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GE & National Geographic 2011  Thought Starters
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
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.
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
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
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 ,[object Object],[object Object],[object Object],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
Set Your Brand Apart A One-of-a-Kind Leadership Platform ,[object Object],[object Object],[object Object],[object Object],*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.
[object Object],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 ,[object Object],[object Object],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  ,[object Object],[object Object],[object Object],[object Object],#1 in reach of opinion leaders personally involved in: ,[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],CONSUMER ENGAGEMENT ,[object Object],[object Object],[object Object],INTERACTIVE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Print: National Geographic Magazine High-Profile Brand Alignment Through Messaging Continuity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PARTNER INTEGRATION
Print: National Geographic Magazine Custom Communications Opportunity: High-Impact Editorial Gatefold Unit ,[object Object],Technology Transportation: Moving Goods Feeding the Planet ,[object Object],[object Object],For illustration purposes only. PARTNER INTEGRATION World Health Biodiversity The Growth of Cities
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.  ,[object Object],[object Object],[object Object],*Additional production fees apply. ,[object Object],[object Object],[object Object],PARTNER INTEGRATION
SPECIAL NEWSSTAND ISSUE: Population Targeted Distribution and Special Messaging Opportunity ,[object Object],[object Object],[object Object],[object Object],For illustration purposes only. ,[object Object],[object Object],[object Object],[object Object],PARTNER INTEGRATION
DIGITAL: NationalGeographic.com Yearlong Online Visibility and Engagement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PARTNER INTEGRATION
CONSUMER ENGAGEMENT: “Reimagine Our World” (wt) Making a Personal Connection With the National Geographic Audience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PARTNER INTEGRATION
EXPERIENTIAL: NG Environment Forum—Population Providing Face-to-Face Dialogue With Key Publics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PARTNER INTEGRATION
[object Object],[object Object],[object Object],[object Object],[object Object],Additional Opportunities For Extending Your Participation
Summary of Partnership Deliverables ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],7 Billion partners also will benefit from the extensive public relations and outreach that National Geographic is planning to support the platform.
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
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
Together, We Are 7 Billion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*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.

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National geographic

  • 1. GE & National Geographic 2011 Thought 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 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. 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. 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. 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
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  • 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. 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.