The idea… Position GE as the company who will champion and support the talent of tomorrow, enabling them to move forward and solve the world’s toughest challenges.
The journey… Engineering is vital to everyday life, it shapes the world we are living in and the future we are relying on. ‘Engineering the Future’ is an integrated solution that will enable our audience to engage with the GE message and share their experiences across multiple platforms. At the core is a brand new editorial series looking in depth at the future of engineering and exploring the challenges the discipline faces. This content is designed to appeal to our elite audience of both business leaders and policy makers across the globe. Alongside this content, the FT proposes a brand new competition aiming to find the best young innovators in the field and the ideas they are currently developing. Finally, tactical display activity will boost exposure of the GE brand to the right audience at the right time by aligning them with key events in the global calendar.
Campaign architecture Content series Building a community Tactical display support
Campaign architecture Content series Building a community Tactical display support Four part tabloid series Online hub Social media sharing Sponsored copies at key events Forums, Debates & Think Tank
‘ Engineering the Future’ content The Financial Times plans to launch a major new editorial series called ‘Engineering the Future’. This series will develop the debate surrounding the importance and value of engineering to the global economy. It will examine the future of engineering in the widest sense, looking at the ways in which innovations will shape the way we live in this century and the next. ‘ Engineering the Future’ will weave together the strengths of the FT portfolio to present this fascinating topic to our unique and elusive audience.
<ul><li>The world is facing critical challenges in the coming decades. Engineers play key roles in meeting the needs of society today and for the future: climate change, medicine, information technology, electronics, transport infrastructure, architecture, economic development, commercial achievement are all fields in which the contributions of engineers are a prerequisite of success. </li></ul><ul><li>These will be some of the most fertile and important areas of engineering innovation in the coming decades and as technological capability is continuing to advance at a startling pace, the demand for these innovations shows no sign of diminishing. </li></ul><ul><li>This unique four part series will consist of: </li></ul><ul><ul><li>Part 1: Urban development </li></ul></ul><ul><ul><li>Building design and construction; designing transport systems for mega-cities; reengineering the car; public transport – faster trains, larger aircraft; water and sanitation </li></ul></ul><ul><ul><li>Part 2: Energy and the Environment </li></ul></ul><ul><ul><li>Green technology and alternative energy sources; smart electricity grids; the revival of nuclear energy; feeding the world – genetically modified foods and sustainable agriculture; combating climate change </li></ul></ul><ul><ul><li>Part 3: Communications </li></ul></ul><ul><ul><li>Infrastructure – terrestrial networks and satellite technology; the next generation of portable computers; mobile phone technology; the future of the internet; security, combating terrorism and the spread of spy technology </li></ul></ul><ul><ul><li>Part 4: Medicine </li></ul></ul><ul><ul><li>Genetic engineering and designer treatments; nano-medicine; biotechnology; robotic surgery; diagnostic tools </li></ul></ul>Additional editorial detail
To give GE the opportunity to engage directly with their target audience, the FT Conferences division will organise a series of seminars based on the themes explored in the project. These events will be chaired by one of the FT’s journalists and will provide an insightful forum for senior executives to discuss some of the topics raised and hear from experts in the relevant field. The key note speech will be recorded for a new video series on FT.com. Engaging the audience face to face
As each video is launched, a discussion forum would be created for our users to interact with the content, moderated by an FT journalist. These discussion forums will also form the basis for quarterly online debates where the FT will formerly pose a question stimulated by the greatest challenges facing the engineering sector. Once the community has been built the FT would form a think tank using the knowledge and expertise of our audience on the basis of the print and video series, tackling big challenges. Hosted online, our users would be able to post innovative and imaginative ideas that may shape the future of engineering. Engaging the audience online
Tactical display activity We suggest that GE invest in display activity linked to key points through the next twelve months. The World Economic Forum in Davos, the meeting of the World Energy Council and the COP 16 meeting all represent strong opportunities for tactical messaging that raises the association of GE as a company committed to addressing some of the largest challenges facing mankind. In-paper display in particular regions, and sponsored copies at or around these events will provide the appropriate environment for GE to communicate this message.
Conclusion This proposition represents a completely new editorial offering from the FT and as such will require close attention to detail to ensure that the project is realised to it’s full potential. We see the content as dynamic and engaging and we are excited by the potential offered through using rich media such as video and graphics alongside new methods of sharing content through social media and creating an engaged community under the umbrella of a specific editorial theme. We believe this proposition offers GE the chance to engage with our audience in multiple ways and so will optimise engagement, capture interest and through the advertising raise the already positive perceptions they have of the GE brand. By using relevant content to ensure our audience understand not only the sectors that GE operate in, but also that they are an intrinsically innovative company and inspire ‘Imagination at Work’.