*All that is written below is said in my own personal capacity as a community member of this forum *
TL;DR
- Goal: Make SUMR the #1 productive DeFi token and drive Lazy Summer Protocol TVL >$500m.
- Comms Plan:
- Phased narrative across key channels (Twitter, Blog, Calls, Influencers, DeFi sites)
- Target non-degen DeFi users ($100k–$3m+) & institutions ($100m+)
- Focus: Education, launch hype, SUMR demand, post-launch amplification
- Actions:
- Educate: Blog/threads/calls on SUMR, staking, tokenomic’s, protocol value
- Build Early Demand: LP deals, early buyers, audits, reward boost campaign
- Launch & Amplify: SUMR goes live Oct 29 (assuming Staking audit pass); guides, partner posts, paid promo
- Community Input Needed:
- Approve marketing & SUMR rewards fund for paid amplification/partners
- Help spread message and engage on all channels
- Why It Matters:
- Coordinated push = spike in SUMR demand, staked %, and TVL growth
- Sets Lazy Summer as DeFi’s premier auto-yield protocol
Time for hypergrowth: SUMR go to market and the path to 1b TVL.
The forthcoming transferability event is a seminal moment for the Lazy Summer Protocol. Protocol launches like Plasma or Ether.fi ; Protocol relaunches like Maple or Euler and token launches like HYPE, have taught us is that your protocols token is a magnifier.
The prospect of the community garnering quick wealth amplifies almost every metric and dimension of a protocol.
In the worst case, this creates mercenaries, those that will farm and dump your token because the the token is the product. In the best case, this create missionaries, those that will spread your message and your protocol far and wide because the product itself is great, and token just unifies a community that already believes in the value of the protocol they use and love.
The token is just the real economic representation of the protocols underlying value and utility for the community.
With the transferability of SUMR, the Lazy Summer protocol should seek to be the latter.
Part and parcel to that end is strategic communication. Strategic communication. = strategic leverage: Lazy Summer communications around this transferability event are a lever for persuasion, and building a strong community of users and partners ultimately increasing the metrics that matter. TVL, Users, Institutional Users, Revenue and Token price.
SUMR Go to market: Exposing core product value past, present and future.
The SUMR token is inextricably linked to the core value of the Lazy Summer protocol. The narrative, distribution and strategic communication of SUMR needs to leverage the core motivation of money and greed to bring in new users and new capital to the protocol. There by creating a positive flywheel.
Come for SUMR → Use Lazy Summer → Increased TVL → Increased Revenue → Increased SUMR price → Come for SUMR
Metrics that matter: what SUMR token transferability should seek to optimize
Starting with the end in mind, when it comes to SUMR transferability and our chance to expose core protocol value we must first ask ourselves, what does success look like and how do we measure it?
North Star Metrics: The outcomes of a successful SUMR transferability campaign hinge on the protocols ability to persuade users towards increasing following metrics:
- TVL Growth: Cross 500m TVL in the 1 month after launch.
- New users in core segments (10-100k and 3m+ users): 10x users in each segment.
- % of circulating SUMR staked: >50% of circulating SUMR staked (37% of Maple Syrup is staked as a reference)
- Inbound Summer institutional leads.
Architecting hyper growth: Differentiation, Distribution and Product love.
Differentiation & distribution, the basics.
Before getting into the specifics of activities, content and the like, the protocol needs to get the foundation of its communication right. Namely:
- The target audience: Who is Lazy Summer’s audience? Who is the SUMR token for?
- Positioning & Differentiation: What is Lazy Summer in the context of crypto and DeFi? What is SUMR in the context of ETH, USDC and other DeFi tokens?
- The high leverage channels: Where is Lazy Summer and SUMR audiences’ attention?
- Ecosystem & partnerships: What communities and projects have an incentive to help spread the message?
The right audience
The Lazy Summer Protocol is laser focused on two audiences, many of whom are represented right here in this forum.
Non-degen DeFi native yield seeker’s:
Experienced DeFi users with 100k - 3m+ of capital onchain in high quality assets. Fed up with chasing DeFi yields manually, or missing out on the best yield altogether.
| ICP Type | Primary Yield DeFi Activity | Example Protocols | Key Assets | Typical Objective | Compliance Approach | Pain Point |
|---|---|---|---|---|---|---|
| Non-degen DeFi native yield seekers | Lending, staking, yield-bearing tokens (stETH, sUSDe, etc), stable LPs | Morpho, Aave, Ethena, Lido, Spark | Stablecoins, ETH, stETH, sUSDe | Passive, risk-adjusted yield, automated access | Self-custody, standard DeFi, KYC optional | Manual yield-hunting is difficult; missing top opportunities; need for automation and safety |
Institutional yield optimizers:
Crypto native funds, Asset managers, Family offices and crypto custodians who all have ample capital 100m+ in stablecoin’s or ETH, but have limited technical, risk or operational capacity to manually manage a DeFi yield portfolio.
| ICP Type | Primary Yield DeFi Activity | Example Protocols | Key Assets | Typical Objective | Compliance Approach | Pain Point |
|---|---|---|---|---|---|---|
| Institutional yield optimizers | Segregated lending, permissioned pools, custom vault strategies | Compound, Maple, Summer.fi Vaults | USDC, BTC, ETH, tokenized Treasuries | Maximized, compliant yield, full audit | Full KYC/AML, closed-access, audited | Need for segregated capital, audit readiness, and regulatory compliance |
| Portfolio rebalancing (manual/automated) | In-house tools, automated dashboards | USDC, BTC, ETH, tokenized Treasuries | Regulatory alignment, large scale | Board oversight, integrated reporting | Operational cost/complexity for manual rebalancing, need for streamlined integration | |
| Conservative RWAs, Primary Yield Issuance | Ondo, BlackRock BUIDL fund, Franklin | USDC, RWA tokens, tokenized bonds | Safety, low drawdown, direct yield origination | Issuer-level KYC, institutional compliance | Limited access to origination, onboarding complexity, compliance-heavy onboarding |
Communicating meaningful differentiation in an ocean of sameness
Regardless of how you categorize the Lazy Summer protocol, or the SUMR token there is an endless number of protocols and tokens in the DeFi yield ecosystem.
How many do you know by heart? 10? maybe 15?
In order to cut through the noise, both the Lazy Summer Protocol, and the SUMR token need to have clear, authentic and compelling positioning.
Lazy Summer Protocol Positioning
| Core character / personality | Brands of association (In group) |
|---|---|
| Witty, Intelligent & Trustworthy | Uniswap, Cow Protocol, Base |
| Strategic emphasis | Positioning Archetype | Rationale |
|---|---|---|
| DeFi going mainstream. TradFi coming on chain. | Change Based: Lazy Summer is a leader guiding the market through a transformation. | The protocol should ride the waze of DeFi growth, and with it, its increasing complexity. |
| Alternatives for DeFi Natives | |||
|---|---|---|---|
| Priority | Name | Strengths | Weaknesses |
| Primary | Passive earning in blue chip protocols (AAVE, Ethena, Morpho, Euler, Lido, Fluid etc) | Extremely simple in principle. First deposit requires no thought. | Constant missing out on highly fluctuating yields. Concentration in a single protocol. |
| Primary | Manual yield chasing | Users can actively choose what strategies they want to be involved with | Extremely time consuming. Almost impossible to to precisely. |
| Secondary | Holding idle capital (Stablecoin’s, ETH) | Requires no thought. The safest option and most flexible for future opportunities. | Constant dilution. Forfeits any earning potential. |
| Tiertiary | Sophisticated yield strategies (Manual yield looping, Pendle rate trading, specific yield farming) | Much more upside in the short term. | Requires technical, financial sophistication. |
| Amplifying structural market change | Why is the wind at Lazy Summers back? | |
|---|---|---|
| Explosion in on chain yield sources | The growth of DeFi has dramatically expanded the surface area of yield opportunities. Keeping up to date is a full time job. | |
| Differentiator’s | |||
|---|---|---|---|
| Differentiator Driver | Automated rebalancing | Third party risk curation | Institutional access |
| Differentiator benefit | Earn higher yields. Save time. | Highest quality assets and yield sources. | Full flexibility DeFi infrastructure. |
| Differentiation level | High | Medium | Medium |
SUMR token Positioning
| Core character / personality | Assets of association |
|---|---|
| Useful, Productive, Innovative | Sky, Syrup |
| Strategic emphasis | Positioning Archetype | Rationale |
|---|---|---|
| Tokens that have real purpose and revenue’s attached are bifurcating from the rest. | Differtiator: SUMR Staking earns real yield, in addition to boosted SUMR rewards. | Very few assets in DeFi go beyond reflexive staking mechanisms of only earning the same token. |
| Alternatives for SUMR allocators | |||
|---|---|---|---|
| Priority | Name | Strengths | Weaknesses |
| Primary | Dump SUMR for USD | Quick cash grab. | Gives up speculative upside and real yield component. |
| Primary | Dump for ETH | Users can actively choose what strategies they want to be involved with | Extremely time consuming. Almost impossible to to precisely. |
| Secondary | Ignore to buy other DeFi token | Requires no thought. The safest option and most flexible for future opportunities. | Constant dilution. Forfeits any earning potential. |
| Secondary | Ignore to buy ETH | Much more upside in the short term. | Requires technical, financial sophistication. |
| Amplifying structural market change | Why is the wind at SUMRs back? |
|---|---|
| Clear market shift towards revenue for apps and monetary premium for L1 tokens. | Clear market shift towards revenue for apps and monetary premium for L1 tokens. |
| Differentiator’s | |||
|---|---|---|---|
| Differentiator Driver | Revenue generating | Infinite AUM | Real yield rewards for Staking |
| Differentiator benefit | True utility | Huge revenue potential | Earn SUMR and USD yields. |
| Differentiation level | Medium | Medium | High |
A simple message that spreads
The message that will imprint the belief of Lazy Summer Protocols differentiated value, and the SUMR token into the minds of non-degen DeFi native users, DeFi token allocators and Institutional yield optimizers.
The message: Lazy Summer Protocol
| The meme | The simple story |
|---|---|
| One app, all DeFi’s best yields, automatically. | |
| One integration, all DeFi’s best yields. (Institutional) | DeFi yields are growing rapidly and protocols are more complex than ever. The old way of parking assets in a single protocol just isn’t enough. With Lazy Summer, earn automatically - get higher yields, from top protocols, and stronger security. |
The message: SUMR Token
| The meme | The simple story |
|---|---|
| SUMR: DeFi’s productive asset | Most DeFi tokens have no real basis for valuation, they rarely generate revenue, and even fewer share that value with holders as they grow.SUMR changes that: it shares actual revenue, paid in USD yield, directly with token holders. As DeFi demand grows, SUMR delivers predictable, real income to its holders. |
| Benefit | Benefit | Benefit | |
|---|---|---|---|
| What | Revenue generating asset | Earn USD yield for holding SUMR. | Capture value from the growth of DeFi |
| Why | Business model that works | Productive asset | Index approach to benefit from the growth of DeFi |
| How | Revenues paid by depositors | Revenue sharing for staker’s | TVL / AUM can scale as all the best DeFi protocols are integrated. |
Telling the Lazy Summer & SUMR story in the right places
With clear positioning and messaging of the Lazy Summer Protocol and SUMR token, all will be for naught if the message is not spread in the right channels.
The prospective depositors and buyers of the SUMR token have the majority of their attention in specific places. We know this to be true by identifying what influencers have been effective via beach club data.
Through extensive user research, generally it is clear where the Lazy Summer and SUMR story will have to be spread.
Source: State of defi yield survey >200 responses.
| Channel | Impact on DeFi Native Depositor / Buyer | Impact on Institutional Depositor / Buyer |
|---|---|---|
| Crypto Twitter | High | Low |
| Word of mouth / referral | Medium | Low |
| DeFi Protocol / Yield Aggregator sites (eg. DeFillama) | High | High |
| Crypto Research Firms (eg. Blockworks research, Galaxy Research) | Low | High |
| Reddit & Forums | Medium | Low |
| Finance / Crypto Newsletters | Medium | Medium |
| Crypto Youtube / Podcasts | High | High |
Ecosystem amplification
Along side specific channels, one of the greatest levers to tell the Lazy Summer story, and the message of the SUMR token is along side the partners and protocols who mutually benefit from the Lazy Summer Protocols SUMR token transferability event.
This includes over 50+ Yield sources from top teams like Morpho, Euler, Steakhouse, Gauntlet etc…
Community wealth creation: number go up is great marketing
Even with great clear positioning, simple and clear messaging and ample distribution in the right channels, the single greatest component to spreading the word about SUMR transferability quickly is a token price that is up and to the right.
There are likely three ways to do this:
-
Large selling agreed upon bidding of SUMR:
Specific entities agreeing to purchase SUMR upon transferability to ensure sufficient demand.
-
Incentivizing LP Liquidity with private deals prior to transferability to ensure sufficient liquidity:
Coherent private incentives to get LP Capital ready for Aerodrome token trading.
-
Boosted SUMR rewards campaign upon launch:
Gamified TVL targets to unlock SUMR rewards boosts upon transferability. (eg.. 3x on launch, 500m TVL to unlock 5x … etc)
Protocol budgeting for transferability
Before getting into the practical implications of Lazy Summer protocol and SUMR token target audience, positioning, messaging, channels and focus on early demand Lazy Summer governance needs to take into account one key consideration:
Compensating distribution partners in SUMR tokens and cash.
To truly reach mass scale, large marketing budgets are necessary. At this stage, the protocol cannot do this simply out of its own pocket, thus it might be in certain community members best interest to help to fund marketing efforts on top tier, but expensive media venues (eg.. blockworks,)
SUMR Rewards
Will Lazy Summer governance vote to allocate SUMR to compensate distribution partners?
Rationale: Distribution is not free, to amplify Lazy Summer Protocol’s SUMR message, SUMR compensation to targeted distribution parters could be high ROI for SUMR value.
SUMR Marketing fund
Will Lazy Summer governance create a fund where community members can crowd fund marketing efforts that would be unachievable otherwise?
Rationale: Mass scale distribution is expensive, to amplify Lazy Summer Protocol’s SUMR message, a USDC marketing fund to pay for high profile marketing campaigns, which could be high ROI for SUMR value.
Practical implications: SUMR Token transferability go to market plan
With the foundations in place, the most important question can now be answered:
how will demand be created for SUMR token upon transferability and why will it translate into high staking rates and large protocol TVL increases?
The strategy
The communications plan is to create strong awareness of SUMR token transferability through high‑impact, targeted campaigns that instill the belief that SUMR is DeFi’s most productive asset and that Lazy Summer Protocol is the premier destination for the best automated yields in the market.
This belief will be bootstrapped via early liquidity and token demand drivers (SUMR LP incentives and large early‑buyer partnerships) and amplified through paid distribution across high‑visibility channels (such as Crypto Twitter, DeFi media, and institutional newsletters) and SUMR Reward boost unlocks.
The target audiences are:
- Non‑degen, DeFi‑native yield seekers (protocol users who actively deploy $100k – $3m+ on‑chain).
- Institutional yield optimizers (funds, asset managers, family offices, and other groups seeking compliant, scalable yield strategies).
Embedding this belief will lead to these critical actions:
- Buy pressure for SUMR upon token transferability.
- more than 50% of circulating SUMR being staked.
- New deposits and users entering Lazy Summer Protocol.
More specifically, the communications plan will be carried out in six phases, commencing Monday, October 6th pre SUMR Token transferability until December 10th, more than 1 month post SUMR token transferability.
Phase 1: Setting the stage for whats to come
Phase 2: The countdown
Phase 3: The final tease + SUMR launch
Phase 4: Spread the good word + Amplifying
Phase 5: Layering launches
Phase 6: Continued support and Summer.fi story telling
Together, these outcomes will achieve the business objective of > $500m TVL, generating material revenue and reinforcing a flywheel of protocol and SUMR token demand.
Launch activity phase timeline
Phase 1: Setting the stage for whats to come
| Date | Marketing / Communication Activities | Activity Descriptio | Channel | |
|---|---|---|---|---|
| October 6th 2025 | Why SUMR’s transferability event changes everything | Blog post outlining the details and timeline of SUMR Transferability | Owned - Blog | |
| October 6th 2025 | Why SUMR’s transferability event changes everything | Tweet thread outlining the details and timeline of SUMR Transferability | Owned - Twitter | |
| October 9th 2025 | Ready for SUMR Transferability? Everything revealed in Community Call #1 | Community Call | Owned - Lazy Summer Community Call | |
| October 10th 2025 | Solidify early SUMR token buyer outreach | Getting early buyers onboarded for transferability | Summer.fi Network | |
| October 10th 2025 | Solidify SUMR private LP deals | Getting LP deals done for transferability | Summer.fi Network | |
| October 10th 2025 | Missed the Latest SUMR news? Here’s the transferability recap you need | Newsletter recapping all the key dates and SUMR announcements of the week | Owned - Newsletter | |
| Week of October 6th -10th | Paid amplification of SUMR Transferability key details | Amplifying the details, message and positioning of SUMR token. | Paid - Crypto Twitter influencers | |
| Week of October 6th -10th | Paid amplification of SUMR Transferability key details | Amplifying the details, message and positioning of SUMR token. | Paid - Crypto Twitter influencers - Calculator Guy {OTHERS TBD DEPENDING ON COMPENSATION} | |
| Week of October 6th -10th | Solidify accurate data reporting on key DefI Aggregator websites (DefIllama, Vaults FYI etc) | Making sure all Lazy Summer Protocol Data and SUMR token info is correct for key DeFi info sites | Ecosystem Third party websites | |
| October 13th 2025 | How to Get Ready for SUMR Transferability: Staking and Tokenomic’s Explained | Deep dive on SUMR tokenomics and staking. | Owned - Blog Owned - Video | |
| October 13th 2025 | How to Get Ready for SUMR Transferability: Staking and Tokenomic’s Explained | Tweet thread outline SUMR staking and tokenomics | Owned - Blog Owned - Video | |
| October 15th 2025 | SUMR Community Call #2: Staking & Tokenomics - your guide to transferability prep | Community Call | Owned - Lazy Summer Community Call | |
| October 17th 2025 | The future of SUMR: Transferability, Lazy Summer Protocol, and what’s next on the roadmap | Showcasing details into what is on the roadmap for Lazy Summer and what SUMR token buyers and stakers can look forward to from the protocol and how it will drive demand. | Owned - Blog Owned - Twitter | |
| Week of October 13th -17th | Paid amplification of SUMR Tokenomics, staking and roadmap key details | Amplifying the details, message and positioning of SUMR token. | Paid - Crypto Twitter influencers |
Phase 2: The Countdown
| Date | Marketing / Communication Activities | *Activity Description | Channel | |
|---|---|---|---|---|
| October 20th 2025 | It’s Almost Here: The Final Countdown to SUMR Transferability | Countdown banner on UI | Countdown banner on UI | |
| October 20th 2025 | It’s Almost Here: The Final Countdown to SUMR Transferability | Tweet image with time countdown to transferability | Owned - Twitter | |
| October 22nd 2025 | Unlocking new rewards: How SUMR transferability upgrades your Lazy Summer Protocol experience - Community Call #3 | Community Call #3 | Owned - Lazy Summer Community Call | |
| October 23th 2025 | Unlocking new rewards: How SUMR transferability upgrades your Lazy Summer Protocol experience | Deep dive on the core benefits of Lazy Summer Protocol and how its amplified with SUMR Transferability and Staking. | Owned - Blog, Twitter, Youtube | |
| Week of October 20th - 24th 2025 | Paid amplification of SUMR Transferability making Lazy Summer core value prop even better. | Amplifying the details, message and positioning of SUMR token and how it makes Lazy Summer Protocol even better. | Crypto Twitter influencers | |
| Week of October 20th - 24th 2025 | Paid amplification of SUMR Transferability making Lazy Summer core value prop even better. | Amplifying the details, message and positioning of SUMR token and how it makes Lazy Summer Protocol even better. | Paid - Crypto Twitter influencers - Calculator Guy {OTHERS TBD DEPENDING ON COMPENSATION} |
Phase 3: The final tease + SUMR launch
| Date | Marketing / Communication Activities | Activity Description | Channel | |
|---|---|---|---|---|
| October 27th 2025 | It’s Almost Here: The Final Countdown to SUMR Transferability | Countdown banner on UI with accompanying blog post. | Ecosystem partners - Twitter | |
| October 27th 2025 | It’s Almost Here: The Final Countdown to SUMR Transferability | Reweet image with tease of SUMR transferability from all ecoystem partners | Ecosystem partners - Twitter | |
| October 27th 2025 | It’s Almost Here: The Final Countdown to SUMR Transferability | Tweet image with time countdown to transferability | Owned - Twitter | |
| October 29th 2025 | SUMR Token becomes transferable (pending audit completion of Staking v2) | |||
| October 29th 2025 | SUMR is tradable: Your step-by-step guide to profiting from day one ( + Community call) | Deep dive into everything users need to know about Lazy Summer and SUMR staking | Owned - Blog, Twitter, Youtube | |
| October 29th 2025 | SUMR Transferability incumbent post by Ecosystem partners | Meme image / graphic to be posted by all yield source partners that amplifies launch message | Ecosystem partners - Twitter | |
| October 29 to 31st 2025 | Launch of new token rewards campaign. Blog and communications: “The 3 Most effective ways to build a SUMR position, now that It’s live” | Blog that introduces new rewards and details on how to build a SUMR position for the long term. | Owned - Blog, Twitter, Youtube | |
| Week of October 27th - 31ST 2025 | Paid amplification of SUMR Transferability making Lazy Summer - emphasis on how to take advantage of transferability. | Amplifying the details, message and positioning of SUMR token and how it makes users can take advantage of transferability. . | Crypto Twitter influencers | |
| Week of October 27th - 31ST 2025 | Paid amplification of SUMR Transferability making Lazy Summer emphasis on how to take advantage of transferability. | Amplifying the details, message and positioning of SUMR token and how it makes users can take advantage of transferability. . | Paid - Crypto Twitter influencers - Calculator Guy {OTHERS TBD DEPENDING ON COMPENSATION} |
Phase 4: Spread the good word + Amplifying
| Date | Marketing / Communication Activities | Activity Description | Channel | |
|---|---|---|---|---|
| November 3rd & 10th 2025 | SUMR Is the most undervalued token in DeFi, here’s why | Deep dive into the data and evidence as to why SUMR is DeFi’s most productive asset. | Owned - Blog, Twitter, Youtube | |
| November 3rd & 10th 2025 | With SUMR live - Why Lazy Summer Protocol Is the only place to earn yield in DeFi now | Deep dive into the data and evidence as to why Lazy Summer is the only rational to earn yield in DeFi. | Owned - Blog, Twitter, Youtube | |
| November 3rd & 10th 2025 | It’s Almost Here: The Final Countdown to SUMR Transferability | Tweet image with time countdown to transferability | Owned - Twitter | |
| November 5 & 12th 2025 | What most people get wrong about SUMR Staking | Content focused on the power of SUMR staking. | Owned - Blog, Twitter, Youtube | |
| November 5 & 12th 2025 | What’s Next for Lazy Summer: Crosschain, BTC Vaults, and new networks and more | Content focused on the roadmap and what is to come | Owned - Blog, Twitter, Youtube | |
| Week of November 3rd - 14th 2025 | Paid amplification of SUMR Transferability making Lazy Summer - emphasis on how to take advantage of transferability. | Amplifying the details, message and positioning of SUMR token and how it makes users can take advantage of transferability. . | Crypto Twitter influencers | |
| Week of November 3rd - 14th 2025 | Paid amplification of SUMR Transferability making Lazy Summer emphasis on how to take advantage of transferability. | Amplifying the details, message and positioning of SUMR token and how it makes users can take advantage of transferability. . | Paid - Crypto Twitter influencers - Calculator Guy {OTHERS TBD DEPENDING ON COMPENSATION} |
**Phase 5: Layering launches and Phase 6: Continued support and Lazy Summer story telling
As the initial launch communications wears down, we will in more detail plan the phases that require more insight into the planned launched of other Lazy Summer Protocol initiatives. (Cross chain, BTC vaults, Yield looping, New networks, new yield sources etc)
Next steps and immediate actions
Apart from execution, the next steps and necessary actions are:
- Gather feedback
- Start publishing the communications as soon as Monday October 6th.
- Get short a list of brand aligned influencers / media publications that can help to amplify the message.
- Get the DAO and Delegates to align on the compensation for marketing spend, in terms of:
- Marketing fund
- SUMR Rewards boosts for vaults
- SUMR Compensation for marketing.
- Immediately contact large buyers and LPs for SUMR transferability date.
@Recognized_Delegates @TR-WG @chrisb @andrei @halaprix @0xtucks