Mktgplan dot tld_tmsunrise

Mktgplan dot tld_tmsunrise

• 1.
  dotTLD Trademark SunriseMarketing Plan - DRAFT SAMPLE Business Objectives: Increase awareness of of dotTLD's registration offerings to achieve 10,000 or more registrations during the trademark sunrise period. Increase use and maximize content. Marketing Objectives Segments Strategies Tactics Measures Associated spend Integration Points / Comments Increase Awareness 1. Increase awareness of sunrise period PRIMARY: Legal (in house and external trademark attorneys, non-attorney trademark professionals, Corp. VP- Legal) in North America and Europe - Top 100 Trademark Law firms and recognized brands in North America and Europe Develop (or update) and distribute thought content based on current and looming target market challenges that dotTLD can address with our solutions. 1. Develop white paper (by-lined by respected author/attorney if possible from one of our investors) that addresses why the TLDle internet is relevant and the implications and challenges to trademark holders now and in the future. Promote via advertorial placed in legal periodicals, inserted into monthly bulletin, or PR and/or email blast via law.com or other sites commonly accessed by TM pros. 600 downloads - Distribute to top 100 trademark firms TBD Advertorial and email blast should also promote web seminar and/or any local live seminars. Available as PDF on web site. Make gated with offer to win X or get free X if contact info supplied? (raffel prizes online involve complicated rules and procedures> we could do that for physical events) Create further buzz (and perhaps PR through "controversy") with fresh and new information about dotTLD. 2. Develop Premium Names RFP template and/or Auction guide and announce via PR and/or email blast via law.com or other sites commonly accessed by TM pros. 600 downloads TBD May want to combine with White Paper or Best Practices doc. Make gated with offer to win an X or get free X if contact info supplied? Timing is an issue so as to not cause interest in TM sunrise to wane. Develop and distribute thought content based on current and looming target market challenges that dotTLD can address with our solutions. Leverage existing relationships with trademark industry associations in North America and Europe. 3. Develop Best Practices: "Top 5/10 actions to take to ensure protection of trademarks in new gTLDs and/or dotTLD“ guide. The guide should mention consulting with marketing and ecommerce colleagues to ensure maximum protection now and in the future. 600 downloads TBD Utilize in speeches, PR, and promote via email blast on law.com and registrars. Available as PDF on web site. Provide direct access to dotTLD thought leaders and policy representatives. 4. Work with INTA, MARQUES and top TM law firms and or corporate registrars to host a web seminar or live presentation/networking event in the US, UK and Continental Europe, and/or unilaterally execute web seminar(s). 3 US cities, 1 London, and 1-2 in continental European IP centers. At least 35 attendees per event. TBD Leverage registrar relationships with their top law firm clients to possibly combine with outreach via registrars. Develop and distribute thought content based on current and looming target market challenges that dotTLD can address with our solutions. Leverage existing relationships with trademark industry associations in North America and Europe. 5. Levarage our INTA membership and email hosts of INTA roundtables in major US cities with dotTLD sunrise info and WSJ article link and request that they provide info to attendees. Attend live in X and Y. 27 cities x estimated 25 members per meeting = 675 potential touch points. TBD Work with INTA roundtable chair to double-up and reinforce suggested messaging to members. (ask chairs what else would be required) Provide direct access to dotTLD thought leaders and policy representatives. 6. Host "lunch and learns" or web seminars with top TM law firms in key cities in the USA/Canada to educate staff and/or key clients on TM sunrise & TLD. 5-7 US and Canadian cities. At least 12 law firm attendees and/or 3 clients TBD Distribute white papers, guides and info on premium names RFP/Auction, etc. Provide direct access to dotTLD thought leaders and policy representatives. 7. Attend and speak at industry association meetings, if any, as appropriate and provide collateral. Secure speaking slot or message distribution at monthly meeting local city chapters of relevant IP organzations. At least 35 people per event expected in order to attend. TBD Distribute white papers, guides and info on premium names RFP/Auction, etc. Demonstrate that dotTLD will improve user experience resulting in greater traffic, revenue and fame to trademark holder. 8. Develop case study with vivid graphics illustrating how a well- known mark benefits registering and using dotTLD. 600 downloads TBD This may not be possible unless there is a site up and running early on in sunrise. 1. Increase awareness of sunrise period PRIMARY: dotTLD acreditted registrars and resellers Provide direct access to dotTLD thought leaders and policy representatives. 1. Arrange conference calls or lunch and learns with registrars' top volume clients who may be "sitting on the fence" to give them "exclusive" insight and audience with registry reprsentative and encourage additional TM sunrise applications. Arrange meetings at ICANN events to secure committments. At least 3 clients per event or call. TBD Leverage registry policy representative as appropriate for such meetings or calls. In some cases due to privacy we may need to call or meet with only one registrar client. Need to understand implication of equal access offer to manage volume. Provide direct access to dotTLD thought leaders and policy representatives. 2. Work with "high-touch" registrars or resellers to host a web seminar or live presentation/networking event in the US, UK and Continental Europe, and/or unilaterally execute web seminar(s). Arrange meetings at ICANN to secure committments. 3 US cities, 1 London, and 1-2 in continental European IP centers. At least 25 attendees per event. TBD This integrates with tactic #4 above. May want to include conten about Premium names RFP and auction to secure commitments. Develop or update content and messaging awareness to SMEs, SOHOs and individuals with trademarks. (write 3 articles for Registrar newsletter (beginning of sunrise, mid sunrise and end of sunrise) content for e-mail blast that can be modified by registrar) 3. Work with "low-touch" high volume retail registrars to integrate dotTLD content, registration and enabling tools within their automated purchase process flows or in some sort of portal. Secure commitments at ICANN meetings. Content could include items such as "Top 10 Ways to Improve your Business Utilizing dotTLD. Internet” and/or "How to get your TLDle Internet web site up and running in x hours." etc. Secure commitments from top 10 registrars by volume. TBD Even without commitments we should develop the content and make available in publications read by small business owners and entrepreneural types. Develop (or update) and distribute thought content based on current and looming target market challenges that dotTLD can address with our solutions. Recommend changes to registrar marketing area for focus on Sunrise. 4. Update Registrar area of web site with updated collaterral material as mentioned in tactics for the legal segment mentioned above. Distributed and downloaded by all registrars. TBD Leverage same collatteral produced above for Legal segment and make available on registrar area of web site for download. 1. Increase awareness of sunrise period SECONDARY: Marketing & TLDle Marketing & eCommerce directors, branding and advertising agencies Develop and distribute thought content based on current and looming target market challenges that dotTLD can address with our solutions. Leverage existing relationships with marketing/advertising industry associations in North America and Europe. 1. Develop white paper (by-lined by respected author/marketing person) if possible from one of our investors) that addresses why the TLD is relevant and the implications and challenges to eCommerce marketing professionals now and in the future. Promote via advertorial placed in marketing periodicals or PR and/or email blast via marketing sites or other sites commonly accessed by eCommerce pros. Write Articles that can be used on our site and/or distrubuted by registrars TBD This could substantially be the same white paper we develop for legal market, but with slightly different spin for the eCommerce audience. Create further "buzz" (and perhaps PR through "controversy") with fresh and new information about dotTLD. 2. Develop Premium Names RFP and/or Auction guide and announce via PR and/or email blast in conjunction with other sites commonly accessed by eCommerce and marketing pros. 600 downloads TBD May want to combine with a White Paper or Best Practices doc. Make gated with offer to win an x or get free X if contact info supplied? Timing is an issue so as to not cause interest in TM sunrise to wane. Develop and distribute thought content based on current and looming target market challenges that dotTLD can address with our solutions. Leverage existing relationships with marketing/advertising industry associations in North America and Europe. 3. Develop Best Practices: "Top 5/10 actions to take to increase sales of your product on the Internet" guide. The guide should mention consulting with legal colleagues to ensure maximum protection now and in the future. 600 downloads TBD Utilize in speeches, PR, and promote via email blast on law.com and registrars. Available as PDF on web site. Make gated with offer to win an X or get free X if contact info supplied? 1. Increase awareness of sunrise period SECONDARY: IT (managers and directors, webmasters) Develop and distribute thought content based on current and looming target market challenges that dotTLD can address with our solutions. 1. Develop Best Practices: "Top 5/10 technical actions you must take to reach Internet audience" guide. The guide should mention consulting with legal and marketing colleagues to ensure maximum protection now and in the future. 600 downloads TBD This substantially could be the same document we send to the eCommerce audience but with slightly different spin for IT/ webmaster audience. 2. Change any perception that trademark sunrise is high-priced All After TM sunrise launch, analyze registrations to- date and projected end results; analyze pricing and don't fix what is not broken. If needed, update communication and collateral to incent further TM sunrise activity. Beyond news reports, initiate and monitor discussions on popular TM community sites (i.e. CircleID), blogs and listServes (INTA TM listServ) to get feedback on TM sunrise, premium names, pricing etc. Communicate any price structure changes, promotions, better value prop messaging etc. to press, existing registrants and registrars. Evaluate pricing if volume is less than x % of projected registrations after week 2 of sunrise. TBD Strongly recommend serious look at impact on registrars before taking any action. Many registrars will have budgeted revenue commitments to their management and any discounts or promos could cause negative reaction, especially if additional volume does not result in net positive $ result---except possible argument of more names under mgmt. long term to registrar. Increase Use Increase use and maximize content associated with registered dotTLD domain names Marketing & eCommerce directors, branding and advertising agencies associated with potential significant consumer brands and early adopters Obtain commitments to add content, promote their dotTLD web site(s) or participate with registry in co-promotion activities resulting in greater awareness and PR for dotTLD Update dotTLD Guide to be an all inclusive "kit" that includes best practices documents, links to developers/enablers, case study and cover letter/proposal from dotTLD via Federal Express or Priority Mail to appropriate contact at targeted registrants or non-registrants followed by phone call. Send to selected list of 100. Get commitments from 20. TBD Are there any issues with us (the registry) contacting a registrar's client directly, or should we enage the registrar first before contacting? TOTAL SPEND Things we will NOT be doing: No targeted outreach to Latin America, Asia, or Africa based audiences other than marketing support other than providing copies of existing material. No market or channel research in these regions. No additional blogs, podcasts. No specific online advertising. No channel marketing tests. No registrar or registrant retention efforts.