Dittus helps the NCBA win fight for its own domain

MARINA DEL REY, CA: An intensive campaign by Dittus Communications was behind the National Cooperative Business Association's (NCBA) successful bid to be one of the seven winners of a new Top-Level Domain (TLD) name from the Internet Corporation for Assigned Names and Numbers (ICANN).

MARINA DEL REY, CA: An intensive campaign by Dittus Communications was behind the National Cooperative Business Association's (NCBA) successful bid to be one of the seven winners of a new Top-Level Domain (TLD) name from the Internet Corporation for Assigned Names and Numbers (ICANN).

MARINA DEL REY, CA: An intensive campaign by Dittus Communications was behind the National Cooperative Business Association's (NCBA) successful bid to be one of the seven winners of a new Top-Level Domain (TLD) name from the Internet Corporation for Assigned Names and Numbers (ICANN).

Playing by the rules and having a worldwide, diverse membership may have helped NCBA obtain the 'dot-coop' TLD name, sources said. One mistake some partisans seeking dot designations made was to violate a rule and 'spam' ICANN board members prior to the meeting in Marina Del Rey, CA.

But improvisation was necessary because, as Dittus director of media services Sandy Nelson said, 'There were no strict guidelines. This is not like lobbying Congress.'

Dittus concentrated on motivating a strong response from organizations around the world to the official comment area on the ICANN Web site. And staffers worked the media, hoping to get stories placed in news outlets that would likely be read or heard by ICANN board members, rising early in the morning to place calls to overseas media outlets. Media outreach was also done in Washington and New York with top wire services such as Reuters and large national newspapers with foreign correspondents.

NCBA CEO Paul Hazen said his association was 'not a player in the whole Internet business. We needed to raise our profile.'

Nelson estimated that Dittus' campaign on behalf of NCBA and its partner Poptel, a UK-based Internet Service Provider that is an employee cooperative, cost over dollars 100,000, including the dollars 50,000 application fee.

Pending approval by the US Commerce Department, people wishing to find a cooperative on the Internet can do so by clicking on names with the dot-coop designation.

Among other names chosen were dot-biz, dot-museum and dot-info. Rejected TLDs such as dot-kids and dot-health were considered strong contenders, although a second round for selecting TLDs is expected soon.



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