Working Draft of the ICANN Communications Department Plan
Thank you for this opportunity to comment. Andalucia.com believes that the communications plan should be as international as possible and focus on areas and languages where the knowledge and understanding of the gTLD program is currently low. We agree that it will eventually target the general public as well as a series of specific audiences on the premise that a rising tide lifts all boats we think that it should address internet users on the forthcoming changes to help reduce confusion and not seem like an advertisement for ICANN selling a comercial product for 185k$. Be aware that much of the news and blog comments to the Singapore board decision articles has incorrectly stated This gTLD is its just <ICANN / industry / business > on a money making exercise. We recommend research/evaluation of recent blog and news comments so that the communications can focus on popular misgivings. A variety of media and marketing tools will be used with the coordinated support of the ICANN community. Our outreach will be based on ICANNs five geographic regions Africa, Asia/Australia/Pacific, Europe, Latin America/Caribbean and North America. Critical program documentation will be available in the six official United Nations languages Arabic, Chinese, English, French, Russian and Spanish. We support and underline this aspect and believe that the diverse ICANN community and constituency groups can help and should be utilized as much as possible. PR is more cost effective that advertising (print or Internet) but does require more management work. We do not see where this objective dovetails into the communications plans focuses on four key communications areas (page 4): Advertising Top-tier international press coverage Regional launches / road shows Social and other online media We deduct that the RFP issued (750k $) for the Advertising area alone ( <https://community.icann.org/display/newgtladvertising/Home> https://community.icann.org/display/newgtladvertising/Home) We have concern if too much of the budget is spent on expensive advertising campaigns. What are the budgets for the other three elements i.e. Press (PR), Regional launch, and Online Media? We looked in the new GTLD budget of 21Oct2010 <http://www.icann.org/en/topics/new-gtlds/explanatory-memo-new-gtld-program- budget-22oct10-en.pdf> http://www.icann.org/en/topics/new-gtlds/explanatory-memo-new-gtld-program-b udget-22oct10-en.pdf and found 700k$ under development phase and 500$ under deployment phase. Is 1.2m$ the total budget? We also recommend that a cross check should be carried out to see how the plan aligns with the latest ICANN strategic plan and that RFP venders be made aware of the strategic plan. Submitted respectfully, Chris Chaplow Managing Director Andalucia.com S.L. Avenida del Carmen 9 Ed. Puertosol, Puerto Deportivo 1ª Planta, Oficina 30 Estepona, 29680 Malaga, Spain Tel: + (34) 952 897 865 Fax: + (34) 952 897 874 E-mail: <mailto:chris@xxxxxxxxxxxxx> chris@xxxxxxxxxxxxx Web: <http://www.andalucia.com/> www.andalucia.com Information about Andalucia, Spain.