline
Phase 1 | DISCOVERY & STRATEGY
Weeks 1-2
This begins with a review and alignment of client business goals & objectives we’ll work on together over the course of the engagement, including:
- Sourcing comms guidelines, current client assets & guidelines
- Social audit & Competitor analysis
- Review or development of company boilerplate & one-liner
- Review or development of spokespeople bios & story mining sessions
- Review of key target audiences & strategic messages
- Media training for spokespeople (as needed)
- Reporting and check-in cadence with Radiant DAO
Weeks 2-4
-
Deliver holistic strategy for PR including:
- PR strategy one pager with comms objectives, priorities, media targets & timeline of activities
- Earned event strategy one pager & calendar with speaking recommendations
-
Develop holistic social strategy & creative campaigns
- Identified SEO content pieces with a focus on increase in organic traffic
- Brand messaging doc (in collaboration with PR)
- Distribution strategies in alignment with the overarching gtm/ PR strategy
- Social calendar & cadence
PHASE 2 | IMPLEMENTATION BEGINS ( Month 2 & Onwards)
For PR- Press Office in Full Swing
News pipeline management & execution:
- PR Strategy for every PR-worthy milestone
- Media list tailored for each announcement
- Press release drafted & approved
- Pitching/embargo pitching to identified target media
- Report on results
Media Relations & Thought Leadership:
- Ongoing content ideation & development as per OKRs
- Proactive thought leadership opportunities for agreed Radiant Core Contributors/ecosystem spokespeople
- Live list building of top media targets for Radiant including a focus on mainstream press, podcasts, trades etc.
- Development of briefing books and preparation of spokespeople ahead of media interactions
Events:
- Pitching for speaker engagement opportunities as per OKRs
- Pitching for media interviews at events where relevant
- Support connecting media to Radiant owned events
Strategic communications advice and counsel:
- Access to an always-on senior strategic resource for overall PR guidance across the markets in case there’s a communication challenge that needs to be addressed
For Social | Day to Day Management in Motion
- Ongoing development and maintenance of company content calendar and asset pipeline
- Ongoing engagement with aligned Radiant communities and KOLs on Twitter
- Control crisis management and respond to inquiries and feedback in a timely manner.
- Consistent execution on social strategy as approved by Radiant on a regular basis
- Focus on a test, iterate, expand methodology, leveraging data as a driving foundation for new creative campaigns and concepts
Case Studies and Work Examples:
The Serotonin Platform | Priority Consideration for Radiant DAO Members
What is the Serotonin Platform? The Serotonin Platform is the web3 community space for builders, founders, investors and media moving the industry forward with intention. We launched the official community beta platform this past year, and our founding members receive access to personalized sessions with industry thought leaders, priority entry to irl and virtual events, and exclusive Serotonin alpha and partner perks provided by our unique position sitting at the heart of the web3 ecosystem.
For Radiant: While still in beta, we’re 200+ members and growing, with leaders from a16z, Metamask, Ledger, Boys Club, AWS, Keyrock and more. Although we do have an extensive waitlist - we believe Radiant to be a true pioneer and beacon of innovation in this space. As a Serotonin client, we would like to offer all DAO members priority consideration for Platform onboarding, a reflection of the commitment to our partnership and investment in the future of your community.
Budget and Pricing:
We charge a $35k per month retainer on the scope of above services. (6mo contract)
PR Services - $15k per month
Social Media Services - $10k per month
Growth Marketing - $10k per month
Marketing Strategy - $10k per month
Total - $45k per month
Having a strong belief in Radiant as a key player in the future of the industry as a whole and aligned with our values at Serotonin, we are able to offer the DAO an exclusive 22% discount on our services with the bundle we have proposed above.
*we are open to discussing alternative structures based off of the above scope, including partial compensation in native tokens as we love to be fully incentive aligned with our partners
Team Resources:
Strategic Lead – drives overall strategy and ideation
PR Director – web 3 media relations expert crafting the strategy and getting your brand out in market
PR Manager – supports the PR Director in day-to-day activities
Social Media Manager – drives strategy and execution across social media channels
Growth Manager – data expert overseeing the collection, analysis, and interpretation of your marketing data