ROI, DAO OF THE YEAR & NOUNS PRESS CORPS.
Word Count: 854 | Read time: 3 minutes
Nouns Press Corps’ work is already creating a 430% return on investment and earning press by providing journalists’ with what they need, as well as an entry / point of contact for Nouns. No to mention partnering with props like Nouns Esports, Nouns Comics, OTG, Nounish Videos, Stoopid Buddy, and more.
Why it matters: The average monthly number of articles published covering Nouns in the first year was ten (10) articles, yet we smashed those efforts with thirty-one (43) articles, because we met journalists on their terms. We don’t want to lose this momentum as our funding is now exhausted.
Zoom in:
- We built an encompassing press list with journalists’ personal contact info.
- Then we took a personalized approach– reaching out to journalists and their outlets. E.g. multiple outlets thanked us for our proactive outreach as they were finding it difficult to connect to Nouns – including a large industry news outlet who wanted us to know Nouns is nominated for DAO of the Year, at their award show!
Not public alpha yet, announcement coming. - Then actively coordinated on potential future press opportunities.
- Finally we built the web presence on Nouns.Center dedicated to press (iteration 1.1).
Request: We seek to transition from a weekend volunteer operation to a part-time, fair market priced, paid effort at a budget of $11,190 per month for a 3-month pilot extension. We are open to either a NSFW Grant, or an on-chain proposal via Nouncil.
Zoom Out:
- The reason we seek a pilot extension is we need flexibility to find the right metrics that match communities goals, yet still advance our past efforts.
- Continued adaptability and flexibility are paramount.
- We need to dedicate more time to individual press relations and this request covers a two person team plus the required software expenditures needed.
- In one month of weekends moonlighting, we accomplished:
- a full report of our September efforts, with metrics (here),
- a dive into every press mention of Nouns since launch (here),
- 5 weekly transparency reports (#5, #4, #3, #2, #1),
- 2 Case Studies: Prop 33 and Prop 68,
- and assembled a team willing to work with press on quotes and for stories, when needed (1 Nounder, 5 Nouners, 2 Delegates, 3 Prop Builders, 3 Nouncilors, 2 SubDAOs, and many NSFW recipients).
The big picture: As a general rule, western corporate/non-profit’s budget anywhere from 8% to 20% towards communications operations (i.e., press relations, marketing, and internal communications). While Nounish provides marketing support (a 4% spend), and individual projects may account for their own specific marketing, there are no overarching media relations or press engagements usually budgeted. The same is true for the DAO at-large.
Now is the perfect time to compliment those efforts to maximize proliferation.
Go Deeper:
Metrics to evaluate us on… We follow the Barcelona Principles (3.0) passed in 2020 by the PR Industry. The Principles measure the efficiency of PR campaigns and reflect a holistic approach that standardizes measurement across all channels, with an eye toward allowing choice in where to invest in public relations and communications to drive optimal organizational performance. As such, we ask to be measured on the following key performance indicators:
- Total Journalists Added to Nouns Press List - Our goal is 300 total.
- Total Outlets Added to Nouns Press List - Our goal is 100 total.
- Pieces of Press Coverage - Our goal is 25 a month.
- Total Available Audience - Our goal is 25,000,000 a month.
- Total Engagements on Press Coverage - Our goal is 1,500 a month.
- Estimated Views - Our goal is 250,000 a month.
- Average Domain Authority - Our goal is 65 a month.
- Publishing Rate of Our Weekly Update Email - 100% publishing rate each week.
- Our Community Efforts with Nouns Esports, FoodNouns, Vision Van, Stoopid Buddy, Nouns Comics, and other projects that may arise.
About the Team:
- Rekola is a Nouns Builder (NounDust BBQ rub), Nouncilor, Prop House Winner, FoodNouner, and part of the first Nounish Consultants cohort. My background is over 10 years of experience managing press and building proper press infrastructure in Washington, DC. I have on-the-record national spokesman experience both on tv and in print on behalf of Congressional Committees and Members of Congress. I’ve earned media for past clients on ABC, NBC, CBS, CNN, CNBC, Fox News, Fox Business News, and MSNBC, in the New York Times, Washington Post, Politico, People Magazine, Fast Company, Bloomberg, and hundreds more. My last two clients included: a news organization– itself, and I built a press operation for a non-profit with a $2 million dollar specific Communications, Marketing, & Press Relations budget.
- Bagu is a Developer and Nounish Builder whose focus in NPC is to build our Nouns Center presence, systems, and designs. I will also contribute to the operations, strategic planning, and execution of the Nouns Press Corps.
Salary Rational:
- Using standard metrics: based on Rekola’s education, professional experience, current markets, and his work product the median (50%) range for a Communications Director is $246,000 annually which equates to a part-time monthly salary of $9,400.
- Again, using salary.com metrics: based on Bagu’s education, professional experience, current markets, and his work product the median (50%) range for a Communications Assistant is $43,000 annually which equates to a part-time monthly salary of $1,790.
