Hi all, We are starting our call now. Regards, Sarmad Join Zoom Meeting https://icann.zoom.us/j/660244021 One tap mobile +19294362866,,660244021# US (New York) +16699006833,,660244021# US (San Jose) Dial by your location +1 929 436 2866 US (New York) +1 669 900 6833 US (San Jose) 888 788 0099 US Toll-free 877 853 5247 US Toll-free +213 98 24 02 675 Algeria +54 343 414 5986 Argentina +54 112 040 0447 Argentina +54 341 512 2188 Argentina 822 345 9889 Argentina Toll-free +61 8 7150 1149 Australia +61 2 8015 6011 Australia 1800 893 423 Australia Toll-free +43 72 011 5988 Austria +43 670 309 0165 Austria 0 800 802 588 Austria Toll-free 1800 389 0808 Bahamas Toll-free +973 1619 8488 Bahrain +973 1619 7601 Bahrain 800 198 33 Bahrain Toll-free +32 2 588 4188 Belgium +32 2 290 9360 Belgium 0 800 267 88 Belgium Toll-free 866 237 6875 Bermuda Toll-free 800 100 560 Bolivia Toll-free 0 800 828 50 Bosnia and Herzegovina Toll-free +55 21 3958 7888 Brazil +55 11 4680 6788 Brazil 0 800 878 3108 Brazil Toll-free +359 3 257 1633 Bulgaria 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Switzerland +41 22 518 89 78 Switzerland +41 31 528 09 88 Switzerland 0 800 002 622 Switzerland Toll-free +886 (2) 7741 7473 Taiwan 08 0909 9864 Taiwan Toll-free +66 60 003 5790 Thailand +66 2018 2486 Thailand 1 800 012 275 Thailand Toll-free +1 868 224 5838 Trinidad and Tobago +216 31 399 163 Tunisia +90 216 900 2606 Turkey +90 216 900 1866 Turkey 811 213 0011 Turkey Toll-free +256 206 300 097 Uganda 0 800 501 567 Ukraine Toll-free 800 035 704 555 United Arab Emirates Toll-free 800 035 704 239 United Arab Emirates Toll-free +44 203 966 3809 United Kingdom +44 131 460 1196 United Kingdom +44 203 051 2874 United Kingdom +44 203 481 5237 United Kingdom 0 800 031 5717 United Kingdom Toll-free 0004 054 189 Uruguay Toll-free 800 120 1235 Uzbekistan Toll-free 0 800 100 5564 Venezuela Toll-free +84 28 4458 2373 Vietnam +263 864 404 1086 Zimbabwe Meeting ID: 660 244 021 Find your local number: https://zoom.us/u/aufZsGPJv From: Gwen Carlson <gwen.carlson@icann.org> Date: Monday, August 12, 2019 at 7:01 PM To: Sarmad Hussain <sarmad.hussain@icann.org>, "Ludwig, Anna" <Anna.Ludwig@edelman.com> Cc: "Ranftl, Jessica" <Jessica.Ranftl@edelman.com> Subject: Re: [Ext] RE: Initial draft contract for Edelman I can do 9-30 on Wednesday. Gwen Carlson ICANN Senior Director, GDD Comms Gwen.carlson@icann.org<mailto:Gwen.carlson@icann.org> Direct: +1.310.578.8653 Mobile: +1.619.322.3188 From: Sarmad Hussain <sarmad.hussain@icann.org> Date: Sunday, August 11, 2019 at 12:58 AM To: Anna Ludwig <Anna.Ludwig@edelman.com>, Gwen Carlson <gwen.carlson@icann.org> Cc: "Ranftl, Jessica" <Jessica.Ranftl@edelman.com> Subject: Re: [Ext] RE: Initial draft contract for Edelman Hi All. Wednesday works for me. Regards, Sarmad From: "Ludwig, Anna" <Anna.Ludwig@edelman.com> Date: Saturday, August 10, 2019 at 2:05 AM To: Sarmad Hussain <sarmad.hussain@icann.org>, Gwen Carlson <gwen.carlson@icann.org> Cc: "Ranftl, Jessica" <Jessica.Ranftl@edelman.com>, "Ludwig, Anna" <Anna.Ludwig@edelman.com> Subject: RE: [Ext] RE: Initial draft contract for Edelman WOW! Those pictures are amazing!! Glad vacation was fun! Does Tuesday between 9:30am – 11:30amPT work with your calendars? If not, Wed between 9-10amPT? We can use the time to talk through how the changes in the SOW shift our work a little bit (e.g., meeting cadence, etc.) and the research. In the meantime, since you both are OK with the proposed scope outlined below, we can start getting it into the formal contract and working with our legal team to speed things up. For the doodle poll, to confirm, this is for calls with our smaller Comms-WG working group, correct? If so, we’ll go ahead as I do think it is important for the core group that has been working together to connect before we start the larger calls. Please let us know which timing works best! Best, Anna From: Sarmad Hussain <sarmad.hussain@icann.org> Sent: Friday, August 9, 2019 7:17 AM To: Gwen Carlson <gwen.carlson@icann.org>; Ludwig, Anna <Anna.Ludwig@edelman.com> Cc: Ranftl, Jessica <Jessica.Ranftl@edelman.com> Subject: Re: [Ext] RE: Initial draft contract for Edelman Email Originated Externally

...

It was a 10 mile hike

Inspiring!!! Regard, Sarmad From: Gwen Carlson <gwen.carlson@icann.org<mailto:gwen.carlson@icann.org>> Date: Friday, August 9, 2019 at 7:15 PM To: Sarmad Hussain <sarmad.hussain@icann.org<mailto:sarmad.hussain@icann.org>>, "Ludwig, Anna" <Anna.Ludwig@edelman.com<mailto:Anna.Ludwig@edelman.com>> Cc: "Ranftl, Jessica" <Jessica.Ranftl@edelman.com<mailto:Jessica.Ranftl@edelman.com>> Subject: Re: [Ext] RE: Initial draft contract for Edelman It’s actually a glacier – the water was ridiculously cold. It was a 10 mile hike but worth it! Gwen Carlson ICANN Senior Director, GDD Comms Gwen.carlson@icann.org<mailto:Gwen.carlson@icann.org> Direct: +1.310.578.8653 Mobile: +1.619.322.3188 From: Sarmad Hussain <sarmad.hussain@icann.org<mailto:sarmad.hussain@icann.org>> Date: Friday, August 9, 2019 at 6:58 AM To: Gwen Carlson <gwen.carlson@icann.org<mailto:gwen.carlson@icann.org>>, Anna Ludwig <Anna.Ludwig@edelman.com<mailto:Anna.Ludwig@edelman.com>> Cc: "Ranftl, Jessica" <Jessica.Ranftl@edelman.com<mailto:Jessica.Ranftl@edelman.com>> Subject: Re: [Ext] RE: Initial draft contract for Edelman Looks like a lot of fun Gwen. Is that snow behind the lake – though it was hot in the US. Great pics. Anna, please set up a meeting at your convenience (before noon LA time please 😊 ). Also, I have talked with Ajay and we would request you and Jessica to proceed with sending out a doodle poll for setting up the comms WG call. Regards, Sarmad From: Gwen Carlson <gwen.carlson@icann.org<mailto:gwen.carlson@icann.org>> Date: Friday, August 9, 2019 at 6:52 PM To: "Ludwig, Anna" <Anna.Ludwig@edelman.com<mailto:Anna.Ludwig@edelman.com>>, Sarmad Hussain <sarmad.hussain@icann.org<mailto:sarmad.hussain@icann.org>> Cc: "Ranftl, Jessica" <Jessica.Ranftl@edelman.com<mailto:Jessica.Ranftl@edelman.com>> Subject: Re: [Ext] RE: Initial draft contract for Edelman Hi All, Back from vacation (fun, but exhausting!). The SOW looks fine to me but happy to chat if need be. G Gwen Carlson ICANN Senior Director, GDD Comms Gwen.carlson@icann.org<mailto:Gwen.carlson@icann.org> Direct: +1.310.578.8653 Mobile: +1.619.322.3188 From: Anna Ludwig <Anna.Ludwig@edelman.com<mailto:Anna.Ludwig@edelman.com>> Date: Thursday, August 8, 2019 at 1:55 PM To: Sarmad Hussain <sarmad.hussain@icann.org<mailto:sarmad.hussain@icann.org>> Cc: Gwen Carlson <gwen.carlson@icann.org<mailto:gwen.carlson@icann.org>>, "Ranftl, Jessica" <Jessica.Ranftl@edelman.com<mailto:Jessica.Ranftl@edelman.com>>, Anna Ludwig <Anna.Ludwig@edelman.com<mailto:Anna.Ludwig@edelman.com>> Subject: RE: [Ext] RE: Initial draft contract for Edelman Hi Sarmad, Apologies for the delay, I have been out sick. I’ve included below updates to the SOW which combines what you shared earlier this week and what I discussed with Gwen. Since we have shifted activities to reflect the new budget (for example, we are recommending reducing the number of WG calls to 1x month and covering off action items via email), we’d love to set up a brief call with you and Gwen to chat through the SOW so we can finalize the activities ASAP. At that time, we can also talk about the research background, etc. Does that work for you? If so, I know Gwen is back on Friday, so perhaps we set something up for early next week? Please let us know. Thanks! Anna Activity Estimated Fees Per Year (USD) Estimated OOPs Per Year (USD) Ongoing Programs Content Development: Collaborate with UASG on marketing content for social channels (Twitter, Facebook, LinkedIn). Edelman to develop monthly editorial calendars for Twitter, Facebook and LinkedIn. Miscellaneous writing projects (includes blog development (up to 12 blogs per year) and updates to training material/presentations as noted in the Technology Working Group plan). ICANN to develop creative/visual assets, with Edelman providing copy. Case Study Program: Development of up to four (4) case studies per year about companies becoming UA-ready. Includes sourcing call, draft developed with feedback from UASG on material and technical support and finalization of materials. Design and visual assets to be provided by ICANN Byline Program: Development of 2 byline articles per year, with media outreach to place the article. Strategic Review, Account Management: Monthly calls with UASG team, monthly activity reports Ongoing strategic counsel $20,000 $14,000 $5,000 $15,000 Ad Hoc Initiatives Overarching Comms Plan Collaborate with UASG Communications Working Group to create a comms plan based on results from audience, messaging and channel audits/ research. Press Release (1x) – Work with UASG to identify which Universal Acceptance milestone (does not included commissioned research) will have the largest appeal with stakeholders and support via press release development and media outreach. Activities to include: press release development, media outreach (list development, pitching, briefing docs, hosting briefings, etc.) and coverage tracking. Visual assets to be provided by ICANN. $6,000 $15,000 TOTAL FEE: $75,000 From: Sarmad Hussain <sarmad.hussain@icann.org<mailto:sarmad.hussain@icann.org>> Sent: Monday, August 5, 2019 9:17 PM To: Ludwig, Anna <Anna.Ludwig@edelman.com<mailto:Anna.Ludwig@edelman.com>> Cc: Gwen Carlson <gwen.carlson@icann.org<mailto:gwen.carlson@icann.org>>; Ranftl, Jessica <Jessica.Ranftl@edelman.com<mailto:Jessica.Ranftl@edelman.com>> Subject: Re: [Ext] RE: Initial draft contract for Edelman Email Originated Externally Hi Anna, Yes, please suggest changes in redline, as per your discussion with Gwen, and share the updated proposal. For Wakefield, I am assuming that the work is funded from FY19 so we do not need to reflect that in FY20 budget. It would also be good to get a status update on this work. Regards, Sarmad From: "Ludwig, Anna" <Anna.Ludwig@edelman.com<mailto:Anna.Ludwig@edelman.com>> Date: Tuesday, August 6, 2019 at 2:07 AM To: Sarmad Hussain <sarmad.hussain@icann.org<mailto:sarmad.hussain@icann.org>> Cc: Gwen Carlson <gwen.carlson@icann.org<mailto:gwen.carlson@icann.org>>, "Ranftl, Jessica" <Jessica.Ranftl@edelman.com<mailto:Jessica.Ranftl@edelman.com>>, "Ludwig, Anna" <Anna.Ludwig@edelman.com<mailto:Anna.Ludwig@edelman.com>> Subject: [Ext] RE: Initial draft contract for Edelman Hi Sarmad, We are excited to continue our partnership with UASG and are looking forward to working with you, Gwen and the team to raise awareness of UA! Thank you for sending through the updated SOW. I had connected with Gwen prior to her vacation regarding the shift in the SOW from $125K (FY19) to $75K (FY20), which will result in a decrease of activities; however, it doesn’t look like some of that is reflected in here. For example, the “Website and Social Content Development” line item remains the same in terms of activity level (ed cals, 12 blogs, etc.), but our proposed SOW mapped that work to $18,420 and this version costs it at $4,000. To make sure we’re aligned on activities, we can go through and update the scope accordingly to reflect $75K worth of work. We can also set up a brief call to discuss. Again, we want to make sure we’re focused on UASG’s priorities so we can index the work accordingly. Please let us know what works best for you. Also, with regard to the research, UASG/ICANN funded the CIO/ITDM research with Wakefield in FY19; however, we noticed that it is not part of the UASG FY20 Action Plan or Edelman’s support. Is this something that UASG is still thinking about doing? Best, Anna From: Sarmad Hussain <sarmad.hussain@icann.org<mailto:sarmad.hussain@icann.org>> Sent: Saturday, August 3, 2019 1:06 AM To: Ludwig, Anna <Anna.Ludwig@edelman.com<mailto:Anna.Ludwig@edelman.com>>; Ranftl, Jessica <Jessica.Ranftl@edelman.com<mailto:Jessica.Ranftl@edelman.com>> Cc: Gwen Carlson <gwen.carlson@icann.org<mailto:gwen.carlson@icann.org>> Subject: Initial draft contract for Edelman Email Originated Externally Dear Anna and Jessica, Gwen may have reached out to you earlier to inform you that UASG leadership is intending to contract Edelman for USD75,000 for FY20. Please find attached an initial draft contract based on the deliverables shared by UA comms team. Kindly review the contract and deliverables, fill in the yellow highlighted portions and share any further feedback. Once you have done your review, I will submit it for legal review and approval internally. I thank you for your continued support to UASG and ICANN and look forward to working with you in the year to come. Regards, Sarmad