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MEDIA TEAM SEASON 2: ORGANIZING FOR SUSTAINED ORGANIC GROWTH

Idea

To develop and execute against media strategies that drive the next level of awareness and engagement for the KrauseHouseDAO

Unique Value Proposition for KH

As KH sits at the forefront of the convergence of sports, DAOs, and crypto, it’s in a unique position to benefit from a coordinated, organic media approach that builds an engaged fan-based membership desiring to own a team.

Accountability

Beanie and Dluxe will co-lead the media team, leveraging complementary strengths (DAO/Web3.0 and CPG Brand/Media Strategy) and operating in opposite time zones to provide continuous coverage to guide the team. We will be able to spend 5-10 hrs/week against this effort and are looking to build a team of contributors to deliver against the key priorities.

Scope

Media team will focus on channels it believes will best identify & serve the KH Target Audience

  1. Social Media Planning and Execution: Co-led by Kittykay143 and Nibblez

  2. Podcast Strategy and Execution: led by Beanie

  3. Traditional Media Approach: led by _rider_a

  4. Season 2 Project Participation/coordination (e.g. NOLA, Brand Team, Website): led by dluxe

Compensation

This compensation request of $12,600 USD is for entire Season 2 duration

Compensation will be divided into 2 components--Task-based and Goal-based

  • Task-based:

  • Co-leads will each earn $200USD/week of Season 2 for 5-10 hrs of work

  • Sub-team owners will each earn $200USD/week of Season 2 for similar time commitment

  • Goal-based

  • KPIs have been established for each sub-team

  • Achieving goals results in payments to sub-team owners/media leads (70/30)

  • Total goal compensation across all projects $2100USD

  • Also requesting small budget of $1500USD for project-related fees including content creation bounties, surveys and design work

Deliverables

Key deliverables for each priority area are outlined below. In addition, overall project results and recommendations for Season 3 will be delivered at the end of Season 2

KEY PRIORITIES

PRIORITY #1: SOCIAL MEDIA MANAGEMENT

Create consistent messaging plan to drive excitement, awareness, and promote Krause House by leveraging different social media platforms. Focus channels will be Reddit, Twitter, Instagram and Website content support. Content focus would be basketball news, relevant DAO/Crypto news and KH news and events, providing a consistent stream of relevant, timely content to engage our fans.

KEY DELIVERABLES

  • Develop plan to generate more social media exposure in a very authentic, relevant way

  • Establish consistent content creating workflow for NBA news, KH events/activities, crypto/DAO happenings

  • Overall increase activeness in all media listed - activeness includes uploading content, following other relevant pages and potential repost, responding to any DMs, facilitating discussions on reddit, commenting on larger pages to get exposure

  • Develop analytics, understanding what we can learn from engagement in these channels and informing where else (and with who else) we engage

FOLLOWER/ENGAGEMENT GOALS

  • Twitter from 7,800 to 12,000 followers; min 500 likes/50 comments per week

  • Reddit from 11 to 100 members; 10 posts with min 5 comments

  • Instagram developed and built to 1,000 followers

PRIORITY #2: “TRADITIONAL” MEDIA OUTREACH

Krause House’s greatest assets are Jerrys. They are a global team that shares the WAGBAT mission. By providing Jerrys with the information needed to speak clearly and accurately about the organization and its goals, they can confidently spread the word to mainstream media, bloggers, influencers, podcasters, and anyone else with an audience. Through the development and maintenance of a Media Outreach Toolkit, which includes vetted and approved messaging, shareable assets, and unified media lists, we can keep all keep the story straight, sharing the same rallying cry across all media, while minimizing the opportunities for potential detractors to take potshots and to create a negative narrative.

KEY DELIVERABLES

  • Draft the key messaging points that all members of Krause House can confidently use when speaking about the organization and its goals to the media (or in any public forum).

  • Develop master list for media contacts, breaking out relevant verticals and identifying editors/writers that may be interested. This list will be open for all Jerrys to contribute to

  • Develop Basic Media Toolkit ready to be shared with Jerrys

  • Begin Media outreach (both Media team and all Jerrys)

IMPRESSIONS/GOALS

  • Secure a minimum of 6 media stories reaching an audience of 300,000 potential Jerrys

PRIORITY #3: PODCAST STRATEGY

The Krause Community offers an expansive pool of content creators specifically in the podcasting field. As of the moment, the DAO has 2 podcasts – Jerry’s Digest and the Krause House podcast. Both podcasts cover a variety of conversational topics that cater to different audiences. Furthermore, the DAO has members with their own podcasts willing to affiliate with the Krause House branding.

There is a good abundance of podcast content available for internal and external consumption. While the DAO benefits from this abundance, the signal to noise ratio becomes skewed towards noise. The goal of the podcast strategy team is to centralize the podcasts under Krause House DAO. This will be done through a series of rebranding and marketing efforts. By the end of the season, hopefully the team would’ve built the foundations for the KH podcast to rival the likes of The First Mint, Own the Moment, and other big names in the basketball-crypto intersection.

KEY DELIVERABLES

  • Develop overall podcast strategy, identifying main podcast to represent Krause House DAO and determine the content, scope, and mission

  • Identify roles for other podcasts, including owned and affiliate

  • Focus on marketing the main Krause House podcast as the central podcast for the entire DAO

  • Explore revenue generation model utilizing podcast ad network

  • Rebrand all other podcasts not deemed as the main podcast

IMPRESSIONS/GOALS

  • Increase Unique Downloads +300%

  • Increase Subscribers +200%

PRIORITY #4: KEY PROJECT REPRESENTATION

KrauseHouse has several key projects proposed for Season 2 that would benefit from Media input and execution. Projects currently identified are NOLA, Website, Brand Team and Partnerships, but additional projects may be approved. Media Team Member(s) to participate in key project meetings, providing media expertise and connecting to the broader media strategy. No additional compensation as compensation and metrics for these efforts will be handled by the specific project teams