Cardano is entering a pivotal chapter - one defined not just by technical breakthroughs, but by the ability to turn innovation into influence and principles into adoption. With advancements across scalability, developer experience, and Layer 2 interoperability, Cardano is architecting the infrastructure for a decentralised global economy.

This proposal outlines a strategic communications initiative to lead Cardano into its next phase of growth with authority, clarity, and lasting trust. Led by Wachsman, a global authority in blockchain communications, the initiative transforms Cardano’s 2025 communications into a strategic engine — one that turns complex protocol advancements into clear, compelling stories that resonate with developers, enterprises, institutions, and regulators worldwide.

Through a combination of narrative development, media engagement, thought leadership, and flagship content campaigns, the communications strategy will:

• Define Cardano’s market identity and sharpen its positioning in a crowded Layer 1 landscape, clearly differentiating it from industry competitors.
• Craft a unifying narrative and audience-specific messaging that anchor Cardano’s values to its vision - ensuring every campaign, activation, and spokesperson moment reinforces long-term credibility and relevance.
• Build a high-impact global press engine that secures premium media coverage, executive visibility, and sustained presence in priority markets.
• Empower ecosystem builders through spotlight campaigns and storytelling platforms that showcase real-world impact and fuel developer and partner growth.
• Elevate Cardano’s leadership at global forums and marquee industry events, strategically positioning the team at the forefront of critical blockchain conversations on regulation, decentralisation, and innovation.

This is a holistic integrated communications strategy that affirms that Cardano is not just another blockchain; it is a movement to build a future that is structured, sustainable, and designed for the long run.

Cardano remains a foundational player in the Layer 1 space but has yet to achieve widescale visibility needed to drive enterprise adoption and ecosystem growth. Without a cohesive communications strategy to articulate its commercial value and technological edge, Cardano risks ceding ground to faster-moving competitors. To expand its ecosystem footprint and shape industry discourse, Cardano must elevate its voice to one synonymous with blockchain utility and excellence - executed through consistent media visibility and tangible presence in blockchain communities across its key regions.

This initiative positions Cardano for influence at the highest levels of global crypto and mainstream media, making the ecosystem more visible, credible, and compelling to innovators and institutions alike.

Who Benefits?

• Founders and builders across Cardano whose projects need visibility to grow and gain traction.
• Ecosystem partners and dApps seeking institutional attention, integration, and investment.
• Cardano leadership and policy voices looking to connect with public stakeholders to co-shape blockchain adoption roadmaps.

Demonstrated Value / ROI

Strategic Visibility: Elevates Cardano’s presence in high-value publications and platforms, positioning it as an intention-driven Layer 1 with real-world relevance - cutting through the noise in an increasingly competitive landscape.

Narrative Leadership: Proactive storytelling ensures Cardano isn’t just part of the conversation but defining it - setting the agenda during pivotal industry moments and reinforcing its voice as a driver of innovation.

Grassroots Empowerment: Empowers founders, developers, and ecosystem teams to own and tell their stories - transforming builders into influential advocates who expand Cardano’s presence from the ground up.

Institutional Credibility: Media validation builds legitimacy, paving the way for deeper meaningful engagement with enterprises, investors, and policymakers.

Global Resonance: Scales Cardano’s message beyond crypto-native circles to reach decision-makers and innovators across key markets, playing a pivotal role in setting the direction of travel for the industry on a global scale.

Bottom Line

This work ensures that Cardano’s voice isn’t just heard - it resonates with authority. It elevates the ecosystem’s relevance, amplifies its innovations, and secures Cardano’s place as a defining force shaping the future of blockchain — one that is structured, sustainable, and designed for the long run.

This proposal delivers a comprehensive, high-impact communications foundation to position Cardano as the leading force in blockchain utility, ecosystem growth, and institutional trust.

The target outcome is a fully operational, insight-driven PR engine that amplifies Cardano’s voice, elevates developer and partner visibility, and drives meaningful global engagement.

Key Deliverables (Tangible Outputs)

Narrative Development

• Narrative workshop including stakeholder interviews and diagnostics
• Strategic narrative blueprint and audience-aligned messaging playbook
• Audience matrix detailing personas and priority narratives
• Core media assets: executive bios, company boilerplate, factsheet

Developer Communications Strategy

• Comms roadmap mapped to the developer journey
• Editorial calendar and campaign concepts (e.g. Ars Magna, Dev Day, Code of Arms)
• Messaging alignment across ecosystem developer touchpoints

Global Press Office

• Launch of global press function with press kit and spokesperson library
• Ongoing media counsel and proactive outreach
• Secured global media opportunities
• Real-time media tracking dashboard and annual coverage report

Leadership Spotlight

• POV playbook: priority themes, spokespeople, and messaging pillars
• Speaker and op-ed pipeline with quarterly targets
• Leadership editorial calendar and event comms planning
• Op-ed placements and speaker opportunities
• Bespoke media kits, messaging training, and executive briefing packs

Campaign Activations (*Execution will be subject to feasibility, additional production scope and fees, or third-party support)

• Ars Magna Academy*
  • Quarterly campaign content series with original content pieces
  • Video/storyboard assets aligned to developer experience
  • Certification comms toolkit with visual and narrative assets
• Proof of Change*
  • Campaign concept and pilot narrative arc with media/production partner
  • Pre-launch assets: tagline, visual identity, teaser materials
  • Tier-1 media pitch development for launch amplification
• Dev Day*
  • Pre-event comms plan and content roadmap for regional activations
  • Event announcements (release or alert)
  • Post-event features profiling winners and outcomes
• Code of Arms*
  • Developer-focused articles for owned and earned media
  • Visual toolkit including branded quote cards and promo assets
  • Ecosystem-focused feature story
• Block Brigade*
  • Stakeholder mapping for a priority market
  • Localised messaging playbook and engagement assets
  • Regional media or policy-facing comms output

Add-ons (^Execution and production will involve additional scope and fees)

• Blockchain Progress Index^
  • Narrative framing and data-led story development
  • Report structure, editorial guidance, and design direction
  • Full press kit: release, briefing pack, talking points
  • Tier-1 media pitching and post-launch amplification
  • Third-party research agency coordination if required
• Cardano Conclave^
  • Comms plan for theme, agenda, and speaker messaging
  • Executive briefing kits and prep materials
  • Post-event compendium (quotes, insights, summaries)
  • Tier-1 and ecosystem media coverage strategy and execution

Definition of Done (Target State for This Proposal)

• All core deliverables - from narrative and messaging frameworks to campaign toolkits and media assets - are completed, reviewed, and deployed across Cardano’s marketing and ecosystem engagement efforts.
• Internal teams are fully enabled to integrate messaging and campaign strategy into day-to-day execution.
• The global press engine is operational, developer spotlight campaigns are in motion, and leadership visibility is secured through high-impact media and event opportunities.
• Success is measured by the quality and adoption of outputs, sustained media traction, and alignment with Cardano’s 2025 strategic objectives.

Milestone-Based Budget

• Quarter 1 (30% – USD180,000; 360,000 ADA): Kickoff, Narrative Development, and Strategic Alignment

  • Project initiation, stakeholder alignment, and global narrative workshop. Development of messaging architecture, audience matrix, and campaign playbook. Press office setup begins.

• Quarter 2 (30% – USD180,000; 360,000 ADA): Narrative Roll-Out and Campaign Activation

  • Deployment of messaging across media and ecosystem channels. Launch of developer-focused campaigns, media pitching, and initial leadership visibility. Brand health tracking.

• Quarter 3 (20% – USD120,000; 240,000 ADA): Thought Leadership and Market Engagement

  • Elevated executive profiling through op-eds, panels, and interviews. Regional amplification of campaign moments. Ongoing media placements and diagnostics reporting.

• Quarter 4 (20% – USD120,000; 240,000 ADA): Campaign Testing, Brand Analysis, and Strategic Optimisation

  • Completion of brand health tracking, media performance analysis, and narrative stress testing. Final campaign refinement, delivery of toolkits, and handover for sustained implementation.

Exchange rate used: 0.5 ADA to USD

To execute the full scope of earned media and thought leadership outlined in this proposal — and elevate Cardano’s visibility across global, regional, and local markets — we estimate the following team composition and timeline:

Estimated Duration: 12 months total

• Quarter 1: Kickoff, narrative and strategic framework
• Quarter 2: Narrative roll-out and campaign activations
• Quarter 3: Thought leadership and market engagements
• Quarter 4: Credibility and authority moments

Estimated Team Size: 10-12 personnel, with additional specialist support as needed.

Leadership & Strategic Oversight

• 2 Managing Directors (EMEA and US) – Senior leadership to ensure global consistency, executive counsel, and alignment across key markets and stakeholders
• 1 Executive Director (Singapore/APAC) – Oversees project delivery across Asia Pacific, driving regional strategy, identifying local narrative opportunities, and ensuring alignment with ecosystem priorities and stakeholder visibility in key markets
• 2 Directors (Strategic Oversight) – Drives alignment with Cardano’s ecosystem-wide goals and ensures all communications align with Cardano’s ecosystem goals and integrate seamlessly with the 2025 marketing roadmap

Research & Execution

• 1 Senior Consultant (Strategic Intelligence & Account Lead) – Leads narrative and messaging development, campaign planning, and media benchmarking to inform high-impact storytelling and earned media strategy
• 3 Consultants (Communications & Project Manager) – Manage day-to-day execution across workstreams, ensuring timely delivery of media assets, campaign outputs, and messaging toolkits. Coordinate across regions and teams to keep communications aligned, consistent, and on track
• 3 Associates/Executives (Media Monitoring, Analytics & Content Development) – Operate analytics dashboards and surface insight across digital and media ecosystems. Support high-impact content development aligned with communications objectives

Wachsman has led high-impact communications and strategic positioning programmes for some of the most prominent Layer 1 blockchain networks and digital asset platforms in the world.

Our expertise lies in helping ecosystems navigate high-visibility moments, ensuring that their communications drive not only brand awareness but also market adoption, perception shifts, and strategic growth.

We have delivered:

• Global perception audits for a major Layer 1 blockchain protocol, combining sentiment analysis and earned media diagnostics to reshape the project’s narrative across priority regions. Our work helped identify misalignment between messaging and market expectations, and provided a roadmap to rebuild trust and relevance.
• Narrative repositioning and media strategy for Layer 1 ecosystems, refining messaging around scalability, decentralisation, and interoperability. Our work repositioned a first-mover as a leader in on-chain governance, driving tier-one coverage and securing high-impact speaking slots at global industry events.
• Tier-one media engagement for blockchain protocols, securing consistent coverage across Bloomberg, CNBC, Fox Business, and top crypto outlets, including CoinDesk, Cointelegraph, and The Block, amongst others. Executive voices were elevated through broadcast interviews, podcasts, and longform features - strengthening reputation with regulators, investors, and institutional partners.
• Executive visibility and thought leadership campaigns, building credible public profiles for founders and protocol leaders through targeted media outreach, high-value speaking engagements, and message refinement. These efforts positioned clients as key voices in Web3 policy, governance, and innovation.
• Narrative reset and reputation recovery, deploying crisis communications and proactive storytelling to manage reputational risk. By reshaping media narratives through earned placements and messaging control, we helped clients regain trust and spotlight innovation amid industry headwinds.
• Policy-forward media strategy and advocacy, positioning clients as authoritative voices in blockchain governance and regulation. We secured coverage that highlighted the societal and regulatory benefits of decentralised infrastructure - amplifying influence among policymakers and financial institutions.

These strategic communications programmes have been instrumental in helping leading protocols reclaim narrative control, elevate executive credibility, and drive meaningful traction with developers, institutions, and policymakers. Our work ensures that PR strategies are not reactive or surface-level - but grounded in clarity, relevance, and deep alignment with the protocol’s mission, market dynamics, and long-term growth goals.

This proposal is designed to deliver sustained value well beyond its initial rollout through built-in frameworks for continuity, optimisation, and long-term impact.

Knowledge Transfer & Internal Enablement
Narrative frameworks, messaging architecture, and campaign toolkits will be delivered in modular, reusable formats. Wachsman will lead onboarding sessions with Cardano’s internal teams (e.g., marketing, governance, ecosystem growth) to ensure these assets are embedded into ongoing planning cycles and used consistently across functions.

Integrated Diagnostics & Brand Health Tracking
Quarterly brand health reports, built on a consistent methodology, will be maintainable by Cardano’s internal team or trusted partners. These diagnostics will provide ongoing visibility into narrative performance, sentiment shifts, and competitive positioning across global markets.

Campaign Continuity & Activation Templates
All campaign concepts will be delivered with execution guides and content templates, enabling Cardano’s global teams to adapt and reuse assets across regions and moments - eliminating the need to start from scratch.

Ongoing Strategic Maintenance
With Wachsman retained on an ongoing basis, communications outputs will be actively maintained, adapted, and optimised in real time - ensuring Cardano’s voice remains aligned with its roadmap, responsive to market dynamics, and positioned to lead.

The success of this proposal depends on the following key internal and external factors:

Stakeholder Alignment (Internal)
Timely alignment with Cardano’s key internal stakeholders on a regular cadence - including the global marketing team, ecosystem leads, and spokespeople across technical, governance, and regional domains - to validate positioning, approve messaging, and prioritise campaign moments. Input from the Growth and Marketing Committee (GMC) and Governance & Policy Council (GPC) will be critical to ensure consistency across audiences and regions.

Timely Access to Ecosystem Updates & Context (Internal)
Access to existing ecosystem documentation, technical briefs, product roadmap updates, and community feedback channels to inform accurate, resonant messaging. Ongoing insight into Cardano’s strategic priorities will ensure all communications are rooted in mission, not assumptions.

Media Operations Integration (Internal)
Close collaboration with Cardano’s existing communications and press teams to streamline media approval, speaker availability, and campaign timing - enabling a unified and efficient global press office function.

Regional Ecosystem Coordination (External)
Coordination and timely engagement with ecosystem builders, developers, and community ambassadors to gather stories, secure participation in spotlight campaigns, and coordinate regional activations. This is essential for ensuring authenticity, traction, and relevance across global markets.

Activation Budget & Execution Support (Internal)
Availability of campaign budget and operational resources to execute flagship activations - including initiatives like Proof of Change, Code of Arms, and Cardano Conclave - which require production, content development, and distribution support beyond core retainer services.