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National geographic

  1. 1. GE & National Geographic 2011 Thought Starters
  2. 2. The Big Picture: A Commitment to Sustainability on a Corporate Level “ Decisions we make in the coming years will profoundly affect the natural world and the quality and sustainability of our lives. Never has the Society’s mission been more important.” General Electric Company GE is imagination at work. From jet engines to power generation, financial services to water processing, and medical imaging to media content, GE is dedicated to turning imaginative ideas into leading products and services that help solve some of the world’s toughest problems. NATIONAL GEOGRAPHIC Inspiring People to Care About the Planet National Geographic encourages greater understanding and global stewardship of our increasingly connected world. We will be the voice of global and environmental issues and shine a light on the solutions that will preserve our planet for future generations. John Fahey National Geographic Society President and CEO “ I’m out talking about this company seven days a week, 24 hours a day, with nothing to hide. We’re a 130 year old company that has a great record of high-quality leadership and cultural integrity.” Jeff Immelt General Electric Company Chairman and CEO
  3. 3. 7 Billion: The Big Idea The last 50 years have seen the world’s most rapid population rise in history. From three billion people in 1960 to nearly seven billion people today, we’re headed to a world with nine billion people by mid-century. Nobody knows the world better than National Geographic. With the breadth and depth of coverage that only it can provide, National Geographic will produce the definitive series on world population—presenting an all- encompassing look at our peopled planet.
  4. 4. Now More Than Ever National Geographic’s goal in reporting on population now is to improve awareness and understanding of what is the most significant, yet under-reported story of our time. The world is at an important crossroads, where decisions we make today can profoundly affect the quality and sustainability of our lives. With 7 Billion, National Geographic seeks to inspire, educate, inform and foster the necessary public discussion about population now and ahead. And as it starts the dialogue with an unprecedented seven-part series in the magazine and extends it across multiple assets, National Geographic invites your brand to join us in this most relevant conversation. THE EXPANDING HUMAN FAMILY
  5. 5. You don’t need to visit Delhi, India (population 16 million) or China (home to a fifth of the world’s people) to sense the consequences of rapid population growth. We see its impact all around us. With its yearlong exploration of world population, National Geographic will commit its full editorial resources to celebrate the human ingenuity that will be the driving force behind the solutions that will preserve the balance between human aspirations and the Earth’s ability to sustain them. Chris Johns Editor-in-Chief National Geographic Our Editor’s Vision
  6. 6. An All-Encompassing Exploration Through the World’s Best Photography and Original Journalism OCTOBER JULY AUGUST SEPTEMBER NOVEMBER DECEMBER People Planet: 7 Billion in 2011 Who, How Many, Where, and Why? SPECIAL COVER GATEFOLD Earth’s Burden: Man-Made Planet 1. The Era of Man 2. Ocean Acidification Human Footprint Map Supplement GATEFOLD: Technology Adapting to Environmental Change Spotlight on Bangladesh GATEFOLD: Moving Goods Saving Biodiversity Spotlight on Africa’s Albertine Region GATEFOLD: Biodiversity <ul><li>Food Security </li></ul><ul><li>Limits to Food Production 2. Heirloom Breeds & Seeds </li></ul><ul><li>GATEFOLD: Feeding the Planet </li></ul>Girl Power: The Rise of Girls & Women Spotlight on Brazil GATEFOLD: World Health Urban World Creating a Sustainable Crowd GATEFOLD: Growth of Cities Newsstand Special Issue JANUARY FEBRUARY MARCH APRIL MAY JUNE
  7. 7. Set Your Brand Apart A One-of-a-Kind Leadership Platform <ul><li>Together with National Geographic, GE can be part of the 7 Billion content platform. </li></ul><ul><ul><li>Through standard advertising activity that takes advantage of this incredible content strand running throughout 2011 </li></ul></ul><ul><ul><li>Or via category-exclusive, partnership with the 7 Billion platform </li></ul></ul><ul><ul><li>Working in collaboration, National Geographic will identify and create opportunities to position GE at the forefront of the conversation to showcase your market leadership and innovative solutions for the future of our peopled planet. </li></ul></ul>*Category exclusivity, available on a first-come basis, applies to 7 Billion partnership deliverables and benefits only, and does not prevent competitors from advertising in any of the 7 Billion issues.
  8. 8. <ul><li>A trusted, reliable, “go-to” source of information for opinion- and thought-leaders </li></ul>A Wide Reaching Sphere of Influence SUPPORTING BRAND COMMUNICATION ON MULTIPLE LEVELS GLOBAL BUSINESS ELITE Providing a necessary global perspective for business leaders and business decision-makers—both in the U.S. and internationally Reaching educated, influential consumers and concerned citizens “ MASS” INFLUENTIAL SPECIAL PUBLICS <ul><li>Ranks #1 in reach of Influentials ® and “Super” Influentials ® — those consumers who tell others how to vote, what to buy, etc. </li></ul><ul><li>Ranks #1 in reach of men </li></ul>Influentials®: adults who participated in 3+ public activities in past 12 months; “Super” Influentials®: 5+ activities. Source: MRI Fall 2009, Erdos & Morgan Opinion Leaders 2008-2009; EMS, Summer 2009; PAX Q2 2009-Q1 2010 <ul><li>Ranks #1 in reach of men in top management and C-suite positions </li></ul><ul><li>Among top English-language titles… </li></ul><ul><li>Ranks #1 in reach of C-suite executives and business decision-makers in Europe </li></ul><ul><li>Ranks #1 in reach of C-suite executives, top management, and business influentials in Asia </li></ul>#1 in reach of opinion leaders personally involved in: <ul><li>ENERGY ISSUES including alternative energy/fuels and clean technologies </li></ul><ul><li>ENVIRONMENTAL ISSUES including global warming, air quality, natural resources, water quality, urban growth, and eco-friendly construction </li></ul><ul><li>AGRICULTURAL ISSUES including farm conservation/preservation and genetically modified food, seeds, etc. </li></ul><ul><li>GOVERNMENT/SELF-REGULATION: Of pharmaceutical/healthcare and chemical industries </li></ul>
  9. 9. Integrated Leadership Platform POSITIONING YOUR BRAND FRONT-AND-CENTER IN THE CONVERSATION PRINT NATIONAL GEOGRAPHIC MAGAZINE DIGITAL NATIONAL GEOGRAPHIC.COM EXPERIENTIAL NG ENVIRONMENT FORUM: POPULATION SPECIAL ISSUE <ul><li>POPULATION </li></ul><ul><ul><li>Exclusive Ad Opportunity for 7 Billion Partners </li></ul></ul><ul><ul><li>“ Focus on the Future” showcases your brand in business-focused special section within the issue </li></ul></ul><ul><ul><li>Targeted Distribution includes Capitol Hill and 1,500 copies for advertiser’s use </li></ul></ul>CONSUMER ENGAGEMENT <ul><li>“ REIMAGINE OUR WORLD”(wt) </li></ul><ul><ul><li>Custom Marketing Campaign promotes and drives engagement with content in personal, approachable way </li></ul></ul><ul><ul><li>Partner Integration presenting sponsor recognition in global media outreach and public relations campaign </li></ul></ul>INTERACTIVE <ul><li>High-Profile Brand Alignment through continuity of messaging against highly relevant content </li></ul><ul><li>Custom Opportunities through high-impact “By the Numbers” editorial gatefolds that provide premium positioning and custom creative opportunities </li></ul><ul><ul><li>Multimedia Engagement with interactive ad units in NGM’s Interactive Edition </li></ul></ul><ul><ul><li>Editorial Hub Sponsorship provides yearlong visibility and alignment with the platform </li></ul></ul><ul><ul><li>Custom Partner Page communicates leadership position and provides opportunity to showcase brand solutions for population-based challenges </li></ul></ul><ul><ul><li>Custom Online Campaign builds brand and drives engagement </li></ul></ul><ul><ul><li>Presenting Sponsorship multi-day forum that brings together diverse group of experts and leaders to discuss population-based environmental challenges, providing face-to-face connection with key publics </li></ul></ul><ul><ul><li>Event Integration includes speaker/panelist/moderator opportunity for CEO or other key executive, custom on-site presence through displays and/or demonstrations, and sponsor recognition in all branding and collateral </li></ul></ul>
  10. 10. Print: National Geographic Magazine High-Profile Brand Alignment Through Messaging Continuity <ul><li>National Geographic magazine’s special yearlong coverage will launch in January 2011 with an overview of population— exploring who, how many, where, and why to spotlight the very different trends in different parts of the world. </li></ul><ul><li>This introductory story provides the necessary foundation for a compelling, seven-part series that poses the important questions that we should be asking. Can we feed, water, house, and provide opportunity for seven billion people and more? What is the likelihood for equilibrium and a hopeful future? </li></ul><ul><li>The magazine’s search for answers and the possibility of solutions in its feature reporting provides your brand the perfect opportunity to participate in the dialogue and tell your innovation- and solutions-based story. </li></ul><ul><li>High-profile brand alignment and continuity of messaging with seven-page advertising commitment </li></ul><ul><li>Opportunity to collaborate with National Geographic on custom campaign executions </li></ul><ul><li>Flexibility to target business and thought leaders through: </li></ul><ul><ul><li>Executive demo edition in the U.S.: 1.4 million rate base </li></ul></ul><ul><ul><li>Global English-language edition distributed worldwide: 5.4 million rate base </li></ul></ul>PARTNER INTEGRATION
  11. 11. Print: National Geographic Magazine Custom Communications Opportunity: High-Impact Editorial Gatefold Unit <ul><li>7 Billion “By the Numbers” Custom Gatefold Units To provide participating partners the opportunity to tell their story with impact, National Geographic magazine will create a series of 3-page gatefold units to appear quarterly among the front-of-book core department pages. The special units will engage readers with thematic maps from National Geographic’s new 9th Edition Atlas of the World and other original content— all addressing key population-focused issues, including: </li></ul>Technology Transportation: Moving Goods Feeding the Planet <ul><li>Exclusive sponsorship of one of the units—with three pages that include the front and the back of the gatefold, plus the adjacent RHP in book </li></ul><ul><li>Three pages could include both brand/corporate advertising and custom-created branded content that speaks to a particular partner message through photo-driven storytelling, custom maps, case studies, schematic illustrations, and more </li></ul>For illustration purposes only. PARTNER INTEGRATION World Health Biodiversity The Growth of Cities
  12. 12. INTERACTIVE: National Geographic Magazine Extended and Enhanced Messaging Through New Media To launch its first fully Interactive Edition, April’s single-topic water issue, National Geographic made available the issue for free download for the first 10 days of publication—generating 65,000+ downloads. <ul><li>As a brand, National Geographic is always evolving and is at the forefront in offering readers more choices so they can connect to content wherever and whenever they want. </li></ul><ul><ul><li>National Geographic magazine’s Interactive Edition— complete with its own app—capitalizes on the brand’s core strengths of photography and storytelling… bringing the magazine to life in exciting new ways. </li></ul></ul><ul><ul><li>The Interactive Edition of the magazine presents the complete content from the print edition, plus extra photo galleries, rollover graphics that animate features like maps and timelines, video, and much more. </li></ul></ul>*Additional production fees apply. <ul><li>Inclusion of all print advertisements in Interactive Edition </li></ul><ul><li>Provides partners opportunity to become a leader in the new media space and tap into a growing market </li></ul><ul><li>Enhanced engagement through a wide variety of digital extras,* including video, audio, 360 O product views, Internet connections, slide shows, and more. </li></ul>PARTNER INTEGRATION
  13. 13. SPECIAL NEWSSTAND ISSUE: Population Targeted Distribution and Special Messaging Opportunity <ul><li>National Geographic magazine’s coverage of population will culminate in the publication of a special year-end newsstand issue, packed with feature reports, photography, and info-graphics and maps. </li></ul><ul><li>This 100-page-plus magazine will be sold on newsstands and at select bookstores. </li></ul><ul><li>The special issue will also have targeted distribution on Capitol Hill. </li></ul><ul><li>The issue will also feature a multi-page in-book “Focus on the Future” special section that spotlights what businesses are doing in areas of sustainability, innovation, and corporate responsibility. </li></ul>For illustration purposes only. <ul><li>Equivalent of three pages in the issue, which includes: </li></ul><ul><ul><li>Two advertising pages (with one or both pages potentially crafted as a letter from the CEO or other senior executive on why they support the issue and the platform) </li></ul></ul><ul><ul><li>Equivalent of one page in “Focus on the Future” special section </li></ul></ul><ul><ul><li>1,500 additional copies for internal/external distribution </li></ul></ul>PARTNER INTEGRATION
  14. 14. DIGITAL: NationalGeographic.com Yearlong Online Visibility and Engagement <ul><li>National Geographic will have a strong online presence for population issues in conjunction with the 7 Billion series that will help to punctuate series content and extend the “long tail” of its impact. </li></ul><ul><li>To align with the launch of the in-book series and keep the online presence fresh and active, NationalGeographic.com will create a new 7 Billion editorial hub that provides the core connection point for the “Reimagine Our World” consumer engagement campaign, with links to main background features and interactives—all updated regularly to keep the online presence fresh and active. </li></ul><ul><li>Partner recognition with anchored, fixed logo positions </li></ul><ul><li>Share-of-voice ad rotation on all 7 Billion content pages </li></ul><ul><li>Branded and co-branded online campaign—extending partner messaging across relevant key areas of NationalGeographic.com </li></ul><ul><li>Custom partner page, designed to tell each partner’s story of how they are providing solutions for population-based challenges </li></ul>PARTNER INTEGRATION
  15. 15. CONSUMER ENGAGEMENT: “Reimagine Our World” (wt) Making a Personal Connection With the National Geographic Audience <ul><li>Designed to actively involve the National Geographic audience with 7 Billion content in a personal and human way, the consumer engagement campaign is an ongoing call-to-action inviting a global audience to “reimagine our world ”and have their voice heard as o ne of seven billion people. </li></ul><ul><li>Fun, fast, and viral, the campaign is designed to amplify the conversation with our readers, asking them to tell their story and share their hopes, aspirations, and “aha moment” ideas for the future through video (and/or photo) submissions. </li></ul><ul><li>These personal reflections will be aggregated on the online editorial hub on NationalGeographic.com, designed with cutting-edge tools to create an unique interface that builds community and promotes interaction with the user-generated “collective consciousness ” of the world. Content from the hub will be extracted to create an ongoing promotional campaign that sustains interest and engagement— all while continuing to grow the 7 Billion community. </li></ul><ul><li>Partner recognition and branding through ongoing promotion and activation, which includes: </li></ul><ul><ul><li>Print promotion in National Geographic global English-language edition </li></ul></ul><ul><ul><li>Co-branded banners on NationalGeographic.com </li></ul></ul><ul><ul><li>Web outreach through social media, viral video, in-market stunts, and PR extensions </li></ul></ul>PARTNER INTEGRATION
  16. 16. EXPERIENTIAL: NG Environment Forum—Population Providing Face-to-Face Dialogue With Key Publics <ul><li>The 2011 National Geographic Environment Forum, now in its fourth year, will explore the wide-ranging impacts of population across a variety of key issues and focus on defining and implementing forward-looking, “real world” choices that allow people—and the planet—to flourish. </li></ul><ul><li>Like no other, the multi-day forum will be comprised of a mix of small- and large-group activities including panels, one-on-one discussions, presentations, seminars, photography shows, films, and meals—offering both formal and informal opportunities for lively and productive exchange. </li></ul><ul><li>The forum will bring together knowledgeable and engaged insiders and everyday citizens—environment and business leaders, energy and policy experts, government insiders, scientists and educators, journalists and photographers, and the public—in a manner seen nowhere else. </li></ul><ul><li>Expected Attendance: 500+ 2011 Timing and Location: TBD </li></ul><ul><li>Speaker/panelist/moderator opportunities for CEO or other senior level executives </li></ul><ul><li>Custom on-site presence for displays, demonstrations, etc. </li></ul><ul><li>Branding throughout the forum and within panel discussions/sessions </li></ul><ul><li>Partner recognition in all promotional materials and associated collateral </li></ul>PARTNER INTEGRATION
  17. 17. <ul><li>The 7 Billion platform can be tailored to meet specific goals and objectives, with potential extensions that can be executed in combination with the core platform, including: </li></ul><ul><ul><li>LOCAL-LANGUAGE: Reach extension opportunities through 33 local-language editions of National Geographic </li></ul></ul><ul><ul><li>TELEVISION: Custom-created vignettes, including “First Look” vignettes that provide a “sneak peak” at upcoming magazine content, airing in targeted programming on Nat Geo Channel </li></ul></ul><ul><ul><li>EVENTS: 7 Billion Salon Series—custom-event opportunities to advance the dialogue through small-group, topic-focused discussions </li></ul></ul><ul><ul><li>EXPERIENTIAL: Traveling photography exhibit to key markets, including opportunities for VIP and mass-market photographer events and presentations </li></ul></ul>Additional Opportunities For Extending Your Participation
  18. 18. Summary of Partnership Deliverables <ul><li>PRINT/INTERACTIVE </li></ul><ul><li>Seven advertising pages in NGM—Executive demo edition or Global English-language, which includes: </li></ul><ul><ul><li>Custom gatefold sponsorship opportunities and/or premium positioning opportunities </li></ul></ul><ul><ul><li>Ad units in NGM Interactive Edition—to align with in-book advertising schedule </li></ul></ul><ul><li>DIGITAL </li></ul><ul><li>Yearlong sponsorship of 7 Billion editorial hub, which includes: </li></ul><ul><ul><li>Anchored, fixed logo placement, shared with other partners </li></ul></ul><ul><ul><li>Share-of-voice ad rotation on all 7 Billion content pages </li></ul></ul><ul><ul><li>Custom partner page </li></ul></ul><ul><ul><li>Branded and co-branded online campaign </li></ul></ul><ul><li>CONSUMER ENGAGEMENT </li></ul><ul><li>Sponsorship of “Reimagine Our World” consumer campaign, which includes: </li></ul><ul><ul><li>Partner recognition on print promotional ad units in NGM Global English-language </li></ul></ul><ul><ul><li>Co-branded promotional campaign on NG.com </li></ul></ul><ul><li>POPULATION: SPECIAL NEWSSTAND ISSUE </li></ul><ul><li>Integration within Population special newsstand issue, which includes: </li></ul><ul><ul><li>Two advertising pages </li></ul></ul><ul><ul><li>Integration within “Focus on the Future” special section (equivalent of one page) </li></ul></ul><ul><ul><li>Targeted distribution on Capitol Hill </li></ul></ul><ul><ul><li>1,500 copies for partner use </li></ul></ul><ul><li>EXPERIENTIAL </li></ul><ul><li>Sponsorship of NG Environment Forum, which includes: </li></ul><ul><ul><li>Speaker/panelist/moderator opportunity </li></ul></ul><ul><ul><li>Custom on-site presence </li></ul></ul><ul><ul><li>On-site and associated branding to include: signage, invitations, programs, and all related collateral material </li></ul></ul>7 Billion partners also will benefit from the extensive public relations and outreach that National Geographic is planning to support the platform.
  19. 19. Platform Timeline JAN FEB MAR APR MAY JUN DEC 2010 2011 DIGITAL NG.com PRINT NGM EXPERIENTIAL EDITORIAL NGM/NG.com PARTNERSHIP DELIVERABLES CONSUMER ENGAGEMENT “Reimagine Our World” SPECIAL ISSUE People Planet: 7 Billion in 2011 Who, How Many, Where, and Why? Earth’s Burden The Era of Man & Ocean Acidification Human Footprint Map Supplement Adapting to Environmental Change Spotlight on Bangladesh Online Branding/Custom Campaign Online Hub/Digital Campaign Global Print Promo Global Print Promo Timing/Location of Environment Forum TBD Print Campaign: Specific Dates TBD Note: All timing subject to change and provided only as a preliminary guide. Global Print Promo Special Cover Gatefold Technology Gatefold Transportation/Moving Goods Gatefold
  20. 20. Platform Timeline JUL AUG SEP OCT NOV DEC 2011 Urban World Creating a Sustainable Crowd Newsstand SIP EDITORIAL Food Security Saving Heirloom Breeds and Seeds Girl Power The Rise of Girls and Women Saving Biodiversity What Room for Nature? NGM/NG.com Online Branding/Custom Campaign Online Hub/Digital Campaign Global Print Promo DIGITAL NG.com PRINT NGM CONSUMER ENGAGEMENT “One of 7 Billion” SPECIAL ISSUE Ad Execution “Focus on Future” EXPERIENTIAL Timing/Location of Environment Forum TBD Print Campaign: Specific Dates TBD Note: All timing subject to change and provided only as a preliminary guide. PARTNERSHIP DELIVERABLES Feeding the Planet Gatefold World Health Gatefold Biodiversity Gatefold Growth of Cities Gatefold
  21. 21. Together, We Are 7 Billion <ul><ul><li>A big idea; bringing best of Editorial resources and bespoke content for GE </li></ul></ul><ul><ul><li>Category-Exclusive* Leadership Positioning </li></ul></ul><ul><ul><li>Yearlong engagement and Brand Interaction </li></ul></ul><ul><ul><li>Multi-platform Integration </li></ul></ul><ul><ul><li>Push & pull content offering </li></ul></ul><ul><ul><li>Scalable </li></ul></ul><ul><ul><li>Measurable </li></ul></ul>*Category exclusivity, available on a first-come basis, applies to 7 Billion partnership deliverables and benefits only, and does not prevent competitors from advertising in any of the 7 Billion issues.