Call for Proposals: Marketing Agencies for Twitter Management and PR Strategy

adoniscyril · January 5, 2024, 8:39pm

GM Radiant Community!

My name is Adonis, the CEO and founder of Radarblock. We’re submitting this proposal with high faith in our ability to deliver upon the needs of Radiant’s Twitter and PR alike. We’ve curated this with a lot of love and hope that it’s in the best interest of Radiant’s team as well as their community.

This proposal is broken down into two replies due to its exhaustive nature. This is a very detailed breakdown of the strategy which is ready to deploy. We hope this gives the community insights into how Radarblock envisions this engagement with Radiant Capital moving forward.

Chapter 1: Agency Background - About Radarblock

1.1 Abstract

In response to Call for Proposals: Marketing Agencies for Twitter Management and PR Strategy by Radiant Capital dated 15th December 2023, this proposal aims to appoint Radarblock as the marketing agency which handles Radiant Capital’s (“Radiant”) Twitter Account and PR strategy.

1.2 Rationale

Motivated by Radiant’s initiative to outsource Twitter and PR strategy to enhance community involvement and transparent decision-making, Radarblock is aligned with the “community-first” culture of Radiant.

Understanding that perception management and Twitter marketing play a pivotal role in boosting product awareness, Radarblock believes in leveraging its seasoned team to further Radiant’s Omnichain DeFi 3.0 mission. This collaboration is seen as a valuable opportunity to work with a team whose values align seamlessly with ours. With nimble capacity-building and a significant presence in the Arbitrum ecosystem, Radarblock aims to provide Radiant with broad market exposure, as evidenced in ths proposal through relevant case studies.

1.3 Key Terms

Radarblock: Radarblock is a Web3 native growth agency that grows the awareness, TVL, Volume, and social metrics for its clients over a consistent time frame without uncertainty and confusion.
Short-Term Incentive Program: Arbitrum’s Short-Term Incentive Program in which $ARB holders voted for projects building on Arbitrum.
GoodEntry: One of Radarblock’s mentioned case-study. The product is a no-liquidation perp platform/ premium-less options protocol.
Satori Finance: One of Radarblock’s mentioned case studies. The product is a unified order book perp platform.
API3: One of Radarblock’s mentioned case-study. The products are first-party oracles whose data sources can always be established.
Hyperscaling: Term used by Radarblock to foster a mindset of accelerating progress in marketing. It refers to their attempts of pulling the future into the present by increasing the rate of progress.
Hockey stick growth: Rapid growth in user base or revenue.
Sticky community: A community of returning speculators and users that engage with the protocol for reasons apart from monetary incentives.
Internal due diligence repository: Repository maintained by the Radarblock team to keep track of the client’s competitors in terms of sentiment, marketing, and product developments.
Onboarding: Process following contract-signing that details how ideation starts, followed by the beginning of execution.
Narratives: Popular ideas floating around in Web3 power-users and whales upon which protocols can piggyback to bolster their marketing.
Target KPIs: Key performance indicators that guide towards success operationally. These are tracked weekly to ensure progress.
Success Assessment: Assesment of achievement of expected outcomes as detailed at the beginning of the expected engagement.
KOLs: Key opinion leaders who nurture trends and opinions of the wider Web3 community.
Marketing/PR Plan: Internal collation of ideas, suggested narratives, and suggested course of action by the Radarblock team for clients.
Marketing/PR Brief: A finalised document developed from the marketing/PR plan and discussions with the Radiant team which gives direction to the execution.
KOL and partner brief: A miniature document extracted from the marketing brief that tells KOLs and client’s partners how to create content around the client.
Content themes: Topics given by the senior team at Radarblock upon which the content writer generates content for the clients.
Multi-level review: A review process which includes Radarblock’s internal DRI and the senior team reviewing the material before it is used externally.
TypeFully: A third-party application that allows for smoother scheduling of content and creation of threads.
Weekly check/syncs: Weekly meetings held with the client’s DRI where Radarblock’s growth analysts explain the activities executed, outcomes generated, insights from outcomes generated, and insights from competitor tracking.
Co-marketing sprints/Partnership Activities: A collection of whitelisted activities Radarblock has outlined that have been used popularly by protocols to engage with their partners with well-furnished results.
War Room: A popularly used term by protocols for a communication group where key people get together to discuss the next course of action and prevent any miscommunication.
Sentiment reassurance: The process of reassuring the client’s audience and community by providing adequate information as whitelisted by the members of the War Room.
CT: Crypto Twitter
A&M: Approach and Methodology
DRIs: Directly Responsible Individual
PR Triggers: Events that would cause the Radarblock growth analyst to identify a need for PR and reach out to the client’s DRI.
CTAs: Call-to-action
SEO: Search Engine Optimisation
Target media outlets/partners: Media outlets/partners from which Radarblock will aim to have the PR released.
AMAs: Ask-me-Anything sessions which are a popular way used by protocols to engage with their community.
Spaces: Twitter spaces
Peso Evaluation Model: The communications model represents a modern way for companies to integrate communications efforts while reaching audiences in an efficient, effective manner.
Left-curve: A colloquial term used to describe content and activities that are hallmarks of crypto’s unabashed creativity.
Galxe: Popular quest platform
OKX: Popular crypto power-house with verticals encompassing a majority of Web3.
Linea: Popular L2 solution from Consensys
Arbitrum: Popular L2 solution from Offchain Labs
TGE: Token Generation Event
Fair Launch: A token launch that has no VC or private sale attached.
FDV: Fully Diluted Valuation

1.4 Proposal Specifications

1.4.1 About Radarblock

Radarblock, a Web3 native growth agency, has successfully worked for and collaborated with over 25+ clients, helping them bolster their marketing in every direction. Our confidence stems from navigating the complexities of Web3 marketing and identifying a crucial need for objective marketing outlines in the Web3 space. We simply make marketing easy for any protocol willing to work towards product market fit.

Having worked with prominent players such as Short-Term Incentive Proposal (STIP) grant recipient GoodEntry and various chain teams, Radarblock is eager to bring its expertise as a PR and Marketing partner to the Radiant community. Our edge lies in our ability to tailor our plans according to changing market landscapes. In line with our accumulated experience, we decided to formulate the following as our core competencies:

Brand-building
Sourcing external media support
Top-of-the-funnel community acquisition strategies

Working with a variety of clients, from Satori Finance to API3, has allowed us to craft bespoke methodologies for delivering upon the above-listed competencies. Today, we are excited to present a plan that accelerates Radiant’s marketing in a similar fashion.

Chapter 2: Radarblock’s Strategy for Radiant’s Twitter Account Management

Sitting at the crux of Radarblock’s value proposition is a deep understanding of processes. While Web3 marketing is an enigma in its current form and it’s difficult to generate repeatable results, Radarblock’s exhaustive efforts have made it possible to distil the outcomes down to robust processes. Our pipelines outperform in high-paced environments due to our diligently crafted workstreams, curated activities, and lean functioning. Together, they ensure hockey stick growth for fast-moving teams like Radiant.

2.1 Radarblock’s Proposed Approach and Methodology for Radiant’s Twitter Account Management

We, at Radarblock, believe consistency is crucial and imperative for long-term Twitter growth. Our processes ensure consistency, visibility, and traction for Radiant’s Twitter while building a sticky community. Addressing the ‘Starfleet’ is important for community-first protocols like Radiant. Our approach and methodology incentivize these ideals, divided into the following phases:

Phase (1A): Current State Analysis - Social Audit and Competitor Research (Week 1)

Radarblock’s team will conduct a detailed and exhaustive analysis of Radiant’s communication channels, such as Twitter, Discord, Medium, and the Radiant website. The goal is to understand existing dependencies, tonality, frequencies and content type. This data is collated into an internal due diligence repository and is updated at regular time intervals which are decided post-onboarding. A snapshot of existing metrics is taken as a reference for monitoring progress.

Key Activities of Phase (1A):

The key activities in this phase are:

Frequency assessment.
Tonality analysis.
Content quality assessment.
Identification of current narratives.

Outcomes of Phase (1A):

The outcome here is Radarblock will present a current state analysis report detailing the state of social media engagements post-onboarding to Radiant’s management.

Phase (1B): Marketing Alignment Exercise (Week 1)

Post completion of Phase (1A) in the first half of Week 1, we shall begin Phase (1B) of the project. In this phase, Radarblock will ideate on key messaging that effectively showcases the unique propositions of Radiant and their relevance to the market, capturing the attention of potential users.

Key Activities of Phase (1B):

The key activities in this phase are:

Narrative research
Identification of Radiant’s unique propositions.
Discussions with the Radiant team.

Outcomes of Phase (1B):

The outcome of this phase will be:

List of existing and suggested compelling narratives.
List of key messages that effectively showcase the propositions of Radiant.

Phase (2A): Marketing Brief (Week 2):

Radarblock will formulate a marketing brief to capture publicly available objective information and tie it in with the vision of the core team. The brief would also help Radarblock and Radiant align on the establishment of expected outcomes and target KPIs which would aid in Success Assessment (discussed in more detail in Chapter 4.1.2)

Key Activities of Phase (2A):

The key activities in this phase are:

Formulation of the Master Marketing Plan based on discussions in Phase (1B)
The second iteration of the brief will be formulated on the basis of extensive discussions and deliberations focused on KOLs and Partners.

Outcomes of Phase (2A):

The outcomes of Phase (2A) will be:

Master Marketing Plan for Radiant’s Twitter Account Management.
KOL and Partner Brief for External Communications.
Expectation Alignment based on established Target KPIs.

Phase (2B): Content Ideation (Week 2)

This phase continues in conjunction with Phase (2A), here, the content team will create a monthly theme calendar for tweets, threads, and graphics which undergoes several layers of checks by the Radarblock’s Team and the Radiant DRIs.

Key Activities of Phase (2B):

The key activities in this phase are:

Ideation and formulation of content themes based on marketing briefs and identified narratives.
Multi-level review and vetting of content themes.

Outcomes of Phase (2B):

The outcome of this phase is that Radarblock team will populate the content calendar with shortlisted themes which will enable the content writer to work in a streamlined workflow.

Phase (3): Execution Phase (Starts from Week 3)

The research, ideation, and strategy hitherto gathered will be channelled into execution as Phase (3) begins. The following workstreams are interdependent and parallel. They’re mutually exclusive but are synergistic and collectively exhaustive.

Workstream (A): Content Delivery

Radarblock will focus on content delivery, publishing content, monitoring KPIs, and the implementation of a Reply-Guy strategy – engaging with whitelisted protocols and trending content.

The content process involves team brainstorming to shortlist themes and organising them into a 30-day calendar. Approved content is scheduled using tools like TypeFully.

Key Activities of Workstream (A):

The key activities are:

Daily scheduling of content.
Pacing of Tweets to maximise engagement.
Daily replies from Radiant’s Twitter handle.
Daily monitoring of KPI trajectory by the Radarblock team.

Outcomes of Workstream (A):

The outcomes are execution, publishing and monitoring of content by Radarblock’s team.

Workstream (B): Weekly Check

Radarblock will have weekly syncs with the Radiant team to extract valuable product and team updates that can be incorporated into the content calendar. Moreover, there will be a consistent assessment of target KPIs based on expected outcomes. Acknowledging the need for flexibility, we’re prepared to apply agile methodology for real-time adjustments to seize new growth opportunities.

Key Activities of Workstream (B):

Syncing with the Radiant team and getting exposure to upcoming developments.
Monitoring of target KPIs based on Radarblock’s team.
Continuation of existing plans or iterations in the same as directed by KPI monitoring.

Outcomes of Workstream (B):

The outcomes of Workstream (B) include weekly reporting with agreed-upon KPIs and data-based realignment on any iterations made to the plan.

Workstream (C): Daily Research

Our research team will track competitors and major players daily, documenting and analyzing their activities to create internal logs for research and decision-making purposes.

Key Activities of Workstream (C):

Tracking competitors
Researching any recent competitor developments.

Outcomes of Workstream (C):

The outcomes will be competitor insights and ecosystem research which will be utilised in strategy development.

Workstream (D): KOL Alignment

Our team will scout relevant KOLs and craft compelling narratives that resonate with the users’ beliefs as KOLs are important for user acquisition and engagement. A detailed KOL content calendar will also be implemented to maximise impact, coupled with cross-engagement trackers.

Key Activities of Workstream (D):

Scouting of KOLs that are suitable for Radiant’s brand voice.
Crafting narratives and storytelling guidelines that aid in publishing agreed-upon KOL content development.
Proofreading, managing, and scheduling KOL content for a cohesive narrative.
Creation of the KOL content calendar and promotion of cross-engagement.

Outcomes of Workstream (D):

The outcomes include a list of shortlisted KOLs, communication establishment with agreed-upon KOLs, negotiation around the cost of collaboration, and regular deployment of reviewed KOL threads.

Workstream (E): Partnerships Activities

Our team will also help foster Radiant’s relations with its partners by actively organising Twitter spaces and Discord calls in response to certain market conditions and creating threads on how relevant partners can contribute to Radiant’s growth.

Key Activities of Workstream (E):

Scouting opportunities with partners and organising on time.
Aligning on co-marketing sprints with partners.

Outcomes of Workstream (E):

The outcomes will be improved co-marketing efforts, partner relationship growth, increments in community visibility, and synergistic growth opportunities.

Workstream (F): Creatives and Novelty [Monthly]

This workstream includes how Radarblock’s novel approach can benefit Radiant and thrive against its competitors. Radarblock’s team engages in monthly brainstorming sessions with the Radiant team to explore novel ideas for their Twitter strategy. Some samples of what we can bring to the table are shared in Chapter 2.2.4 below.

Key Activities of Workstream (F):

Strategic brainstorming sessions focused on novelty.

Outcomes of Workstream (F):

The outcome of this workstream is to position Radiant as a thought leader in terms of creativity and degen zeal. It resonates with the culture of Web3 and showcases the team’s spirit for consistent innovation irrespective of domain.

Workstream (G): Crisis Management

In crisis management, a dedicated Radarblock team ensures round-the-clock coverage with calm and assertive warnings for critical issues. A war room will be established in case of major crises to prevent mixed communications. Resolved issues will be followed by detailed statements and investigation reports.

Key Activities of Workstream (F):

Ensuring round-the-clock coverage.
Setting up war rooms.
Detailed investigations report post-crisis.
Crowd control and real-time updates.

Outcomes of Workstream (F):

Outcomes will be streamlined communication that is thoroughly checked in several tiers ensuring there is no panic due to any miscommunication. Sentiment reassurance will help reignite the community’s trust in the project.

Phase (4): Feedback (Monthly - Throughout the Project Cycle)

To improve feedback collection and decision-making, a comprehensive feedback framework with multiple layers of checks and evaluations will be implemented. This approach will help identify and address potential issues or areas for improvement, leading to a more refined and successful outcome. The exact cadence and layers of checks are finalised post-onboarding but ideally include escalation channels for the Radiant team.

Key Activities of Phase (4):

Monthly feedback call with the Radiant team.
Analysis of gathered feedback.
Implementing feedback from activities hitherto executed.

Outcomes of Phase (4):

The outcomes of this phase include active iterations and pivots in the existing strategy and better alignment with the team followed by improved execution.

2.2 Radarblock’s Unique Proposition for Radiant’s Twitter:

Radarblock’s unique proposition for Radiant illustrates the insights it brings to the well-known strategic advantages of Radiant. It empowers Radarblock with an edge in execution and volatile market conditions while simultaneously providing the Radiant team with an insight into Radarblock’s thought processes.

2.2.1 Suggested Key Messaging that Fosters Growth:

Radarblock will work closely with Radiant to create messages that emphasise key values and selling points, tailored to resonate with the existing Radiant community as well as new potential users. Strategic communication of core brand messages is essential for resonating with the audience, standing out from competitors, and making a lasting impression. In line with taking a proactive approach, suggested key messaging can be found below:

Radiant will unify billions of fragmented liquidity
Radiant has secured a notable first-mover advantage in Omnichain lending, being the pioneering cross-chain lending protocol in DeFi. It facilitates effortless asset deposit and borrowing across chains. Radiant aims to expand its presence on every EVM chain, streamlining transactions for lending, borrowing, bridging, and swapping between chains.
DeFi 3.0 empowers users that add value to the protocol
Through their dLP model, Radiant addresses mercenary liquidity and mitigates issues seen in DeFi 1.0 with valueless governance tokens. They’ve established a sustainable approach, curbing unnecessary emissions and rewarding users for adding real value to the protocol. Any decline in TVL, due to the absence of mercenary farmers, leads to higher APR for committed members. This is supported by extended lock periods and significant retention of ARB tokens from Radiant’s campaign, with two-thirds of claimants holding the token.
Radiant is safety-driven
Lending markets in DeFi are notorious for being susceptible to exploit risk, as evidenced by the composition of the rekt leaderboard. To counter such risks, Radiant has made extensive investments in audits from notable agencies such as Open Zeppelin and has implemented an ImmuneFi bug bounty program. Radiant’s choice of viewing decisions from the lens of security has been clear in the implementation of their Chaos Labs dashboard, which helps detect any abrupt protocol interaction.
Radiant has excellent user metrics
While a majority of protocols rely on unsustainable incentive mechanisms to acquire and retain users, Radiant shines as the juggernaut of sustainable growth. Radarblock is confident about Radiant’s continued success and believes such events should be regularly highlighted via social channels as milestones.
Radiant is consistently the preferred money market on Arbitrum.
It has managed to garner the highest TVL on Arbitrum after AAVE. Given the popular participation in Arbitrum’s STIP program, Radiant has managed to hold attention in a highly competitive ecosystem.
$RDNT holders have been increasing over time
Holders of $RDNT have been increasing over time, showcasing a steady rise in interest around the project. It reflects a direct interest from investors in the project, which reflects positively for Radiant in the coming bull market.
Radiant has outperformed its competitors in revenue generated
It has accrued more than $3.8M in revenue over the last 180 days with a competitive price-to-fee ratio. Despite the crippling bear market, Radiant not only launched but also delivered upon economic fundamentals.
Highlight Radiant users’ behaviour
To celebrate their users, Radiant can utilise data from Dune dashboard and Chaos Labs dashboard to announce general trends on social channels. Additionally, Radarblock will actively cover community participation in various events held on Discord in close collaboration with Radiant’s Discord team.

2.2.2 Supplementary Messaging for Radiant

Radiant embraces Longtermism, prioritising the sustainable future of the system. The protocol iterates strategically, evident in the transformation from Radiant V1 to V2.
It catalyses user acquisition on new chains, fostering DeFi ecosystem growth through chain-based incentives.
The team exhibits nimbleness by swiftly listing $ARB as collateral within a month of its launch.
Radiant’s commitment to security is reflected in the implementation of a timelock, addressing potential contingencies in contract upgradability.

2.2.3 Leveraging Market Commentary for Messaging:

Market Commentary is a potent emotional engagement tool, reaching a broad audience for greater impact. While pre-planned key messages form the foundation of our content strategy, Radarblock’s team captures real-time CT information related to Radiant and Web3 in general. The information is then linked with the established key or supplementary messaging to craft unique yet cohesive content for Radiant’s Twitter.

Insightful analysis and thought-provoking perspectives in market commentary enhance engagement and expand the platform’s influence and reach. It will allow Radiant to put forth a perspective or insight which only they could’ve brought to the table owing to their messaging. Crucial for capturing external narratives resonating with our views, it fosters a continuous loop between potential users and Radiant.

2.2.4 Taking the Novel Marketing Approach:

We believe that consistent innovation is one key factor that distinguishes Radarblock from others. In the spirit of the true degeneracy and “ze culture”, we’ve created a few content pieces to highlight that besides the disciplined approach followed in this proposal, Radarblock remains degen at heart. The videos below are a testament to the same.

Video 1: Viral Trend Chipi Chipi That Can be Used by KOLs

Video 2: RDNT-STIP Promotional Viral Video

Chapter 3: Radarblock’s Strategy for Radiant’s PR

3.1 Radarblock’s Approach and Methodology to PR:

The following section highlights an approach and methodology for Radiant to align the Radiant community with PR goals, provide insights into execution, and ensure transparency in results. The subsequent sections detail the deployment of PR releases, emphasising thorough research and goal-setting by the Radarblock team.

The proposed A&M for PR spans across a month and will be repeated in the subsequent months throughout Radarblock’s engagement with Radiant.

Phase (1A): Identify Goals (Week 1)

In Phase 1A, Radarblock will identify the goals of a PR campaign from a myriad of options which enables strategy formulation, expectation setting and collection of any existing data metrics from previous PR engagements. Identification of goals in the PR strategy is the north star for Radiant’s journey towards enhanced brand recognition, market expansion, and sustained success.

The goals of the PR campaign can be any of the following:

Impact on Brand Perception:
- Increase Reach: Expanding the reach of Radiant is essential for tapping into new demographics and increasing its visibility.
- Increase Engagement: PR helps reinforce Radiant’s messaging that bolsters community sentiments.
- Elevation of Brand Value: Enhancing the perceived value of Radiant in the eyes of $RDNT holders is critical for long-term success.
- Increase Awareness: Boosting general awareness about Radiant ensures that your target audience recognises and associates positively with your brand.
Building Credibility for New Product/Feature Launch:
- In the competitive landscape of product launches, credibility is built around strategic communication, narrative prowess, and anticipation generation for optimising market impact.
Expansion into New Market:
- Expansion to New Geographics: New geographical market expansion with a tailored approach.
- Entry in New Linguistic Spheres: Crafting messages in the native language could be a powerful tool for connection.
Promoting Protocol-Specific Education:
- Educating Existing Audience: The education of the audience for increment in product usage or awareness around use cases.

Key Activities for Phase (1A):

The key activities of this phase are:

Set up a meeting with Radiant DRIs to discuss campaign details.
Identification of Radiant Goals for PR Strategy.
Prioritisation of narratives to be pushed out through PR channels.
Expectation Setting for Outcomes of PR.
Data collection for strategy and campaign timeline.

Outcomes of Phase (1A):

The outcome of this phase aligns with Radiant and Radarblock’s expectations and deliverables based on the PR campaign. This allows the Radarblock team to deliver a written PR brief with the target goals of the campaign which will be utilised for strategy formulation in the upcoming phases.

CONTINUED BELOW IN ANOTHER REPLY

In case of any query or requirement of further communication, our team would be more than happy to provide prompt assistance. Our socials are mentioned below along with relevant contact details.

Interested readers can find the deck associated with the current proposal here: www.docsend.com/radarblock

Preferred Source of Communication: Telegram

Telegram: Contact @blingoh, or

Telegram: Contact @adoniscyril

Email: admin@radarblock.xyz

Website www.radarblock.xyz

Twitter: www.twitter.com/radarblock

Substack: www.radarblock.substack.com

Book a call with us: https://calendar.app.google