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2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
May 25, 2000
Customer Engagement is here.
NASA and the Mars Mission are
connected to both business and
technological innovation inspired by the
prospect before us. We have budget,
technology, aerospace experience and
products at our fingertips. We are moved
by achievement and the vision of
exploration and human understanding. We
are in a place where past experience is
maximized. We use all our resources --
communication, information, and intimacy
for the satisfaction of the diverse
stakeholders we serve.
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
We are here.
We are a new breed of technological
and societal merchant with a new mission,
and a spectacular vision of what to offer
our customers. We pipeline missions,
services, products and possibility to our
stakeholders via an intricate web of
editorial and communicative moments.
Relationships that once took years to
build become quicker connections, and
sharp points of contact that intensify our
brand equity.
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
We are here.
We are a content provider and our
mission is to educate and inspire -- within
the challenging guidelines that are
established. Our stakeholders feel at
home with our purpose and tone. We offer
them connection to the mission, products
and services that support humankind's
future. Our stakeholders become our
cooperative, our partners in building a
cohort of ideas and direction. As our
content grows, our stakeholders will
extend their range of experience and their
depth of understanding.
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
We are Customer Engagement.
Our synergy drives a
revolutionary partnership. The
possibility we deliver stands in the
middle of the millennial map,
pointing in the right direction for
those who understand that the
turning point of consumer
experience has happened. We hold
the future. We are the brave new
concept -- we are NASA.
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
PRESENTING THE WHOLE ENCHILADA
Extracting the brand
Building the brand
Sustaining the brand
A comprehensive customer engagement plan is comprised of three key phases.
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
EXTRACTING THE BRAND
The fundamentals of advertising account planning
OBSERVATION
INTERPRETATION
INTEGRATION
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
EXTRACTING THE BRAND
Continuing work in observation
•Continuing Qualitative Research
Focus Groups
In-Depth Interviews
•Continuing Quantitative Research
Expand Internet Survey
Research on Communicative Events
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
EXTRACTING THE BRAND
Continuing work in observation
•Study mission status
•Study social environment
•Develop transactional rallying cry
Becoming a better airline
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
BUILDING THE BRAND
Redefining NASA’s target audiences
Five key target markets
THE BELTWAY
EDUCATION
INDUSTRY
JUST PLAIN FOLKS
(LOYALISTS / ENTHUSIASTS)
(FAIRWEATHER)
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
BUILDING THE BRAND
Define the communication strategy for each target audience
THE BELTWAY
Restore Congress’ faith in NASA throughhonest communication and action.
Be brave enough to accept responsibilityfor not only achievements but also
mistakes.
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
BELTWAY TACTICS
•Link ISS to Mars
•Locate environmental imperative
•Launch lobbying group (MIT / Harvard)
•Target minorities for outsourcing contracts
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
•Promote earned media
•Promote peace component: (Stanford)Disarm unused rockets and use them for
space exploration. This engages multiple customers including the beltway, education and industry.
BELTWAY TACTICS
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
BUILDING THE BRAND
Define the communication strategy for each target audience
EDUCATION
Offer interdisciplinary turnkey programs that are focused specifically on Mars
exploration. Make programs available to all schools regardless of wealth, location or size. Tie education projects to current
events in Mars exploration.
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
EDUCATION TACTICS
•Lanch comprehensive education portal (Colorado)
•Offer real time streaming of NASA events (Illinois)
•Partner with industry to make programs possible
•Develop turnkey immersive education programs (ISS / MARS IN A BOX)
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
•Launch Mars specific projects (Colorado) Building Mars Base Mars Rover Experiment Volcano Experiment
•Supplementary Textbook (Stanford)
EDUCATION TACTICS
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
BUILDING THE BRAND
Define the communication strategy
for each target audience
INDUSTRY
Develop alliances with private industry to facilitate human exploration to Mars. Share
more responsibility with private partners (Stanford) and ultimately build equity.
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
INDUSTRY TACTICS
•Launch ISS/Mars incubation program at NASA to develop new jobs and technology.
•Retain 1% profits/discounts/services from spin-offs
• Intraprenuership: Attract the best and brightest to join NASA and become involved with incubation
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
•Facilitate easier access to space through incuabator (Illinois)
•Utilize Incubator to fund human exploration
•Industry Lunch & Learn Symposiums (Ga. Tech)
INDUSTRY TACTICS
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
BUILDING THE BRAND
Define the communication strategy for each target audience
LOYALISTS / ENTHUSIASTS
Maintain and build loyalty through programs and communicative events designed to specifically
engage supporters and fans of NASA.
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
•Town Hall Meetings
•Mars Week (MIT / Harvard)
LOYALISTS / ENTHUSIASTS TACTICS
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
•NASA Open Source Strategy
•Engineering Open House (Illinois)
•Benefits at NASA facilities for identified Loyalists
LOYALISTS / ENTHUSIASTS TACTICS
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
BUILDING THE BRAND
Define the communication strategy for each target audience
FAIRWEATHER
Repetition of core message throughpredominately entertainment-based
vehicles.
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
•Traveling Mall (and other venues) Exhibits (Colorado)
•ISS Branding Campaign
•Partnerships in TV/Film/Interactive
•Frequent Public Communication
FAIRWEATHER TACTICS
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
•Anthropomorphize Robots
•Mars portal with games / merchandise (Illinois)
•Allow astronauts to be heroes
FAIRWEATHER TACTICS
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
SUSTAINING THE BRAND
Constantly adjust and refine strategies and tactics to new challenges.
Audiences will change. Observe and monitor these changes.
Embrace customer engagement. Make it a part of NASA’s culture as much as science and exploration.
2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
May 25, 2000
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