VIII. DIFFERENTIATION OF THE .ORG TLD

C38. Describe any measures you propose to make to differentiate the .org TLD from TLDs intended for commercial purposes. Your proposal should describe in detail any planned marketing practices designed to differentiate the .org TLD, promote and attract registrations from the global noncommercial community, and minimize defensive and duplicative registrations.

A key objective of The .Org Foundation, as the .org registry, is to differentiate the .org TLD from TLDs intended for commercial purposes, promote and attract registrations from the global noncommercial community, and minimize defensive and duplicative registrations. One area of focus will be clarifying the .org TLD through advertising and public relations.

Marketing communications activities plan:

• Develop the messages and the identity that will promote and clarify the .org TLD as the global noncommercial TLD.
• Identify media venues, both on and off line, best suited to reach the .org community with messages that promote the .org TLD.
• Contract with an international public relations agency for the purpose of global media relations and outreach.
• Contract with an online advertising placement agency, such as Avenue A, Inc., for the development of a comprehensive campaign including focused search engine placement and banner ads on the major search engines, i.e. AOL, Google, Yahoo, etc.
• Partnering with other .org entities willing to promote the .org TLD message and the services provided by The .Org Foundation in support of the .org community.
• Develop channel partnerships with .orgs currently supporting nonprofits with technology issues to disseminate the message of the .org TLD as the TLD for the global noncommercial community.

C39. Intentionally omitted.