UA Communications First Steps
UA - Communications Sub-committee Members: Hello everyone. Thank you for being part of this effort. In order for us to present a meaningful approach to the Communication issue at ICANN's Singapore meeting, I would like to have a conference call to create at least a framework for a public discussion (if not a more definitive approach). Melissa Bassignani will be sending a Doodle Poll to you all, asking your availability on Friday for a 75-minute meeting. Coming out of the meeting in Washington, I see two tasks (that will form our meeting agenda: 1) Determine messaging, i.e., developing content 2) Describing a distribution model, i.e., communications channels, public relations efforts, and potentially budget To start us thinking - during our call, I propose we discuss and prioritize messaging strategies and which ones might be most effective. They might focus on: 1) ASCII issues primarily in order to keep the messaging simple and required investment low. 2) Reputation of companies and application writers that hold themselves out to be technically competent 3) IDN issues as UA is a global issue with global impact 4) The relatively low cost of repair 5) This has to be dome sooner or later anyway: do it once, do it right and never do it again 6) Firms are turning away customers 7) Developing awareness of the new TLD program overall Regarding a distribution model, I see four channels but I am more out of my depth here and will rely on you all: 1) Social media, using the domain name industry and ICANN community to multiply messages through their own networks. 2) News stories: using news contacts within different global organizations and using (again) the ICANN community to make placements. 3) Individual corporate contacts: using high-level contact between global organizations to get proper management attention on the issue 4) Formal public relations efforts: hiring the correct firms to publicize the message to the right quarters Please comment on and contribute to these lists (or make other comments) prior to the meeting. These ideas are meant to be discussion starters. For the public session in ICANN's Singapore meeting, I think we want to present these options and perhaps prioritize the choices accompanied by our reasoning. Thanks in advance for trying to attend. (Apologies to Edmund - the meeting will be at an unfortunate time in Hong Kong.) Regards, Kurt _____________________________________ Kurt Pritz Executive Director, Domain Name Association kpritz@thedna.org +1-310-400-4184 Skype: kjpritz
Hi Kurt and all, One communications channel not listed in the discussion points is *advertising*. If we were to ask for pro-bono banner ad inventory from ad networks and individual publishers, we would get some conversions, and end up with an ad campaign at little to no cost. Naturally, ads need to be seen by stakeholders and key opinion leaders from outside the domain name sector to be effective. Noted that ASCII focus is to start the UA awareness campaign, so as to keep the message simple, however I'd be interested if IDN UA is likely to be scheduled for a campaign 2.0? Finally, is the name of this group the ICANN Universal Acceptance Communications Sub-Committee? If you could share a little insight into ICANN's role in the group effort (vs DNA's) I'd be grateful! Best regards and very happy to be supporting such an important initiative. Simon. *--* *Simon Cousins*, CEO Allegravita LLC & Allegravita HK Limited Email me: s <simon.cousins@illuminantpartners.com>imon@allegravita.com . Skype me: simoncousins . Web: allegravita.com USA mobile: +1 347 850-3360 . China mobile: +86 156 2502-6287 Hong Kong mobile: +852 5195-1085 . Macau mobile: +853 6540-3747 On Tue, Jan 27, 2015 at 2:55 PM, Kurt Pritz <kpritz@thedna.org> wrote:
UA - Communications Sub-committee Members:
Hello everyone. Thank you for being part of this effort. In order for us to present a meaningful approach to the Communication issue at ICANN's Singapore meeting, I would like to have a conference call to create at least a framework for a public discussion (if not a more definitive approach).
Melissa Bassignani will be sending a Doodle Poll to you all, asking your availability on Friday for a 75-minute meeting.
Coming out of the meeting in Washington, I see two tasks (that will form our meeting agenda:
1) Determine messaging, i.e., developing content 2) Describing a distribution model, i.e., communications channels, public relations efforts, and potentially budget
To start us thinking - during our call, I propose we discuss and prioritize messaging strategies and which ones might be most effective. They might focus on: 1) ASCII issues primarily in order to keep the messaging simple and required investment low. 2) Reputation of companies and application writers that hold themselves out to be technically competent 3) IDN issues as UA is a global issue with global impact 4) The relatively low cost of repair 5) This has to be dome sooner or later anyway: do it once, do it right and never do it again 6) Firms are turning away customers 7) Developing awareness of the new TLD program overall
Regarding a distribution model, I see four channels but I am more out of my depth here and will rely on you all: 1) Social media, using the domain name industry and ICANN community to multiply messages through their own networks. 2) News stories: using news contacts within different global organizations and using (again) the ICANN community to make placements. 3) Individual corporate contacts: using high-level contact between global organizations to get proper management attention on the issue 4) Formal public relations efforts: hiring the correct firms to publicize the message to the right quarters
Please comment on and contribute to these lists (or make other comments) prior to the meeting. These ideas are meant to be discussion starters.
For the public session in ICANN's Singapore meeting, I think we want to present these options and perhaps prioritize the choices accompanied by our reasoning.
Thanks in advance for trying to attend. (Apologies to Edmund - the meeting will be at an unfortunate time in Hong Kong.)
Regards,
Kurt
_____________________________________ Kurt Pritz Executive Director, Domain Name Association kpritz@thedna.org +1-310-400-4184 Skype: kjpritz
Thanks Kurt and all. Looking forward to the call. As I've expressed in DNA Marketing Committee meetings, I believe the messaging needs to be massaged in a positive way. While we want to get the word out to get acceptance issues corrected, we also don't want to be highlighting "problems" with the new domain extensions such that the message feels like the new domains are "not ready for prime time." In my opinion that's the real challenge. The biggest ad campaign for new domains should not be focused on acceptance issues. I personally think the Universal Acceptance "campaign" should be more of a targeted campaign to reach those that need to fix their systems. Consumer spill over should be at a minimum. Thus, I'd add email, telephone and other direct marketing tactics to the mix, and I'd be wary of social campaigns that could spread that would highlight acceptance issues. That's just my opinion, of course, and I look forward to further discussion with the group. All best, Jeff Jeffrey Sass, CMO .CLUB Domains, LLC Direct: (+1) 954-256-9334 Mobile: (+1) 970-367-7277 E-Mail: jeff@nic.club Website: www.nic.club Twitter: @sass @getDotClub Skype, Hangouts: jwsass PLEASE NOTE: I am only checking email 2-3 times per day. If something is time sensitive (really time sensitive) please message me or text me at the mobile number above. Thanks! From: Kurt Pritz (kpritz@thedna.org) Sent: Tuesday, January 27, 2015 02:55 PM To: UA-comms@icann.org Subject: [UA-comms] UA Communications First Steps UA - Communications Sub-committee Members: Hello everyone. Thank you for being part of this effort. In order for us to present a meaningful approach to the Communication issue at ICANN's Singapore meeting, I would like to have a conference call to create at least a framework for a public discussion (if not a more definitive approach). Melissa Bassignani will be sending a Doodle Poll to you all, asking your availability on Friday for a 75-minute meeting. Coming out of the meeting in Washington, I see two tasks (that will form our meeting agenda: 1) Determine messaging, i.e., developing content 2) Describing a distribution model, i.e., communications channels, public relations efforts, and potentially budget To start us thinking - during our call, I propose we discuss and prioritize messaging strategies and which ones might be most effective. They might focus on: 1) ASCII issues primarily in order to keep the messaging simple and required investment low. 2) Reputation of companies and application writers that hold themselves out to be technically competent 3) IDN issues as UA is a global issue with global impact 4) The relatively low cost of repair 5) This has to be dome sooner or later anyway: do it once, do it right and never do it again 6) Firms are turning away customers 7) Developing awareness of the new TLD program overall Regarding a distribution model, I see four channels but I am more out of my depth here and will rely on you all: 1) Social media, using the domain name industry and ICANN community to multiply messages through their own networks. 2) News stories: using news contacts within different global organizations and using (again) the ICANN community to make placements. 3) Individual corporate contacts: using high-level contact between global organizations to get proper management attention on the issue 4) Formal public relations efforts: hiring the correct firms to publicize the message to the right quarters Please comment on and contribute to these lists (or make other comments) prior to the meeting. These ideas are meant to be discussion starters. For the public session in ICANN's Singapore meeting, I think we want to present these options and perhaps prioritize the choices accompanied by our reasoning. Thanks in advance for trying to attend. (Apologies to Edmund - the meeting will be at an unfortunate time in Hong Kong.) Regards, Kurt _____________________________________ Kurt Pritz Executive Director, Domain Name Association kpritz@thedna.org +1-310-400-4184 Skype: kjpritz
Dear UA Communications Sub-committee, As Kurt mentions below, I have created a Doodle Poll to help determine the best time to have a call for 75 minutes on Friday, January 30th. Please participate in the poll as soon as possible. Note that you may change the time zone to your respective region by clicking "change" on the mid-right of the page. http://doodle.com/c4uar47e2v3by8ki Thank you in advance. Please let me know if you have any questions. Sincerely, Melissa Melissa Bassignani | Program Specialist | Virtual, Inc. D: +1.781.876.6212 | F: +1.781.224.1239 mbassignani@virtualmgmt.com<mailto:mbassignani@virtualmgmt.com> | S: melissa.bassignani1 virtualmgmt.com | blog.virtualmgmt.com 401 Edgewater Place, Suite 600, Wakefield, MA, 01880 USA From: ua-comms-bounces@icann.org [mailto:ua-comms-bounces@icann.org] On Behalf Of Kurt Pritz Sent: Tuesday, January 27, 2015 2:56 PM To: UA-comms@icann.org Subject: [UA-comms] UA Communications First Steps UA - Communications Sub-committee Members: Hello everyone. Thank you for being part of this effort. In order for us to present a meaningful approach to the Communication issue at ICANN's Singapore meeting, I would like to have a conference call to create at least a framework for a public discussion (if not a more definitive approach). Melissa Bassignani will be sending a Doodle Poll to you all, asking your availability on Friday for a 75-minute meeting. Coming out of the meeting in Washington, I see two tasks (that will form our meeting agenda: 1) Determine messaging, i.e., developing content 2) Describing a distribution model, i.e., communications channels, public relations efforts, and potentially budget To start us thinking - during our call, I propose we discuss and prioritize messaging strategies and which ones might be most effective. They might focus on: 1) ASCII issues primarily in order to keep the messaging simple and required investment low. 2) Reputation of companies and application writers that hold themselves out to be technically competent 3) IDN issues as UA is a global issue with global impact 4) The relatively low cost of repair 5) This has to be dome sooner or later anyway: do it once, do it right and never do it again 6) Firms are turning away customers 7) Developing awareness of the new TLD program overall Regarding a distribution model, I see four channels but I am more out of my depth here and will rely on you all: 1) Social media, using the domain name industry and ICANN community to multiply messages through their own networks. 2) News stories: using news contacts within different global organizations and using (again) the ICANN community to make placements. 3) Individual corporate contacts: using high-level contact between global organizations to get proper management attention on the issue 4) Formal public relations efforts: hiring the correct firms to publicize the message to the right quarters Please comment on and contribute to these lists (or make other comments) prior to the meeting. These ideas are meant to be discussion starters. For the public session in ICANN's Singapore meeting, I think we want to present these options and perhaps prioritize the choices accompanied by our reasoning. Thanks in advance for trying to attend. (Apologies to Edmund - the meeting will be at an unfortunate time in Hong Kong.) Regards, Kurt _____________________________________ Kurt Pritz Executive Director, Domain Name Association kpritz@thedna.org<mailto:kpritz@thedna.org> +1-310-400-4184 Skype: kjpritz
participants (4)
-
Jeffrey Sass -
Kurt Pritz -
Melissa Bassignani -
Simon Cousins