Marketing and PR Proposal for Polkadot Brand Awareness in APAC by PANews

Treasury Proposal:

This Proposal to Polkadot Treasury aims to boost the brand recognition of Polkadot to a broader group of audience in APAC.

Proposer: （PANews）

DOT Address: 15TAnjASahuvhxT2sMLr6XhB2oCPZk1Kxa9nrXdKUNVL3pMB

Date: April 25th, 2025
Requested DOT: 17,037 DOT (Rate: 4.10 USD/DOT as of the Mid - April)
Short description: The media and marketing plan to bring the brand awareness and community influence to a broader group of general blockchain audience.

Brief Introduction

PANews proposes to provide a customized media and marketing service package in partnership with PANews to enhance Polkadot's brand recognition and community influence (including Kusama,Substrate,JAM) among the APAC blockchain audience.
While Polkadot (including Kusama and Substrate) has established a strong reputation within its existing user base, the industry is rapidly evolving with many new competitors entering the market. This has created challenges for maintaining media visibility and community engagement. To address this, PANONY will collaborate with PANews (see the business relationship explanation in the section below) to elevate Polkadot's overall presence in the Chinese-speaking community to new heights, leveraging our influence to better communicate the latest developments and updates.

Background

PANews, together with PANONY can provide the top blockchain media and blockchain technology advocating service in APAC market, both to English and Chinese audience.

2.1 About PANONY

PANONY (www.panony.com) is an incubator, investor, and advisor for crypto and blockchain business. PANONY has a management and consulting team composed of experienced industry veterans and top experts in the industry. PANONY is committed to empowering enterprises with localized market awareness and providing a professional path to link global resources. PANONY has served customers including more than 300 blockchain startups, such as Highstreet, Render Network (RNDR), Linear Finance, Polygon Network, etc., covering all fields of Web3.0 and blockchain; as well as Fortune 500 companies such as Amazon and SAIC, etc., to help large enterprises develop Web3.0 business.

About PANews

PANews (www.panewslab.com）is PANONY’s institution and retail facing news outlet providing actionable insights of key developments and opportunities through timely analytic content, while it is also the only official co-curator of daily blockchain news with Tencent News.
The firm was established in March 2018 with operations in Greater China, South Korea and the U.S.. Both founders are Forbes Asia 30 under 30 honorees.

Why us?

PANews, founded in April 2018, is a leading think-tank information platform in the field of blockchain and Web 3.0, providing blockchain users with cutting-edge information and industry reports with an international perspective. In the form of graphics, audio, and video, PANews' high-quality and diverse content covers multiple channels and mainstream platforms, such as Twitter, Weibo, Douyin, and WeChat Video, and aims to become the user's Web3 information officer. PANews is also a content partner of Tencent News, the content has been quoted by Forbes, Caixin, and other media. PANews has won relevant awards from Tencent News, Toutiao, The Paper, etc.
Since Polkadot's Chinese-language ecosystem initiatives launched in 2020, PANews - the largest blockchain media platform serving Chinese-speaking audiences has established itself as a vital information bridge. Our comprehensive coverage spans investigative reporting, ecosystem analysis, and collaborative offline engagements, leveraging PANews' industry authority to deliver Polkadot updates to developers, investors, traders, Web3 professionals, and cross-industry audiences including academia, gaming, AI, and art sectors.

Notable Reporting Highlights

In 2025

PANews Exclusive: Gavin Wood Unveils JAM Protocol's Evolution from Multi-Chain Network to World Computer（PANews专访Polkadot创始人Gavin：从多链网络到世界计算机，解密JAM计算平台与Web3创新路径）
https://www.panewslab.com/zh/articledetails/t0svp83q.html

In 2024

Polkadot Releases 2025 Roadmap: Shortening DOT Unlock Period & Advancing Universal Gas Token Adoption（波卡2025年路线图发布：缩短DOT解锁等待时间、推动DOT成为通用手续费代币）
https://www.panewslab.com/zh/sqarticledetails/rxq58gx6.html

In 2023

Countdown to Polkadot's Token Unlock: Can Multi-Pronged Strategies Mitigate Market Pressures?（Polkadot代币大解锁倒计时，多方策略齐发能否有力应对市场压力？）
https://www.panewslab.com/zh/articledetails/s13ih0e2.html

In 2022

Data Insight: Polkadot Achieves Record 500 Daily GitHub Commits in September（数据：波卡9月在GitHub上的日均开发贡献记录达500条，开发活动创历史新高）
https://www.panewslab.com/zh/sqarticledetails/6anrjtzi.html

In 2021

Parachains Approach: Preparing Polkadot's "Highway" for Ecosystem Traffic（平行链将至波卡「通路」迎生态「车流」）
https://www.panewslab.com/zh/articledetails/D22179039.html

Darwin Network: The Cross-Chain Bridge Nexus of Polkadot Ecosystem（达尔文：波卡生态的跨链转接桥枢纽）
https://www.panewslab.com/zh/articledetails/D13347521.html

In 2020

Will Polkadot's Development Surpass Ethereum in Due Time?（波卡的发展超越以太坊只是时间问题？）
https://www.panewslab.com/zh/articledetails/1599560461978106.html

Event：Polkadot Ecosystem China Tour - Shanghai Leg，Host by PANews,Polkaworld,8 BTC
https://www.panewslab.com/zh/articledetails/1601043216393519.html

3．What problem is the Treasury fund used to solve?

Polkadot gains pretty good traction in APAC marketing for the Polkdot audience in the time frame of 2024. However the size of the general blockchain audience grows fast and there is still broad room for Polkadot to expand to gain the bigger size of the pie. PANONY as a top blockchain marketing service provider, together with PANews, the top professional blockchain media, is able to help Polkadot to achieve this goal and gain more audience in general blockchain pie. PANONY has the confidence to converte our business insight and deep understanding of the Asian market of the blockchain into the practical help and effective deliverables to Polkadot.

PANONY would design a customized yet comprehensive package to help Polkadot (including JAM,Kusama ,Substrate) to gain wider exposure in media and community. We plans to generate the top quality content with the blockchain insider’s view and deliver these content through our media matrix for the maximum coverage of the blockchain audience in the APAC market. We will create in-depth content and establish dedicated columns to cover the project's latest developments. Additionally, we will host regular Twitter Spaces sessions where industry participants can engage in discussions about Polkadot-related topics. We will also provide the deliverable and the performance report. (ok to work with your local team to design the performance tracking mechanism) periodically.

4. Solutions

4.1 The General Plan of 2025

PANONY and PANews offers a customized service package to improve the overall Polkadot brand (including Polkadot, Kusama, JAM,Substrate, Parity, and Web3Founation etc.), increase media exposure, and broaden community awareness.

Following are the three folds of the plan

a.Maintain continuous coverage of Polkadot's 2025 Roadmap initiatives

Develop proactive thought In-depth articles
Press Releases/Newsflash as soon as possible based on relevant news content
Host Twitter space to discuss the developments in Polkadot

b.Publicize official events from Parity and Web3 Foundation and the aligned community partners in the Asia Pacific (Will work with Parity and W3F’s local teams and local community partners in APAC)

c.Establishing a dedicated Jam column on the PANews media platform. PANews will aggregate various types of information about Jam, and feature Jam column banners in key media positions. This will maximize the use of media influence to promote Jam

The plan of 2025 includes but not limited to the following major official events(TBC)

Substrate Hackathons
Polkadot Decoded Asia 2025
JAM TOUR:EAST & SOUTH ASIA 2O25
More…

For each event, PANONY and PANews provides the following media support

A long introductory article about the event, including the way to sign up or how to buy tickets.
A post-event summary with photos, videos, or any available rich media materials
Note: Content and article to be produced by Parity and W3F or other local team. PANONY will assist with content optimization suggestions and provide publishing channels.

Publicize outstanding projects in Polkadot Ecology

2025 Polkadot Ecology Outstanding Projects: Outstanding projects that emerge from Polkadot boot camps,Substrate Hackathons, Substrate Courses, and Substrate Workshops.

We plan to provide media coverage for 10 projects that have either won awards or demonstrated outstanding performance at Polkadot events.

An Introductory article about the project (founding team, the vision of your project, the project features, product roadmap, the projection of the project, etc.)

Besides these 10 projects, special merit projects may also receive ad-hoc reporting and media support per the recommendation of the local team of JAM,Parity orW3F and their local community partners.

Publicize the strategy of Polkadot Ecosystem development in APAC from the local team of Parity and W3F

The comprehensive support to Substrate Devs in Polkadot Ecosystem
APAC Strategy of Polkadot Ecosystem Development

In a nutshell：All content releases will align with Polkadot's development. PANews will regularly communicate with Polkadot on a monthly basis to determine specific plans.

4.2 Detailed Delivery Plan

Notes:

The content submitted needs to fulfill the policy of related media; the media has the right to refuse to publish unsuitable content on the front page.
If some services listed can not be delivered, they will be replaced with other services with similar value.
Period of service: within 365 days after the payment is received
Team: PR adviser, Media Adviser, and Operation Specialist.

Media Exposure

1.Project Express /News Flash distribution 5 +

Blockchain Media& Information platform：PANews WEB & APP, Coingecko，CMC, AICoin, Mytoken, Tradingview,BN Square，OKX Square,Gate Square etc.

2.In-depth Article distribution 10+：

Blockchain Information platform：Coingecko，CMC, AICoin, Mytoken, Tradingview,BN Square，OKX Square,Gate Square,Mars Finance, Jinse Finance etc.

Internet Media：Tencent, Netease,Sina, Toutiao, Yidian Zixun, Baidu Baijia, Xueqiu, etc.

5.The amount to be supported by the Treasury

We are reasonably requesting 17,037 DOTs, which is equivalent of 70,000 USD valued package, with the rate of 4.10 USD/DOT in Mid - April.

The attachment link is the Google documentation of this proposal
https://docs.google.com/document/d/1_pQUacAYaQ46uQeGAm_nrItcjQdhZd4Vcv23f4gzpHE/edit?tab=t.0

Contact Person: Presley Sun

Email: [email protected]

Telegram：@PresleySun