Robert HopkinsChief of Strategic CommunicationsOffice of Strategic CommunicationsApril 15, 2008

Robert HopkinsChief of Strategic CommunicationsOffice of Strategic CommunicationsApril 15, 2008

www.nasa.gov

National Aeronautics and Space Administration

NASA Strategic CommunicationsPresentation to the Strategic Management CouncilNASA Strategic CommunicationsPresentation to the Strategic Management Council

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NASA 50th AnniversaryNASA 50th Anniversary

Activity Status

NASA Lecture Series – Aimed at policymakers in Washington, DC, the 50th anniversary NASA lecture series will feature prominent speakers to discuss the benefits that space exploration, scientific discovery and aeronautics research provide in addressing global issues. Lockheed Martin Corporation is co-sponsoring the lecture series.

Two lectures completed – Mike Griffin (9/07) and Eric Schmidt (1/08). Upcoming - Dr. Stephen Hawking 4/21/08.

Future Forums – Series of one-day events that discuss the benefits of space exploration from a local, regional and state perspective. Present the future of Space Exploration through presentation on Constellation program (Orion and Ares projects).

Three successful Future Forums were already held in Seattle, Columbus, and St. Louis. All events were well attended and received good local and regional press coverage. Upcoming - Miami (4/18), San Jose (5/14), Boston (9/18), Chicago (10/9).

Folklife Festival – Highlight NASA’s mission activities and present the proud heritage and cultural significance of the Nation’s space program to a large, ethnically diverse audience. June 25 – July 6. One million + visitors. Other honorees are Bhutan and Texas food/music.

Implementation Kick-off Meeting at NASA HQ on March 31. Selected theme of “50 Years and Beyond” will focus on NASA’s current and planned activities. Also, a Film Festival and Lecture Series, along with new NASM exhibits are planned.

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NASA 50th AnniversaryNASA 50th Anniversary

Activity Status

Business Week – Produce one or more special advertising sections in 2008 highlighting NASA’s 50th anniversary and its contributions to technology innovation and leadership in space exploration and research. Magazine reaches 4.8 million readers.

Business Week has proposed to produce two advertorial sections that will feature several articles from NASA officials and prominent business and technical experts on the economic and social benefits derived from NASA and space exploration.

NASA 50th Magazine – 50th Anniversary magazine produced by Faircount under an SAA that features articles from space community luminaries that focus on the past and future accomplishments of the Nation’s space program.

Published and distributed March 2008.

National Aeronautics and Space Administration 4http://www.nasa.gov

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NASA 50th AnniversaryNASA 50th Anniversary

Activity Status

50th Anniversary Celebration Gala – The event will be produced by the AIAA at the National Air and Space Museum (NASM) Udvar-Hazy Center. This featured event will culminate a year of celebration of NASA’s 50th Anniversary. Invited guests (1000 NASA guests; 1000 Sponsor guests; and 200 AIAA guests) will include supporters of the aerospace community, along with opinion leaders, White House/Cabinet representatives and members of Congress.

• XM radio to provide free programming to open and close event (1-1/2 hours on each end)• National Symphony to perform a concert of various musical pieces related to space comprising of different musical genres. Emilde Cou will conduct. • Spoken part of program is in development•'Save the Date' invite for the Sept 24, 2008 Gala Celebration was approved on March 12.

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NASA 50th AnniversaryNASA 50th Anniversary

Activity Status

Strategic Alliances:

Discovery Communications – unfunded partnership to produce 50th Anniversary related events, educational products, video vignettes, and services such as screenings.

• The 6-part documentary series When We left Earth scheduled to kick off 6/8/08. • A NASA 50th web site launching 5/18/08• Screenings planned for Capitol Hill, JSC, JPL

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Activity Status

NASA.gov upgrade – Redesign of NASA portal that incorporates Web 2.0 features and capabilities

• Released November 2007.• Continue to see high interest and engagement on Web 2.0 features• Monitoring interest and user comments to determine next steps in build out of Web 2.0 Features

NASM Exhibits – Develop interactive exploration exhibit that addresses the present and future of human spaceflight.

• Space: A Journey to Our Future agreement signed with NASM and Evergreen • Exhibit on schedule for mid-June opening. • Moving Beyond Earth gallery agreement signed.• New gallery will provide an interactive exhibit that will look at NASA’s present and future space exploration plans• The new exhibit will include a stage and production capabilities for NASA events and activities• Exhibit is proposed to come online by Summer/Fall 2009

NASA Strategic InitiativesNASA Strategic Initiatives

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Activity Status

NASA Education TV – Develop online infrastructure to enable NASA Education TV programming to be made available to every school in the country.

• Three year Cooperative Agreement signed with NIA to develop, produce, repurpose, and manage current and new Educational TV programs

Aspen Institute – Develop a conference that will explore the issue area of the Space Economy. Sponsorship development is still underway.

• Likely dates for the dialogue in Aspen, CO, have been set: June 9-12 • Potential dialogue chairs are: Richard Truly, Robert Crippen and Sally Ride. • The overarching goal of Exploring the Space Economy is to encourage a free exchange of ideas and cross-disciplinary discussion to define the space economy and better understand andevaluate not only its economic value but its social, environmental and educational value as well. 

NASA Strategic InitiativesNASA Strategic Initiatives

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Activity Status

Strategic Alliances:

Internet Archive (IA) – unfunded partnership to produce, manage and host a one-stop on the Internet for NASA’s still and motion imagery.

Disney – unfunded partnership to develop educational products and events in support of Disney/Pixar feature film Wall-E.

• New NASA Imagery Web site to launch on 6/30/08 • This NASA Images database will provide free downloads to all • IA will create an ingest system for new images and digital imagery not yet online, and will digitize historical NASA analog imagery for inclusion in database

• In negotiations to finalize broad-based SAA regarding WALL-E, the animated robot that journeys into space. • SAA to include Web site, traveling tour, a Rover Naming contest, PSAs on NASA’s 50th anniversary, WALL•E movie premieres, and integration of WALL•E characters into formal education content and in the NASA Digital Learning Network (DLN) activities.

NASA Strategic InitiativesNASA Strategic Initiatives

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Office of Communications PlanningNASA Presentation Tool (NPT)NASA Presentation Tool (NPT)

• Why Explore Space?

• Technical Benefits

• Health Benefits

• Future Benefits

• Brain Bites

Robert HopkinsChief of Strategic CommunicationsOffice of Strategic Communications

Robert HopkinsChief of Strategic CommunicationsOffice of Strategic Communications

www.nasa.gov

National Aeronautics and Space Administration

communications.nasa.gov

NASA Strategic CommunicationsPresentation to the Strategic Management CouncilNASA Strategic CommunicationsPresentation to the Strategic Management Council