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

13 Likes
2

Mainly from ChatterPay.

I’d add the idea of organizing workshops or training sessions for those in marketing or community management roles across different projects, with the goal of onboarding them into this program and co-developing the campaigns together.

Instead of leaving it entirely up to each project to submit proposals, this approach ensures that the unified concept makes sense, allowing all execution teams to work aligned, coordinated, and with clear objectives.

Acting as one team creates a sense of belonging and helps foster campaigns with greater awareness, coherence, and reciprocity.

3 Likes
3

Interesting.

Based on the experience with Mx local node, I share the following comments:

  • Founders are looking for ways to continue their builder path, for that they need: i) capital for becoming a part time or full time founder/builder, ii) a team or talent pool that already has context regarding Scroll, iii) local and international adoption campaigns.

    On that line a marketing campaign that shows how builders/founders live/work while building in Scroll could help bring more people to the ecosystem, adopt their tools/solutions, and position Scroll as a real world solution that is reaching out and making a true impact (empowering founders, creating jobs, improving solutions, etc).

    A venture capital offer to those builders that the DAO finds valuable so their work becomes IP of the DAO. For some, that’s a great deal. With that offer we could document the living style of a founder and use it as marketing material.

    * On the educational. Check DeFi Mx proposal for the Community Council. They offer creating educational content directed to Businesses so they adopt DeFi/Blockchain. DeFi Mx is targeting big businesses such as MercadoPago, Nu Bank, etc, and these are the ones that have millions of users.

    At the Local Mx Node we worked with them on drafting this goal, we’ve been co-promoting the gathering of these companies to co-draft a new regulation for DeFi in Mx. The impact is not only about users but about defining the rules of the game.

    * Finally. there are many founders who want to build integrations with existing Scrolls dApps, but these don’t have ways/resources to enable those integrations, such as with EtherFi. Helping them enable APIs will wide open the capacity of adoption.

    Oh, I final note. I agree on having experienced founders, such as Martin and his team in ChatterPay to train others and also be counted as part of co-designing the strategies of Scroll.

    I feel that many initiatives are created isolated without actually talking to us at the fields. All the founders, delegates, service providers, and active contributors have many things to add when designing strategies as we are the ones actually interacting with the end users. Co-creation processes are needed if thriving is what we want.

1 Like
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We believe this proposal is highly relevant and well-aligned with Scroll’s long-term vision of building a strong, coordinated global ecosystem.

Modular fully supports this initiative and sees great potential to strengthen how Scroll communicates its values and impact worldwide.

We suggest:

Include Local Nodes as active channels for content, community stories, and feedback.
Add local KPIs (builders, events, activations) connected to global campaigns.
Highlight storytelling + governance, showing real community impact and Scroll’s coordination culture.

Overall, we support the direction and recommend a closer integration between global marketing and local initiatives to create stronger alignment and decentralized impact.

5

Keen on the three track structure; each track thoughtfully bridges the gap from brand to distribution. I’m particularly excited about the support for Open Economy founders; there are meaningful levers across the ecosystem we can activate to strengthen distribution for OE teams. We’ve already seen promising examples, and with tighter alignment across teams, we can do even more.

A couple of questions I’m contemplating regarding this RFC:

  • Who owns final editorial authority across Labs, OE, and EGC, and how will updates be maintained and propagated through the Ecosystem Resource Hub (e.g., versioning, approvals, change logs)?

  • How will creator vetting, content review, and brand safety be managed across regions and languages? I imagine there might need to be a escalation path for compliance issues.

2 Likes
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Thanks @natalie & @jashar for this proposal. We’ve already seen the Track 1 campaign go live, which is great, and we’re looking forward to seeing it gain wider participation. Just to clarify, could you share how the one‑third of the budget will be allocated across the three tracks?

1 Like