JVTeam’s strategic marketing plan is to
considerable power of the existing registrar community to
promote . per .
JVTeam recognizes that any marketing plan for .
per must acknowledge
and address one central fact: the registrars and their distribution networks
will be the cornerstones of success. In
addition, our success as a registry of . per rests in the
effective branding of the space to create market demand for this unique ,
persona l ,
and portable domain. Although we anticipate an initial market “craze” by the
mere announcement of new TLDs, and fully intend to capitalize on it,
we will actively engage in various marketing activities to promote the
space. Our goal is for . per to become branded
worldwide as the preferred pe r sonal TLD. As the availability of mainstream .com names
becomes even more limited, and as consumers continue to resist acceptance of
.net and .org as unsuitable for pe r sonal use, the
marketplace has a need for, and we believe will embrace, a new TLD that simply
connotes personal identification for an y one and
To achieve this goal, we will pursue two concurrent marketing strategies: (1)
we will work together with registrars and their distribution networks to
promote . per on their own sites, in marketing
programs, advertisements, and public relations activities, and (2) we will
deliver a sustained marketing campaign to promote global branding of . per as the personal identity space
for ind i viduals.
JVTeam anticipates the new ICANN-approved
personal domain space
will be highly attractive to registrars and their distribution networks because
it dovetails with their goals to serve their clients better, increase sales,
and increase profits. Unlike other
spaces, including .com, that have a wide variety of uses ( business, commerce,
non-profit), the . per space will be specific for personal identity that
is portable between access providers and can be successfully branded as such.
We believe registrars will be motivated to connect to the . per registry because:
An ICANN-endorsed TLD will have universal recognition
per TLD will be presented on a new, stable,
and responsive application platform
There will be enormous global publicity upon the announcement
The vast majority of ICANN-accredited registrars will
be interested in providing the full suite of ICANN-endorsed TLDs
per TLD represents an entirely new market and
revenue opportunity to registrars that will be extremely attractive considering
the shrinking availability of .com names.
JVTeam’s stated goal is to achieve 100% participation from
accredited registrars in representing .
per by the date that
the new domains are first sold. We
intend to do this by assisting registrars, their customers, and partners in the
promotion process. The domain name channel partners are the decision-makers and
influencers in the domain name buying process and have the necessary business
incentives to assist in the public awareness and promotion campaign. We anticipate
80% of registrars will proactively approach JVTeam to connect with the
registry. The remaining 20% will be
directly approached by our account managers who will encourage them to assist
in the promotion and communication of . per. This contact will include education about
the application platform, an open exchange of software and training, a
discussion of the overwhelming benefits of migrating to the . per domain name space,
and the value propositions concerning the new personal identity
space. JVTeam will provide registrars and resellers with:
· Co-marketing programs
· Sales materials
· Sample graphics for use on resellers’ web sites
per fact booklet
Sample proposed e
-mails to send
to their customers
To assist the registrars, JVTeam will provide a marketing
campaign that drives brand awareness and demand at the user and channel
levels. These channels will include
access providers, resellers, portal sites, hosting companies, and a variety of
who have not traditionally participated in
domain name distribution. Consistent
with its overriding policy of neutrality, JVTeam will provide these benefits to
all registrars on an even-handed basis.
No matter how complex a media mission is as part of an overall marketing effort, basic media considerations for the launch, roll out, and maintenance of any marketing program, global or otherwise, are really answers to basic questions related to needs and resources:
· What do we want to accomplish? This is the marketing and media mission.
· With which target audience(s) are we trying to accomplish it? This is our current and prospective audience.
· Where are the targets? Where do they live and work? This addresses geographic focus.
· What are the right media to reach those audiences? This determines media selection based on reach and frequency.
· What is our time frame? This is our timing, based on the need to see results.
· How much money do we have to accomplish the mission? This is our budget, usually based on a percentage of projected sales in a specific period of time.
In terms of .
per, this is how we
answer those questions:
The media mission is to deliver advertising to target
audiences with consistent
, impact reach and frequency across
the term of the advertising effort.
Target audience for the branding of .
per is (1) all on-line
users , or
potential on -line users, who have an
interest in the domain for its intended use: personal,
portable, and unique identity,
and ( 2) -line
companies or communities that act as resellers of domain names particularly
when working with businesses or individuals getting started on the Internet bu ilding web
sites , buying
Internet access , or establishing email accounts.
Based on budgets available for a sustained, global
effort and on timing considerations, combinations of three key media offering
significant opportunities for consistent, impact message delivery across our
broad target area for this effort are: print,
email advertising, and
· As the sales and marketing effort moves forward and matures, other viable media options (as relevant and meaningful within specific nations or other target geographies) will be considered, such as global and national television and radio networks and other media such as outdoor, transit, in-flight and business magazines which are relevant by target locations and in the context of sales projections and affordability.
Our timeframe is now!
While we have laid out an initial media program, we understand that in
consideration of both our sales goals and needs
of the advertising and brand cluttered global media arena --we
must launch a highly visible, high impact media program that drives our
messages right through to the core target audience’s consciousness.
Branding is only achieved with consistent,
consistently-delivered advertising. To
--to be noticed, understood,
and acted upon --advertising must
hit the right target with frequency.
The following enumerates the
three media strategies
identified for marketing and branding . per: print,
The USA Today’s Worldwide edition and similar
publications provide global coverage, big impact color imagery, and multiple
readership opportunities. USA Today Worldwide delivers
major, general readership pen e tration
into major metropolitan areas across the U.S., Europe, developing Asia, and
other parts of the world with one buy, and qual i fies as one
of the world’s most widely read newspapers for quick global, lifestyle,
business, and sports “news bites.” USA Today Worldwide delivers
to approximately 1.7 million readers Monday through Thursday, and to more than
2.1 million readers each Friday. Our plan is to prominently position advertisements
on Fridays, the days of heaviest readership each week, in USA Today Worldwide ,
positioning .per as an online lifestyle, one that allows freedom or expression
and enables people to be “the ma s ters of
their own domains.” We also want to take a strong position by
advertising in key netizen-interested monthly magazines like Wired. Wired’s monthly worl d wide
circulation is 475,000 people. These numbers do not include multiple readers of
each purchased copy (which we estimate to be three per copy) for a total of
1,425,000 readers per month.
Email is the most familiar element of Internet communication, and nearly everyone online has subscribed to at least one email list. This is not “spamming.” These are all opt-in email lists supported by selling advertising on the list, usually allowing two to three ads per mailing. Each ad is usually six to seven lines long and in the language of the region.
Proposed email lists include:
which includes eight
different lists directed towards Internet professionals and more than 35,000
· Link Exchange Digest with more than 135,000 subscribers, mostly Internet professionals and small Dot Com owners
· Online Advertising with more than 16,000 subscribers, mostly Internet advertising professionals
· YesMail Network with more than 11 million subscribers in 650+ categories.
Using email lists such as those listed above also offers an immeasurable benefit: viral marketing. Ad campaigns also generate buzz among the participants in the groups, spreading it outside the boundaries of each particular group, and often spilling into new groups among friends and associates.
A key factor affecting the success of new TLDs awarded to
any registry will be branding programs with the support of public and media
relations activities. JVTeam plans to contract several
in various parts of the world to leverage global interest in the opening of a
unique, personal, and portable identity.
We believe there will be significant interest in the
announcement to offer new TLDs. The
world will be questioning how the selection was made for the specific TLDs, who
will be providing the service and how were they selected, and how to reserve
their own domain. We intend to continue the market energy created with ICANN’s
selection of new TLDs, and
share in the global interest. JVTeam will hold
press conferences and other media events to elaborate on the selection process,
highlight the enhanced functionality of the registry service, and talk about
the schedule of the . per launch.
for the new TLD,
The international importance of
the new TLD
will handle the administration and offering of the new TLD
· When it will be available and how the sale of the names will be handled in a fair and equitable manner
JVTeam plans to implement a specific “roll-out” time and
date to create a worldwide buzz about offering the new TLDs and provide
everyone an equal opportunity to register. JVTeam will use the time between the
announcement of the award and the
new TLD with the public.
JVTeam is committed to providing:
· Regular press releases on the growth in sales of the domains for which it serves as the registry
A web site reflecting statistical and informational
data on the sale of .
per domain names on a country-by-country
basis offered in multiple languages
Announcements on the analysis of the changes in market
share reflected by the
new TLD including registrar growth, registration
sales, and related policy changes
Announcements on establishing new relationships with
registrars that will offer the
new TLD to the public
· With ICANN’s permission, establish links from JVTeam’s web site to ICANN’s site for its current list of accredited registrars
· Translations of press announcements into multiple languages for distribution on wire services, email, and the web
· Serve as a clearinghouse for the media and industry analysts to provide domain name information, and set up interviews as desired with JVTeam executives
· Develop an email response system from the JVTeam web site to answer public inquiries on the sale of domain names
Produce a Frequently Asked Questions (FAQ) sheet on
JVTeam’s web site that will be updated periodically to offer fast response to
information people ask for most often
Background and research information for Registry Operator’s Proposal Sections II.2.3 and II.2.4 were derived from several sources, including:
· “Domain Name System Structure and Delegation” (Jon Postal, author), USC/Information Sciences Institute, Network Working Group; March 1994
· “State of the Internet” Report by the United States Internet Council, as reported by ZDNet News; 9/7/00
· www.domainstats.com; 9/3/00
· Internet Software Consortium (www.isc.org/ds/WWW-9501/report.html)
· Digitrends Ebiz News; 9/5/00
Wall Street Journal
· United States Internet Council
OVUM, “Internet Market Forecasts: Global Internet
cultivate its relationship with existing registrars and
simultaneously target print media, e -mail, and public
relations opportunities to actively promote the per domain space as a personal, portable,
and secure domain name option exclusively for individuals.