Summary

Board approves additional expenditure, up to US $900,000, for the final three months of the Communications Plan for the purpose of raising global awareness of new gTLDs.

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Whereas, at the Paris ICANN meeting in 2008, the Board adopted the GNSO policy recommendations to introduce new Generic Top-Level Domains (new gTLDs), including at least a four-month communications period to raise global awareness.

Whereas, the Draft New gTLD Communications Plan http://www.icann.org/en/topics/new-gtlds/new-gtlds-communications-plan-30may11-en.pdf [PDF, 486 KB] describes the global outreach and education activities that will be conducted in each of the ICANN geographic regions.

Whereas, the FY 12 budget allocates US $805,000 to fund this effort.

Whereas, planning and subsequent execution of the Communications Plan has indicated the need for a full service global public relations firm to ensure ICANN effectiveness in this effort.

Whereas, funds can be re-allocated in the adopted ICANN Budget to support the augmented communications effort without materially affecting performance in other areas.

Whereas, at its 22 October 2011 meeting the Board Finance Committee approved a recommendation that the Board approve an additional expenditure of US$900,000 for the execution of the Communications Plan.

Resolved (2011.10.28.23), the Board approves an additional expenditure of up to US $900,000 for the remaining three months of the Communications Plan, to be used for the retention of Burson-Marsteller, a global public relations firm, to work towards the goal of raising global awareness of new Generic Top Levels Domains consistent with the terms of the Communications Plan.

Resolved (2011.10.28.24), the Board authorizes the President and CEO to enter into any contracts necessary to fulfill the objectives of the New gTLD Communications Plan to the extent those contracts do not exceed the budget for the Communications Plan.

Implementation Actions

  • Enter into any contracts necessary to fulfill the objectives of the New gTLD Communications Plan to the extent those contracts do not exceed the budget for the Communications Plan.
    •  Responsible entity: President and CEO
    •  Due date: None
    •  Completion date: November 2011 

Rationale

The budget for the Board-mandated new gTLD communications program is currently US $805,000. That figure was based on an earlier draft communications plan.

The current plan is more expansive and ambitious. It is based on the premise that every potential applicant should be aware of the program's opportunities and risks, and thus it is aimed at building maximum awareness through multiple communications channels. It also focuses more strongly on developing countries.

The Plan is built on four principal efforts:

  1. Regional "road shows" and public events;
  2. Earned media – broadcast, online and print;
  3. Social media; and
  4. Global information through paid advertising,

and multiplying these efforts through the community.

The New gTLD Communications Plan is neutral in its presentation. ICANN is not promoting applications for new gTLDs or advocating that any organization apply for one. Rather, ICANN is providing essential information and raising awareness of the New gTLD Program.

The current efforts limited in scope. ICANN has determined that retaining a full-service worldwide public relations firm to further coordinate ICANN's efforts will assure that ICANN is able to attain the goal of the New gTLD Communications Plan.

ICANN has identified a well-respected global public relations firm, Burson-Marsteller, that can provide a broad range of awareness-raising services. ICANN will have access to the firm's extensive network with an established presence in 91 countries, over 40 of them developing nations. These local and regional assets are invaluable. ICANN also will benefit from the firm's expertise in digital and social media. ICANN will retain editorial control over all implementation aspects of the New gTLD Communications Plan.

Securing a global public relations firm of this caliber will contribute greatly toward ensuring success of the New gTLD Communications Plan. And as the first deliverable of the New gTLD Program, success of the New gTLD Communications Plan is critical.

Approval of this resolution will positively affect ICANN's accountability and transparency by globally maximizing the spread of information about ICANN itself. This action will have no effect on the security, stability and resiliency of the domain name system.

The New gTLD Communications Plan will be conducted within the existing ICANN budget. This effort will be funded out of contingency funds, so the expenditure will not affect ICANN's ability to perform and accomplish its other goals and objectives.

Other Related Resolutions

Additional Information

Explanatory text does not modify or override Resolutions.  See Board Resolutions Page for more information.

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