18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

The mission of .promo will be to serve as the trusted brand of cross-channel campaign management for interactive brand ecosystems. It will be a standard, not a community-based, registry, whose purpose will be:
• To serve as a one centralized cross-channel campaign management system for brands to interact with their consumer target group.
• To provide a secure and scalable platform for brands to manage and automate campaigns using web, social media, email, smart phones, SMS and other digital channels.
• To serve as the trusted brand for consumers about the guaranteed safety of the campaign they are participating to in terms of it’s security and privacy standards.
• To provide simple and centralized access point for consumers to manage their subscription profile related to any brands using .promo domains
• To provide a short, memorable internet address that works across many different language sets

The success of the .promo registry will be determined by the stature and reputation of the brands that enter into a contract with Phenomena Group, operator and owner of the .promo registry, or its affiliates, in order to undertake campaigns in the global marketplace.

We envisage .promo domains and their associated services becoming the global hub of cross-channel campaign management for interactive brand ecosystems, providing brands with sophisticated tools for interacting with their target group via various digitalchannels, such as social media, email and mobile as well as with the automated tools and mechanisms to acquire more subscribers, retain them and activate them to transactions of various types. The system is based on a highly centralized Software-as-a-Service-driven cloud-based technology platform that complies with the local legal and operational requirements.

We intend .promo to be a pioneer in cross-channel campaign management enabling interaction with brand followers via innovative campaign mechanisms that enable marketers to undertake sophisticated campaigns reliably and securely. This will be achieved through using technology to organize, automate, and synchronize the overall process for design, implementation and analysis of the interactions between the brand and it’s target group.

.promo domains will provide a platform for an array of innovative backend campaign mechanisms so that marketers can reach and activate their target markets quickly and without having to invest time and resources in complex customized software development. .promo domains will give marketers peace of mind in relation to complex new tools, legal or privacy issues and backend security as all these will be subject to exceptionally high security standards.

In order to analyse the subscriber base and the success of campaigns, .promo system will grant marketers access to monitoring and real-time analytics, based on sophisticated consumer profiling and segmentation data.

We will also work to ensure that campaigns that are carried under a .promo domain will rank highly in the search engines. We want sites under .promo domains to be found if the keywords ‘Promo’, ‘Promotions’ or other campaign-related keywords are searched for.
If successful, .promo domains will provide customers with exciting campaigns from trusted promoters without compromising their privacy or security. We are confident .promo will become a universally recognised brand identified by marketers everywhere and by consumers across the globe.

Similar gTLD applications: (0)