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KeNIC –Registrars Marketing Workshop 15.12.2011

KeNIC –Registrars Marketing Workshop 15.12.2011. KeNIC Marketing Communications Plan 2012. Programme. 2012 Background. GDP Growth rate @ 4.7% ICT Growth @ 34% General election year New constitution High Fuel and food prices. 4. KeNIC Strategic plan Background

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KeNIC –Registrars Marketing Workshop 15.12.2011

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  1. KeNIC –Registrars Marketing Workshop15.12.2011

  2. KeNIC Marketing Communications Plan 2012

  3. Programme

  4. 2012 Background GDP Growth rate @ 4.7% ICT Growth @ 34% General election year New constitution High Fuel and food prices 4

  5. KeNIC Strategic plan Background • The KeNIC Marketing plan is drawn from the Strategic plan and anchors mainly on CSF 4& 5 outlined below • Develop and implement an Effective marketing strategy to target existing mobile and Internet users • Position products and services to win the hearts of the end users 5

  6. KeNIC KeNIC Products Target Customers Corporate, Organizations Government bodies Personal domain Mobile content Information Network schools Higher learning institutions • .co.ke • . or.ke • . go.ke • . me.ke • mobi.ke • info.ke • . ne.ke • sc.ke • .ac.ke

  7. DOMAIN ENVIRONMENT COMS /Generic TLD’s Positive • Some see it as “international” • No geographical limitation since one can operate from anywhere e.g. a company can operate from same domain across many regions • is cheaper than a .ke • More convenient payment options such as credit card • More universally associated with Internet COM Negative • for SME's and startups, it is associated with the perception of a briefcase or “juakali” operation because of its low entry requirement and price • Availability • Does not communicate location of institution or individual

  8. .KE DOMAINS Positives • Seen as patriotic, has the perception of “authentic”, availability and communicates location of institution or individual • SEO Optimization better than .com with google ke • Negative • Some Registrars are inefficient in customer service clients e.g. in acquisition and maintenance of .ke domain names • Limits one to local servers, which are seen as less reliable due to power outages • Some see it as “local”, associated with government and not sophisticated

  9. VALUE POSITION •For Kenyan entities and names with insights of .ke is credibility, authenticity and appearance of corporate stature while Kenyan individuals it’s a sense of patriotism, pride and hence need to protect the .ke name space identity

  10. DOMAIN STATUS • Current Domain December 14th December 2011 : 19 ,662 • Projected End year number =20,100 • Annual KeNIC target for 2011 is 50,000 Domains

  11. Situation • The KeNIC domain uptake has been growing at an average of 600 per month and a change in the process through a robust campaign can drive the following • Increase top of mind awareness of KeNIC and its products and change market perception against gTLDS • Enhance uptake from current figure to Over 1000 • Reduce the high number of redundant domains every month (YTD Attrition @ 3060 Domains )

  12. KeNIC Sales Background

  13. Q4 2012 MARKETING OBJECTIVES To Increase .ke domain names from 20,000 to 40,000 by December 2012 CSF :Awareness campaign of KeNIC , its products & uptake drive Output • Increase awareness and improve the image and perception of the .ke domain to the target market • Increase number of .ke Domains uptake through inducing conversion from generic domains/renewals and new registrations

  14. Route to End User • KeNIC Registry Proposed Communication • Registrars • Registrants

  15. 2012 Marketing Awareness Campaign We propose a Combined approach with 1.Above the line Radio-Offline 2.Supported by Digital advertising through online, mobile media to enhance top of mind awareness

  16. RADIO • Above the line Radio in some select FM Radio stations in the breakfast show (Source Synovate Q 3 Data ) • Rationale for Radio • High reach of media from the Research of our target audience • Intrusive and targeted at our audience

  17. Digital marketing Campaign • 26 M have mobile phones • 12 Million Internet users in Kenya and 90% through mobile phones • Links on Google Ads, Nation, Linked in and Mobile Ad words, text and Newsletters to communicate periodical offers Rationale-To Support Radio communication • To keep top of mind after hearing on Radio • Visibility at most visited sites such as Google Ads, Nation media, Linked in

  18. Alexa.com Ranking-14.12.11 Top 10 websites visited by Kenyans • Facebook • Google • Google.co.ke • Yahoo • Youtube • Wikipedia • Blogger.com • Twitter • Linked in • Daily Nation

  19. 20 Most popular Kenyan websites • Daily Nation • Deal fish.co.ke • Capital FM 98.4 • Mocality • Standard • Safaricom • Business daily • Orange.co.ke • Kenyanjobs.blogspot.com • Kbo.co.ke 11.BrighterMonday.com 12.KRA.go.ke 13.Kenic.or.ke 14.propertyleo.com 15.rupu.co.ke 16.Kenyanlist.com 17.Careerpointkenyajobs.co.ke 18.UONBI.ac.ke 19.Cheki.co.ke 20.The star.co.ke

  20. Alexa Ranking of Kenyan domains • 10 Nation.co.ke • 35 safaricom.co.ke • 77 kenic.or.ke • 243 usiu.ac.ke • 565 Cck.go.ke • 2029 treasury.go.ke

  21. Registrar Incentives • Create a pull • Partnership activities with Registrars • Annual Reward & Recognition at AGM • Registrar Incentive Scheme • Rationale-Create demand, incentives for uptake and concert some gTLD’s to .Ke

  22. PR & ADVOCACY PLAN Objectives • Increase public awareness on the availability of the .ke domain through print media initiatives • Manage negative perception about .ke domain • Suggest newsworthy angles to leverage media opportunities for any events • Identify potential media opportunities across the ICT from forums

  23. Deleted domains Current data YTD Dec 2011 -3,060 Data compilation and hosting on KeNIC websites Analyze reasons for deletion from Registrars Auction of some popular domain names Contact with registrants on reasons for non renewal Contact details of registrants in future data from registrars

  24. Other scheduled Marketing activities 1.Partnerships with Registrars 2. Social Media engagement 3.Registrar visits 4. High impact Events-career day Open day CCK/ICT Events 5.Reward and recognition of Registrars

  25. Campaign Proposed Budget

  26. Additional benefits • Enhanced top of mind awareness • Set momentum for more uptake and growth • Dot KE Endorsement and perception change

  27. YTD Domains Performance

  28. Registrar Incentive Scheme Objectives • To reward performance by registrars against set targets-Appear as registrar of the month on KeNIC Website • Drive conversion of domains from other gTLDS to .KE Domains • Enhance loyalty for the .KE Domain registration • Stir a competitive performance amongst the Registrars

  29. Thank you

  30. M-Pesa PaymentKENIC has deployed an online payment method (M-Pesa integration) to ensure automated updating of registrars' accountsGo to "M-PESA" MenuSelect "Pay Bill"Enter 502100 as the Business NumberEnter your Client-ID as the Account NumberType in the Amount to send to the registry;Enter your M-PESA PINThen send the request.

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