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This is the year-on-year plan (May-April) for marketing and communications. The plan is divided into four major categories:

Periodic Tasks: What are the activities that need to be executed on a regular basis?

Content Production: What messages are we sharing with the world?

Monitoring, KPI's, and Reporting: What is our success criteria, how do we measure it, and how do we report it?

Compensation: If we are working with an external agency to execute these parts of the plan, how are we compensating their efforts?

Periodic Tasks (Runbook)Content ProductionKPI's, Monitoring, and ReportingCompensation
Daily, Weekly, Monthly tasksDidactic videosSocial MediaFixed vs. Variable
PostingsTravel event videosToken SalesToken vs. Fiat
SearchesWine-specific videosToken PriceService and Advertisement
LocalizationMedium articlesPublications, EventsToken pricing
Quarterly change management reviewSwagPublic dashboardKPI weighting

Periodic Tasks (Runbook)

This section describes the periodic marketing and communications tasks. 

Daily, Weekly, Monthly tasks

  1. What are our daily, weekly, monthly, and quarterly tasks?
  2. Where are these tasks documented? (objectives, steps, metrics)
  3. Who is responsible for executing these tasks?
  4. How can we track which tasks have been executed, by whom, and when?
  5. By what method can we track the outcome of these tasks?

Postings

Social Media postings, blog postings, updates to Costaflores.com

Searches

Find new blogs, news sites, conferences, events, journalists.

  • Define search criteria. For example (wine, organic, crypto, IoT, single-vineyard, open-source)
  • Where are we documenting the search results?
  • When did find the new item?
  • What actions were taken?
  • What response or follow-up occurred? 

Localization

Translation to Spanish, Portuguese, etc.

Quarterly change management review

  • What adjustments need to be made to our planning? 
  • How do agree which changes should/must be made?
  • What if we are not in agreement with the changes?

Content Production

Didactic videos

Short (15 second) videos useful for the runbook videos and IG/FB/TW quick clips to illustrate something happening.

Travel event videos

A selfie-style video "on location" at an event: crypto conference, wine tasting, etc.

Wine-specific videos

Tasting notes, pairing/cooking examples, technical exercises in the vineyard or winery.

Medium articles

See here for a list of ideas for long-form articles: Medium Publications

Swag

T-shirts, physical tokens and bills, posters, aprons, bottle openers, Costaflores Global Vineyard starter kits, sensor packs and blockchain nodes, penguins. 

KPI's, monitoring and reporting

Social Media

What is our primary, success criteria, measurement for each social media platform? And what secondary factors are we measuring?

PlatformSuccess CriteriaSecondary Measurements
FacebookCostaflores page likesshares, content likes, mentions
InstagramFollowersshares, content likes, mentions
YouTubeChannel subscribersviews, comments, video statistics
Costaflores.comSite visitsNew visitors, search ranking, mentions
TwitterFollowersretweets, mentions
LinkedInFollowersshares, content likes, mentions
TelegramGroup members

Token Sales

Our primary goal and success criteria is the volume of token sales. Most token sales will occur during the ICO. What tokens are remaining in the costaflores after the ICO can be sold on the exchange or used for marketing purposes. Token sales after the close of the ICO are related to the transaction volumes on the exchange.

Token Price

Regardless of the token sales volume on the exchange, we want to track the token price.

Publications, Events

How many times was an article published that referenced Openvino and Costaflores in traditional media? How many times were we accepted or invited to participate in a non-paying event? The rule is, we don't pay to speak about Openvino.

Public dashboard

How and where do we publish all of the above results?

Compensation

This section describes a possible compensation plan for the people responsible for executing the marketing and communications plan. These compensation formulae will surely change over time, as new circumstances occur and awareness increases. This compensation plan is the economic corollary of our success criteria definitions.

Fixed vs. Variable

As the "Telling our Story" plan evolves, and the marketing and communications team become more experienced, the outcomes from our actions should become more predictable. As such, compensation should become more related to performance and less tied to a fixed rate. For every percentage that the variable rate increases, the same potential amount of bonus payments increases. So, in the beginning, if the fixed rate is 90% and the variable rate is 10%, only a 10% monthly bonus, of the base payment, is achievable. When the variable rate is 70% and the fixed rate is 30%, then up to a 70% of the base rate is achievable. 

The change in the fixed versus variable rate should adjust in a linear fashion from 1% to 99% over the initial 12-month period.

Token vs. Fiat

In a similar fashion, payment would initially be done in fiat, and gradually transitioned to MTB* tokens.

Service and Advertisement

After an initial seed budget for advertising, any amount spent on advertising would be folded into the compensation amount. In other words, spending money on advertising or not, would be discretionary, and based on the lump sum of payment. 

Token Pricing

The valuation of tokens, used to determine the fiat/token ration is based on the ICO pricing.

KPI weighting

Here is an example of KPI weighting for compensatory calculations:


Projected Metrics













Channel KPI2do KPIWeightMAYJUNJULAUGSEPOCTNOVDECJANFEBMARAPR
Facebook followers
8%300038184636545562737091790987279545103641118212000
Instagram followers
8%136617422118249328693245362139974373474851245500
Twitter followers
8%449635822100811951381156817541941212723142500
LinkedIN followers
8%18198378559739919109912791459164018202000
YouTube subscribers
8%601452313164024875736587448299151000
Telegram Openvino
8%771612453294134975806647488329161000
Costaflores.com visitors
8%5009091318172721362545295533643773418245915000
Token sales1038444%41924192200200200200200200200200200200
Wine sales16700
13001300140015001600170018001900900100011001200
Token Price

200218236255273291309327345364382400
Token Revenue

83840091461847273509095454558182618186545569091727277636480000















Fixed

99%90%81%72%63%54%46%37%28%19%10%1%
Variable

1%10%19%28%37%46%54%63%72%81%90%99%
Fiat

50%46%41%37%32%28%23%19%14%10%5%1%
tokens

50%54%59%63%68%72%77%81%86%90%95%99%
Monthly rate (ARS)

900009000090000900009000090000900009000090000900009000090000
Compensated Total

900009007985921897418974190002899988999289977900229001489109
Total Tokens

225225224223221224223223223223223221















Actual MetricsMay












Channel KPI
WeightProjectedActual% successScoreRank
Compensation



Facebook followers
8%30003000100,00%8,00%5
Fixed89100,00



Instagram followers
8%1366136599,93%7,99%6
Variable899,59



Twitter followers
8%449450100,22%8,02%3
Fiat44999,79



LinkedIN followers
8%181794,44%7,56%7
Tokens225,00@20045000
YouTube subscribers
8%6062103,33%8,27%1
Total 90000



Telegram Openvino
8%7778101,30%8,10%2






Costaflores.com visitors
8%500501100,20%8,02%4






Token sales
37%41924192100,00%37,00%







Wine sales
6%13001300100,00%6,00%







Token Price
1%200200100,00%1,00%









100%


99,95%






















Actual MetricsJune












Channel KPI
WeightProjectedActual% successScoreRank
Compensation



Facebook followers
10%38183818100,00%10,00%3
Fixed81081,82



Instagram followers
12%17421742100,01%12,00%2
Variable8915,78



Twitter followers
6%63563599,93%6,00%5
Fiat40989,81



LinkedIN followers
14%19819899,91%13,99%1
Tokens224,99@21849090
YouTube subscribers
2%14514599,69%1,99%7
Total 90079



Telegram Openvino
4%161161100,06%4,00%6






Costaflores.com visitors
8%90990999,99%8,00%4






Token sales
30%41924192100,00%30,00%







Wine sales
7%13001300100,00%7,00%







Token Price
7%21821899,92%6,99%









100%


99,97%






















Actual MetricsJuly












Channel KPI
WeightProjectedActual% successScoreRank
Compensation



Facebook followers
6%4636463699,99%6,00%5
Fixed73063,64



Instagram followers
4%21182118100,02%4,00%6
Variable16935,91



Twitter followers
10%822822100,01%10,00%3
Fiat36981,63



LinkedIN followers
2%37837899,90%2,00%7
Tokens224,31@21848940
YouTube subscribers
14%231231100,04%14,01%1
Total 85921



Telegram Openvino
12%245245100,07%12,01%2






Costaflores.com visitors
8%1318131899,99%8,00%4






Token sales
25%200200100,00%25,00%







Wine sales
9%14001400100,00%9,00%







Token Price
10%23623699,85%9,98%









100%


100,00%






















Actual MetricsAugust












Channel KPI
WeightProjectedActual% successScoreRank
Compensation



Facebook followers
10%54555455100,01%10,00%3
Fixed65045,45



Instagram followers
12%2493249399,98%12,00%2
Variable24695,76



Twitter followers
6%1008100899,96%6,00%5
Fiat32877,92



LinkedIN followers
14%559559100,08%14,01%1
Tokens223,39@25556863
YouTube subscribers
2%31631699,89%2,00%7
Total 89741



Telegram Openvino
4%329329100,08%4,00%6






Costaflores.com visitors
8%1727172799,98%8,00%4






Token sales
20%200200100,00%20,00%







Wine sales
15%15001500100,00%15,00%







Token Price
9%25522588,39%7,96%









100%


98,96%






















Actual MetricsSeptember












Channel KPI
WeightProjectedActual% successScoreRank
Compensation



Facebook followers
6%62736273100,00%6,00%5
Fixed57027,27



Instagram followers
4%2869286999,99%4,00%6
Variable31700,87



Twitter followers
10%11951195100,02%10,00%3
Fiat28554,33



LinkedIN followers
2%739739100,04%2,00%7
Tokens220,64@27360174
YouTube subscribers
14%402402100,05%14,01%1
Total 88728



Telegram Openvino
12%413413100,09%12,01%2






Costaflores.com visitors
8%2136213699,98%8,00%4






Token sales
9%200200100,00%9,00%







Wine sales
20%1600150093,75%18,75%







Token Price
15%27322582,50%12,38%









100%


96,14%






















Actual MetricsOctober












Channel KPI
WeightProjectedActual% successScoreRank
Compensation



Facebook followers
10%70917091100,00%10,00%3
Fixed49009,09



Instagram followers
12%32453245100,00%12,00%2
Variable40993,28



Twitter followers
6%1381138199,98%6,00%5
Fiat24955,20



LinkedIN followers
14%919919100,01%14,00%1
Tokens223,60@29165047
YouTube subscribers
2%48748799,94%2,00%7
Total 90002



Telegram Openvino
4%497497100,09%4,00%6






Costaflores.com visitors
8%2545254599,98%8,00%4






Token sales
9%200200100,00%9,00%







Wine sales
20%17001700100,00%20,00%







Token Price
15%291291100,03%15,00%









100%


100,01%






















Actual MetricsNovember












Channel KPI
WeightProjectedActual% successScoreRank
Compensation



Facebook followers
6%79097909100,00%6,00%5
Fixed40990,91



Instagram followers
4%36213621100,00%4,00%6
Variable49006,98



Twitter followers
10%15681568100,02%10,00%3
Fiat20944,96



LinkedIN followers
2%1099109999,99%2,00%7
Tokens223,41@30969053
YouTube subscribers
14%573573100,05%14,01%1
Total 89998



Telegram Openvino
12%58058099,92%11,99%2






Costaflores.com visitors
8%29552955100,02%8,00%4






Token sales
9%200200100,00%9,00%







Wine sales
20%18001800100,00%20,00%







Token Price
15%30930999,97%15,00%









100%


100,00%






















Actual MetricsDecember












Channel KPI
WeightProjectedActual% successScoreRank
Compensation



Facebook followers
10%87278727100,00%10,00%3
Fixed32972,73



Instagram followers
12%39973997100,01%12,00%2
Variable57019,68



Twitter followers
6%1754175499,99%6,00%5
Fiat16934,94



LinkedIN followers
14%1279127999,98%14,00%1
Tokens223,23@32773057
YouTube subscribers
2%65865899,97%2,00%7
Total 89992



Telegram Openvino
4%66466499,95%4,00%6






Costaflores.com visitors
8%33643364100,01%8,00%4






Token sales
4%200200100,00%4,00%







Wine sales
30%19001900100,00%30,00%







Token Price
10%32732799,92%9,99%









100%


99,99%






















Actual MetricsJanuary












Channel KPI
WeightProjectedActual% successScoreRank
Compensation



Facebook followers
6%95459545100,00%6,00%5
Fixed24954,55



Instagram followers
4%43734373100,01%4,00%6
Variable65022,66



Twitter followers
10%19411941100,02%10,00%3
Fiat12924,00



LinkedIN followers
2%1459145999,97%2,00%7
Tokens223,05@34577053
YouTube subscribers
14%744744100,05%14,01%1
Total 89977



Telegram Openvino
12%74874899,96%12,00%2






Costaflores.com visitors
8%37733773100,01%8,00%4






Token sales
4%200200100,00%4,00%







Wine sales
10%900900100,00%10,00%







Token Price
30%34534599,87%29,96%









100%


99,96%






















Actual MetricsFebruary












Channel KPI
WeightProjectedActual% successScoreRank
Compensation



Facebook followers
10%1036410364100,00%10,00%3
Fixed16936,36



Instagram followers
12%4748474899,99%12,00%2
Variable73085,55



Twitter followers
6%21272130100,14%6,01%5
Fiat8920,35



LinkedIN followers
14%16401640100,02%14,00%1
Tokens223,03@36481102
YouTube subscribers
2%82982999,99%2,00%7
Total 90022



Telegram Openvino
4%83283299,98%4,00%6






Costaflores.com visitors
8%41824182100,00%8,00%4






Token sales
4%200200100,00%4,00%







Wine sales
20%10001000100,00%20,00%







Token Price
20%364364100,10%20,02%









100%


100,03%






















Actual MetricsMarch












Channel KPI
WeightProjectedActual% successScoreRank
Compensation



Facebook followers
6%1118211182100,00%6,00%5
Fixed8918,18



Instagram followers
4%51245124100,00%4,00%6
Variable81096,06



Twitter followers
10%23142314100,02%10,00%3
Fiat4909,87



LinkedIN followers
2%18201820100,01%2,00%7
Tokens222,89@38285104
YouTube subscribers
14%915915100,05%14,01%1
Total 90014



Telegram Openvino
12%91691699,99%12,00%2






Costaflores.com visitors
8%45914591100,00%8,00%4






Token sales
4%200200100,00%4,00%







Wine sales
20%11001100100,00%20,00%







Token Price
20%382382100,05%20,01%









100%


100,02%






















Actual MetricsApril












Channel KPI
WeightProjectedActual% successScoreRank
Compensation



Facebook followers
10%1200012000100,00%10,00%3
Fixed900,00



Instagram followers
12%55005500100,00%12,00%2
Variable88209,00



Twitter followers
6%25002500100,00%6,00%5
Fiat891,09



LinkedIN followers
14%20002000100,00%14,00%1
Tokens220,54@40088218
YouTube subscribers
2%10001000100,00%2,00%7
Total 89109



Telegram Openvino
4%10001000100,00%4,00%6






Costaflores.com visitors
8%50005000100,00%8,00%4






Token sales
30%200200100,00%30,00%







Wine sales
7%12001200100,00%7,00%







Token Price
6%400400100,00%6,00%









99%


99,00%






















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