EURid Co-funded Marketing Programme ccNSO meeting, ICANN 48 meeting - PowerPoint PPT Presentation

EURid Co-funded Marketing Programme ccNSO meeting, ICANN 48 meeting Buenos Aires, 20 November 2013

A quick overview

How it started n A way to promote .eu awareness and registrations via partnering with our accredited registrars n Development of criteria for eligibility and co-financement in 2008 and approval by the European Commission n Launch in 2009 n Refinements in the past four years

How it started n Funds automatically deposited into the registrar’s marketing accounts • New .eu registrations: 0,75 euro • .eu renewals: 0.30 euro n Funds to reimburse up to 75% of the eligible costs of approved campaigns

Number of campaigns Number of campaigns per country Number of campaigns per country 2009 2010 8 4 7 6 3 5 4 2 3 2 1 1 0 0 Number of campaigns per country 2011 9 8 7 6 5 4 3 2 1 0

Kind of campaigns 2010 2009 2 7 Events/initiatives Events/initiatives 4 7 Banners Banners Actions for resellers Actions for resellers 7 Printed advertisements Printed advertisements Google Adwords Google Adwords 8 2 Direct mailing Direct mailing 17 Social Media Social Media 2 2011 1 4 Events/initiatives 9 Banners 7 Actions for resellers Printed advertisements Google Adwords 5 Direct mailing 17 2 Social Media

2010 evaluation n It strongly supports EURid’s strategic objective of creating localised marketing campaigns n Registrars view EURid as a partner in marketing n Registrars combine the Co-funded Marketing Programme with promo-programmes n Registrars who experience the Co-funded Marketing Programme rate it very highly

2012 evaluation n Consolidated uptake n Registrar appreciation of EURid liaison managers and the Programme help-desk throughout the various steps of a campaign n A model to follow for other registries n No big negativities in the feedback from the registrars n Small refinements

2012 evaluation To what extent does the cf-marketing scheme enable you to create a campaign suited for your local market? 7 6 5 4 3 2 1 0 1 2 3 4 5 6 7 8 9 10

Refinements over the years n Up to 75% reimbursement n Submission of applications, final reports and complementary documentation via email only n Simplified forms for application and final report n Success stories updated on the registrar extranet n Option to use the funds to purchase co-branded corporate merchandise

The future n Continue the Programme in 2014 n Conduct the by-yearly evaluation in Q2 2014 n Introduce further refinements where necessary n Expand the success stories section on the registrar extranet

The CENTR award

Thank you! Giovanni Seppia giovanni.seppia@eurid.eu