Bet you thought you knew everything satellites were used for....military and civilian observation, communication, navigation, weather and research? Yep. But, how about for advertising? HUH?? Read this presentation as Momentum Worldwide has a bit of fun creating a recommendation on how brands can use satellites as "stars" in the shape of logos to promote their products in the sky! We are a bit late for April Fools...but it is still hilarious!
2. The Brief
• We create a constellation in the sky using satellites as stars.
These “stars” form the shape of a small business name/logo.
3. Background – Constellations
• In modern astronomy, a constellation is an
internationally de ned area of the
celestial sphere. Historically, the term was
also used to refer to a perceived pattern
formed by prominent stars within apparent
proximity to one another, and this practice is
still common today.
• Since many constellations are difficult to
identify because of the limited amount of
stars that de ne the constellation, see
example of the constellation Orion below,
we would need to use dozens of satellites
per logo to create a presence in the sky.
4. Constellations – Made out of Satellites
• Since the satellites would just be moving points of light the more
satellites we use, the clearer and more de ned the logo would be,
please see example below.
• The Google logo below takes 68 satellites to form a legible image,
since we do not know the names of the companies we would be
spelling, we recommend using 75 satellites to accommodate the
variables.
5. Background – Satellites
• In the context of space ight, a satellite is an object which has been
placed into orbit by human endeavour. Such objects are sometimes
called arti cial satellites to distinguish them from natural satellites
such as the Moon.
• History's rst arti cial satellite, the Sputnik 1, was launched by the
Soviet Union in 1957. Since then, thousands of satellites have been
launched into orbit around the Earth; also some satellites, notably
space stations, have been launched in parts and assembled in orbit.
Arti cial satellite originate from more than 50 countries and have
used the satellite launching capabilities of ten nations. A few hundred
satellites are currently operational, whereas thousands of unused
satellites and satellite fragments orbit the Earth as space debris. A few
space probes have been placed into orbit around other bodies and
become arti cial satellites to the Moon, Venus, Mars, Jupiter and
Saturn.
6. Background – Satellites
• Satellites are used for a large number of purposes. Common types
include military and civilian Earth observation satellites,
communications satellites, navigation satellites, weather satellites, and
research satellites. Space stations and human spacecraft in orbit are
also satellites. Satellite orbits vary greatly, depending on the purpose
of the satellite, and are classi ed in a number of ways. Well-known
(overlapping) classes include low Earth orbit, polar orbit, and
geostationary orbit.
• Satellites are usually semi-independent computer-controlled systems.
Satellite subsystems attend many tasks, such as power generation,
thermal control, telemetry, attitude control and orbit control.
7. Background – Satellites Orbits
• Satellites travel in a consistent orbit to provide coverage to their target
area. Due to the speed of the earth and relative speed of the satellite
two or three satellites are needed to provide consistent 24 hour a day
coverage over their target area.
• As an example XM Radio only has 2 Satellites known as “Rock” and
“Roll” to cover the United States 24 hours a day. Each satellite spends
16 hours overhead.
• To that point because XM Radio needs
to keep the orbit of their satellites
consistent for their broadcast coverage,
so this would require us to work with
multiple private satellite companies
to rearrange their geosynchronous
orbits to create the constellations.
8. The Problem
• After some discussions
with industry experts it
has been determined
that it would not be
feasible to coordinate
with all of the various
satellite companies to
reposition their satellites
to spell out a company
name or logo.
9. The Solution
• To maintain the creative
control and the ability
to re task satellites
weekly or daily to spell
out the company names
and logos we
recommend launching
our own eet of 75
satellites.
10. The Satellites
• We have spec’d out a Boeing 702 HP Satellite
• The rst Boeing 702HP satellite was launched in 1999. The satellite can
carry more than 100 high-power transponders, and deliver any
communications frequencies that customers request.
11. The Satellites – Continued
• The Boeing 702 design is directly responsive to what customers said they
wanted in a communications satellite, beginning with lower cost and
including the high reliability for which the company is renowned. For
maximum customer value and producibility at minimum total cost, the
Boeing 702 offers a broad spectrum of modularity. A primary example is
payload/bus integration. After the payload is tailored to customer
speci cations, the payload module mounts to the common bus module
at only four locations and with only six electrical connectors. This design
simplicity confers major advantages. First, nonrecurring program costs
are reduced, because the bus does not need to be changed for every
payload, and payloads can be freely tailored without affecting the bus.
Second, the design permits signi cantly faster parallel bus and payload
processing. This leads to the third advantage: a short production
schedule.
12. The Launch
• In addition to the satellite we will need a launch vehicle.
• After extensive research we have determined that the Sea Launch
Zenit-3SL 3 stage rocket will be the best delivery vehicle.
13. The Launch Partner
• We would work with Sea Launch to send the Satellites into orbit.
• In addition to heavy lift performance capability of 4,000 - 6,100 kg+,
Sea Launch offers superior value, operational and cost advantages.
Our marine operations reduce launch infrastructure, minimizing
operational cost. Our continued focus is on customer satisfaction,
mission assurance and evolutionary growth with emphasis on high
performance, streamlined integration and efficient operations.
• Launch to all inclinations from a single launch pad.
• Our equatorial launch site provides the most direct route to orbit,
offering maximum lift capacity for increased payload mass or
extended spacecraft life.
14. The Launch Partner – Continued
• Independent launch range scheduling and excellent environmental
conditions.
• Proven, reliable components from the world's premier companies
have been combined to create a revolutionary satellite launch service
that maximizes payload capability, extends spacecraft life and delivers
outstanding injection accuracy.
16. Project and Orbit Management
• A full time team will need to be dedicated to the project management
for the build, launch and orbit of the satellites.
• Once the Satellites are launched a team will need to manage the orbit
and the re tasking of the satellites.
• The life of a satellite is 10 to 15 years depending on fuel conditions in
space. We would have to assume that our satellites would last
approximately 15 years and with up front project management and
post project we would need a team of 300 full time employees for 24
years.
17. Command Center
• A state of the art command center would be needed to oversee the
project and the re tasking of satellites for the program.
• The command center could be placed anywhere in the United States
and recommend to be in California, Texas or Florida for the cost of
construction and cost of living.
18. Project Timeline
• Approval by April 30, 2011
• Contract negotiations begin with Boeing and Sea Launch
• Satellites go into Production March 1, 2012
• Satellites completed July 2017
• We will be able to launch 2 satellites a month starting in July 2017,
all satellites will be in the air by 2020
19. Project Budget
Item
Per Unit
Per Year
Costs Per Unit
Total Cost
Satellites
75
$ 300,000,000
$ 22,500,000,000
Launch
75
$ 400,000,000
$ 30,000,000,000
Fuel for satellites
75
$ 10,000,000
$ 750,000,000
Insurance
75
$ 3,000,000
$ 225,000,000
Command Center
1
$ 18,000,000
$ 18,000,000
Misc Operating Costs
24
$ 5,000,000
$ 120,000,000
Satellite Destruction costs
5
$ 60,000,000
$ 300,000,000
Repositioning costs
75
30
$ 500,000
$ 1,125,000,000
Staffing costs
300
24
$ 300,000
$ 2,160,000,000
$ 57,198,000,000
Contingency
10%
$ 5,719,800,000
$ 62,917,800,000
This budget is built off the parameters given, as of 04/06/2011. This is a preliminary budget. NO COSTS ARE FINAL. This budget does not include
LEG, account, creative, or digital production time. This budget does not include account or creative expenses. This budget does not include digital
production programming and OOP fees. This budget does not include creative production costs.
20. Organizational Chart
• Supreme Executive Command Director
– James Gavigan
• Director of Flight Operations
– Tom Shaw
• Director of Launch Operations
– Ron Castellanos
• Director of Satellite Operations
– Tim Owens
• Director of Personnel
– Christian Manganelli
• Director of Finances
– Shani Friedman
• Executive Director of Facilities
– Rebecca Patrick
21. Appendix
• In addition to the obvious PR coverage additional revenue streams and
or media impressions could be had with the following:
– Branding and logo placement on the satellites
– The naming of the individual satellites
• A revenue stream of leasing transponder and bandwidth space on our
satellites could be used to offset operating costs.
• Not included in the budget, but Launch parties could be had to grow
excitement and continuous media impressions.
