Launch Pad Communications Plan Book

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Launch Pad Communications Plan Book

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  • 1.STEmulAteAmericATHE COALITION FOR SPACE EXPLORATION

2. Launch Pad Communications Erica Binns Ciara Bujanos Meredith Clampitt Abbey McLaughlin Megan Sayler Allie WallaceLiz YardleyJournalism 676, Strategic Campaigns University of KansasMay 6, 2010 2 3. Table of ContentsExecutive Summary....................................................................................4Situation Analysis.......................................................................................6Budget Summary........................................................................................9Secondary Research..................................................................................11Part 1: The Coalition for Space Exploration..............................................................................12Part 2: NASA and the Space Industry.......................................................................................13Part 3: Political Influences........................................................................................................14Part 4: STEM Education in Elementary and Middle Schools..................................................15Part 5: STEM Education in High School and College...............................................................17Part 6: Engineering Schools and Math and Science Programs in Schools...........................18Part 7: Socioeconomic Influences.............................................................................................20Primary Research.....................................................................................23Part 1: Surveys...........................................................................................................................24Part 2: Focus Group...................................................................................................................29Part 3: One-on-One Interviews.................................................................................................29Research Summary...................................................................................35Key Publics...............................................................................................38SWOT Analysis..........................................................................................41Goals, Objectives and Tactics....................................................................46Executions................................................................................................56Sample Discovery Voyager Bus Wrap Design........................................................................57Discovery Voyager Website....................................................................................................59Discovery Voyager Media Kit.................................................................................................61Discovery Voyager Satellite Media Tour...............................................................................66STEM Career Awareness Commercial Script...........................................................................69STEM Career Awareness News Release....................................................................................71Geek Week Sample Programming Schedule..........................................................................73Downloadable Geek Week Poster...........................................................................................75Where would you be without space? Print Ads.....................................................................77Coalition for Space Exploration Facebook Fan Page...............................................................81Discovery Voyager Facebook Ad..............................................................................................84Appendix A: Sources of Information........................................................86Appendix B: Raw Primary Research.........................................................89Survey........................................................................................................................................90Physics Student In-Person Interview........................................................................................95Focus Group Discussion Questions: University of Kansas Engineering Students.................983 4. ExecutiveSummAry 4 5. Executive SummaryTo execute these goals, Launch Pad Communicationsrecommends using a variety of traditional and non-traditional media that encourage the target audiences to take The Coalition for Space Exploration, which supports theaction. We suggest fostering a relationship with an important efforts and interests of NASA and United States spaceintervening public, the Discovery Channel, to create a program, is currently in a precarious position. With themobile learning bus that tours the country visiting schools retirement of the Space Shuttle fleet approaching, theand letting students experience STEM firsthand. We also American public has become increasingly skeptical of therecommend creating a Geek Week television programming importance of continuing to explore space. Meanwhile,special. Finally, we recommend developing an advertising United States youth are seriously underperforming in mathcampaign asking America What would you do without and science literacy when compared to other industrializedspace? The results of these initiatives would be twofold; the nations.United States will be fostering future leaders in STEM fields,and the Coalition for Space Exploration will gain recognition Faced with an unresponsive public and poorly educatedand public support for NASA and the space program. children, Launch Pad Communications researched these trends in depth. Our research indicates that there is aThe budget for this plan is estimated to cost $99,726.90. lack of knowledge about careers that require a STEM education. There is also a strong correlation between student performance and parent educational background. A child with parents who have a college degree is much more likely to succeed in science and math. As far as successful approaches to teaching, students respond overwhelmingly better when learning is hands on and interactive, as opposed to passive.Key audiences for this plan include students between third and tenth grade, teachers, U.S. taxpayers and social media users. We also recommend targeting the following intervening publics: the media, parents, Coalition members, and the Discovery Channel.Launch Pad Communications has developed a plan recommending two goals for the Coalition to implement: 1. To encourage American youth to pursue careers inSTEM-related fields, including the aerospace industry. 2. To increase public interest and support for an ongoingUnited States space exploration program.5 6. SituAtion AnAlysis 6 7. may produce national security threats in the future. Coalition for Space Exploration Students between third and tenth grade may have an unfavorable perception of space exploration. Many students The Coalition for Space Exploration (Coalition) is a not-for- may be unaware of the history of NASA and may not realize profit organization which supports the efforts and interestshow space exploration has improved technology in other of the National Aeronautic and Space Administration and fields. United States space exploration. It consists of a board of directors, a government affairs team, a public affairs team, member companies, contributors and partners. These organizations help contribute resources to its campaigns andEnvironment spread its messages. The Coalition for Space Exploration operates in the political sphere. As a government-run agency, NASA depends on funding from the government. The Coalitions government Challengesaffairs team mobilizes the Coalitions member companies Washington, D.C. representatives to track and lobby for The current political climate is unfavorable to Americanspace exploration progress. space exploration. President Obama denied funding for Project Constellation and may not be supportive of future The Coalition operates in the corporate sphere as well. space exploration expenditures. The Coalitions corporate members pay a fee to belong to the organization while its corporate contributors donate The current educational climate is unfavorable to Americanmoney and other resources. The partners also help push the space exploration. In the 2006 Programme for Internationalorganizations messages. Student Assessment comparison, the United States ranked 21 out of 30 among students within developed countriesThe Coalition for Space Exploration operates in the public in science literacy and 25 out of 30 in math literacy. On sphere. In order to promote space exploration in the the 2009 National Assessment of Educational Progresspolitical sphere, the Coalition must garner support from math tests, fourth graders showed no signs of progress, representatives constituents. while eighth graders progressed modestly. In addition, STEM coursework may be perceived as more difficult than The Coalition for Space Exploration aligns with NASAs other coursework. Therefore, it may not be as appealing tointerests. Coalition members must work together with NASA students. The next generation of American students will to achieve common goals. unlikely fulfill the need for STEM-related employees.The current international climate is unfavorable to American space exploration. Foreign students are filling STEM courses at American colleges and universities, then returning to their home countries to develop foreign space exploration programs. Losing American leadership in space exploration 7 8. Why Take Action Now? The number of American STEM students is dropping, while demand for STEM students in other industries and company types (such as Google) is not slowing.The Obama administration has shifted its priorities from manned space shuttles to public-private ventures. To avoid losing more funding, the Coalition must find a way to reach the government. This can be done either directly through lobbyists or indirectly through constituents.The space shuttle fleet will be retired at the end of this year, leaving American astronauts stranded on Earth if relations with Russia deteriorate. This may also develop into a national security issue. In order to maintain leadership as a nation in space, public and government support for space exploration must be attained.8 9. Budget SummAry9 10. Budget Summary STEM curricula development $2,500.00Hulu/YouTube online advertisements (estimate)$25,000.00Online volunteer network website (yearly; GoDaddy.com) $100.00Social media optimized news releases (two; prweb.com)$500.00Educator fulfillment kits$2,500.00Media kits $1,000.00Discovery Voyager website (yearly; GoDaddy.com)$100.00Discovery Voyager banner advertisements (estimate) $5,000.00Discovery Voyager Facebook advertisements (facebook.com) $21,000.00Print advertisement in National Educator Conference program book (estimate)$500.00Where would you be without space? webisodes$9,000.00Billboards for three month cycle each (three billboards, three months each; Lamar Advertising) $5,778.00Print advertisements (estimate)$20,000.00Coalition collateral materials $2,000.00Subtotal $94,978.00Five percent contigency* $4,748.90Total$99,726.90*Contingency funds may be allocated for production, manufacturing and labor costs incurred. 10 11. SecondAry ReseArch 11 12. Secondary ResearchMembers of The Coalition help increase and continue aid for government investments in space travel and exploration. These members are key individuals who are a part of After looking at the issues facing The Coalition for Space industries, associations, private firms and businesses that Explorations campaign, Launch Pad Communications support the growth of space travel and exploration. The determined that the research could be divided into seven Coalition is continuously seeking new members and partners sections relevant to the mission of the Coalition. The involved with any U.S.-based company or organization to seven topics researched were: 1. The Coalition for Space assist in the campaign for space exploration funding and Exploration; 2. NASA and the space industry; 3. political awareness. influences on the space industry; 4. STEM education in elementary and middle schools; 5. STEM education in high school and college; 6. engineering schools and math and science programs in schools; and 7. socioeconomic STEM Education Case Study influences. Within each part of research, we examined past case studies relevant to the topic, history, successes andThe nations STEM supporters (including the public, the failures, current and past news articles and trends.President, Congress, scientists and engineers) are urgent to institute more science and math education in the younger school levels because of the decline in math and science scores. Supporters consider STEM education to be essential Part 1: The Coalition for Space for the nations prosperity, security, health and quality of life. The organization, sponsored by Lockheed Martin (an Exploration information technology firm), is committed to this cause. It is made up of 70,000 engineers and scientists who are relying Purpose, Mission and Memberson the bright young men and women to keep the people it serves safe while improving their lives with the latest According to The Coalition for Space Exploration Webadvances. The Coalition is using short and long-term goals site, its main purpose is to promote awareness of space to accomplish this. Two efforts are the National Engineers exploration through education and public outreach Week and Engineers in the Classroom. This is a partnership programs using cost effective methods. It utilizes the mediawith the K through 12th grade schools.According to and publications to secure political support and budget Lockheed Martin CTO Ray O. Johnson, this program resources for space exploration. Its mission is to promote [sends] practicing engineers into the classrooms to work the importance of space exploration to the national agendawith the teachers and supplement the curriculum with hands via cost-effective, high-yield public outreach activities thaton activities that are fun for the kids. include both traditional and new media to help secure political support and budget resources for NASA and space The hope of the program is that students will view these exploration. guests as role models who are teaching more than the standard textbook could. Educators and engineers are finding these one-on-one classroom exchanges to be highly 12 13. effective and are increasingly seen as rewarding to STEM efforts. Robotics, which includes the developing of machines Part 2: NASA and the Space to carry out tasks too risky for humans, are reportedly the Industry most popular among classrooms. It is said that robotics is comparable to the thrill...