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Coinbase One + Alto HQ
Coinbase Marketing Requests
1
Initiative
Description
Goal
Timing
Category
Medium
Product
Internal Draft
Coinbase Review
Release Date
2
Co-branded banner
Y
Take over Coinbase's profile during high-engagement sessions (Wednesdays, 3-6pm)
Reach Coinbase's audience with tax-advantaged incentive for crypto
First month
Social Media
Coinbase twitter
CryptoIRA
3
Co-branded sweepstakes
Y
3-5 influencers will share a 30-second reel that highlights the promotion
Reach wider audience that consumer crypto-related content
First month
Social Media
Influencers (instagram, youtube shorts)
CryptoIRA
4
Hype video
Y
Announces collaboration between Coinbase and Alto through mission-oriented orientation (crypto as a big part of alts for all)
Reach Coinbase's audience with tax-advantaged incentive for crypto
Every two months
Social Media
Coinbase & Alto social channels
CryptoIRA
5
Re-post content pieces
Posting our crypto-related content pieces to our socials: • Crypto taxes • Partial rollover • Choosing the right cryptocurrency • Risk management & diversification
Drive awareness and engagement for Coinbase's and net new customers
First two months
Social Media
Alto social channels
CryptoIRA
6
Crypto & portfolio diversification threads
Y
Provide an understanding of how crypto can be a part of a balanced, diversified portfolio
Drive awareness and engagement for Coinbase's and net new customers
First month
Social Media
Coinbase threads
CryptoIRA
7
15 / 30-second pre-roll for Coinbase videos
Speak directly to CryptoIRA benefits
Reach and speak directly to Coinbase's audience
First two months
Social Media
Coinbase YouTube videos
CryptoIRA
8
60-second classics explaining how Cryptocurrency and Alternatives work
Video series outlining relevant investing terms in a funny and pop-culture-filled way
Boost awareness and engagement
Months 2 through 6
Social Media
YouTube, Instagram reels
Both
9
Re-post alternatives content pieces
After building Alto's brand awareness among Coinbase's investor base, shift to driving folks to other alternatives
Cross-selling alternatives
Months 2 through 6
Social media
Coinbase & Alto social channels
AltoIRA
10
Coinbase Learn
Include CryptoIRA and portfolio diversification-related content on Coinbase's Learn platform
Reach and speak directly to Coinbase's audience
First two months
Content
Coinbase Learn
CryptoIRA
11
Coinbase Blogs
Coinbase to write or co-write blog posts about the partnership
Reach and speak directly to Coinbase's audience. Engage in cross-selling activity into alternatives
Months 2 through 6
Content
Coinbase Blog
AltoIRA
12
Alto Blogs
Alto-written and Coinbase guest blogs within Alto's Learn ecosystem
Reach Alto and beyond audience
Months 2 through 6
Content
Alto Learn
Both
13
Wait List Drip Campaign
Inbound campaign to encourage prospective customers on the wait list to convert
Convert top-of-funnel leads
Months 1 through 6
Email
Alto
Both
14
Created Account Drip Campaign
Inbound campaign to encourage customers that have created accounts to fund and then invest / trade
Convert mid-funnel leads
Months 1 through 6
Email
Alto
Both
15
Funded Account Drip Campaign
Inbound campaign to get newly funded accounts to get the most out of the Alto platform
Convert bottom-of-funnel leads
Months 1 through 6
Email
Alto
Both
16
Promo End Drip Campaign
Inbound campaign to encourage customers to invest / trade before the promotion expires
Push active customers to invest / trade more
Month 6 or later
Email
Alto
Both
17
Promotion Announcement Press Release
Announce the partnership and explain the promotion both from Alto's end and what Coinbase One is
Reach mass audience to drive awareness and top-of-funnel growth
At launch (date TBD)
PR
Alto
Both
6/26/2023
7/6/2023
7/10/2023
18
Banner on CryptoIRA page
Post a short banner about the promotion at the top of the CryptoIRA page for the duration of the promotion
Reach CryptoIRA page visitors who may not be aware of the promotion depending on how they arrived at the page
Duration of promotion
Banner
Alto Website
CryptoIRA
19
Wait List
Waitlist where prospective customers can express interest in the promotion pre-launch
Develop top-of-funnel leads
Pre-launch
Website
Alto Website
CryptoIRA
6/7/2023
6/12/2023
6/13/2023
20
Co-branded Landing Page
Co-branded landing page where prospective customers will move into our onboarding funnel post-launch
Develop top-of-funnel leads
Months 1 through 6
Website
Alto Website
Both
6/26/2023
7/6/2023
7/10/2023
There are no rows in this table
Alto Marketing Deliverables
1
Initiative
Description
Goal
Timing
Category
Medium
Product
Internal Draft
Coinbase Review
Release Date
2
Wait List
Wait list where prospective customers can express interest in the promotion pre-launch
Develop top-of-funnel leads
Pre-launch
Website
Alto Website
CryptoIRA
6/7/2023
6/12/2023
6/13/2023
3
4
Co-branded banner
Y
Take over Coinbase's profile during high-engagement sessions (Wednesdays, 3-6pm)
Reach Coinbase's audience with tax-advantaged incentive for crypto
First month
Social Media
Coinbase twitter
CryptoIRA
5
Co-branded sweepstakes
Y
3-5 influencers will share a 30-second reel that highlights the promotion
Reach wider audience that consumer crypto-related content
First month
Social Media
Influencers (instagram, youtube shorts)
CryptoIRA
6
Hype video
Y
Announces collaboration between Coinbase and Alto through mission-oriented orientation (crypto as a big part of alts for all)
Reach Coinbase's audience with tax-advantaged incentive for crypto
Every two months
Social Media
Coinbase & Alto social channels
CryptoIRA
7
Re-post crypto content pieces
Alto will post crypto-related content pieces on our socials: • Crypto taxes • Partial rollover • Choosing the right cryptocurrency • Risk management & diversification
Drive awareness and engagement for Coinbase's and net new customers
First two months
Social Media
Alto social channels
CryptoIRA
8
Crypto & portfolio diversification threads
Y
Provide an understanding of how crypto can be a part of a balanced, diversified portfolio
Drive awareness and engagement for Coinbase's and net new customers
First month
Social Media
Coinbase threads
CryptoIRA
9
15 / 30-second pre-roll for Coinbase videos
Speak directly to CryptoIRA benefits
Reach and speak directly to Coinbase's audience
First two months
Social Media
Coinbase YouTube videos
CryptoIRA
10
60-second classics explaining how Cryptocurrency and Alternatives work
Alto will engage influencers to post a video series outlining relevant investing terms in a funny and pop-culture-filled view: • Choosing the right cryptocurrency • How to get started investing in alternatives
Boost awareness and engagement
Months 2 through 6
Social Media
YouTube, Instagram reels
Both
11
Re-post alternatives content pieces
Alto will post alternatives-related content pieces on our socials: • Why invest in real estate with an IRA • Why invest in private equity with an IRA • Why invest in venture capital with an IRA • Why invest in peer-to-peer loans with an IRA • Why invest in securitized art with an IRA • Inflation: why investing now makes sense
Cross-selling alternatives
Months 2 through 6
Social media
Coinbase & Alto social channels
AltoIRA
12
Coinbase Learn
Include CryptoIRA and portfolio diversification-related content on Coinbase's Learn platform
Reach and speak directly to Coinbase's audience
First two months
Content
Coinbase Learn
CryptoIRA
13
Coinbase Blogs
Coinbase to write or co-write blog posts about the partnership. Topics include: • Partner Spotlight: Alto • It’s time to build a better system; that includes expanding access to alternatives • Crypto may be the future of money, but it shouldn’t be your entire portfolio
Reach and speak directly to Coinbase's audience. Engage in cross-selling activity into alternatives
Months 2 through 6
Content
Coinbase Blog
AltoIRA
14
Alto Blogs
Alto-written and Coinbase guest blogs within Alto's Learn ecosystem. Topics include: • Introducing our new promotion for Coinbase One users • Why Alto chose to integrate with Coinbase one on CryptoIRA • What is the future of crypto?
Reach Alto and beyond audience
Months 2 through 6
Content
Alto Learn
Both
15
Wait List Drip Campaign
Inbound campaign to encourage prospective customers on the wait list to convert
Convert top-of-funnel leads
Months 1 through 6
Email
Alto
Both
16
Created Account Drip Campaign
Inbound campaign to encourage customers that have created accounts to fund and then invest / trade
Convert mid-funnel leads
Months 1 through 6
Email
Alto
Both
17
Funded Account Drip Campaign
Inbound campaign to get newly funded accounts to get the most out of the Alto platform
Convert bottom-of-funnel leads
Months 1 through 6
Email
Alto
Both
18
Promo End Drip Campaign
Inbound campaign to encourage customers to invest / trade before the promotion expires
Push active customers to invest / trade more
Month 6 or later
Email
Alto
Both
19
Promotion Announcement Press Release
Announce the partnership and explain the promotion both from Alto's end and what Coinbase One is
Reach mass audience to drive awareness and top-of-funnel growth
At launch (date TBD)
PR
Alto
Both
6/26/2023
7/6/2023
7/10/2023
20
Banner on CryptoIRA page
Post a short banner about the promotion at the top of the CryptoIRA page for the duration of the promotion
Reach CryptoIRA page visitors who may not be aware of the promotion depending on how they arrived at the page
Duration of promotion
Banner
Alto Website
CryptoIRA
21
Co-branded Landing Page
Co-branded landing page where prospective customers will move into our onboarding funnel post-launch
Develop top-of-funnel leads
Months 1 through 6
Website
Alto Website
Both
6/26/2023
7/6/2023
7/10/2023
There are no rows in this table
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