Project Visibility Proposal Discussion

General
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Hey all!

Sorry for the delay in getting this out. We thought through a lot of the structure, deliverables, and outcomes that we want to see over the past month and I think we are now in a good place.

I have already begun work on how the workflow will look, processes, and documentation for this project. Ideally if we can get all thoughts on this by Sept. 18th so that the snapshot vote can begin asap to start streams, that would be amazing.

Looking forward to hearing from all of you and getting this project up and running.

Thank you!!

1. Project Summary

Visibility will be a project within Arrow that works solely on sharing our projects, marketing products, and spreading awareness of Arrow’s wider mission to the rest of the world. This will come in many forms, from a high production narrative video of a product coming to market, to a monthly newsletter sent out to our dedicated open source community. Visibility will bring in enthusiasts, community members, contributors, customers, investors, and partners. This project will work in tandem with the internal sub-project, Content Creation, to fulfill its obligation to the DAO. This project is vital for reaching our target audience with the story of Arrow, in order to achieve all the goals we’ve collectively set as a DAO.

2. Project Scope

This project will cover various needs within the DAO. The scope will likely expand as time goes on and the community expands. However, at the time of the project’s creation, here are some key areas that will fall under Visibility’s obligation and scope:

2.1 Product Marketing

  • Full product commercialization prior to campaign launches

  • Campaign launches and maintenance of marketing for products

  • Create and maintain product pages, FAQs, keep up to date with materials, attachments, and feature updates

2.2 Social Media and Community engagement/outreach

  • Consistently post, maintain, and engage with the community on Arrow’s main channels (LinkedIn, X/Twitter, YouTube, Reddit, etc.)

  • Manage posting on official accounts and lend assets to/work with contributors who want to use their own channels to spread awareness. Run experiments on multiple different mediums (core and niche) to find optimum outcomes

  • Setting brand voice/creative standards for posting on official accounts

  • Driving community growth and engagement

    • Actively engaging and working with the community to grow our catalog of open-source hardware

2.3 Video and Live Distribution (In coordination with Content Creation)

  • Set channel strategy and content release cadence for short/medium/long form content

  • Discuss and set agendas with Content Creation, publish content and optimize as needed

  • Experiment with live channels for engagement with the community as well as repurposing content from live footage

2.4 Written and Audio Distribution (In coordination with Content Creation)

  • Take ownership of concepts/outlines for long form posts, newsletters, reddit/forums, blogs, podcasts/audio series

  • Content Creation produces, Visibility publishes

2.5 Measurement, Tracking, and Analytics

  • Develop and define KPIs for each channel

  • Maintain outcome logs and have weekly/monthly outcome reviews

  • Maintain decision log (Keep, Freeze, Kill) and a rolling calendar/publishing plan for future posts that coincides with the decision log

3. Project Timeline

This project will be an ongoing project within Arrow but the project’s funding will expire every six months to reassess and ensure the project grows with the DAO’s needs.

Phase 1 Sprint to get things rolling (September)

  • Repo and docs go live

  • Baseline metrics are established

  • Channel review/audit to make them post ready

  • Content calendar version 1

Phase 2 Test and Execute (Sept-Oct)

  • Ship and implement content calendar

  • Post on core Channels with KPIs in place

  • Plan for Quiver launch and begin product development/commercialization for advertisement

  • Set measurable outcomes for Quiver content and KPIs to better track sales

Phase 3 Learn and Grow (Nov-Jan)

  • Take learnings and begin applying them to optimize our framework

  • Post a “hero” narrative video for Quiver and a longform blog post

  • Decide on the proper mix of media: “paid” (any kind of paid ads or sponsorship), “earned” (Shared posts/videos, mentions, comments, etc.), and “owned” (Arrow website, discord, newsletter, etc.) as well as the mix of official brand content vs organic contributor content

Phase 4 Scale What Works (Feb 2026)

  • Fully realize concepts and begin to scale all of the tactics that have been working. Templates/playbook for community creators

  • Plan for, and begin experimenting with paid advertisements specifically for Quiver sales

  • Visibility will renew for another 6 months given the DAO feels confident in the direction the project is going

4. Budget Cap

The project requires a budget to compensate skilled creators who specialize in product marketing, video, written, and audio content production, web design, and social media management/analytics. Content Creation’s budget is included in this budget cap.

  • Labor Costs: $20,000/month (Shared)

  • Paid Media: $2,000/month (Visibility)

  • Software: $300/month (Shared)

  • Travel/Logistics: $1500/month (Shared)

  • Contractors: $1500/month (Shared)

  • Experimental/Misc: $1,000/month (Shared)

  • Total: $26,300/month

Most of these expenses will vary month to month; Therefore, the budget outlined above has a margin built in. Actual monthly expenses are often expected to be lower, around $21,000/month. The project will end at the end in February of 2026 for evaluation of renewal.

A multisig wallet will be established after approval to receive funds. The seats on the multisig will be; Project Lead WDJ (Ben), Content Production Sub Project Lead (Sleety) and GBC.

5. Governance

Project Visibility Charter

This document will be presented in the GitHub repository upon project approval.

6. Project Leader

I, WDJ (Ben), am submitting my own name for leader of the Visibility project. I will be responsible for overseeing all conceptualization of ideas, execution of marketing campaign launches as well as ongoing marketing for our product portfolio, working with the content production sub project for clear direction and fully formed concepts for creation, and ensuring Visibility hits all of its deadlines and milestones for the goals the project set out to achieve.

7. Project Team

I, WDJ (Ben), will recruit a team as needed to conduct all of the operations within Visibility and meet the proposed budget once approved.

8. Deliverables

Monthly:

  • Rolling 6-8 week content calendar

    • Analytics brief/review with learnings and upcoming tests

      • Quiver sales impact section included in brief

  • Multiple written posts a week across all channels with threads, photos, discussions, polls, etc.

  • 6-10 Short form videos posted

  • 2-4 Long/medium form videos posted

  • 1 newsletter/blog posted (Also a podcast episode monthly to start, then more depending on impact/demand)

  • Engineering updates with Quiver lead to curate content for official and contributor posts

Quarterly:

  • 1-2 “hero” flagship narratives (mini doc/engineering explainer)

  • Possibly a customer or partner story, founder/engineer written post, podcast, etc.

  • Highlighting a milestone specifically for community outreach (Discord/Discourse post)

Systems and docs:

  • Public repo with operating plan, link to assets, meeting notes, templates and outlines

  • KPI/measurement framework

  • UTM and taxonomy guide

  • Rolling content calendar

  • Decision log that is kept current and referenced in monthly updates/reviews

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