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Marketing Strategy Development

Source: www.centr.org
Topic: Marketing Strategy

Sort Desciption: Marketing Strategy Development. Gabriel Ahad. Director of Communications. Canadian Internet Registration Authority. CENTR Administrative Workshop ...

Content Inside: Marketing Strategy Development Gabriel Ahad Director of Communications Canadian Internet Registration Authority CENTR Administrative Workshop November 21 2005 Amsterdam Netherlands 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 Marketing Plan 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 Dot-ca Benefits Dot-ca Benefits Canadian Brand Value What Does ca Stand For? The ca in dot-ca means Canada 75% Canadian/Canadian Site 14% Other Mentions 2% DK/NA 9% Question: As far as you know what does the ca stand for in dot-ca (n=1083)? The Strategic Counsel 2001 n=1074 0% 20% 40% 60% 80% 100% Dot-ca Both Dot-com Predominate Attributes Associated With Dot-ca 73% 23% 4% Used by Canadian organizations and companies Question: Please indicate whether each of the following attributes best describes dot-ca websites or dot-com websites (n=1078). Main Difference Between Dot-ca and Dot- com Websites Top 5 Mentions: Dot-ca is Canadian 24% Dot-com is business/commercial 23% Dot-com is worldwide 22% Dot-com is American 11% Nothing/no difference 6% Question: In your view what is the main difference between dot-ca and dot-com websites (n=1083)? Attention Paid to Address Suffixes Question: As you are aware websites that you visit on the Internet can have different suffixes such as dot-com (e.g. www.yourname.com) or dot-ca (www.yourname.ca). In general how much attention do you pay to whether a website you are visiting is a dot-ca or a dot-com website (n=1078)? A lot of attention 14% Some attention 39% Not too much attention 29% No attention at all 18% TOTAL Pay attention 53% TOTAL Do n ...

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