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Public Interest Registry: Globalizing a U.S. Brand

When Public Interest Registry, the manager of the .ORG domain, looked to grow .ORG registrations outside of the United States, the nonprofit tasked Allison+Partners with developing and running its first-ever global campaign. Three years and two new domains later, the program is still going strong.

Out of the gate, our team conducted a multi-tiered global research program to assess global awareness, as well as areas for business growth. With that insight, we developed and executed customized integrated communications plans for each key international market, working hand-in-hand with partners on the ground. In the first year, alone, the .ORG domain increased non-U.S. registrations by six percent with 244,345 new domain addresses. Comparatively, growth in the six months prior was only .001 percent.

Most recently, we supported the global launch of Public Interest Registry’s two new domains – .NGO and .ONG – anchored by the OnGood community website for nonprofits and their supporters. In the first few weeks of availability, we secured dozens of media placements in all top international markets, including the Associated Press (U.S.), Third Sector (UK), UOL economia (Brazil), Die Stiftung (Germany) and Le Monde (France), generating more than 36 million impressions. Over the years, the global program has been recognized for its success with PRSA Silver Anvils, SABRE and PRWeek Awards.