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

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.



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.


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.


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.


PRESENTING THE WHOLE ENCHILADA

Extracting the brand

Building the brand

Sustaining the brand

A comprehensive customer engagement plan is comprised of three key phases.


EXTRACTING THE BRAND

The fundamentals of advertising account planning

OBSERVATION

INTERPRETATION

INTEGRATION



Continuing work in observation

•Continuing Qualitative Research

Focus Groups

In-Depth Interviews

•Continuing Quantitative Research

Expand Internet Survey

Research on Communicative Events



Continuing work in observation

•Study mission status

•Study social environment

•Develop transactional rallying cry

Becoming a better airline


BUILDING THE BRAND

Redefining NASA’s target audiences

Five key target markets

THE BELTWAY

EDUCATION

INDUSTRY

JUST PLAIN FOLKS

(LOYALISTS / ENTHUSIASTS)

(FAIRWEATHER)


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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.


BELTWAY TACTICS

•Link ISS to Mars

•Locate environmental imperative

•Launch lobbying group (MIT / Harvard)

•Target minorities for outsourcing contracts


•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


BUILDING THE BRAND


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.


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)


•Launch Mars specific projects (Colorado) Building Mars Base Mars Rover Experiment Volcano Experiment

•Supplementary Textbook (Stanford)

EDUCATION TACTICS


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.


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


•Facilitate easier access to space through incuabator (Illinois)

•Utilize Incubator to fund human exploration

•Industry Lunch & Learn Symposiums (Ga. Tech)

INDUSTRY TACTICS


BUILDING THE BRAND


LOYALISTS / ENTHUSIASTS

Maintain and build loyalty through programs and communicative events designed to specifically

engage supporters and fans of NASA.

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•Town Hall Meetings

•Mars Week (MIT / Harvard)

LOYALISTS / ENTHUSIASTS TACTICS

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•NASA Open Source Strategy

•Engineering Open House (Illinois)

•Benefits at NASA facilities for identified Loyalists

LOYALISTS / ENTHUSIASTS TACTICS


BUILDING THE BRAND


FAIRWEATHER

Repetition of core message throughpredominately entertainment-based

vehicles.

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•Traveling Mall (and other venues) Exhibits (Colorado)

•ISS Branding Campaign

•Partnerships in TV/Film/Interactive

•Frequent Public Communication

FAIRWEATHER TACTICS

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•Anthropomorphize Robots

•Mars portal with games / merchandise (Illinois)

•Allow astronauts to be heroes

FAIRWEATHER TACTICS



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.


May 25, 2000

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 May 25, 2000