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Program Overview

Agenda

• The team
• Internal campaign alignment
• Partnership goals
• Deliverables and timelines
• Design
• Stories

The Team

High Purchase Intent

High Awareness

(Esri, GIS, Offering)

Low Awareness

(Esri, GIS, Offering)

Low Purchase Intent

Demand Generation Offer (DG)

Demand Capture Offer�(DC)

Brand Awareness

(BA)

Offer Awareness Demand Capture (OADC)

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Internal Campaign Alignment

Campaign 1

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The Economist

Campaign 2

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Fast Company,

The New York Times

Internal Campaign Alignment

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Campaign 1

Campaign 2

The Economist

Fast Company

“Mindset”

“Workset”

The New York Times

Print

Esri Microsite

Digital Ads

Objectives

Campaign 2

• Introduce GIS to new audiences in an interactive, visual format
• Capitalize on momentum around infrastructure and its intersection with climate and social issues.
• Define and amplify GIS with broad new audiences of business professionals through strategic media partnerships.

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Why the New York Times?

• NYT is reputable and has a broad audience of socially and environmentally conscious business leaders.
• We want to build a relationship with the NYT as a potential customer and subject matter expert as we seek to understand the NYT audiences
• We will gain insights around the power of data visualization to perpetuate our brand

Deliverables

• 4 custom slider units embedded in NYT editorial content
• 3 custom flex frames embedded in editorial content. Each frame will feature text and a slider that allows the reader to activate data layers.
• A print insert in the Sunday edition of the NYT
• 4 page vellum insert, which will allow readers to understand data layers and complex visualizations in a tangible way.
• 5 regional variations
• A custom brand study.
• The NYT will conduct a study pre- and post- launch to gauge the brand lift we receive from the program.

• Benchmark 47,000 engagements on the slider units
• 850,000+ print circulation for the Sunday Times
• Owned assets (custom sliders) that we are free to repurpose once the program comes to an end.

Design

Color Palette

Feedback provided

• Tone down the purple.
• Add in additional colors as needed to tell the story (e.g. adding red and orange to the palette for the fire map).

The color palette is inspired by

basic earth elements- water (blue), earth (green) and sun (yellow). Two brighter colors will give us opportunities to create contrast. We will also utilize ambient gradients

that are reminiscent of sunrises, water and land.

Data Overlays

Feedback provided:

• Need flexibility to use different shapes (hexagons, etc) as needed.
• Adjust contrast of basemaps to accentuate data layers.

Data will always be created using basic geometry, including circles, squares and lines. This will allow us

to create a graphic system that stands out in both print and digital and allows us to tell impactful visual stories. They will vary between solid

and opaque, depending on the type of data shown.

Vellum insert in the Sunday Times

*Copy is placeholder only

Print Centerfold

• Goal: show that infrastructure has no boundaries, and GIS reveals the full context of the issues.
• Callouts will give context to each map, tie into the larger theme, and reference an Esri user story.
• NYT has interviewed John Nelson and Matt Piper for a ~500 word editorial to accompany the map.

Digital Slider Series

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4 different sliders placed as digital ad units within New York Times editorial content.

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Microsite

Overview Page

Regional Sub-Pages

Live interactive map for this region

Stories

Western Region

Climate change is causing a higher number of hurricanes, floods, fires, and other catastrophic events. People are increasingly living in vulnerable areas, and vital infrastructure such as power lines are required to support these populations. Understanding where these vulnerabilities are most pronounced helps utilities mitigate risk. Enterprise GIS brings that level of insight, allowing utilities to safeguard their assets and the communities they serve.

Industry: Utilities

Focus Area: Northern CA

Theme: Climate resilience

User Story: Boulder County and Atkins

Southwest Region

The pandemic – and sudden need to attend school online for youth throughout the nation - revealed that many homes lack reliable internet access, even in areas where coverage is good. Many factors impact whether that broadband is accessible and fast enough to meet their needs. GIS reveals areas of highest opportunity for broadband providers to reach these vulnerable populations.

Industry: Telecommunications

Focus Area: Phoenix, AZ

Theme: Access and equity

User Story: Philadelphia and Palm Beach School Districts

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Southeast Region

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Sea level rise in addition to more frequent hurricanes is increasing the potential for devastating storm surges. GIS allows AEC firms to combine infrastructure data with climate change projections in order to design pubic works projects that increase resilience while minimizing disruption to citizens.

Industry: AEC

Focus area: Miami, FL

Theme: Climate resilience

User Story: Miami Beach

Thank You