What does Layer 1 and Layer 2 marketing cover?
Layer 1 and Layer 2 marketing makes an ecosystem easier to understand, build on, and join. The work is most useful when a protocol has a concrete development or adoption milestone to communicate.
| Workstream | Useful when | Typical output |
|---|---|---|
| Developer marketing | Builders need a clear route into the ecosystem | Developer messaging, onboarding content, outreach plan |
| Grants | A program needs qualified applications | Program explanation, applicant journey, campaign assets |
| Hackathons | The team wants builders working toward a defined brief | Promotion plan, participant communications, follow-up |
| Community | Existing members need useful ways to participate | Activation calendar, prompts, and moderation guidance |
The first decision is which audience action matters next: explore documentation, apply for a grant, register for an event, or ship a project. Keep the message tied to that action. If your project also needs category-specific positioning, see DeFi marketing or DePIN marketing. For the wider service map, visit solutions by project type.
How do you build a useful developer path?
A developer path should show a builder what to do first, where to get help, and how to move from a test to a shipped project. We map that path before producing campaign content.
- Check the entry point. Review the documentation, examples, tools, and support channels your team can provide.
- Name the builder. Separate experienced protocol developers from teams new to the stack; their questions and onboarding needs differ.
- Choose the proof of progress. It might be a completed tutorial, a prototype, a grant application, or a hackathon submission.
- Assign an owner. Confirm who answers technical questions and who approves public claims.
Our developer outreach plan uses those inputs to shape educational content, partner communications, and event briefs. The team supplies technical reviewers; we organize the message and the sequence. For dedicated support with developer relations, compare the scope with developer marketing. A practical test for every asset: can a builder identify the next action without asking your team to explain the campaign?
How should grants and hackathons fit the ecosystem plan?
Grants and hackathons work best as connected stages, not isolated announcements. A grant program can support continued work after an event, while a hackathon gives builders a defined prompt and a reason to try the ecosystem.
| Stage | Prepare | Make clear to participants |
|---|---|---|
| Grant campaign | Eligibility, application route, review contacts | Who can apply and what materials to submit |
| Hackathon | Challenge brief, mentors, judging process | What to build, how to participate, where to get help |
| Follow-up | Team contact and next-step options | How projects can continue after the event |
We turn the program owner’s rules into plain-language communications and a delivery calendar. Before promotion begins, confirm the application form, technical support coverage, judging criteria, and the person responsible for participant questions. We can support campaign planning and delivery for grants through grant program marketing, and coordinate participant tasks through quest campaigns. This creates a more legible journey from first announcement to the next ecosystem action.
What does the campaign delivery plan include?
A delivery plan turns the protocol roadmap into approved messages, assigned owners, and verifiable work. It gives your team a shared view of what is ready, what needs review, and what comes next.
- Kickoff checklist: objectives, audiences, roadmap milestones, existing materials, and approval owners.
- Message map: core claims, supporting explanations, calls to action, and audience-specific versions.
- Campaign calendar: content, outreach, event moments, and dependencies on product or engineering teams.
- Asset production: briefs and copy for agreed channels, plus coordination of supplied technical material.
- Reporting: a concise record of completed placements and activities, links to live assets, and open decisions.
AEOTech uses a named review step before public materials go out: a technical reviewer checks protocol claims, then the designated project contact approves the final copy. The program can run as a focused campaign or as ongoing support through growth marketing retainer. Agree the reporting format at kickoff so your team can verify delivery without chasing updates.
What should L1 and L2 teams account for?
The strongest program is one your team can support after promotion begins. Check delivery capacity, approval ownership, and the participant experience before opening a campaign.
- Confirm that documentation and application routes are accessible and current.
- Reserve technical support for builder questions during events and onboarding.
- Give reviewers the criteria and process they will use before submissions arrive.
- Make campaign claims match live product capability and published program terms.
Grant decisions, hackathon participation, and ecosystem placement remain with the relevant protocol or event organizers; AEOTech can deliver the agreed campaign work, but cannot control their selection decisions or platform distribution. That is why we verify the brief, links, and approval chain before launch rather than treating promotion as a substitute for program readiness.
For the next step, send us your protocol overview, roadmap milestone, target builder profile, and any grant or event rules already approved. We will return a scope with the review owners, deliverables, and reporting format.
Prices
| Service | Price | Quote |
|---|---|---|
| Crypto Metrics | from $3,850 / month |
Starting prices in USD. Custom bundles and volume discounts on request. Payment in USDT, USDC, BTC, ETH, SOL, TON or your project token.
How it works
- Share the ecosystem briefSend your protocol overview, roadmap, audience priorities, and any live grant or event materials. Flag technical reviewers and approval owners.
- Set the campaign objectiveWe define the audience action, core message, delivery scope, and what your team needs to supply.
- Review the campaign planYou approve the workstreams, calendar, asset requirements, and reporting format before production starts.
- Launch and coordinateWe deliver the agreed content and outreach, while your named contacts handle technical answers and project approvals.
- Verify and refineYou receive a record of delivered work and live assets. We use your next milestone and team feedback to shape the follow-up scope.
Frequently asked questions
What should we prepare before hiring an L1 or L2 marketing agency?
Prepare a protocol overview, current roadmap, target builder profile, and the action you want a campaign to drive. Include documentation, grant rules, event plans, and any approved product claims. Name the technical reviewer and the person who can approve public materials. These inputs let the agency build a realistic scope instead of filling gaps with assumptions.
Can you market a grant program as well as a hackathon?
Yes. The program can connect both: a hackathon gives builders a focused prompt, while a grant pathway can explain how eligible teams continue their work. We help organize the campaign message and participant journey. Your team must supply the official eligibility rules, application process, judging criteria, and decision contacts.
How long does an ecosystem marketing campaign take?
Timing follows the readiness of your brief, technical materials, approvals, and event or program schedule. A focused campaign begins with a kickoff and review of those dependencies; an ongoing program is planned around roadmap milestones. We confirm the working calendar and approval windows in the scope before delivery begins.
Can you guarantee grant applications or hackathon submissions?
No. Grant decisions and hackathon submissions are made by participants and organizers, not by the marketing team. AEOTech can commit to the agreed planning, content, outreach, and reporting deliverables. Before launch, we also check that the public brief explains the application route and requirements clearly.
How do you keep technical claims accurate?
We use a project-provided source of truth and route technical statements through your named reviewer before publication. The kickoff checklist identifies claims that need evidence, current links, and who can approve changes. Your team retains final approval over protocol descriptions and product statements.
Can this work alongside an existing community team?
Yes. We can define a distinct campaign role for the agency and keep your community team responsible for day-to-day project conversations. Agree who answers technical questions, who handles participant support, and where campaign updates are shared. For broader community planning, see community growth and engagement.
Tell us about your project
Answer four quick questions and a manager will send you a plan, timing and a price range within the hour. Everything stays confidential.
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