I presented this to CNN stakeholders for their NFT project.

1. 2 0 2 2 C O M M U N I T Y P L A N N I N G 1 . 2 6 . 2 0 2 2

2. 2
J A N 2 0 2 2
V A U L T
Build connections between collectors, CNN, and aligned
partners around our content and experiences. We create
value for collectors by offering them engaging and
inspiring connections with people who share their
interests, affinities, and curiosities.
C O M M U N I T Y

3. 3
J A N 2 0 2 2
V A U L T
POSITIONING
• We are not CNN
• We can’t speak for CNN
• We are Vault by CNN
• Vault by CNN is both
• Crypto native
AND
• CNN superfan
C O M M U N I T Y
BRAND VOICE
• knowledgeable about crypto/journo topics
• curious about art/history
• hungry for newness
• enjoys unifying worlds
• approachable
• lives in the metaverse newsroom
• Fearless

4. 4
J A N 2 0 2 2
V A U L T
Crypto people and journo people are two amazing communities that are
separated by common language. In the newsletter, we teach journos about
crypto culture. In the Discord channel, we teach cryptos about journalism
culture. This production career path is one that gives a palpable journey to
different Discord threads (this mimics journalism careers because every
journalist steps into this career at different levels and in different ways. The
mission remains the same, but we want to set up the voice as one that's
knowledgeable and willing to learn more in both camps: journo and crypto. We'll
start with threads that satisfy Vault Core interests (history, news, comedy, ART
etc...) then we'll learn from the community what other threads to build out. We're
not proposing a new goal. This is just a framework and voice we can tell these
stories. Community first means honoring that we are CNN and we are an NFT
project. These strategies lay that all out so that the general audience isn't
surprised that our brand pivots to several interests.
C O M M U N I T Y

5. Non-Fungible Tuesday (every Tues unless a holiday email)
• NF-Three links Vault is reading
Newsletter Elements
• if we drop that week: promote drop
• Also: a marketing email an hour before drop (Wed/Thurs/Fri)
CNN NFT news items
• When relevant
NFT education
• WTF NFT? Explains alienating NFT terms
What Season are we in?
• Explaining the meaning behind the current seasonal key
Social Bugs
• Discord
• Twitter
• Instagram
5
J A N 2 0 2 2
We are 100% approved & ready to move forward with
new elements in our current way to communicate with
the Vault community.
C U R R E N T L Y
We are only sending emails promoting drops
R E F R E S H C O N T E N T
NEWSLETTER
S T R A T E G Y : A P P R O V E D
V A U L T
C O M M U N I T Y

6. 6
J A N 2 0 2 2 V A U L T
Waiting for @theVaultbyCNN handle
NEW
SOCIAL
NETWORKS
C O M M U N I T Y
Own @theVaultbyCNN handle
Own CNN Vault Collectors
A P P R O V E D !
3

7. 7
J A N 2 0 2 2 V A U L T
• #MondayMotivation: Art Vault loves
• Thinking about/planning drops
MON
• Non-Fungible Tuesday newsletter DROPPED
• Drop promos (on drop weeks)
TUES
#WednesdayWishdom: Education
WED
DROP
THURS
#FlashbackFriday: CNN History
FRI
SCHEDULE
C O M M U N I T Y

8. 8
J A N 2 0 2 2 V A U L T
GM!
AM
Drop
NOON
• Engaging Crypto/Journo Twitter
• In a web3 way, respond to the community
• If not active: ask questions!
PM
SCHEDULE
C O M M U N I T Y

9. 9
J A N 2 0 2 2 V A U L T
DROP IDEA
DROP
APPROVAL
VISUALS
CREATED
CAMPAIGN
SENT
AGAIN!
C O N T E N T C A L E N D A R
C O M M U N I T Y

10. 10
J A N 2 0 2 2
T H E N E W S R O O M :
A M U L T I - M E D I A E X P E R I E N C E
• This is a tribute to the office
• Because some miss it!
• Mixed Media
• 3D VR/AR experience
• Mini newsroom
• Cut-out art newsroom
• Control room photography: old tech
• NFT packs
• sets of areas in the newsroom
E X P E R I E N T I A L
A R C H I V A L
V A U L T
C O M M U N I T Y

11. 11
J A N 2 0 2 2
K N O W L E D G E D R O P P E D :
F R O M W O N K T O W O K E
• Cryptos & Journos are two communities separated by a common language
• Cue card pack of NFTs filled with vocabulary from both camps
• These vocab visual NFTs will teach:
• Crypto wonks what a VOSOT is
• Journo wonks what a dApp is
• This drop will teach some of these common words
• so that we can wink to both sides in our drops
• 100 cue cards (wink to TV)
• 50 journo words & 50 crypto words
• FOR EXAMPLE:
• I own two things in my wallet
• A collector COIN that winks to cryptos
• A #FreeBritney STORY that winks to journos
• All future drops should wink to both sides
• of the crypto/jounro coin
E X P E R I E N T I A L
A R C H I V A L
C O M M U N I T Y
V A U L T

12. 12
J A N 2 0 2 2
THANK YOU
V A U L T
C O M M U N I T Y