- 1. GE & National Geographic 2011Thought Starters
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 Societys 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 worlds 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 SocietyPresident and CEO Im out talking about this
company seven days a week, 24 hours a day, with nothing to
hide.Were a 130 year old company that has a great record of
high-quality leadership and cultural integrity. Jeff ImmeltGeneral
Electric Company Chairman and CEO 3. 7 Billion: The Big Idea The
last 50 years have seen the worlds most rapid population rise in
history. From three billion people in 1960 to nearly seven billion
people today, were 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 populationpresenting an all- encompassing look at our peopled
planet. 4. Now More Than Ever National Geographics 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. With7 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. You dont need to visit Delhi, India
(population 16 million) or China (home to a fifth of the worlds
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 Earths ability to sustain
them. Chris Johns Editor-in-Chief National Geographic Our Editors
Vision 6. An All-Encompassing Exploration Through the Worlds 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 Earths Burden: Man-Made
Planet 1. The Era of Man 2. Ocean Acidification Human FootprintMap
Supplement GATEFOLD: Technology Adapting to Environmental Change
Spotlight on Bangladesh GATEFOLD: Moving Goods Saving Biodiversity
Spotlight on Africas Albertine Region GATEFOLD: Biodiversity
- Limits to Food Production 2. Heirloom Breeds & Seeds
- GATEFOLD: Feeding the Planet
Girl Power: The Rise of Girls & Women Spotlight on Brazil
GATEFOLD: World Health Urban World Creating aSustainable Crowd
GATEFOLD: Growth of Cities Newsstand Special Issue JANUARY FEBRUARY
MARCH APRIL MAY JUNE 7. Set Your Brand Apart A One-of-a-Kind
Leadership Platform
- Together with National Geographic, GE can be part of the 7
Billion content platform.
-
- Through standard advertising activity that takes advantage of
this incredible content strand running throughout 2011
-
- Or via category-exclusive, partnership with the 7 Billion
platform
-
- 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.
*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.
- A trusted, reliable, go-to source of information for opinion-
and thought-leaders
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-makersboth in the U.S. and internationally Reaching
educated, influential consumers and concerned citizens MASS
INFLUENTIAL SPECIAL PUBLICS
- Ranks #1 in reach of Influentials and Super Influentials those
consumers who tell othershow to vote, what to buy, etc.
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
- Ranks #1 in reach of men intop management and C-suite
positions
- Among top English-language titles
- Ranks #1 in reach of C-suite executives and business
decision-makers in Europe
- Ranks #1 in reach of C-suite executives, top management, and
business influentials in Asia
#1 in reach of opinion leaders personally involved in:
- ENERGY ISSUES including alternative energy/fuels and clean
technologies
- ENVIRONMENTAL ISSUES including global warming, air quality,
natural resources, water quality, urban growth, and eco-friendly
construction
- AGRICULTURAL ISSUES including farm conservation/preservation
and genetically modified food, seeds, etc.
- GOVERNMENT/SELF-REGULATION: Of pharmaceutical/healthcare and
chemical industries
9. Integrated Leadership Platform POSITIONING YOUR BRAND
FRONT-AND-CENTER IN THE CONVERSATION PRINT
NATIONALGEOGRAPHICMAGAZINE DIGITAL NATIONAL GEOGRAPHIC.COM
EXPERIENTIAL NG ENVIRONMENT FORUM: POPULATION SPECIAL ISSUE
-
- Exclusive Ad Opportunity for 7 Billion Partners
-
- Focus on the Future showcases your brand in business-focused
special section within the issue
-
- Targeted Distribution includes Capitol Hill and 1,500 copies
for advertisers use
CONSUMER ENGAGEMENT
-
- Custom Marketing Campaign promotes and drives engagement with
content in personal, approachable way
-
- Partner Integration presenting sponsor recognition in global
media outreach and public relations campaign
INTERACTIVE
- High-Profile Brand Alignmentthrough continuity of messaging
against highly relevant content
- Custom Opportunities through high-impact By the Numbers
editorial gatefolds that provide premium positioning and custom
creative opportunities
-
- Multimedia Engagement with interactive ad units in NGMs
Interactive Edition
-
- Editorial Hub Sponsorship provides yearlong visibility and
alignment with the platform
-
- Custom Partner Page communicates leadership position and
provides opportunity to showcase brand solutions for
population-based challenges
-
- Custom Online Campaign builds brand and drives engagement
-
- 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
-
- 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
10. Print: National Geographic Magazine High-Profile Brand
Alignment Through Messaging Continuity
- National Geographic magazines 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.
- 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?
- The magazines 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.
- High-profile brand alignment and continuity of messaging with
seven-page advertising commitment
- Opportunity to collaborate with National Geographic on custom
campaign executions
- Flexibility to target business and thought leaders
through:
-
- Executive demo edition in the U.S.: 1.4 million rate base
-
- Global English-language edition distributed worldwide: 5.4
million rate base
PARTNER INTEGRATION 11. Print: National Geographic Magazine
Custom Communications Opportunity: High-Impact Editorial Gatefold
Unit
- 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 Geographics new 9th Edition Atlas of
the World and other original content all addressing key
population-focused issues, including:
Technology Transportation: Moving Goods Feeding the Planet
- Exclusive sponsorship of one of the unitswith three pages that
include the front and the back of the gatefold, plus the adjacent
RHP in book
- 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
For illustration purposes only. PARTNER INTEGRATION World Health
Biodiversity The Growth of Cities 12. INTERACTIVE: National
Geographic Magazine Extended and Enhanced Messaging Through New
Media To launch its first fully Interactive Edition, Aprils
single-topic water issue, National Geographic made available the
issue for free download for the first 10 days of
publicationgenerating 65,000+ downloads.
- 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.
-
- National Geographic magazines Interactive Edition complete with
its own appcapitalizes on the brands core strengths of photography
and storytelling bringing the magazine to life in exciting new
ways.
-
- 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.
*Additional production fees apply.
- Inclusion of all print advertisements in Interactive
Edition
- Provides partners opportunity to become a leader in the new
media space and tap into a growing market
- Enhanced engagement through a wide variety of digital extras,*
including video, audio, 360 Oproduct views, Internet connections,
slide shows, and more.
PARTNER INTEGRATION 13. SPECIAL NEWSSTAND ISSUE: Population
Targeted Distribution and Special Messaging Opportunity
- National Geographic magazines 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.
- This 100-page-plus magazine will be sold on newsstands and at
select bookstores.
- The special issue will also have targeted distribution on
Capitol Hill.
- 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.
For illustration purposes only.
- Equivalent of three pages in the issue, which includes:
-
- 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)
-
- Equivalent of one page in Focus on the Futurespecial
section
-
- 1,500 additional copies for internal/external distribution
PARTNER INTEGRATION 14. DIGITAL: NationalGeographic.com Yearlong
Online Visibility and Engagement
- 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.
- 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
coreconnection point for the Reimagine Our World consumer
engagement campaign, with links to main background features and
interactivesall updated regularly to keep the online presence fresh
and active.
- Partner recognition with anchored, fixed logo positions
- Share-of-voice ad rotation on all 7 Billion content pages
- Branded and co-branded online campaignextending partner
messaging across relevant key areas of NationalGeographic.com
- Custom partner page, designed to tell each partners story of
how they are providing solutions for population-based
challenges
PARTNER INTEGRATION 15. CONSUMER ENGAGEMENT: Reimagine Our World
(wt) Making a Personal Connection With the National Geographic
Audience
- 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 toreimagine our world and have their voice heard aso ne of
seven billion people.
- 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.
- 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-generatedcollective
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.
- Partner recognition and branding through ongoing promotion and
activation, which includes:
-
- Print promotion in National Geographic global English-language
edition
-
- Co-branded banners on NationalGeographic.com
-
- Web outreach through social media, viral video, in-market
stunts, and PR extensions
PARTNER INTEGRATION 16. EXPERIENTIAL: NG Environment
ForumPopulation Providing Face-to-Face Dialogue With Key
Publics
- 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
peopleand the planetto flourish.
- 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
mealsoffering both formal and informal opportunities for lively and
productive exchange.
- The forum will bring together knowledgeable and engaged
insiders and everyday citizensenvironment and business leaders,
energy and policy experts, government insiders, scientists and
educators, journalists and photographers, and the publicin a manner
seen nowhere else.
- Expected Attendance: 500+ 2011 Timing and Location: TBD
- Speaker/panelist/moderator opportunities for CEO or other
senior level executives
- Custom on-site presence for displays, demonstrations, etc.
- Branding throughout the forum and within panel
discussions/sessions
- Partner recognition in all promotional materials and associated
collateral
PARTNER INTEGRATION 17.
- 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:
-
- LOCAL-LANGUAGE: Reach extension opportunities through 33
local-language editions of National Geographic
-
- 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
-
- EVENTS: 7 Billion Salon Seriescustom-event opportunities to
advance the dialogue through small-group, topic-focused
discussions
-
- EXPERIENTIAL: Traveling photography exhibit to key markets,
including opportunities for VIP and mass-market photographer events
and presentations
Additional Opportunities For Extending Your Participation 18.
Summary of Partnership Deliverables
- Seven advertising pages in NGMExecutive demo edition or Global
English-language, which includes:
-
- Custom gatefold sponsorship opportunities and/or premium
positioning opportunities
-
- Ad units in NGM Interactive Editionto align with in-book
advertising schedule
- Yearlong sponsorship of 7 Billion editorial hub,which
includes:
-
- Anchored, fixed logo placement, shared with other partners
-
- Share-of-voice ad rotation on all 7 Billioncontent pages
-
- Branded and co-branded online campaign
- Sponsorship of Reimagine Our World consumer campaign, which
includes:
-
- Partner recognition on print promotional ad units in NGM Global
English-language
-
- Co-branded promotional campaign on NG.com
- POPULATION: SPECIAL NEWSSTAND ISSUE
- Integration within Population special newsstand issue, which
includes:
-
- Integration within Focus on the Future special section
(equivalent of one page)
-
- Targeted distribution on Capitol Hill
-
- 1,500 copies for partner use
- Sponsorship of NG Environment Forum, which includes:
-
- Speaker/panelist/moderator opportunity
-
- On-site and associated branding to include: signage,
invitations, programs, and all related collateral material
7 Billion partners also will benefit from the extensive public
relations and outreach that National Geographic is planning to
support the platform. 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? Earths Burden The Era of Man & Ocean
Acidification Human FootprintMap 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
CoverGatefold TechnologyGatefold Transportation/Moving Goods
Gatefold 20. Platform Timeline JUL AUG SEP OCT NOV DEC 2011 Urban
World Creating aSustainable Crowd Newsstand SIP EDITORIAL Food
Security Saving Heirloom Breedsand 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 HealthGatefold
BiodiversityGatefold Growth of CitiesGatefold 21. Together, We Are
7 Billion
-
- A big idea; bringing best of Editorial resources and bespoke
content for GE
-
- Category-Exclusive*Leadership Positioning
-
- Yearlong engagement andBrand Interaction
-
- Multi-platform Integration
-
- Push & pull content offering
*Category exclusivity, available on a first-come basis, applies
to7 Billion partnership deliverables and benefits only, and does
not prevent competitors from advertising in any of the 7 Billion
issues.