1. Universal Acceptance ICANN64 Communications Update: March 2019

2. Current “North Star” Message
“Universal Acceptance (UA) is essential for the continued expansion of the Internet as it ensures that new domain extensions and addresses can be used by all Internet-enabled applications, devices and systems.” 2

3. Target Audiences DOERS - People who can MAKE this happen
Developers & system architects; consultants/contracting firms
People who can DIRECT this to happen
CIOs
People who can INFLUENCE this to happen
C* Suite, Board members, government officials, consultants, media, industry influencers
We are explicitly NOT targeting consumers nor registrants 3

4. UA & UASG Communications:
Progress Update

5. Priority Programs
UA and EAI ( address internationalization) awareness and progress documentation
Case study program
Original research planning
Digital engagement (social media and website)

6. UA and EAI Progress Documentation
Goal: Raise awareness of UA and EAI, encourage readiness and document progress.
Key Activities:
Prepared to issue media release on industry’s progress on EAI readiness; participating companies include Microsoft, XgenPlus, Throughwave and Cor (April 2019 TBD)
Published:
“EAI Readiness in TLDs” (UASG021D) and corresponding blog post: “EAI Readiness in TLDs: A UASG Test” (12 February 2019)
Blog post announcing ICANN’s strategic support of UA: “ICANN Further Commits to Universal Acceptance of Domain Names and Addresses” (19 December 2018)
Developed blog post corresponding to ABES survey of UA progress in Brazil (currently in reviews/approvals)

7. Case Study Program
Goal: Build portfolio of case studies that demonstrate successful UA initiatives.
Key Activities:
Developed and published:
Case study for the Government of Rajasthan’s RajMail project (X February 2019)
Corresponding blog post: “Rajasthan State’s New Project Brings Millions of Hindi Speakers Online” (4 December 2018)
Is your company UA-ready? Do you want your work featured in a case study?

8. Original Research Planning
Goal: Collect insights/intelligence on audience needs/pain points, while generating news and proof points to use with media and other stakeholders
Key Activities:
Worked with outside research firm Wakefield Research to develop a study that measures UA awareness and attitudes of:
500 CIOs, system admins and developers at companies with more than 100 employees, in the following markets:
Canada, China, Germany, India, Ireland, Russia, UK and U.S.
The study is expected to be completed this spring. The team will create a robust bill of materials to support the release, including a report, press release, blog post and social media assets.

9. Digital Engagement
Goal: Bolster UASG’s digital footprint and support demand gen via ongoing social media engagement and enhancements to the website.
Key Activities:
Social media engagement:
Continued organic community management across LinkedIn, Twitter and Facebook via monthly editorial calendars
Developed a paid media plan, which would allow UASG to amplify content among key audiences and target decision-makers at top companies
Website enhancements:
Began re-structuring content/pages on UASG website in order to organize information by audience type and create an improved user experience to support demand gen efforts (process is ongoing)