Neustar is proposing a program to adjust and expand marketing efforts for the .KIDS.US domain space. After nearly six years of operation of the .KIDS.US space, it has yet to capture the interest of .US accredited registrars, content providers or the public at large. Despite previous efforts to promote awareness, broaden uptake by registrars, encourage growth and increase usage of .KIDS.US domains (including offering free names and content subscriptions), we believe new measures are now required.
This program would include the following components:
- Neustar will request authorization to become a registrar in .KIDS.US to streamline marketing and ensure availability in the event current registrars cease operation and/or support of .KIDS.US. We will continue to support new and existing .KIDS.US registrars, and will only become an active registrar if the existing .KIDS.US registrars do not engage with these new programs.
- We will operate contests with cash prizes for new and acceptable .KIDS.US websites. The websites will be judged by a panel of experts comprised of individuals from Neustar and third parties who have a background or expertise in children’s education and entertainment. Contest winners will be featured in PR and advertising.
- Neustar will provide financial co-marketing incentives to content providers able to provide quality .KIDS.US websites. Generally, content providers are reluctant to build and maintain their own .KIDS.US websites (which could siphon traffic away from their primary website), but they would be willing to develop and license content for a website funded at least in part by Neustar.
- Once additional content is developed and approved, Neustar will promote the new .KIDS.US portal and websites through PR and advertising.
We welcome input and comments on this proposal.
