Marketing Kit

Marketing Kit

2

Contents

Introducing .ACTOR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

Market and Audience Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

Premium Domains . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

Messaging & Taglines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Display Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

Email Template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Audience Engagement & Social Media . . . . . . . . . . . . . . . . . . . . . . . . . .9

Ad Concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Blog content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Tweets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Email . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Contact Us . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Marketing Kit

3

Introducing .ACTOR

The new .ACTOR TLD is an online space created specifically for professionals

and passionate enthusiasts to express their talent, experience and deep love of

acting. It’s the place to be seen for anyone serious about the business or art of

performance; who want to be recognized by their peers, potential employers

and audiences alike. It’s somewhere creativity, craft and talent can be

respected, acknowledged and shared. It is also home to brands, organizations

and institutions whose services appeal directly to the profession.

Like most professions, rapid development in technology over the last couple

of decades has profoundly impacted the acting profession. New distribution

channels and types of media have brought opportunity and also new challenges.

The audience has become exponentially bigger, but also spread out more thinly

than ever before. Digital content, downloading, streaming, mobile devices,

broadband, TV and movies on demand are all changing how we interact with

actors, and they too have had to change how they interact with us, the audience.

Twitter, Facebook, Instagram and many more online platforms now exist not

as a stage from which actors can perform, but as intimate, in-the-round social

spaces where the audience can get closer to the star than ever before.

The new age of online media means content is king, and a voracious public are

demanding more and more. From back catalog to brand new ways of making

content, actors are being seen more frequently on more devices

For professionals and amateurs alike, managing their identity online is now as

essential a part of the repertoire as a showreel or headshot once was. Given

the unrelenting shift towards digital, making the most of a .ACTOR domain is

one vital, impactful, low-cost branding step for a professional’s career or an

enthusiast’s passion.

Why .ACTOR?

THE .ACTOR TLD IS ASSOCIATED WITH:

• Professionalism

• Art, technique and training

• Creativity and performance

• Rich traditions across many cultures

• Community and camaraderie associated with the ensemble

REASONS FOR MOVING TO A .ACTOR DOMAIN INCLUDE:

• Identifying and branding yourself for better promotion and opportunity

• Being associated with a professional community, a recognized industry

1,206,311IMDB Actors

721,389IMDB Actresses

Marketing Kit

4

• Instantly making your artistic intent clear

• Showcasing your talent, experiences and work

• Getting ‘discovered’

Market and Audience overview

Target Markets for .ACTOR

• Professional actors

• Acting coaches and teachers

• Amateur actors and acting fans

• Acting Studios

• International entities representing actors, acting, stage and screen

• Institutes / professional organizations

Target Audiences

PRIMARY AUDIENCE

Professional actors, both union and non-union, fulltime and part-time, form

the primary audience for the .ACTOR TLD. It will appeal to actors who take

part in live or filmed entertainment of all kinds. Talent agents and agencies,

production companies, acting studios and institutions teaching acting also

form part of our primary audience.

SECONDARY AUDIENCE

Channel Partners: – both registrars and resellers. We will target them through

marketing, business development, operations directors and managers.

TERTIARY AUDIENCE

Professional and trade organizations that support actors, including:

• Screen Actors Guild – www.sag.org

• Actors’ Equity – www.actorsequity.org

• National Alliance for Musical Theater – www.namt.org

• Educational Theater Association – www.schooltheatre.org

• Equity – www.equity.org.uk

• Actors Guild of Great Britain – www.actorsguild.co.uk

180,091Screen Actors Guild

(SAG) membership

49,000Actors’ Equity

Association (AEA)

membership

3,600Art drama and music

schools

Marketing Kit

5

• Alliance of Canadian Cinema, Television and Radio Artists – www.actra.ca

• Media, Entertainment and Arts Alliance – www.meaa.org.au

Marketing Strategy

The new .ACTOR TLD is extremely specialized. It should be adopted strongly by

existing acting organizations and individuals with a web presence.

EXISTING REGISTRANTS:

• Renewal – bundle and upsell with current domain and other related

domains

• Email existing registrants to promote availability

NEW REGISTRANTS:

• Bundle and merchandise with other domains upon look-up or domain

selection

• Market directly to companies through email and phone with in-house

list compilation based on company name or purchase of names via a list

broker

• Partner with and market through professional trade organizations and

associations.

• Purchase conventional ads on acting, theater, film blogs and fan sites

Premium Domains

LOCATION + ACTOR

hollywood.actor, newyork.actor, london.actor, chicago.actor, bollywood.actor,

california.actor

MEDIUM + ACTOR

musical.actor, movie.actor, television.actor, theatre.actor, video.actor,

voice.actor

SERVICE + ACTOR

agent.actor, coach.actor, training.actor, voicecoach.actor, accountant.actor,

auditions.actor, photographer.actor, extra.actor

LITERARY GENRES + ACTOR

classic.actor, horror.actor, comedy.actor, romance.actor, drama.actor

Marketing Kit

6

Messaging & Taglines

Actors

Lights, Camera, .ACTOR. Reach for the stars.

Get that callback with a .ACTOR domain

Step into the spotlight with a .ACTOR domain

Get your name up in lights with a .ACTOR domain

Trade Organizations

Expand your network with a .ACTOR domain

Reach for the stars with a .ACTOR domain

Represent your industry with a .ACTOR domain

Additional Messaging

TALENT AGENTS:

Your clients’ success is your success with a .ACTOR domain.

ACTING STUDIOS:

Let students know you have the method for success with a .ACTOR domain.

7

Display Ads

Marketing Kit

8

Email Template

Marketing Kit

9

Audience Engagement & Social Media

Ad Concepts

ACTORS

The world wide web’s your stage with a .ACTOR domain

Cast a wider net online with a .ACTOR domain, the new home for professional

actors and the people who hire them.

TRADE ORGANIZATIONS

Help your members shine online

Show them the way with a new .ACTOR domain.

Blog content

The Force is Strong with the .ACTOR TLD

Last year saw casting come of age online. Star Wars VII, possibly the most

eagerly anticipated movie sequel of all time, opened a casting call online to

every single teen boy or girl (of a certain age) worldwide. Not since Willy Wonka

slipped a few Golden Tickets inside his chocolate bars has there been such an

excited reaction to a (potentially) slick marketing initiative. Eager participants

could choose to turn up at real world venues to audition, or submit their video

online. Needless to say, potential Lukes, Hans and Leias turned up in tens of

thousands to apply in person, with countless others making their submissions

online.

The advanced promotional benefits of creating an instant audience for a new

movie aside, the online call points towards a new trend in casting actors in

general. Online submissions are now commonplace as a means to filter results

before real life casting begins.

This means that more actors can be ‘pre-cast’ than ever before. For an

experienced casting director, first impressions count and they generally know

within a few minutes if an actor fits the bill. Today, with more content being

created for more channels than ever before, the need for fresh and experienced

faces has never been greater. The role of the casting director is becoming

focused more and more online where the decisions can be made instantly to

reject or call an actor to an audition.

For actors to succeed and bag the big roles these days, they need to be seen

where the industry professionals hang out. That what makes .ACTOR such a

force to be reckoned with, both for the players and those who cast them.

Rightside and the Rightside logo are trademarks of Rightside Group, Ltd. in

the United States and/or other countries.

© 2014 United TLD Holdco, Ltd. t/a Rightside Registry. All rights reserved.

Marketing Kit

thank you!Claire Mason

Channel Manager

claire.mason@rightside.co

Tweets

ACTORS

Become the next big thing with a .ACTOR domain. Click here for more.

TRADE ORGANIZATIONS

Be seen as stars in your industry with a .ACTOR domain. Click here for more

Email

ACTORS

SUBJECT:

HEADLINE:

BODY:

Join the A-listers with a .ACTOR domain

Network for success and cast your net wider

These days, with online pre-casting the norm, it pays to put

your best foot forward with a .ACTOR domain and email

address. Not only does it brand you, and let your fans find you

online, it also helps casting directors and industry professionals

zero in on you as a contender.

To start performing, click here.

ACTING ORGANIZATIONS

SUBJECT:

HEADLINE:

BODY:

Be seen as the in-crowd with a .ACTOR domain

The one place online where it’s always showtime

A new .ACTOR domain is the place online where industry

professionals and talent come together. It’s where you’ll find

actors of all types, from up and coming stars of tomorrow, to

established performers looking to broaden their appeal. Put

yourselves in the spotlight with a .ACTOR domain and email

address.To start performing, click here.

To act for your clients, click here.

Contact Us