NASA SpaceSmart: ISU presentation

Our Mission: To create the world’s most meaningful and memorable experiences for brand marketers, show organizers and event attendees.

National Aeronautics and Space Administration

Shifting Public PerceptionsInternational Space University Symposium 2010

Why SpaceSmart?

What does the “public” know about us?

• Little Specific Knowledge

• Lack of Relevance

• Low Excitement

• Disconnect from Activities

• Lack of Current Context

Why SpaceSmart?

What do we know about them?

• Men support exploration more than women

• 65+ =Interest drops off

• 45-64 yr olds = “base” NASA supporters “The Apollo Generation”

• 25-44 yr olds = Frame of reference = Tragedy

• 18-24 yr olds= Little to no frame of reference

Why SpaceSmart?

What do we know about them?

Now What?

How do we:

• Move the needle?

• Measure the movement?

Drum roll please!

• Technology driven kiosk experience that • Engages• Collects• Educates• Measures• Rewards

• Each station addresses important areas:• NASA in Your Life• Green NASA• Space Walk

• Orbital / Lunar Rovers• You Chart The Course• Explorers Wanted

The Experience of SpaceSmart: Step OneWelcome: ID Station (Badge / Baseline)

SpaceSmart: Game On!

Front of Badge Back of Badge

All designs are examples only: Final Program may be different

The Experience of SpaceSmart: Step TwoPlayer Station One: NASA in my life(Measure, Challenge, Educate, Shift)

Player Station One: NASA in my life – Home(Measure, Challenge, Educate, Shift)

Player Station One: NASA in my life - Transportation(Measure, Challenge, Educate, Shift)

Player Station One: NASA in my life Score Board: Driving Repetition

Player Station Two: Green NASA(Measure, Challenge, Educate, Shift)

Player Station Three: Lunar Rover(Measure, Challenge, Educate, Shift)

Player Station Four: Space Walk(Measure, Challenge, Educate, Shift)

Player Station Five: Explorers Wanted(Measure, Challenge, Educate, Shift)

Player Station Seven: Charting the Course(Measure, Challenge, Educate, Shift)

Player Station Eight: Debrief Station(Measure, Challenge, Educate, Shift)

Let’s Play!

Demo PlayDemo Play

Example Experience Metrics: SpaceSmart Impression Trends

Learn daily and hourly trends on traffic, visits and ultimately duration of engagement

SAMPLE DATA

Example Experience Metrics: SpaceSmart Shift of Public Perception

Responders Baseline (Pre Experience)

• 14%: Pre-Experience “Much Better”• 33%: Post Experience “Not at all”

Total Unique Responders: 5,725

Responders Perception Shift (Post

Experience) •31%: Pre-Experience “Much Better”• 11%: Post Experience “Not at all”

“As a result of the work NASA, would you say that your life is:”

Total Unique Responders: 5,725

shiftshift

SAMPLE DATA

Beth Beck:www.twitter.com/bethbeckwww.bethbeck.wordpress.com

SpaceSmart• www.twitter.com/spacesmart• Slide Share

NASA Out Reach• www.facebook.com/nasa.gov

Angela Trianowww.twitter.com/trianotwntxswww.linkedin.com/in/trianoa

Stay in Touch!

Joanna Scorsone:www.twitter.com/joannascorsone

jscorsone@e-g.com

NASA SpaceSmart: ISU presentation

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