Marketing Q2 2025 Budget Request #280
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budget request
A budget request
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Scope
Due to MOM's offboarding, we are left without a marketing and branding team. This Budget request is an interim BR meant to allow us to "muddle along" with marketing and branding while we figure out a strategy going forward.
During the period of this BR I plan to continue the Yearn social media presence and at the same time work on finding a new, scalable, and effective "vibe" for Yearn's brand that we can apply broadly across various platforms.
My plan is to put out high quality content. Quality > quantity. This scope does not include shitposting or reply-guying.
Plan
Twitter
Continue posting multiple times a week (aiming for 3-4/week) from the yearn account to maintain social media presence and awareness. Given the limited resources available to us, the current strategy I have (open to discussion and feedback) is to post 1-2 pages or frames from the yFU comic per week and 1-2 pages from the Blue Pill per week, in a continuing series. The goal is to build awareness of Yearn's unique position in the market via already created high quality content.
I will also coordinate with project teams and partners for joint announcements and rollouts. I can create some limited templates for these kinds of posts.
Finally, I can tweet vault data for hot vaults using data and images from Powerglove.
Brand
Yearn is now in a good position to reconsider its brand. We are not beholden to prior marketing work and can pick and choose what we like and don't like. If we are slimming down our spend on marketing, we will need to be creative in how we generate content economically.
I propose that Yearn needs to develop a strong brand guideline and style that we can feature in as much outward facing content as possible, that is simple enough that we can hire broadly and still get good quality. One of the problems with our recent social media content has been a lack of focus and a shotgun like approach for finding content. It was often meme based and irreverent, but often did not work to explain or push the brand. A good brand is one that captures your attention is quickly recognizable as yours.
In the first month of this BR I want to develop a brand guide that includes the mission and values of Yearn and work with a creative director to help define a visual style and direction that we can use going forward. This would not include brand assets like fonts or logos as those are well developed from prior work, but instead a better sense of the "vibe" we want to go for.
Examples:
This guide can then be used to create new content and find designers and illustrators who excel at that style of work.
To determine this, I propose we work with an creative/art director to help us nail down the voice and strategy and then determine the art look and feel. I know someone who would be really good at this, and can submit the costs for their time as a separate BR after some discussion with yBudget.
Work I have done on branding over the last month:
Deadline
2025/07/31
People
@rossgalloway
Money
6k USDC in yvUSDC per month
Amount (Total)
$6,000 * 3 months = $18,000Wallet address
0xA7b6f3d18db39F65C8056d0892Af76c07d15Fc5a
Reporting
Once
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