» Strategic Marketing Plan 2010
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the Community (part of the Marketing
Strategy for the Community). 2.3.
Distribution (Place). Explore the
logistics of giving something away - which
can be ...
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Marketing Strategy
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Topic: Marketing Strategy
Sort Desciption: Marketing Strategy. Jacob Glick. Legal and Policy Counsel. Canadian Internet Registration Authority. CENTR General Assembly 27. 29-30 September 2005 ...
Content Inside: CIRA Marketing Strategy Jacob Glick Legal and Policy Counsel Canadian Internet Registration Authority CENTR General Assembly 27 29-30 September 2005 Moscow Russia Outline Background Research Strengths and Weaknesses Opportunities and Threats Target Audiences Communication Strategy Tactics Background Strategic Plan Mission: operating the dot-ca Internet country code Top Level Domain (ccTLD) as a key public resource for all Canadians in an innovative open and efficient manner. Marketing Objectives Generate awareness Educate the public Increase registrations Therefore the Marketing Plan needed to Analyze CIRAs marketing budget Direction for marketing & promotions budget How and where to undertake marketing campaigns The selection and prioritization of media mix Development of key messages Develop English and French messaging Research Interviews Staff members Board members Registrars Registrants Peer-Group CIRA Provided survey data Strengths and Weaknesses Strengths Canadian Implied Canadian currency and legal systems Greater availability of good names Perceived quality (ironically borne of CIRAs complexity) Perceived as trustworthy Competitive price Weaknesses Dot-com hegemony Limited direct contact with Registrants Lack of clear consistent objectives for CIRA Rocky relationship with Registrars Control of the user experience lies with the Registrars Dot-ca lacks international appeal Opportunities and Threats Opportunities Canadians want to be non American Availability of dot-cas Mega-rants Protect dot-com equivalents Threats Dot-ca no clear brand Mega-rants Mistrusting/mistrusted Registrars Process and administrative complexity Target Audiences Target Audiences Registrars Registrants What the Target Audience Wants Registrars: ensure that the registry works as expected simplicity respond to feedback and concerns efficiency Registrants: ensure that the registry works as expected simplicity quali ...
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