The marketing plan aims to increase awareness of dotTLD's trademark sunrise period and drive 10,000+ registrations. Key objectives include increasing awareness of the sunrise period among legal, marketing, and IT professionals and addressing any perception that trademark sunrise is too expensive. Tactics include developing educational white papers, best practices guides, case studies and hosting/attending various seminars and events. The plan also aims to increase use of registered domain names by obtaining commitments from brands and early adopters to add content and promote their dotTLD sites.

1. dotTLD Trademark Sunrise Marketing 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.