ICO PR & Marketing

Intelligent PR & Marketing For Your ICO

We are experts in launching ICOs from end-to-end, across 'earned', 'bought' and 'owned' media channels.  We are extremely well-connected and respected internationally among key influencers & investors within the ICO, Blockchain and cryptocurrency worlds. 

The importance of building reputation and awareness for an ICO among respected and key influencers cannot be underestimated. As Robert Hackett explains in Fortune:

“Regardless of your opinion on the ICO market — there is some significant innovation at the core of this process. However, due to the current lack of regulation in the space there remains a lot of concern on companies with poor intentions and flat out scams.”

Indeed, the internet and media are full of stories relating to ICO scams. In fact, a recent article in Forbes stated that “90% of ICOs are nothing buy Hype.”

And it’s already becoming a cluttered market, growing at an incredible rate. There are approximately 50 new ICOs launching each day - and this number is expected to rise significantly over the following months & years.

We will help you stand out from other ICOs.

Our knowledge of the key influencers who ‘seasoned’ ICO-investors turn to for guidance will be extremely powerful in getting your ICO covered and spoken about. They will include Cointelegraph, Coinschedule, relevant groups on Telegram, Reddit (and sub-Reddits), LinkedIn and Face- book groups, ICO Timeline, ICO List, ICO Bench, ICO Rating, ICO Alert, Cryptorated, hackster.io, Crypto Currency Talk, Bitcoin Talk, Invest Feed and Bitcoin Masons.

Each platform, channel, group or chat is inundated with ICO opportunities to invest in.

It is, therefore, imperative that the content drafted and submitted through these platforms is highly engaging and relevant. Creatively written content, that is perfect in form and in meaning, will get far more attraction, as will responses to queries that are prompt, helpful and friendly.

Integrated Approach...

Once we know what you want to raise at each of the various stages of your ICO, we will create a bespoke schedule of activity that covers 'earned', 'bought' and 'owned' media.  Based on your specific fundraising targets at each stage of the ICO, the average conversion rates and on our in-depth knowledge and experience, we will advise on the spend across all three media types (owned, bought & earned), and at each stage.

Our end goal is to ensure you reach the desired investment - and build reputation, buzz and excitement along the way.

The typical stages of an ICO now follow - and we can get involved at any stage, and can provide a full marketing and PR service, or can support with just certain activities.

 

Stage One - Preparation & Planning Phase

  • Full-day messaging & positioning workshop - to identify the Why, Who, What, How
  • Build detailed daily content plan across 'bought', 'owned' and 'earned' media channels throughout the duration of the campaign (stages 2 - 7)
  • Create strategic communications activity planner, based on key insights & KPIs (e.g. conversion rates, fundraising targets, average investment value)
  • Create detailed messaging document with proof points to address the why, who, what and how, to educate the content plan across all owned/bought/earned media activity
  • Build list of ICO review channels & create basic account on each (for full information population in later stages)
  • Perfect list of family offices, private client events, leading accountants/lawyers who advise clients on ICO investments etc.
  • Perfect tiered and segmented media, industry analyst blogger & key influencer lists
  • Set-up of all social media channels (Facebook, LinkedIn, Twitter, Telegram) & draft of 'pillar' content posts throughout stages 2 - 7, plus identify followers - follow & engage via re- posts / direct messaging
  • Commence social media posting & interaction
  • Draft media pack and x5 tailored SEO-friendly news releases relevant to bespoke target media groups
  • Review or create website, from a content, UX/UI & design perspective
  • Content creation for main pages of website to ensure messaging is clear and in line with the why, who, what, how
  • Content creation for blog page on website - drafting of x10 initial SEO-friendly and informative blog posts
  • Ongoing input into White Paper - content & design
  • Creation of infographics, illustrating different aspects (e.g. 'how it works' at top level, the affiliate scheme, the partner scheme)
  • Brand identity - logo creation, strapline, brand guidelines
  • Create auto email marketing funnel throughout the lifecycle of a seller & buyer, identifying key touch points where auto emails will be required
  • Drafting of detailed FAQs
  • Drafting of content for all emails for the auto email marketing funnel
  • Set-up of CRM (recommend HubSpot) with correct fields to segment users for future marketing purposes
  • Create and implement survey among 1000 (minimum) iCO investors to gain 'headlines' and insights. Implement and analyse results, peppering key findings throughout content on 'owned' media channels
  • Prepare media plan for 'paid' advertising programme throughout stages
  • Media training for key spokespeople, to provide tips on press liaison in context of the messaging & positioning of ICO that we want to disseminate
  • Draft & production of 'how it works' & 'meet the team' videos

Stage Two - Private Sale & Whitelist Phases

Private Sale

  • Ongoing 1-2-1 liaison with private investors via email communications that are perfectly written, informative and helpful
  • Acquiring endorsements from private investors during this phase (for use in later stages)
  • Low-key media relations, to introduce ICO & its founders / advisors to influential journalists
  • Targeted communications (email, phone, in person) to family offices, accountants & lawyers identified during stage one to encourage referrals/recommendations to their clients
  • Ongoing social media activity, driving up relevant follower numbers & maintaining high engagement levels
  • Personalised & tailored introductory messages to x5000 ICO investors on LinkedIn (utilising DPR's own community of such), encouraging sign-ups to receive email alerts / updates from ICO
  • Ongoing content strategy (x3 new blogs per week during this period)

Whitelist

  • Central London-based physical event for interested potential investors - organising all aspects & managing invites/RSVPs
  • Submit information on ICO to key ICO review sites (to acquire credibility & trust)
  • Organise & promote webinar so potential investors unable to attend event can 'meet the founders/advisors' and ask questions
  • Intensified media relations, using news releases & via 1-2-1 briefings
  • Intensified daily social media activity, across all channels (LinkedIn, Twitter, Facebook, Telegram), using pre-written pillar posts, peppered with 'ad hoc' posts responding to what's happening in the here and now, plus direct messages to all followers
  • Content updates on the HCR blog throughout this period, x2 per week (x1 infographic & x2 blog posts p/w)
  • Continued individual communications with ICO investors on LinkedIn, communicated with during stage two
  • Continued personalised & tailored introductory messages to ICO influencers 
  • Gain & promote quotes from key influencers - journalists, industry analysts, private sales participants & social voices with high/relevant follower numbers
  • Attend crypto/ICO/HNWI events during this period, to network & promote
  • Draft & issue twice-weekly e-newsletters providing updates and info on partner programme to whitelist, private investors, and all others on database
  • Continued targeted communications (email, phone, in person) to family offices, accountants & lawyers identified during stage one to encourage referrals/recommendations to their clients

Stage Three: Warm-to to Pre-ICO & Pre-ICO Phases

Warm-up to Pre-ICO 

  • Submit information on ICO to key ICO review sites
  • Organise & promote webinar so potential investors ahead of pre-ICO stage can 'meet the founders/advisors' and ask questions
  • Intensified media relations, using news releases drafted during stage two plus the key survey findings & via 1-2-1 briefings
  • Intensified daily social media activity, across all channels (LinkedIn, Twitter, Facebook, Telegram), using pre-written pillar posts, peppered with 'ad hoc' posts responding to what's happening in the here and now
  • Regular content updates (mainly on the ICO blog) throughout this period, in line with the content planner created in stage one
    Personalised & tailored introductory messages to x5000 ICO investors on LinkedIn (utilising DPR's own community of such)
  • Gain & promote quotes from key influencers - journalists, industry analysts, private sales participants & social voices with high/relevant follower numbers
  • Attend crypto/ICO/HNWI events during this period, to network & promote
  • Draft & issue two-weekly e-newsletter to subscribers
  • Design & place adverts (banner ads etc.), alerting investors that
  • ICO coming soon & encouraging sign-up to receive notifications when ICO live
  • Targeted communications (email, phone, in person) to family offices, accountants & lawyers identified during stage one to encourage referrals/recommendations to their clients

Pre-ICO

  • Organise & promote second webinar so potential investors during pre-ICO stage can 'meet the founders/advisors' and ask questions
  • Intensive media relations via commentary offering to planned features & further 1-2-1 briefings, to gain coverage
  • Intensive daily social media activity, across all channels (LinkedIn, Twitter, Facebook, Telegram), using pre-written pillar posts intercepted with 'ad hoc' posts responding to what's happening in the here and now
  • Regular content updates (mainly on the ICO blog) throughout this period, in line with the content planner created in stage one
  • Personalised & tailored messages to those from the x5000 ICO investors on LinkedIn who requested more info from outreach in stage three
  • Gain & promote quotes from key influencers - journalists, industry analysts, private sales participants & social voices with high/relevant follower numbers Attend crypto/ICO/HNWI events during this period, to network & promote
  • Design & place adverts (banner ads etc.), alerting investors that ICO now live
  • Draft & issue two-weekly e-newsletter to subscribers & investors, giving updates on funding status, countdowns to when the pre-ICO closes etc.

Stage Four: Warm-up to Main ICO Phase

  • Draft & record post pre-ICO video from founders, stating success during pre-ICO stage and introducing main ICO
  • Organise & promote third webinar so potential investors ahead of main ICO stage can 'meet the founders/advisors' and ask questions
  • Intensive media relations via commentary offering to planned features & further 1-2-1 briefings, to gain coverage
  • Intensive daily social media activity, across all channels (LinkedIn, Twitter, Facebook, Telegram), using pre-written pillar posts, peppered with 'ad hoc' posts responding to what's happening in the here and now
  • Regular content updates (mainly on the ICO blog) throughout this period, in line with the content planner created in stage one
  • Personalised & tailored messages to those from the x5000 ICO investors on LinkedIn who requested more info from outreach in stage three & who haven’t yet invested
  • Outreach to a further x5000 potential investors (second tier) via LinkedIn through personalised messages
  • Gain & promote quotes from key influencers - journalists, industry analysts, private sales participants, pre-ICO participants & social voices with high/relevant follower numbers
  • Attend crypto/ICO/HNWI events during this period, to network & promote
  • Design & place adverts (banner ads etc.), alerting investors that main ICO now live
  • Draft & issue two-weekly e-newsletter to subscribers & investors, giving updates on funding status, countdown to main ICO launch etc.

 

Stage Five: Main ICO Phase & Beyond

 

Main ICO Phase & Beyond

  • Promote pre-ICO video from founders, stating success during pre-ICO stage and introducing main ICO
  • Organise & promote fourth webinar so potential investors during main ICO stage can 'meet the founders/advisors' and ask questions
  • Intensive media relations via commentary offering to planned features & further 1-2-1 briefings, to gain coverage
  • Intensive daily social media activity, across all channels (LinkedIn, Twitter, Facebook, Telegram), using pre-written pillar posts, peppered with 'ad hoc' posts responding to what's happening in the here and now
  • Regular content updates (mainly on the ICO blog) throughout this period, in line with the content planner created in stage one
  • Personalised & tailored messages to all ICO investors on LinkedIn who requested more info from outreach in stage three & who haven’t yet invested
  • Outreach to a further x5000 potential investors (second tier) via LinkedIn through personalised messages
  • Gain & promote quotes from key influencers - journalists, industry analysts, private sales, pre-ICO participants & social voices with high/relevant follower numbers Attend crypto/ICO/HNWI events during this period, to network & promote
  • Design & place adverts (banner ads etc.), alerting investors that main ICO now live
  • Draft & issue two-weekly e-newsletter to subscribers & investors, giving updates on funding status, countdown to main ICO close etc.

Post ICO

  • Post main ICO, it is imperative to now create and implement an ongoing communications programme to utilise 'network effects' among both buyers & sellers of tokens and to increase awareness, understanding and reputation of the ICO brand and offering.
  • Full proposal to be drafted for ongoing communications, that embraces ‘owned’, ‘bought’ and ‘earned’ media channels.

 

Next Steps...

If you are planning an ICO and need an exceptional and intelligent communications strategy, then please contact us.