How to Leverage an fTLD Domain:

PLANNING AND
COMMUNICATIONS GUIDEA GUIDE TO LEVERAGING .BANK

www.register.bank

A GUIDE TO LEVERAGING .BANK | 1

TABLE OF CONTENTS
PLANNING AND COMMUNICATIONS GUIDEINTRODUCTION...................................................................................................................2
PLANNING...........................................................................................................................3
The Implementation Team......................................................................................................3
Implementation Team Responsibilities..................................................................................3
Communications and Marketing............................................................................................5
Implementation.......................................................................................................................6

COMMUNICATIONS............................................................................................................7
Messaging to Internal Stakeholders......................................................................................7
Letter to Board of Directors.....................................................................................................8
Letter to Bank Management....................................................................................................9
Letter to Bank Employees...................................................................................................... 10
Intranet/Newsletter Content.................................................................................................. 11
Marketing to External Stakeholders................................................................................... 12
Letter/Email /Direct Mail to Existing and Prospective Customers......................................... 13
Letter/Email to Business Partners......................................................................................... 13
Letter/Email to Business Partners Servicing your fTLD Domain............................................ 14
Letter/Email to Sector Associations....................................................................................... 15
Letter/Email to Local Business Community/Chamber of Commerce.................................... 15
Website Copy........................................................................................................................ 16
Press Release—Local Media................................................................................................. 16
Press Release—Trade Media................................................................................................. 17

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INTRODUCTION
The fTLD Registry Services’ (“fTLD”) Planning and Communications Guide is designed for officers,
marketing and communications managers and others at financial organizations that have a rolein implementing a .BANK or .INSURANCE domain name (collectively “fTLD Domain”). This Guide
focuses on the planning that is part of implementing a new technology, your fTLD Domain, andthe communications that are necessary to promote the value and provide information about it to abroad range of stakeholders.
The following are related guides to this document and available at ftld.com/guide:››Executive Guide to Security Requirements is designed for Chief Information, Technology andInformation Security Officers (i.e., CIOs, CTOs, CISOs) and provides an overview of the Security
Requirements and the benefits of an fTLD Domain.

››Technical Guide to Security Requirements offers detailed implementation guidance to youroperational IT and security personnel and third-party providers.
Detailed information about fTLD’s Security Requirements is accessible at
ftld.com/enhanced-security.
fTLD has published Success Stories about organizations that have migrated to their fTLD Domain
and those from .BANK are available at register.bank/success-stories and .INSURANCE atregister.insurance/success-stories.
Your fTLD Domain is a trusted, verified, more secure and easily identifiable place on the internet.
Entities that use an fTLD Domain will have been vetted as members of the industry and deployed
the security technologies and practices documented in the fTLD Security Requirements if they areusing their fTLD Domain.
In order for you to compete more effectively in the new world facing all financial institutions,businesses need to be able to have a flexible tool like an fTLD Domain that their stakeholders
can instantly recognize as trusted and safe for their online business. The silent strength andinnovative potential of an fTLD Domain gives your business the ability to protect its resources andcontinue to grow with a new online presence that will continue to meet your goals and needs now
and in the future.
Your fTLD Domain is the place where financial services of the future will take place supporting you
and your stakeholders in the evolving internet world.

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PLANNING
The Implementation Team
When adopting an fTLD Domain, the best place to start is by bringing together everyone in or supportingyour organization that has a stake in your online presence and electronic communications. The initial,
investigative team that will plan your move to an fTLD Domain can include executives, legal, marketing,IT, online banking channel, product development and customer service. You should also consider
including any third-party providers that serve your company in delivering information, products andservices that may be impacted by such a move. Each of these groups will play some role in the
successful launch of your fTLD Domain and if you do not have a representative from every functionalarea, the selected staff should be able to effectively coordinate with the teams not directly represented.
If your organization’s board of directors is involved in this effort, consider having one or more directors
participate in the planning and communications activities for your fTLD Domain.
You should consider the size of the Implementation Team (the “Team”) based on your organizational
structure and lines of responsibility. Successful teams that have completed the transition to an fTLD
Domain have had anywhere from two to 10 members and were able to develop and implement their plan
in a reasonably short period of time. Smaller teams will need to communicate and effectively delegatetasks to others outside of the team and larger groups will require strong leadership so that time is spenton implementation activities rather than meetings. Consider similar projects your organization has alreadysuccessfully completed and how the configuration of those teams could be used as a model for the
deployment of your fTLD Domain.

Implementation Team Responsibilities
Planning
The Team will first need to develop the plan that will enable your organization to migrate from its existingdomain to the new fTLD Domain.

Goals
The first step in developing the plan is to determine the goals of the project. Ask the Team to think about
how they are using and supporting your current domain. What is working? What can we do better? Given
its benefits, what new opportunities can an fTLD Domain create for us?
Based upon interviews fTLD has conducted with organizations that have already moved to their fTLD
Domain, the most frequent activity tied to the implementation has been the launch of a newly designed
website. Other factors to consider with respect to timing are activities associated with rebranding,availability of new products and services, and a pending merger or acquisition. The plan should also
address how an fTLD Domain can help meet short- and long-term business goals.

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Impacted Users
Implementation and impact by constituencies is another way for the Team to evaluate the optimal use ofyour fTLD Domain. The Team should assess:››Business-to-Customer (B2C) — Should your fTLD Domain be used for your consumer-facing
presence? Possibilities include:• Replacing your entire current consumer-facing environment.
• Replacing components of your current consumer-facing environment — particularly for lines of				business where you want to provide a higher level of security or direct customer access.

• Using a new and/or more relevant fTLD Domain identity to promote new products and services
				or make current offerings easier to find.

• Employing your fTLD Domain for email communications with customers or with a subset of 						 customers.
››Business-to-Business (B2B) — Your fTLD Domain can be a new communication channel with thirdparty providers or other stakeholders for conducting inter-organizational transactions (e.g., financial,
sensitive information).

››Business-to-Government (B2G) — Your fTLD Domain can be used as a tool for communicating withregulators, law enforcement or other governmental organizations associated with conducting yourorganization’s business.

Additional fTLD Domains
Something to consider is whether you have identified all the fTLD Domains you may need for yourbusiness. For example, as the plan is developed you may learn that having additional fTLD Domains
is preferable to creating subdomains off of your primary domain. Since there is no limit to how many
domains you can register for your organization’s trademarks, trade names and service marks, securing
them early is desirable particularly if you will implement your plan in phases.

Timelines & Budgets
Timelines and budgets need to be confirmed taking into account all the tasks, staff and third-party
providers that will be involved in this type of project.
The Team should consider whether the project is best completed in phases. Should the website beconverted first with email to follow? Should marketing and other materials (e.g., business cards,
stationery) be converted as part of the transition or should these be replaced as inventory is depleted?
Should third-party providers be converted as part of the transition or will that need to be addressed at alater time? Does this mean that moving to a new third-party provider with the transition is more desirable
than sticking with the status-quo?

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Communications
Other topics that may affect your plan and staff members are internal and external communications
including industry and governmental exchanges that may be required by this type of change that can bemade more secure with fTLD Domain features.
You should also determine whether this is a good time to add new customer services and products thatyou can support more easily using an fTLD Domain. This could change your timeline and provide an evenmore powerful marketing opportunity.

Communications and Marketing
Once your plan has been developed and approved by the relevant stakeholders, you’ll next want to focus
on communications and marketing activities.
An integral part of the implementation plan is communicating and marketing to internal and external
stakeholders about your move to an fTLD Domain. Although the technical implementation is critical to thistransition effort and covered extensively in the related technical guides, communications and marketingare an equally critical part of the overall execution and acceptance of the changes.
Marketing can include informational updates to your staff and other internal stakeholders (e.g., meetings,
trainings, email blasts, webinars, intranet) so they understand the purpose and value of the migration to
your fTLD Domain and are prepared to assist customers with any questions they have.
External stakeholders may be alerted through more traditional methods such as statement stuffers, email
and promotional materials or social media sharing. It is important for the Team to consider whether aproactive and engaging marketing campaign that might include electronic and print media as well associal media is the most desirable way to reach and educate your stakeholders; or whether an organicor “quiet” launch of the new fTLD Domain website is preferred. Your Team will need to pick the best
approach for your stakeholders based on its goals and available resources.
Please also consider that your company may wish to update its marketing and communications collateral,
including:• Letterhead• Business cards• Banners and other outward facing materials• Electronic imagery including logos and other visuals• Brochures
As key decision milestones are reached, it is recommended that the Team proactively communicate withinternal and external stakeholders; the methodology for this should be identified in the plan. The Teamshould establish a mechanism for two-way communication in order for stakeholders to be able to ask
questions or submit ideas about your use of an fTLD Domain. The success of your fTLD Domain will inpart depend on how you communicate your intentions for your fTLD Domain and how you receive andrespond to feedback about it.

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Communicating Security Measures to Customers
An fTLD Domain is a trusted, verified and more secure place online for you, your customers andother stakeholders. As the deployment of an fTLD Domain requires compliance with numerous security
technologies and practices, which are fully discussed in the related technical guides, be sure to informyour customers about any changes needed for them to able to successfully access the updated website
or emails from your organization.
For example, fTLD’s Security Requirements specify the encryption levels that must be used for an fTLD
Domain to avoid vulnerable technologies (i.e., insecure versions of Transport Layer Security (TLS)). If
your customers are using web browsers that operate on insecure versions of TLS, you’ll need to informthem of the need to update their browser. While this may appear to be an inconvenience to you and yourcustomers, it’s an excellent opportunity to educate them about the importance of using up-to-date webbrowsers as a means to protect their security and personal information.

Implementation
Once the plan is confirmed, the Team will be responsible for guiding the project to a successful
completion. Based on how the project has been planned, this may be a period where many tasks aredelegated and the Team serves as coordinators for the technical development and related activities withthird-party providers and internal groups or teams including marketing and customer service. Indeed, themigration to your fTLD Domain in today’s business environment involves most functional areas in yourorganization from your board of directors to the first-line customer service staff answering the phone. Thisis the heart of your business and needs communication and effective management from start to finish.

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COMMUNICATIONSCommunications are a large part of any project and your transition to an fTLD Domain website andservices is no different. Your implementation planning team will have developed an initial plan as part ofits work and as the project proceeds the communications will evolve as you move from an inward focus
of building knowledge within your organization and with third-party providers to educating customers andother external stakeholders so they may continue and expand their use of your online services. Feedback
from a broad range of stakeholders will be used to help refine your messages and address questions thatarise along the way.
In addition to the specific information you will create related to how and when your organization will be
implementing your fTLD Domain, fTLD has developed and made available many resources about .BANK
and .INSURANCE that are available at register.bank/pr-tools andregister.insurance/pr-tools, respectively, which can be helpful to you.
Once the Team has finalized plans for the use of your fTLD Domain, messages and key audiences canbe determined. Depending on what services you decide to offer via your fTLD Domain and which primarychannels you plan to take advantage of—B2C, B2B and/or B2G—the following samples in this guide canbe used to support your organization’s communications to internal and external stakeholders.

Messaging To Internal Stakeholders
A critical element of success for implementing your fTLD Domain will be the manner in which plans arecommunicated to your internal stakeholders. The board of directors, management and employees will allplay an important role in leveraging your fTLD Domain. In many ways, they will act as the ambassadors forthis new channel.
Email, training, webinars, newsletters and meetings with management are common tools that can be used
to distribute information. You may get complex questions such as those about the security and technology
behind your fTLD Domain or simpler ones related to the process for updating signature blocks for email
or when and how business cards may be changed to include the new domain name or email address. A
frequently-asked-questions document or webpage dedicated to the transition to your fTLD Domain canbe developed to respond to inquiries, and can be modeled after fTLD’s information accessible at
ftld.com/faq. You should also consider updating resources to account for questions received thatwere not anticipated. The most common approach to educating staff about the planned transition isfor managers to regularly meet with and/or speak with them, particularly those that serve in a customer
service capacity. You may consider creating a script for help desk support and front-line staff for use
in responding to questions. Regardless of the approach your organization takes to discuss your fTLD
Domain, the better internal stakeholders understand the effort, the easier it will be for them to convey
the value of the change to your customers.
The following sample templates have been created for your use in communicating with various internalaudiences; remember to customize8 each template to your use of your fTLD Domain and uniquevalue proposition.
8

For “[fTLD Domain]” replace with “.BANK” or “.INSURANCE”
For “[Organization Name]” replace with the name of your businessFor “[your fTLD Domain]” replace with the fTLD Domain or Domains you will be using
For “[banking/insurance]” replace with “banking” or “insurance”]

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Letter to Board of Directors
Dear Board Members:
Pursuant to the presentation and discussion about the new [fTLD Domain] internet top-level domain at theboard meeting held on [date], [Organization Name] has registered the following [fTLD Domain] domains:• [your fTLD Domain]• [your fTLD Domain]• [your fTLD Domain][fTLD Domain] is a new, more secure internet web domain for the [banking/insurance] community; anidentifiable channel for trusted communications; and a place for growth and innovation for our business.
In order to successfully leverage our new [fTLD Domain] domain(s), we have created an implementationteam to develop a plan for addressing current needs and identifying future opportunities that can behandled more easily with a new [fTLD Domain] domain. The team includes staff from our executive
management, legal, marketing, IT, online banking platform, product development and customer service
teams. [name of board member] will represent the board on the implementation team.
Each part of our business has a stake in the success of our [fTLD Domain] domain(s). We have asked
implementation team members to consider how they are using and supporting our current domain andonline channels of communication with customers, industry and government. The implementation team will
look at the best use of the new [fTLD Domain] domain(s).
We will update the board on the status and plans of the implementation team at future board meetings.
You are encouraged to share your thoughts and ideas with [name of board member on implementationteam] or members of the management team as the process unfolds.
Sincerely,

www.fTLD.com

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Letter to Bank Management
Dear Bank Management:
We have exciting news. Many of you have heard about the new internet top-level domain for the [banking/insurance] community, [fTLD Domain]. [fTLD Domain] is a trusted, verified, more secure and easilyidentifiable location on the internet for financial companies and the customers they serve.
[Organization Name] has registered the following [fTLD Domain] domains:• [your fTLD Domain]• [your fTLD Domain]• [your fTLD Domain]
In order to successfully leverage our new [fTLD Domain] domain(s), we have created an implementationteam to develop a plan for addressing current needs and identifying future opportunities that can behandled more easily with a new [fTLD Domain] domain. The team includes staff from our executive
management, legal, marketing, IT, online banking platform, product development, and customer service
teams. [name of board member] will represent the board on the implementation team.
Each part of our business has a stake in the success of our [fTLD Domain] domain(s). We have asked
implementation team members to consider how they are using and supporting our current domain andonline channels of communication with customers, industry and government. The implementation team will
look at the best use of the new [fTLD Domain] domain(s).
We will update you on the status and plans of the implementation team at future management meetings.
You are encouraged to share your thoughts and ideas with [name of board member on implementationteam] or members of the management team as this exciting process unfolds.
Sincerely,

www.fTLD.com

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Letter to Bank Employees
Dear Employees:
We have exciting news. Many of you have heard about the new internet top-level domain for the [banking/insurance] community, [fTLD Domain]. [fTLD Domain] is a trusted, verified, more secure and easilyidentifiable location on the internet for financial companies and the customers they serve.
[Organization Name] has registered the following [fTLD Domain] domains:• [your fTLD Domain]• [your fTLD Domain]• [your fTLD Domain]

In order to successfully leverage our new [fTLD Domain] domain(s), we have created an implementationteam to develop a plan for addressing current needs and identifying future opportunities that can behandled more easily with a new [fTLD Domain] domain. The team includes staff from our executive
management, legal, marketing, IT, online banking platform, and product development and customer service
teams. [name of board member] will represent the board on the implementation team.
Each part of our business has a stake in the success of our [fTLD Domain] domain(s). We have asked
implementation team members to consider how they are using and supporting our current domain andonline channels of communication with customers, industry and government. The implementation team will
look at the best use of the new [fTLD Domain] domain(s).
We will update you on the status and plans of the transition team at future staff meetings and via
email alerts. You are encouraged to share your thoughts and ideas with [name of board member on
implementation team] or members of the management team as this exciting process unfolds.
Sincerely,

www.fTLD.com

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Intranet/Newsletter Content
We are pleased to share exciting news. Many of you have heard about the new [fTLD Domain] internet toplevel domain for the [banking/insurance] community. [fTLD Domain] is a trusted, verified, more secure andeasily-identifiable location on the internet for financial companies, and the customers they serve.
[Organization Name] has registered the following domains:• [your fTLD Domain]• [your fTLD Domain]• [your fTLD Domain][fTLD Domain] is an identifiable channel for trusted communications; and a place for growth andinnovation. Every [fTLD Domain] domain name is verified and support robust security requirements,
including:› Mandatory verification and re-verification of charter/licensure/authorized person/names
for regulated entities by fTLD;› Domain Name System Security Extensions (DNSSEC) to ensure that internet users arelanding on legitimate websites and not being misdirected to malicious ones;› Email authentication to ensure brand protection by mitigating spoofing, phishing and otheremail-borne activities;› Multi-factor authentication for changes to the domain information to ensure that any change toregistration data is made only by authorized users of the registered entity;› Strong encryption to ensure confidentiality and integrity of communications and transactions
over the internet; and› Prohibition of Proxy/Privacy Registration Services to ensure full disclosure of domain registration
information so bad actors cannot hide.
An implementation team is working on a plan for addressing current needs and identifying future
opportunities that can be handled more easily with a new [fTLD Domain] domain. The team includes staff
from our executive management, legal, marketing, IT, online banking platform, product development andcustomer service teams. [name of board member] will represent the board on the implementation team.
Each part of our bank has a stake in the success of our [fTLD Domain] domain(s). We have asked
implementation team members to consider how they are using and supporting our bank’s current domain
and online channels of communication with customers, industry and government. The implementationteam will look at the best use of the new your fTLD Domain domain(s).
We will update you on the status and plans of the [fTLD Domain] implementation team on future intranet
postings/newsletters. Meanwhile, you are encouraged to share your thoughts and ideas with [name ofboard member on implementation team] or members of the management team as we all move toward thefuture of financial services!

www.fTLD.com

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Marketing To External Stakeholders
A critical element of success for implementing your fTLD Domain will be the manner in which plans arecommunicated to external stakeholders and their role, where appropriate, in supporting a transition.
External stakeholders may include:››Existing and prospective customers››Investors and shareholders››Third-party providers››Regulators—local, regional and national››Sector Associations—local, regional and national››Community organizations/local chamber of commerce
In addition to the following direct communications to external stakeholders, be sure that you look at othercommunications and marketing approaches that have worked for you in the past. Organizations that havealready migrated to an fTLD Domain have noted the following tools worked successfully for them whencommunicating with external stakeholders:››Email blasts››Website pop-ups, information signups or banners on websites››Statement stuffers or messages on e-statements››Mobile App alerts››Press releases››Social media outreach (e.g., Facebook, Twitter, LinkedIn)››Local newspaper ads or articles››Local press or media (TV, radio)››Billboards
The following sample templates have been created for your use in communicating with various externalaudiences, and remember to customize9 each template to your use of your fTLD Domain and uniquevalue proposition.

9

For “[fTLD Domain]” replace with “.BANK” or “.INSURANCE”
For “[Organization Name]” replace with the name of your businessFor “[your fTLD Domain]” replace with the fTLD Domain or Domains you will be using
For “[banking/insurance]” replace with “banking” or “insurance”]

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Letter/Email /Direct Mail to Existing and Prospective Customers
Dear [Existing/Prospective Customer Name],
At [Organization Name] we are making an important investment our customers’ financial future.
Our bank is pleased to announce that effective [date], [Organization Name] will have transitioned [insert
details] of its online operations to the new domain, [your fTLD Domain]. We plan to use our new [your fTLD
Domain] address for [list of products and/or services]. We see this as an important change, allowing us tocreate a trusted, verified, more secure and easily identifiable location on the internet for you to conduct
your business with us.
Our new [your fTLD Domain] address provides robust security and meets strict verification requirementsthat will reduce the risk of cyber threats and enable us to build a high-trust, more secure environment
for our customers that can be easily identified with our business. Through this change, we believe[Organization Name] can offer you the enhanced level of service and security you deserve. We welcome
the opportunity to be of service to you in any way. Our knowledgeable representatives are ready to assist
you at [provide contact information].
Sincerely,

Letter/Email to Business Partners
Dear [Partner Name],
We are pleased to announce that effective [date], [Organization Name] will have transitioned [insert details]of its online operations to the new domain, [your fTLD Domain]. We see this as an important change,
allowing us to create a trusted, verified, more secure and easily identifiable location on the internet for you
to conduct your business with us.
As a valued partner of [Organization Name], we wanted to inform you of the benefits the robust security
requirements that our new domain provides. Existing cyber risks are mitigated and the greater security
enables us to build a high-trust environment for our customers and offer high-value products and services
on our easily identified location on the internet.
If you have any questions, please call [Number] or email us at [email address].
Sincerely,

www.fTLD.com

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Letter/Email to Business Partners Servicing yourfTLD Domain Infrastructure and Content Provider
Dear [Partner Name],
We are pleased to announce that [Organization Name] will soon transition [insert details] of its online
operations to the new domain, [your fTLD Domain]. We see this as an important change, allowing us tocreate a trusted, verified, more secure and easily identifiable location online for our brand.
We wanted to inform you as part of this transition that using [your fTLD Domain] requires uniform adoptionof new robust security technologies and practices that may require changes to how you provide yourservices with this new domain. As a valued partner of [Organization Name], your understanding of theimplementation and ongoing maintenance of the requirements will ensure our relationship endures thistransition. In partnership, this improved security enables us to build a high-trust environment for ourcustomers and offer high-value products and services.
The current Security Requirements are available at https://www.ftld.com/enhanced-security/. Additional
detailed technical documentation provided by fTLD is also available at https://www.ftld.com/guide.
Please contact us as soon as possible to review any transition concerns based on the information noted
above. Please call [Number] or email us at [email address] to begin this discussion to ensure a smooth andtimely transition.
Sincerely,

Letter/Email to Regulators
Dear [Regulator],
We are pleased to announce that effective [date], [Organization Name] will have transitioned [insert details]of its online operations to the new domain, [your fTLD Domain]. We plan to use our new [your fTLD
Domain] address for [products and/or services].
The migration will be undertaken from [date] to [date]. The changes are focused internally at our
technology infrastructure and are fully compliant with industry regulations and best practices. We will also
confirm updates to related email addresses once that transition has been successfully completed.
We would welcome the opportunity to discuss the use of our new domain, [your fTLD Domain], with you. If
you have any questions, please call [Number] or email us at [email address].

Sincerely,

www.fTLD.com

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Letter/Email to Sector Associations
Dear [Association],
We are pleased to inform you that effective [date], [Organization Name] will have transitioned its [products
and/or services] to our new domain, [your fTLD Domain]. Please be sure to update your information for ourcompany to reflect our new domain, [your fTLD Domain].
[In addition, we will be transitioning our email addresses by [date]. Please use the following email
addresses that use our new [your fTLD Domain] address:]
The migration will be undertaken from [date] to [date]. The changes are focused internally at our
technology infrastructure and are compliant with all regulatory requirements and association mandates.
If you have any questions, please call [Number] or email us at [email address].
Sincerely,

Letter/Email to Local Business Community/Chamber of Commerce
Dear [local business community/Chamber of Commerce],
We are pleased to inform you that effective [date], [Organization Name] will have transitioned its [details]
operations to the new domain, [your fTLD Domain]. As you may be aware, only verified members of the[banking/insurance] community can have a [fTLD Domain] website. All [fTLD Domain] domains also mustmeet the robust security requirements of the domain.
We know we must do everything we can to protect our customers and continue to be a business that
supports the financial needs of the thriving local community. We think this conversion brings many benefits
that help us to continue accomplishing those goals.
The migration will be undertaken from [date] to [date].
If you have any questions about this new initiative, please call [Number] or email us at [email address].
Sincerely,

www.fTLD.com

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Website Copy

[Organization Name] is adapting to the future of financial services. In order to better protect ourcustomers, we have begun migrating from our current website to a new web identity—[your fTLD Domain].
The [fTLD Domain] environment provides an increased level of security to our customers and business
partners.
We expect this transformation to benefit you, our customer, in the following ways:• Easily identifiable website in [your fTLD Domain]• More trusted and secure online communications and transactions• Stronger protection against future cyber security risks
If you have any questions, please call [Number] or email us at [email address]. Our knowledgeable
representatives are ready to assist you.

Press Release—Local Media[City, State], [Date] —In order to better serve its customers, [Organization Name], [tagline], today
announced its adoption of a new domain—[your fTLD Domain] —for its internet operations. [fTLD Domain]is a new, more secure internet domain. It is an easily identifiable channel for trusted communications
between [banks/insurance companies] and their customers.
Since [fTLD Domain] environment is exclusive to the [banking/insurance] industry, it provides a level of
security unmatched in traditional internet environments. The strict controls in place mitigate cyber security
risk and allow [Organization Name] to better protect its customers.
“We are delighted to adopt [fTLD Domain] for our internet operations,” said [Organization Representative].
“The increased value of [your fTLD Domain] enables us to build a high-trust environment for our customers
that can offer new products and services, and provide a more secure domain to better protect them fromcybercrime attacks.”

www.fTLD.com

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Press Release - Trade Media[City, State] – [Date] – In order to better serve its customers, [Organization Name], [tagline], today
announced its adoption of a new domain - [your fTLD Domain] - for its internet operations. This new
domain delivers a more secure, easily identifiable channel for trusted communications between [yourbusiness category] and their customers.
Only verified members of the [banking/insurance] community can have a [fTLD Domain] domain. In orderto prove that applicants are members of the global [banking/insurance] community, every application
undergoes vigorous verification before it is approved. This exclusivity offers a degree of safety that othercommercial domains do not provide.
“Banks are looking to build more trust, and the [fTLD Domain] domain extension—created by and for ourindustry—will help them deliver on that promise no matter how [banking/insurance] companies choose
to use their new [fTLD Domain] website,” said Craig Schwartz, managing director of fTLD, the privatecompany that is owned, operated and governed by banks, insurance companies and their respective tradeassociations. “The security requirements fTLD mandates for [fTLD Domain] domains brings a level of trust
and protection that exceeds those in any existing gTLD—and those benefits can be extended to myriad
audiences—from customers, to partners to regulators.”“We are delighted to adopt [your fTLD Domain] for our internet operations,” said [Organization
Representative]. “[fTLD Domain] provides a high-trust environment for our customers, where we can offer
new products, services and communications channels, through a [fTLD Domain] domain uniquely built toserve the [banking/insurance] industry.”

www.fTLD.com

PLANNING AND COMMUNICATIONS GUIDE | 17

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FOR REFERENCE PURPOSES ONLY. The content of this guide is provided for educational purposes only, with theunderstanding that neither the authors, contributors, nor the publishers of this guide are engaged in rendering legal
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