Nominet marketing activity

Nominet marketing activity is primarily focused on supporting the registrar channel.  We also support registrars by raising awareness of Nominet and the value of the .uk product.

Current campaigns - Renewals

We are currently implementing a campaign specifically focused on raising renewal rates. This campaign can be split into two distinct elements:

• raising awareness with registrants to stimulate renewal
  
• supporting registrars with their renewals activity

Raising awareness with registrants

During August and September we will be running a renewals advertising campaign to raise awareness of domain name maintenance and renewals directly with registrants.

Objectives

The objective of the campaign is to raise renewal rates. This will be done by making registrants think about the value of their domain name and making them aware of the renewal cycle and renewal process for .uk domain names. The focus will be to encourage registrants to use their registrar for all aspects of domain name maintenance and renewal.

keepyour.co.uk

All advertising will carry the URL www.keepyour.co.uk. On 7 August this web site will be relaunched as a separate web site rather than being within the Nominet site.

The new keepyour.co.uk site will have the same creative look and feel as the campaign advertising. The objective of the site is to educate and inform about renewals with the specific aim of passing registrants on to their registrar for renewal and not to encourage direct renewals with Nominet.

Keepyour.co.uk will allow registrants to make a WHOIS style lookup on their domain name. The web page returned will vary depending on the status and expiry date of the domain name. For example, if the domain name is within a month of expiry the message will convey the urgency in renewing the domain name.

When registrants look up their domain name on keepyour.co.uk, as well as information about the renewal date, we will also return information about their registrar. This will be the same information contained within a WHOIS lookup and consists of the registrar's trading name and public URL. We would therefore recommend that you provide a clear link to information about renewals on your home page.

Resellers

We acknowledge that there may be an issue for those registrars operating affiliate or reseller schemes. In this instance as the tag holder it is your details that will be returned in the lookup. We do not hold any details of resellers associated to registrations. We will provide advice to registrants stating that if they do not recognise their registrar, they may be operating through a reseller. In these instances it is possible that registrars may see increased support requests relating to their reseller accounts.

Creative

The creative concept for this campaign is focused around maintaining your domain name. We are currently in the final stages of development and will include samples of print adverts and online banners here when available.

Media schedule

The campaign is covering print and online media through August and September. Print publications include: business press such as First Voice, Internet press such as .net, and marketing press such as New Media Age (NMA) and Revolution. Online media includes: The Register, Brand Republic, as well as media targeting SMEs. We will also be advertising using targeted impression based networks such as advertising.com and google.

Supporting registrars

We support .uk registrars and encourage them to run effective renewal activities directly with their own customers.  We are developing a renewals toolkit for registrars. This toolkit will enable registrars to use various templates to produce renewals emails and customer newsletters.

 
If you have any questions about our renewals campaign please contact us on communications@nominet.org.uk

Registrar campaign resources

Here is some information, templates and best practice guides to help you to plan and run campaigns to recruit new customers and retain your existing customers. The template documents here are not Nominet branded and should be ready for you to make any appropriate changes, using either the word version or the raw text file.