For the campaigns, two soon-to-launch "microsites will glue the pieces together," said Thuy LeDinh, senior marketing communications manager for .ORG, PIR. Allison & Partners, which came on as AOR in January, will work on digital and social media outreach on Facebook and Twitter as well.
The organization is targeting the technology and marketing communities and current and prospective domain name holders for the campaigns. The more traditional marketing campaign, "WhyIChose.org," targets prospective domain name holders and works to explain the differences between domain extensions like .org, .com, and .net.
"There are very distinctive advantages and disadvantages to owning an extension," explained LeDinh. "We want to educate the end user who would register a domain name and let them know which would fit them."Additionally, .org is launching a broader campaign about the DNS Security Extensions (DNSSEC), a new protocol that provides added security against hacking for domain names. As players in the Internet space, such as .org and .com, sign with the protocol, they are working to educate consumers about the benefits.
"It's about adoption," LeDinh added, noting that as more organizations and users sign up with DNSSEC, domain names become more secure and safer from hacking. "Most end users will not see the effect of what we're doing, but it's a very big deal."
.Org and Allison & Partners are also doing more traditional media outreach to technology and marketing industries, for both Web and print outlets. The campaigns soft launched at the Internet Corporation for Assigned Names and Numbers meeting in Brussels at the end of June, and are currently in beta until a more formal launch later in July.