Nbc Universal Promo NBC NEWS EDUCATION NATION by Civic Entertainment Group

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NBC NEWS EDUCATION NATION

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market United States
Agency Civic Entertainment Group
Director Morley Mcbride, David Nurnberg
Released September 2010

Credits & Description

Category: Publications & Media
Advertiser: NBC NEWS
Product/Service: NATIONAL SUMMIT ON EDUCATION
Agency: CIVIC ENTERTAINMENT GROUP
Date of First Appearance: Sep 26 2010
Entrant Company: CIVIC ENTERTAINMENT GROUP, New York, USA
Entry URL: http://www.educationnation.com
President: Steve Capus (NBC News)
President Of Strategic Initiatives: Lisa Gersh (NBC News)
Vice President Specials & Digital Media: Mark Lukasiewicz (NBC News)
Co-Chief Executive Officer: Stuart Ruderfer (Civic Entertainment)
Co-Chief Executive Officer: David Cohn (Civic Entertainment)
Senior Producer: Lindsey Weiss (Civic Entertainment)
Senior Director: Joel Steinhouse (Civic Entertainment)
Director: Morley McBride (Civic Entertainment)
Director: David Nurnberg (Civic Entertainment)
Vice President: Spencer Rice (Civic Entertainment)
Vice President: Mark Mashaw (Civic Entertainment)
Media placement: Event - Teacher Town Hall - Rockefeller Plaza - Learning Plaza - September 26, 2010
Media placement: Event - "Waiting For Superman" Screening - Rockefeller Plaza - Learning Plaza - September 26, 2010
Media placement: Event - TODAY Show Special Segment With President Obama - Rockefeller Plaza - Learning Plaza - September 27, 2010
Media placement: Event - Panel Session 1: Job One - Rockefeller Plaza - Learning Plaza - September 27, 2010
Media placement: Event - Panel Session 2: The Innovation Group - Rockefeller Plaza - Learning Plaza - September 27, 2010
Media placement: Event - Panel Session 3: Change Agents - Rockefeller Plaza - Learning Plaza - September 27, 2010
Media placement: Event - Panel Session 4: Path To The American Dream - Rockefeller Plaza - Learning Plaza - September 27, 2010
Media placement: Event - Panel Session 6: Educating The Digital Generation - Rockefeller Plaza - Learning Plaza - September 27, 2010
Media placement: Event - Colin And Mrs. Powell On 'Morning Joe' - Rockefeller Plaza - Learning Plaza - September 27, 2010
Media placement: Event - Closing Session: “Taking Our Ideas To The Policymakers” - Rockefeller Plaza - Learning Plaza - September 28, 2010

Describe the objective of the promotion.
NBC News convened a first-of-its-kind conversation on education in America and examined what it will take to once again become an “Education Nation.”

The Problem:
Education is the key to our future success as a country and the cornerstone of our democracy, yet we’ve allowed our students to fall behind.

Objectives:
• Raise awareness of education challenges facing America.
• Create the leading forum for dialogue on education.
• Forge close ties and goodwill with leaders in education.
• Create a national call-to-action for improving the quality of our educational system.
• Secure incremental sponsors/advertisers to fund the initiative.

Describe how the promotion developed from concept to implementation.
In September 2010, NBC News launched an unprecedented weeklong event examining the state of education in America with:

- Dedicated week of national broadcast/digital coverage (100+ hours) across all NBC News platforms, including a live opening interview with President Obama.
- Three-day summit at Rockefeller Center in NYC convening 300+ leaders in education, government, and business with teachers, parents and students.
- Public-facing “Learning Plaza” interactive experience that explored some of the most innovative aspects of American education.
- Robust web/digital tools including school-by-school report cards showing standardised test scores for every school in the country.

Explain why the method of promotion was most relevant to the product or service.
Most Americans agree that our current educational system is broken and must be fixed, even if they don’t agree on the solution.

We deployed all of our resources as a media and news organisation to provide unprecedented coverage and focus on the issue.

Engaged and gathered politicians (including President Obama, Secretary of Education and numerous leading governors and mayors), labour leaders, academics, and all key stakeholders (i.e. teachers, parents and students).

Created a rich, thoughtful forum for discussion, built a robust experience for the public and launched web resources for millions to learn more and take action.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Largest-ever national conversation on education - led by NBC Journalists Tom Brokaw, Brian Williams, Matt Lauer, and others.

53million TV viewers, 7million+ viewers for LIVE opening with President Obama. 1,300 news stories; 100+ hours of video content.

Active participants included Secretary of Education, Colin Powell, Governors and leading politicians.

Teacher Town Hall: largest-ever national conversation with teachers. 774,000 tuned-in to MSNBC

Major Announcements: Mark Zuckerberg’s $100million Grant; Mayor Bloomberg’s $36million Teacher Incentive Fund; Department of Education’s TEACH initiative.

Secured $10million in sponsorships and $6million in ad-buys including University of Phoenix, American Express, Bill and Melinda Gates Foundation.