COMMUNICATION PLAN Kendall Jennings April 25, 2016 APR332-005

TABLE OF CONTENTS

2

Executive Summary…………………………………………………… 3-4 Situation Analysis

Target Audience & Behavior List……………………………... 5-6

Stakeholders……………………………………………………. 7

SWOT……………………………………………………………. 8-9

Problem Statement……………………………………………………. 10 Objectives

Strategies & Tactics

Objective #1……………………………………………… 11

Objective #2……………………………………………… 12 Budget…………………………………………………………………. 13 Bibliography…………………………………………………………… 14-15 Appendix………………………………………………………………. 16-20

3

EXECUTIVE SUMMARY ____________________________________________________________

Dear Director Dan Hout,

July 29, 1958 is a monumental day in American history. On that day, the people of the United States made the decision to expand our understanding of the entire universe. The creation of the National Aeronautics and Space Administration (NASA) expresses

our desire to explore the unknown, discover new worlds, push the boundaries of our scientific and technical limits and then push even further to provide benefits for our

society. By addressing these challenges related to human space exploration, NASA expands technology, creates new industries and helps to foster a peaceful connection with other nations.

NASA landed on the Moon. NASA launched a satellite in the sky. NASA kept Astronaut

Scott Kelly onboard the International Space Station for an entire year. NASA’s work continues to grow and serve influential roles in today’s society, but what big accomplishment is next? The time has come to explore Mars. Taking the journey to

Mars is no longer just a dream but will hopefully soon be a reality.

NASA needs encouragement from the entire country to make this mission a success, but it is crucial that it gains support from Generation Y/Millennials. Currently, Millennials find NASA’s work to be pointless and a waste of time, energy, resources and money.

These are the young Americans who will fund the journey to Mars through their tax dollars. This powerhouse generation represents more than one quarter of the nation’s

population. Generation Y is filled with movers and shakers who are future-oriented, opportunity-driven and ready to contribute as long as they see fit. They want to find all the information they need from one source and will not go out of their way to seek news.

In order to win over Generation Y, NASA needs to increase its social media presence and publish content relevant to a Millennial’s life.

The plan we developed has two main objectives: increase awareness for NASA and its Journey to Mars by 35% among members of Generation Y by September 2017 and

increase NASA’s interactions and engagements with target audience on all social media accounts by 20% by December 2016. To increase awareness for the organization itself

and its planned mission to Mars, we will generate a series of press releases and sponsored content written about NASA Spinoffs and other technologies that are relevant in the target audience’s everyday life. In order to increase NASA’s interactions

and engagements on social media, we plan to launch new Periscope and Snapchat accounts to highlight the internal operations of NASA and update the content on the

existing Twitter, Instagram and Facebook accounts. We estimate that this proposal will cost $186,000. This money will be used to pay for

sponsored content on Cosmopolitan, New York Times and Buzzfeed, a Space Race 5K, a Snapchat filter and a Snapchat Live Featured Story.

4

Curiosity and exploration are vital to Generation Y’s spirit, and it is time for them to

accept the challenge of traveling to Mars and join NASA on this exciting and historic journey.

SITUATIONAL ANALYSIS ____________________________________________________________ Target Audience:

5

Distinct from its predecessors—the Baby Boomers and Generation X—Generation Y, also known as Millennials, is the largest, most diverse generation in U.S. history. It

consists of those born between the 1981 and 1996 covering 75.4 million people living in the United States alone. The members of this generation range from 18-31 years old

(Taylor and Keeter, 2010).

Generation Y ranks as the most educated, high-achieving of all groups. Within the 25 to 29-year-olds of the group, one-third have earned at least a bachelor’s degree. With their extensive education background, Millennials play a pivotal role in the workforce. It is

predicted that by 2025, Generation Y will provide 75 percent of the global workforce (Schawbel, 2012). Currently, about 25 percent of the workforce is made up of

Generation Y, and they are expected to account for almost a majority by 2020 (Toossi, 2012). Millennials are the most racially diverse generation. 43 percent of Generation Y are members of a minority race or ethnic group (meaning they are from a group other

than non-Hispanic, single-race white) (Taylor).

Millennials are the first generation to have spent their entire life in the digital environment. They view behaviors such as texting and engaging with social media

through Facebook, YouTube, Instagram and Twitter as everyday parts of their social lives and a main source for receiving new information. 90 percent of Millennials use

social media, and of that group, 65 percent of Millennials agree that losing their phone or computer would have a bigger impact on them than the loss of their car (Perrin, 2015). Social media stands as a platform for individualism and self-expression for

Millennials. They carefully choose which witty quote to retweet on Twitter, insightful post to share on Facebook and filter to use on a fun group photo for Instagram in order to

make their friends/followers laugh, think and sometimes envy.

Generation Y is accustomed to constant communication, immediate response and instant gratification. 69 percent report that they receive news from an online source at least once a day (How Millennials Get News, 2015). Their reliance on rapidly

developing technology makes them more open to change and more adaptable than any group in the past. Amidst the troubling search for employment, soaring debt and global

turmoil they hear about from online news updates, Millennials remain persistently optimistic about the future but slow to trusting other people and brands. According to Forbes, 43 percent of Generation Y believe that the credibility and authenticity of the

news sources is more important than the news itself. With easy access to product and service reviews online, it takes a brand time and personal engagement to earn the trust

of a Millennial. They base their trust off product quality, a good customer experience, the brand’s support for society and devoted efforts to sustainability (Castro, 2015). Once brands earn that trust, the members of Generation Y remain loyal supporters. Apple,

Whole Foods, Starbucks, Dove and Nike are regarded as some of the most highly respected brands among Millennials (Lutz, 2015).

Behavior List:

6

Millennials are globe-trotting now more than ever before. Travel is easier and relatively cheaper than for previous generations, and they are taking full

advantage of this to travel the globe in search of new experiences. “Young travelers of the millennial generation represent 20% of international travelers. By

2020, 320 million international trips are expected to be made by youth travelers each year, a staggering 47% increase from 217 million in 2013” (Mohn).

Millennials are more enthusiastic about exercise because they enjoy it more. To

them, exercise isn’t just about health. It’s about socializing, accomplishing your goals, staying trendy and having fun. CrossFit started in 2000 and has grown to

over 7,000 gyms in 15 years primarily by capitalizing on the health trend among Millennials (Ritter, 2014).

Justin Bieber, Steve Jobs, Beyoncé, Carrie Underwood and Daniel Radcliffe are powerful and impactful Millennials.

Seeing and hearing references to the television show “Friends”, Blink 182, the

board game Clue and “The Cha-Cha Slide” make Generation Y feel nostalgic and old (Gilbert, 2013).

SITUATIONAL ANALYSIS ____________________________________________________________ Stakeholders: Millennials suffer from FOMO: fear of missing out. They connect and integrate their

social, professional and personal lives to constantly feel included. Generation Y appreciates a product that consistently does its job well while also serving a greater

7

purpose that can benefit others. NASA does not engage well with Generation Y, and this has resulted in a 40 percent disapproval rate for NASA missions among Millennials

(Generation Y Perspectives). NASA must earn the trust of this generation because they are the ultimate trendsetters. When they decide a product or company is cool, everyone

immediately jumps on the bandwagon. By partnering with Fitbit and Amazon, two highly popular brands among Millennials, NASA can increase its overall exposure to the target audience and begin to associate itself with these iconic brands.

Fitbit is a wearable product dedicated to helping a person reach their health and fitness

goals. The products sync with a smart phone app that records your steps taken, miles walked, stair cases climbed, heart rate, caloric intake and so much more. The app

incorporates both the communal mindset and active lifestyle Millennials hope to maintain. Fitbit could host contests and challenges on the app between NASA’s astronauts and its users to increase traffic on the app itself and also NASA’s relatability

to the target audience.

Amazon has built a marketplace where people can come to find and discover virtually anything they want to buy online and receive their products in a speedy turnaround time. According to Prosper’s survey in 2015, Millennials voted Amazon the Customer

Service Champion among all other brands. Two out of five Amazon Prime members are under the age of 35 (Goodfellow, 2015). When Generation Y wants something, they

want it immediately, and Amazon delivers that promise to its customers. NASA engineers could work with Amazon to even further develop their technology and efficiency in exchange for exclusive deals on certain products.

SITUATIONAL ANALYSIS ____________________________________________________________ SWOT: Strengths

NASA maintains an exceptional reputation and deeply rooted ties with other space exploration companies around the world.

NASA employs the most highly qualified and knowledgeable professionals in the industry.

8

NASA’s research facilities are equipped with top-notch machinery and materials in order to successfully carry out any experiment or project conducted by

employees.

NASA conducts research and develops technologies that have led to numerous

improvements to life here on Earth.

Weaknesses

NASA’s social media presence is severely lacking and therefore does not engage with the influential target audience.

Because NASA is a government agency, it depends on tax dollars to be funded and cannot accept any outside donations for further support.

NASA’s content on its website is not relatable and easy for the target audience to understand and appreciate.

Due to its large size, it is difficult for NASA to effectively communicate details about every ongoing project.

Opportunities

NASA can construct media kits to distribute among journalists that cover a

related beat.

Posting a NASA Snapchat Live Featured Story for big events and developments

would increase the number of people being exposed to NASA’s work while also humanizing the employees.

The NASA App needs an entire tab devoted to the Journey to Mars that is

updated daily in order simplify the process for obtaining information about the mission.

NASA can create a separate Twitter account for the Mars Rover that tweets witty content rather than just pure facts about its purpose for the mission.

Threats

Other space exploration companies such as SpaceX and MarsOne are working

to land on Mars before NASA.

An organized mission may be delayed, canceled or even fail which would lead

people to doubt NASA’s abilities to make the mission to Mars actually happen.

NASA’s allotted budget from the U.S. Government could decrease and therefore

restrict research and development capabilities.

Other countries such as China and Russia could take the United States’ spot as the worldwide leader in space exploration.

9

SITUATIONAL ANALYSIS

____________________________________________________________ Problem Statement: Most Millennials are not up to speed with new and developing space events and

terminology. Year after year, the members of Generation Y were taught the same core curriculum about space in grade school. The education system never encouraged

young Millennial students to learn more about NASA on their own time and eventually foster that desire into a hobby or passion.

Due to Generation Y’s lack of exposure to NASA and space exploration at an early age, they do not understand or even recognize the importance of NASA and its efforts.

Millennials believe that the money being spent on NASA missions and research is a waste of resources because its future goals are unrealistic and unobtainable. They all

10

just assume that either China or Russia will beat us to Mars because they have an extensive understanding and appreciation for space exploration. The target audience

does not make the effort to keep up with NASA’s work because it was never stressed to them that their work truly benefits all of society. Discussing NASA’s accomplishments is

not a hot topic for conversation among Millennials, but there are compelling ways to engage and educate this generation about space exploration.

If Millennials were enlightened about the work that NASA is currently conducting in a way that interests them, then they would begin to respect and appreciate it more. The

hard part of this process is grabbing the attention of this fast-paced, technology-driven generation. There are many effective communication strategies that NASA can easily implement in order to better relate to the target audience.

Currently, NASA’s limited number of social media accounts are all dry, fact-driven and

boring. They tend to highlight current events, which are all very intriguing if you know some background information and space jargon, but more times than not, NASA fails to lay out the basics. Millennials give up reading the moment they feel overwhelmed by the

content. They will not take it upon themselves to do any follow-up reading because they want every article, tweet or photo caption intended to inform to be a one-stop shop.

NASA needs to increase its digital interactions with its followers and appeal to Generation Y’s pathos by tugging on their heartstrings with stories about relatable content they can laugh, cry and think about. For the members Generation Y, it is

imperative to make them feel like they are a part of the process.

39 percent of Millennials believe that NASA does not contribute anything useful to society. By revamping NASA’s communication methods to better align the target audience’s expectations and preferences, they can begin to earn Generation Y’s

respect and trust to support NASA in its future endeavors.

OBJECTIVES ____________________________________________________________ Strategies & Tactics:

Objective #1: Increase awareness for NASA and its Journey to Mars by 35% among members of

Generation Y by September 2017.

Strategy: Generate a series of press releases written about NASA Spinoffs and how they are

relevant in target audience’s everyday life.

Tactics: Publish an article in ESPN Magazine’s Super Bowl Edition by sending out the

“Super Bowl 50 Made Possible by None Other than…. NASA?” press release.

This article will have an informative yet appreciative tone thanking NASA for all its done to benefit and revolutionize the game of football.

11

Publish an article in American Baby Magazine by sending out the “New Infrared Ear Thermometer Revolutionizes World of Medicine” press release. This article

will educate the older female members of Generation Y that may be mothers about the signs of sickness and ways to keep your baby healthy.

Upload a video interview on YouTube with The Martian’s Matt Damon asking him NASA spinoff inventions he finds most useful in his daily life after learning they

originated from NASA technology. This video will display that even celebrities find great use in spinoff inventions.

Strategy: Generate a series of sponsored content for credible and relatable online media sources

that Millennials often visit relating NASA to their lives.

Tactics: Sponsor an article on Cosmopolitan’s website that outlines the improvements

made in face makeup because of the research being done for the Journey to Mars. This article will enlighten women of the advantages of using certain brands

over others due to their long-term benefits.

Sponsor an article in the Food & Beverage section of the New York Times about

the new technology developed for the Journey to Mars that also helped reduce the cost of fermenting craft beers. The craft beer movement is buzzing in the United States right now, and readers will gain appreciate for the lengths brewers

go to to ensure the best product for its consumers.

Sponsor a quiz on Buzzfeed that predicts the participant’s survival rate on Mars

based off their answers to a few questions. This would be a more relaxed and humorous tactic, but in the end, the summaries would explain the true practicality

of NASA’s Journey to Mars.

Objective #2:

Increase NASA’s interactions and engagements with target audience on all social media accounts by 20% by December 2016.

Strategy: Launch new Periscope and Snapchat accounts for live updates of NASA’s internal

operations.

Tactics: Spotlight one employee each week to do a live Questions & Answer session with

followers on Periscope. This would humanize NASA employees and make them more relatable to the target audience.

Establish a NASA Snapchat Live Featured Story for big events and developments. This would give Millennials an opportunity to learn more about

NASA in the engaging and interactive manner they prefer.

Design a Snapchat filter that allows the target audience to put their face inside of an astronaut’s helmet. This is a fun way to create buzz and chatter about NASA

and what it would be like to be an astronaut.

Strategy:

12

Revamp NASA’s existing Twitter, Instagram and Facebook accounts and most relatable content that targets Millennials and their interests.

Tactics: Host a viral “Space Race 5K” using Fitbit. Owners of any Fitbit product can join

the race using the app and compete against astronauts by running a 5K. The top five winners of the race will receive an all-access tour to a NASA facility and a

“zero gravity” experience. This will encourage Fitbit users to connect with friends on the app while also supporting NASA’s efforts to go to Mars.

Offer special deals and giveaways to Amazon customers if they are buying a

NASA Spinoff item or show proof of following NASA on all social media outlets. This will provide customers with an incentive to follow NASA on social media to

receive the discount while also building NASA’s follower base.

Tweet and Instagram a #ThrowbackThursday picture or fact about NASA. This

will prove to the target audience that NASA maintains a long-standing tradition for making historical advances in space exploration but also having fun along the way.

13

BUDGET ____________________________________________________________ Sponsored Content $175,000 Cosmopolitan, New York Times, Buzzfeed

Space Race 5K $7,000

Snapchat Filter $1,000 Snapchat Live Featured Story $3,000

TOTAL $186,000

14

BIBILIOGRAPHY ____________________________________________________________

Castro, Vicky. "Today's Millennial Consumers May Be Picky, But They're Loyal, Too." Inc.com. Inc.com, 20 Jan. 2015. Web. 15 Apr. 2016.

Deloitte. “Generation Y: Powerhouse of the Global Economy.” Deloitte Consulting LLP

(2009). http:// www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/us_consulting_hc_ GenerationY_Snapshot_041509.pdf

"Generation Y & Social Media." Generation Y. N.p., n.d. Web. 16 Apr. 2016.

Generation Y Perspectives (n.d.): n. pag. Nasa.gov. NASA. Web. 20 Apr. 2016.

Gilbert, Cruz. "Vulture's Millennial 100, Explained." Vulture. N.p., 24 Sept. 2013. Web. 16 Apr. 2016.

Goodfellow, Pamela. "Millennials Say Amazon.com Provides Best Customer Service,

Boomers Disagree." Forbes. Forbes Magazine, 7 Apr. 2015. Web. 20 Apr. 2016.

"How Millennials Get News." American Press Institute. Media Insight Project, 16 Mar. 2015. Web. 15 Apr. 2016.

Lutz, Ashley. "The Top 50 Brands for Millennials." Business Insider. Business Insider, Inc, 01 June 2015. Web. 16 Apr. 2016.

"Millennials Outnumber Baby Boomers and Are Far More Diverse." Millennials Outnumber Baby Boomers and Are Far More Diverse. United States Census Bureau, 25 June 2015. Web. 15 Apr. 2016.

Mohn, Tanya. "The Rising Wave Of Millennial Travelers." Forbes. Forbes Magazine,

n.d. Web. 16 Apr. 2016.

National Chamber Foundation. “The Millennial Generation: Research Review.” U.S. Chamber of Commerce (2012).

http://emerging.uschamber.com/MillennialsReport

Perrin, Andrew. "Social Media Usage: 2005-2015." Pew Research Center Internet Science Tech RSS. Pew Research Center, 08 Oct. 2015. Web. 15 Apr. 2016.

Ritter, Emily. "By The Numbers: The Growth of CrossFit." Product Review Analytics for

Brands. Channel Signal, 22 Jan. 2014. Web. 16 Apr. 2016.

15

Schawbel, Dan. “Millennials vs. Baby Boomers: Who Would You Rather Hire?” Time Magazine. March 29, 2012. http://business.time.com/2012/03/29/millennials-vs-

baby-boomers-who-would-you- rather-hire/

Taylor, Paul, and Scott Keeter. “Millennials: Con dent. Connected. Open to Change.” Pew Research Center (2010). http://www.pewsocialtrends.org/

les/2010/10/millennials-con dent-connected- open-to-change.pdf

Toossi, Mitra. Labor Force Projections To 2020: A More Slowly Growing Workforce. Bureau of Labor Statistics, BLS Monthly Labor Review, January 2012.

APPENDIX

____________________________________________________________

16

April 11, 2016

16-009

Super Bowl 50 Made Possible by None Other than…. NASA?

The International Space Station extends as long as a football field, including the end zones. Credit: NASA

The NFL and NASA are working together to make out-of-this-world advances.

NASA’s system of communication satellites makes it possible to watch almost any

sporting event in real time and high definition quality. In 1962, NASA created the Telstar 1 satellite. They also continued to make major advances in camera and lens technology. These two developments allowed football fans in over 185 countries to

watch Super Bowl 50.

Levi’s Stadium in Santa Clara, Calif., hosted Sunday’s big game. TerraMai, one of the stadium’s designers, wanted to reflect the eco-friendly lifestyle of the Bay Area people in the stadium’s décor. They used planks of redwood from NASA’s Hangar One rooftop to

decorate the walls and bars of the stadium’s Premiere Suite Level rooms. They also built benches and raised planter boxes using the redwood planks.

“The choice of reclaimed redwood demonstrates both the 49ers and Levi’s fine aesthetic tastes, their respect for materials with a special history, and their commitment

to the environment,” Ken Westrick, TerraMai CEO, said.

NASA and Planotronics Inc. discovered a way to install noise-cancelling headsets inside of an astronaut's helmet to maintain constant communication. During Super Bowl 50, coaches and players utilized similar wireless headsets to communicate freely with one

another.

17

Head safety and helmets are proving to be important as studies relating to football

concussions and long-term brain damage continue are released. In the 1960s, engineers at NASA’s Ames Research Center studied a 3x shock-absorbing material

called Temper Form. It protects astronauts from the stresses of launches into outer space. This cushion material now lines the inside of football helmets to help minimize the impact of tackles.

NASA continues to innovate for its Journey to Mars. Many technologies find their way

back to earth and serve society in impactful ways. To find out more about these innovations, visit https://spinoff.nasa.gov.

-end-

Dan Huot Johnson Space Center, Houston

281-483-5111 daniel.g.huot@nasa.gov

______________________________________________________________________

Last Updated: April 20, 2016 Editor: Kendall Jennings

April 20, 2016 16-010

New Infrared Ear Thermometer Revolutionizes World of Medicine

18

A nurse takes a patient's temperature w ith the Diatek Model 7000 aural thermometer, w hich employs NASA’s infrared technology to obtain a near-instantaneous reading Credits: Diatek Corporation

Diatek Corporation, located in San Diego, Calif., created an ear thermometer that

measures a person’s body temperature in two seconds. It is also accurate within two-tenths of a degree.

This new medical device utilizes NASA’s infrared sensor technology which was initially developed to remotely detect the age of stars. Now in the thermometer, it records how

much thermal radiation being emitted from the patient's eardrum. The national shortage of nurses and increased demand for medical care sparked

Diatek’s interest to design a new thermometer. The company's researchers looked to NASA’s infrared technology because it offers quick operation and extreme accuracy.

To take a temperature, insert the plastic-covered probe into a person’s ear canal and press a button to activate the sensor. The probe detects infrared radiation emitted from

the eardrum and converts it to the corresponding body temperature. This new system eases the minds of critically ill, incapacitated or newborn patients and makes frequent

temperature-taking less bothersome. Also, it reduces the risk of cross-infection because of the disposable probe covers used for each person.

Diatek hopes that mothers also find great use for its new thermometer. They can seamlessly take their child’s temperature in the comfort of their home and draw

conclusions of an illness rather than taking a trip to the doctor and wasting time, energy and money.

19

To learn more about other NASA medical spinoffs, visit http://spinoff.nasa.gov.

-end-

Kendall Jennings

Johnson Space Center, Houston 404-840-2519 kljennings@nasa.gov

______________________________________________________________________

Last Updated: April 11, 2016 Editor: Kendall Jennings