EGC Marketing RFC

Ecosystem Growth
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1

Authors: EGC (Tag @natalie & @jashar on any subsequent posts)

Collaborators: Scroll Labs (Emily Lin, Juan Molina)

Date: October 2025

Status: Request for Comments (RFC)

Purpose: Collect feedback on a proposed Marketing Programme that will form the basis for an upcoming RFP.

Note: This plan outlines a tentative framework for discussion and will be refined based on the quality and focus of applications received. The scope and budget allocations across tracks may evolve accordingly.

1. Context and Goal

The Ecosystem Growth Council (EGC) proposes launching a Scroll Marketing Programme to unify and scale Scroll’s marketing, content, and community efforts across Labs, Open Economy (OE), and the broader ecosystem.

The programme aims to create a cohesive marketing system that:

  • Engages and grows end users through clear storytelling, relatable narratives, and accessible products.

  • Expands Scroll’s marketing capacity by equipping founders and ecosystem teams with reusable tools, templates, and collateral.

  • Aligns all marketing, community, and product narratives under one consistent brand and message across Scroll, OE, and ecosystem projects.

The EGC plans to allocate around one third of its budget (~500,000 SCR) to this initiative.

2. Programme Structure

The proposed programme consists of three complementary tracks that can run in parallel and reinforce each other.

Track 1: Creator Fund / UGC + Garden

  • Launch a pilot Scroll Creator Fund to experiment with scalable user-generated content (UGC) around Scroll products and narratives.

  • Focus initial storytelling on Garden and USX, with a clear brief structure, QA, and performance metrics for creators.

  • Build an international content engine that can surface authentic, community-driven stories.

  • Narrative focus: breaking out of the Twitter bubble by meeting people where they already are and creating smoother on-ramps into crypto.

  • Seek creators interested in two content directions:

    • Educational: short (20-30s) creative explainers about stablecoins (e.g., promoting USX or stableschool.org).

    • Consumer storytelling: exploring how people actually use crypto in daily life.

  • Use this track to test scalable formats such as Posted App, identify high-performing creators, and amplify visibility for consumer-facing products.

  • Include an optional matching model for OE projects and consumer apps: if an OE project wants to run a $5K creator campaign, the fund could match 50% and help source creators through the open programme.

  • This fund could also support specific campaigns rather than just ongoing content creation.

  • This track will serve as a scaffolding model, where the EGC provides structure, guidance, and learning materials, while the budget for campaign execution is primarily managed by Labs.

  • Labs will pool this with their existing creator outreach programmes that already have a track record of success. The EGC-run fund will instead focus on sourcing and onboarding new or aspiring crypto UGC creators.

  • Thematically, the fund can focus on stablecoin education (linked to Garden / USX) and on supporting OE projects that target consumer adoption.

  • Any OE project that wishes to participate must co-fund its campaign, contribute time for training, and set up paid attribution tracking (e.g. UTM or analytics tooling) - a key learning opportunity supported by the EGC.

  • The budget split between EGC and Labs will depend on pilot performance and the number of participating projects; the shared goal is to iterate and improve rather than wait for full programme formalisation.

Track 2: Unified Marketing Campaign

  • Expand the existing unified brand initiative to cover the entire Scroll ecosystem.

  • Develop a narrative spine and asset kit that can be reused by Labs, OE, the community, and ecosystem teams.

  • Create an Ecosystem Resource Hub with unified messaging, pitch decks, visuals, case studies, and content guidelines.

  • Include distribution mechanisms for content syndication and community engagement across X, Discord, TikTok, Linkedin and regional channels.

  • Feature ecosystem spotlights to highlight successful projects and products that demonstrate Scroll’s value.

Rather than duplicating the ongoing rebranding initiatives, this track is designed to extend and operationalize its outcomes, turning the refreshed brand identity into tangible narratives, campaigns, and shareable content. The goal is to amplify, test, and distribute the new brand story across channels and audiences, ensuring that the work from the rebranding initiative translates into measurable awareness and engagement across the wider ecosystem.

Track 3: Support for Open Economy Founders

  • Provide marketing & sales enablement and visibility support for founders participating in OE Season 3 and future cohorts.

  • Offer mentoring, templates, and storytelling guidance to help teams communicate their value propositions effectively.

  • Help OE founders become self-sufficient in growth and content creation while maintaining alignment with Scroll’s brand.

  • Publish case studies and cross-promotions for OE projects to amplify reach and create a virtuous cycle of success stories.

3. Product & Marketing Focus

  • USX: Core growth lever for Scroll through real-world distribution and liquidity.

  • Garden (V1): Positioned as a high-yield crypto savings account with a mobile-first UX and radical transparency about risk.

  • Audience Focus: End users are the north star; founders serve as the funnel to reach them. OE Season 3 will focus on a small set of mobile-first founders tightly aligned with Scroll’s strategic direction.

  • This focus should be aligned amongst the broader group Labs, EGC, …

4. What “Unified” Should Mean

  • Consistency across Scroll’s brand surfaces (website, social channels, events) and the wider Scroll ecosystem.

  • Empower ecosystem teams with reusable collateral and potential co-brand kits to support local and product-level marketing.

  • Strengthen the feedback loops between Labs, OE, and DAO marketing efforts for shared visibility and learning.

5. Next Steps / Feedback Requested

This RFC will inform a detailed RFP for the Marketing Programme.

We welcome input on:

  • The different tracks - also prioritization.

  • Suggestions for KPIs across founders, distribution, delivery, and retention.

  • How Labs, OE, and EGC should coordinate execution and reporting.

  • Existing assets or initiatives that should be integrated into the unified framework.

  • Please provide feedback and comments on this RFC within the next 10 days.

Looking forward to hearing your thoughts!!

Best,

The EGC

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