H1 2023 Marketing Guild Retrospective Report

MARKETING GUILD MISSION STATEMENT

<aside> 🎱 The Marketing Guild strengthens our network by making Threshold’s benefits easily understood and engaging stakeholders. We create compelling content, amplify the DAO’s activities and coordinate community resources.

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Threshold’s Marketing Guild started 2023 with a solid record of achievements as outlined below, and we also put a lot of effort into iterating on the guild’s structure and operating model (described in the final sections of this report). Both of these position Threshold well for the challenges and opportunities in 2023, including the urgency to grow tBTC market share dramatically before additional competitors enter the market, as well as help the DAO navigate challenges including regulatory uncertainly regarding crypto, DeFi and stablecoins.

WHAT WE ACCOMPLISHED

The Marketing Guild Committee aligned on these Objectives & Key Results (OKR) in 2022 (see this doc for details on the process of updating our mission statement and aligning on these):

Support the tBTCv2, thUSD, and other launches
Create content that educates on Threshold’s benefits
Amplify Threshold community growth
Develop and maintain Marketing Guild Infrastructure

OBJECTIVE 1: Support the tBTCv2, thUSD, and other launches

tBTC:

tBTC launched on January 31, 2023 with both the Keep Team and DAO contributing to the launch and growth of tBTC. The Keep Team originally took the marketing lead role on the tBTC launch, employing Angle42 to help with long-form content creation and they enlisted the MG as they needed additional hands for other marketing activities. The MG has led socials from the Threshold Twitter account for all products but has support from NuCypher and Keep teams, with a select few contributors having unfettered access to @TheTNetwork account.

In early June the Keep Team asked the MG to take the leading role on tBTC marketing so that they could put 100% of their focus on business development. We continue to engage with our community on Discord, Telegram, Reddit, LinkedIn, the Threshold Forum, and other established Threshold community hubs. The MG also established our CoinMarketCap Community Page on March 8th (with the help of Luna) and it ended June with over 7,600 followers.

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