Hi @Markovic -
Thanks for the question! As you mentioned, a much more detailed and granular report will be shared after the close of Q2. This report will have specific results and associated marketing spend and additional color on all of the initiatives.
That said, I can share some high-level updates on the progress so far.
First, I am very pleased to announce that the Rally community has engaged a best-in-breed marketing group that is overseen by ACE Content and includes Anomaly, Code & Theory and Apollo to aid in the strategy and execution of our marketing programs and campaigns. They are the best in the business and we are lucky and excited to be able to work with them to bring many of the ideas stated above to life.
Additionally, the Rally community has engaged UTA Marketing to represent the Rally project in the creator industries and they are working to build out relationships with leading talent, talent managers and agencies across the entire creator industry. I have worked with them in the past and it was an extremely strategy and highly valuable relationship.
We are also implementing Hubspot as the creator CRM and marketing automation software to serve as the infrastructure for the execution and measurement of all of the marketing and creator partnerships campaigns.
Specifically, I provided a quick rundown of where we stand on all of the below initiatives:
- Develop our brand message. In development. The Rally community engaged a best-in-breed marketing agency, Anomaly / ACE Content, to oversee the development of the brand foundation, look and feel and copy and are currently reviewing drafts of this brand message over the coming weeks. More to come here as Anomaly / ACE looks to share this out with the community.
- Define the target creator profile. Completed but ever updating as we learn more about what the profile of a successful creator on Rally might look like. The target categories are video creators, gamers, podcasters, fine artists, sports & entertainment celebrities, social audio creators. Not covered by the marketing budget but also happening concurrently is the hiring of category leads within each of these categories to oversee the outbound outreach to these creators. Nearly all categories now have a category lead who is hired, onboarded and initiating outreach to creators.
- Build a proactive creator outreach strategy. In progress. The pitch materials, target heatmaps and pipeline infrastructure are all in place and the creator partnerships team has initiated outbound outreach campaigns to 100s of creators within the target categories.
- Develop an inbound funnel. In progress via the work that ACE / Anomaly is performing as our marketing partner. SEO / SEM is contemplated in the new website design and there is also a paid media plan that is currently in development. Once the website is updated and the self-service funnel is in place, the paid media plan will kickoff.
- Produce content that educates and inspires core audiences. In progress. We have a centralized list of all inspirational and educational content that is now being moved to the production phase. In the background, we have adapted the blog content and the newsletter to be much more educational and inspirational.
- Build a self-service funnel. In progress. Initial kickoff conversations with a development partner, Code & Theory - managed by ACE / Anomaly, occurred this week and will be hopefully ready for launch in ~mid-July.
- Initiate product and network marketing. In progress. You likely have seen more consistent communication via discord and the community calls re: product releases. The blog content has also been revamped to cover new product / network releases. Additionally, this week there is a creators-only call to discuss product developments. There is also an open role for a Director of Product Marketing that is in the works to support this initiative.
- Develop a steady stream of owned events. Clubhouse events ongoing. Evaluating whether it still makes sense to produce our owned & operated events. More to come on this front.
- Participate in industry events. In progress. We will provide
- Invest in talent partnerships and ambassadorships. In progress. The Rally Community engaged UTA Marketing to represent Rally in the industry with top talent and representatives. UTA Marketing has opened up a ton of doors with creators, artists and talent management agencies both UTA repped and beyond. Additionally, I am in direct conversations with all the top talent agencies and many of the smaller agencies. We also have formalized a couple strong ambassador / advisor relationships that are opening up significant doors with strategic talent.
- Scale up our community engagement and education. In progress. Revamped community calls, prioritized more communication in the discord, driving a creators-only community call.
- Invest in our creator’s success. In the works. Rally recently hired a VP of Creator Success to oversee this initiative that I will be partnering with to help drive creator success.
- Expand our investment in PR & Media. Lots of PR / media wins over the past couple months. Will share specific success metrics in the quarterly report.
- Launch internationally. More to come here :)!
Lots happening behind the scenes to lay the foundation but hopefully this helps paint the picture of the massive amount of progress being made over the past 1.5 months. The fruits of these labors will all start coming to visibility in the coming weeks / months.
Let me know if this is helpful and enough information and if any questions?