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 EARTH2MARS PROJECT TEAM Mark Chess - Business Honors Arzan Devlaliwalla - Department of

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

EARTH2MARS PROJECT TEAM

Mark Chess - Business Honors

Arzan Devlaliwalla - Department of Advertising

Kevin Hill - Business Honors

James Hill - Business Honors

Mary Jane Hollman - Department of Advertising

Sandeep Koorse - Business Honors

Matt MacDonald - Department of Advertising

Miya Nazzaro - Business Honors

Janet Osimo - Department of Advertising

Jennifer Racek - Department of Advertising

Carol Stauch - Business Honors

FACULTY ADVISORS

Dr. Neal Burns - Department of Advertising

Dr. Eli Cox - Business Honors & Department of Marketing

May 23, 2000


THE EARTH2MARS APPROACH

Review of past

research

Combine core business and advertising

knowledge and tactics

Quantitative and

qualitative marketing research

The NASA plan for

customer engagement

Search for relevant

segments & message

development


OUR APPROACH:

Conducted Literature ReviewConducted Discussion GroupFormulated Internet Survey Conducted “Mission to Mars” Pre- and Post-SurveysInterviewed Congressional members in Washington D.C.Interviewed space experts in Washington D.C.Collected over 350 general attitude surveys via the Internet


OUR APPROACH:

Developed web-based data-mining tool Interviewed education leaders and school childrenEstablished target audiencesDetermined primary attitudes within targets Developed communication strategies and recommendations for the years 2000 – 2020


QUALITATIVE RESEARCH

MACDONALD OBSERVATORY DISCUSSION GROUPS


FINDINGS TO INVESTIGATE:

•Varying priorities of exploration

•Varying opinions robots vs. humans

•Mars can be a solution



WASHINGTON D.C. INTERVIEWS

Al Campos: Legislative Aide, Office of Congresswoman Sheila Jackson Lee Jim Christian: Patton & Boggs Law FirmChuck Kleine: Public Relations Representative for Commercial Space Transport (FAA)Alan Ladwig: Director of the Washington D.C. Space.com branch, Michelle Emick: Edelman Public RelationsJohn Mankins: Mars policy specialist at NASA HQ Scott Sacknoff: President, International Space Business CouncilMarsha Shasteen: Democratic Counsel, Ralph Hall (Minority Leader)’s officeCongressman Nick Lampson: Congressman for Beaumont, Texas Shana Dale: Assistant Vice Chancellor for Federal Relations, University of Texas


INTERVIEWEES

Eric Sterner: Head Staff Member for Senate Space and Aeronautics SubcommitteeJamie Moeller: Managing Director of Public Affairs, Ogilvy & Mather Public RelationsPat Dasch: Director, National Space SocietyDr. Piscane: National Space BioMedical Institute, Johns Hopkins University Jim Muncy: Freelance Space Policy ConsultantPeggy Wilhide: Associate Administrator for Public Affairs, NASAIan Pryke: US Liaison, European Space AgencyCongressman Kevin Brady Doug Comstock: Office of Management and Control


INTERVIEWEES

•EducationPublic at largeSchool systems

•A need for space to solve a problem

•Lack earned media – free publicity in news mediumsCommunicative resourceMethod to establish confidence in NASA


FACTORS AFFECTING PUBLIC OPINION

•Budget

•ISSRussia issueComplete and successful


FACTORS AFFECTING POLICY MAKERS



BLALACK MIDDLE SCHOOL DISCUSSION GROUPS

Blalack Middle School

Carrollton, TX (Dallas)

60 8th Grade Students

Educator Barry Rose





QUANTITATIVE RESEARCH

“MISSION TO MARS” PRE- AND POST-TESTING


QUANTITATIVE RESEARCH METHODOLOGY

Mission to Mars pre- and post- testing

Washington D.C. Survey to

validate results

Internet survey


“MISSION TO MARS” OVERVIEW

• 193 respondents• Demonstrated positive

attitude shift following exposure.


• Idea that NASA already has a sufficient budget to undertake a manned mission is very persuasive.


• 30-50 year olds show the most dramatic attitude shifts



INTERNET SURVEY RESULTS


INTERNET SURVEY QUESTIONS

1. What areas would you support increased federal funding for?

Education | Space Program | Cultural Arts | Social Welfare

2. Please rate the following areas by importance for the US to accomplish in the next 20 years:

Strengthen foreign relations | Increase foreign trade | Send humans to Mars More resources for medical advances | Preserve natural resources

3. Which of the following programs is NASA currently undertaking?

Landing probe to explore Jupiter’s Moon Europa | Manned Mission to Mars | Black Hole Survey Probe | Manned Mission to Mercury | Near Earth Asteroid Rendezvous (NEAR) mission | Comet Nucleus Tour of Comet Encke and others

4. What type of work does NASA do?

Aeronautical Space Exploration | Engineering | Scientific Research | SETI



5. Please rank the following projects in order of importance for NASA to accomplish in the next 20 years.

Complete the ISS | Land on an asteroid | Build a space station on the moon Place a human on Mars | Return to the moon

6. For which of the following reasons do you feel sending humans to Mars is important?

Technological Advances that would occur as a result | For national achievement | To explore environmental resources to be used on Earth | To place a colony on Mars | A manned mission to Mars in not important Don't Know/No Opinion

7. If you believe the US should not send humans to Mars, please indicate why

Too dangerous | Too expensive | Unnecessary because there are robotic options

11. How important is sending humans to Mars for the future of mankind?OVery importantOSomewhat importantONot very importantONot important at allODon't Know/No Opinion

12. How did the loss of the Mars Polar Lander and Mars Climate Orbiter effect your attitude towards further exploration of Mars?

OI think we should still continue exploration of Mars.OI think we should discontinue exploration of Mars.ODon't Know/No Opinion

13. Knowing that NASA already has the resources to send a manned mission to Mars and it is already within their budget and would require no additional funding, are you:

OMore likely to support a manned mission to MarsOLess Likely to support a manned mission to MarsOMakes no differenceDon't know/No opinion




• 221 respondents• Overall low awareness of NASA

and a human mission• Issues such as education and the

environment are very important• Most believe ISS should be

NASA’s first priority

INTERNET SURVEY OVERVIEW


• Most popular reason for a human mission: technological advances

• Biggest roadblocks: expense and existence of robotic options

• 53.5% indicated they are more likely to support a human mission knowing NASA would not need a budget increase.



• Natural ClustersSocially Concerned

(131)Environmentally

Concerned (129)• Socials: low awareness and

interest• Environmentals: high

awareness and interest



• Loyalty Ladder classifications


terrorists

rejecters

fair-weather

enthusiasts

loyalists




• Loyalists– High awareness– Mars is #1 priority– Concerned with education

& environment– Male, Caucasian, between

25-50



• Enthusiasts– High awareness– Mars is important but ISS

first– Concerned with the

environment– More likely to favor Mars for

national achievement or environmental reasons

– More racially diverse than loyalists, between 18-50



• Fair-Weather– Low awareness & low

interest– More focused on other

issues– ISS is first priority,

Mars is last– More racially diverse,

between 30-50




WASHINGTON D.C. SURVEY RESULTS


• 144 respondents• More racially diverse and

gender balanced sample• Reinforces validity of

Internet findings

WASHINGTON D.C. SURVEY OVERVIEW


• Target Markets:– Politicians– Loyalists &

Enthusiasts– Fair-Weather

• Exposure to the idea of a human mission will increase support especially among Fair-Weather consumers

WASHINGTON D.C. SURVEY RESULTS



INTERNET TABULATOR TOOL




DATA-MINING

•Uses Coldfusion

•Keeps track of attitudinal issues

•Establishes current marketing processes in a high-tech engineering enterprise

•Will produce new perspectives


CUSTOMER ENGAGEMENT STRATEGY

PART I. INTERNATIONAL SPACE STATION


RECOMMENDATIONS

Branding:The set of experiences an individual has with a product, category or service.

The Experience:Right now, the image of ISS affects the perception of NASA in the minds of the public and Congress.

ISS is one of the most visible projects of the NASA brand.


REPOSITIONING ISS ISS

NASA = ISS

Delays, over budget

What will ISS do? Stand alone project

Bottle neck to future projects and exploration

NASA = State of the Art

ISS is complicated challenge

ISS is a platform for other projects including Mars

ISS success will create cultural expectation for more exploration




CUSTOMER ENGAGEMENT STRATEGY

PART II. THE ROAD TO MARS



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DEALING WITH UNFORSEEN DISASTER

THE BASICS

•Honesty

•Transparent Investigation Process

•Prepare Alternative Project



MAINTAINING SUPPORT

•Emphasize USA, not NASA

•Targeted outreach program

•Be refractory



MOVING FORWARD

•Assess Climate

•Platform key changes

•Introduce alternative project


Documents

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 EARTH2MARS PROJECT TEAM Mark Chess - Business Honors Arzan Devlaliwalla - Department of