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Hundreds of STEM programs state-wide
Fragmentation of messages
Diminished impact of efforts
“The good news is we have a lot of messages about STEM; the bad news is we have a lot of messages about STEM.”
David Cedrone, DHE, 2/15/13
THE CHALLENGE :: “A THOUSAND POINTS OF LIGHT”
2
Unify the hundreds of public and private STEM initiatives across the state under one integrated STEM Platform for enhanced impact
THE GOAL :: UNIFY AND AMPLIFY
Create a STEM movement that generates middle school student interest in math and science classes
and STEM programs
3
KEY TO SUCCESS :: CHANGING THE CONVERSATION
FROM
Geeky
For white males
White lab coat
Limited applications
Boring & stifling
TO
Cool For all students Unlimited career options All around us Exciting & fulfilling
4
We need to meet students where they are, by addressing the barriers and shifting the conversations.
Middle school students are…
Constantly seeking to assert themselves socially
Strive to fit in or socially dominate others
Need positive affirmation, reassurance
Tend to be absolute thinkers – right or wrong
Naturally curious about the world and themselves
5
USING AUDIENCE INSIGHTS TO DRIVE STUDENT ENGAGEMENT
“Curiosity triggers students to ask ‘Why?’ …
…and creativity gives them the initiative to ask
‘Why not?’”
Source: 8 Conditions that Make a Difference in promoting student aspirations as identified and defined by Dr. Russell J. Quaglia, an internationally known leader in the study of student aspirations.
6
HELPING STUDENTS ASPIRE TO MORE
HOW DO WE ENGAGE AND INSPIRE STUDENTS?
By capturing their natural intellectual curiosity about the world…
7
…and inspiring them to believe in
themselves and explore new things
8
STEM MESSAGE PLATFORM
STEM can help us make sense of the world and make our mark.
CURIOSITY + CREATIVITY
Chosen by more students as the #1 or #2 choice out of
five name options
Students connected the name to being challenged, but
in a fun way
“This name is a challenge…it [asks] you to look closer,
try something new, solve a puzzle.”
Students found the logo to be memorable, bold and clean
The simple design makes it easy to read
The exclamation point implies excitement and energy
WHY IT WORKS
10
By applying our hearts and minds to the pursuit of STEM excellence, we do our part to improve our own economic position and competitive advantage, and bolster our country's ability to get ahead globally.
Stand with us as we ignite the passions of our youth with the Prove It! movement.
STEM PLATFORM “STORY”
11
MA INNOVATION
WORKFORCE CRISIS
JOB GROWTH
STEM
AWARENESS AND INTEREST
Massachusetts is a state of innovation.
From our founding, our ingenuity, creativity and hard work has earned us both economic success and respect across the world.
As a state, we must continue to inspire our young people to excel academically in the disciplines that are driving future growth: science, technology, engineering and math.
12
STEM MESSAGE HIERARCHY
STEM helps us make sense of the world and make our mark.
It’s everywhere
Movement Message Platform
Movement Message
Pillars
Segmented Audience
Messaging
Join the Prove It! movement
Students Parents Educators Employers Other organizations
It’s for everyone It’s fulfilling
MA STEM Story
MOVEMENT PROGRAM
AFFILIATE PROGRAM: SCHOOLS
AFFILIATE PROGRAM: EMPLOYERS
INFLUENCER PROGRAM
All communications that the Governor's Office or
the Dept. of Higher Education own.
Communications we share with schools and education programs for
their distribution.
Communications we share with corporate
partners or ask corporate partners to
sponsor.
Communications intended to influence
the influencers: teachers, guidance
counselors, parents and mentors.
1. Internal launch 2. Movement launch 3. Affiliate program
invitation
4. Co-branding toolkit for education partners
5. In-school branding 6. Prove It! content 7. Prove It! challenge
8. Prove It! sponsorship
9. Prove It! role model program
10. Prove It! resource Center
13
ACTIVATING THE PLATFORM ACROSS YOUR ECOSYSTEM
14
AFFILIATE PROGRAM-CORPORATE :: PROVE IT! SPONSORSHIP
Goal:
To activate MA corporations in sponsorships that raise awareness and build engagement
Approach:
Create levels of sponsorship so that companies of all sizes can participate
May include:
Media sponsorships – co-branded opportunities to underwrite PSAs for Prove It!
Social sponsorships – either to underwrite the content creation or help share the content in their social channels
Education sponsorship – to cover the cost to fund a student in a program
Volunteer sponsorship – to provide staff to help with campus events
Internship sponsorships – to invite student to intern or visit STEM workplaces
15
AFFILIATE PROGRAM-EDUCATION :: PROVE IT! CHALLENGE
Goal:
To create a competition that brings together students from across MA
Approach:
Create a STEM Olympics – that has schools and programs developing teams to compete in an array of STEM competitions
May include:
Local/regional/state competitions
Media partner to broadcast competitions
Online portion that invites teams to submit a video entry; voting for favorites by fans and ‘professionals’
Online survey via panel participants among 191 students throughout the northeast region
83 girls and 108 boys
Fielded from 10/3-10/8
Between the ages of 10-15
Entering Middle School and have studied science and math
Survey areas of inquiry
Interest and proficiency in STEM
Awareness of STEM
Participation in STEM programs
Reaction to name
Reaction to logo
Basic demographics
NAME AND LOGO TESTING METHODOLOGY
19
20
STEM MESSAGE HIERARCHY
Massachusetts is a state of innovation. From our origins, creativity and hard work has earned us both economic success and respect across the world. As a state, we must continue to inspire our young people to excel academically in the
disciplines that are driving future growth: science, technology, engineering and math. By applying our hearts and minds to the pursuit of STEM excellence, we do our part to improve our own social and economic position and competitive
advantage, and bolster our country's ability to get ahead globally. Stand with us as we ignite the passions of our youth with the Prove It! movement.
STEM helps us make sense of the world and make our mark.
It’s everywhere
STEM is about how the world works and is all around you, in the least expected places
(sports, video games…). Almost every career today and tomorrow requires STEM skills.
No matter who you are, you were born with an innate
ability to do math and science.
STEM fuels curiosity and creativity and opens the door to
a world of opportunities.
MA STEM Story
Movement Message Platform
Movement Message
Pillars
Segmented Audience
Messaging
Join the Prove It! movement
Students Parents Educators Employers Other organizations
Fuel your curiosity and passion to understand the
world. Dare to explore, discover, innovate and
create your mark on the world.
Beyond the text book: help kids see math is all around them by putting ideas into context. Make math and science literacy as big a
priority as reading. You are not alone: there
are hundreds of programs in MA to help you help your students excel at STEM and we are now
linking them together for your convenience under the Prove It! movement.
STEM starts at home - it's not just for the classroom. Help your kid reach his/her
full natural potential and fuel their curiosity and creativity by directing
her/him towards STEM-related programs and courses. This can be a
fulfilling path to a future of opportunities.
There are over 100 individual programs in MA
designed to ready our youth for the jobs of tomorrow.
More than any other state, MA is ready and able to
improve the rate at which kids graduate with STEM
degrees. Together, we can have a stronger voice to
ensure you have the skilled workforce you need for
tomorrow and continue to strive. Let’s join forces: Join
the Prove It! movement.
There are over 100 individual programs
designed to ready our youth for the jobs of tomorrow. Together, we can have a
stronger voice to improve student awareness and
interest in STEM programs and careers. Let’s join
forces: Join the Prove It! movement.
It’s for everyone It’s fulfilling
MOVEMENT PROGRAM
AFFILIATE PROGRAM: SCHOOLS
AFFILIATE PROGRAM: EMPLOYERS
INFLUENCER PROGRAM
All communications that the Governor's Office or
the Dept. of Higher Education own.
Communications we share with schools and education programs for
their distribution.
Communications we share with corporate
partners or ask corporate partners to
sponsor.
Communications intended to influence
the influencers: teachers, guidance
counselors, parents and mentors.
1. Internal launch 2. Movement launch 3. Affiliate program
invitation
4. Co-branding toolkit for education partners
5. In-school branding 6. Prove It! content 7. Prove It! challenge
8. Prove It! sponsorship
9. Prove It! role model program
10. Prove It! Resource Center
21
ACTIVATING THE PLATFORM ACROSS YOUR ECOSYSTEM
22
MOVEMENT PROGRAM :: INTERNAL LAUNCH
Goal:
To ensure all internal stakeholders understand the goals and objectives of the Prove It! initiative.
Approach:
Ongoing communications that keeps stakeholders “in the know” and tells them how they can help spread the word or activate partners
May include:
Pre-launch event for stakeholders such as: government officials, program managers, education leaders, parent associations and press
Email communications with updates on program and “featured” programs (highlighting towns or programs that are making a difference)
LinkedIn group in which we share updates and ask for participation
Twitter program that answers question from stakeholders and shares announcements
Goal:
To announce the Prove It! platform and invite students, partners, parents, teachers, guidance counselors and mentors to joint the movement.
Approach:
A multi-media campaign launch in MA that targets students and influencers with a strong CTA: “Pledge to do your part”
May include:
PSA campaign across TV, radio, online and OOH
Digital web destination that defines the initiative and asks people to sign a pledge, can also act as a “hub” listing all STEM programs in MA
Blogger and PR outreach to build buzz and support
Contest: Create a contest for submitting the best video that demonstrates STEM in action. Winner also gets to participate in a STEM program of their choosing (paid for by the Prove It! campaign)
23
MOVEMENT PROGRAM :: MOVEMENT LAUNCH
24
MOVEMENT PROGRAM :: AFFILIATE PROGRAM INVITATION
Goal:
To invite schools, education partners, and corporations to join the movement.
Approach:
A direct invitation to partners to participate in the initiative. Will include an overview of goals, key measures of success, and an invitation to help us ignite a movement.
May include:
Following the launch event, send out formal invitations to partners; print and digital versions
Invite them to join the LinkedIn group, follow us on Twitter and other social feeds
For key stakeholders, invite them to an information session about what tools and resources are available, including an intro to the Prove It! brand toolkit, content feeds, and competition.
25
AFFILIATE PROGRAM-EDUCATION :: CO-BRANDING TOOLKIT
Goal:
To create a framework for ‘joining’ the movement, helping others spread awareness and engage students.
Approach:
Create a tool kit that provides partners everything they need to use our platform and its content.
May include:
Brand and identity usage guidelines
Guidelines on how to participate in Prove It!
List of resources
Invitation to help share content
26
AFFILIATE PROGRAM-EDUCATION :: IN-SCHOOL BRANDING
Goal:
To ensure Prove It! is highly visible in MA schools.
Approach:
Create in-school branding that continually celebrates STEM and and invites kids to take the STEM pledge.
May include:
Posters throughout schools
Floor decals with surprising STEM facts
Use signage on sports fields to reinforce the campaign
Table tents that invite students to find out about STEM careers
Presence in theater programs, student newspapers, science fairs
Branded giveaways (T-shirts, etc.)
27
AFFILIATE PROGRAM-EDUCATION :: PROVE IT! CONTENT
Goal:
To create content that can be shared among all Prove It! partners.
Approach:
Create a content calendar with evergreen content and contests. Begin to develop and share content with partners.
May include:
Content calendar for an entire year; content may include video, blog, tweets, photos, white papers, quizzes or status updates, etc.
Set up social platforms that will serve as the “content hub” for:
Video/Blogs/Photos STEM related classroom activities or summer camps/special programs
STEM career videos/’roll model videos’: gathered through Massachusetts companies
Student directed videos bringing to life the creativity and curiosity of STEM
28
AFFILIATE PROGRAM-EDUCATION :: PROVE IT! CHALLENGE
Goal:
To create a competition that brings together students from across MA.
Approach:
Create a STEM Olympics – that has schools and programs developing teams to compete in an array of STEM competitions.
May include:
Local/regional/state competitions
Media partner to broadcast competitions
Online portion that invites teams to submit a video entry; voting for favorites by fans and “professionals”
29
AFFILIATE PROGRAM-CORPORATE :: PROVE IT! SPONSORSHIP
Goal:
To activate MA corporations in sponsorships that raise awareness and builds engagement.
Approach:
Create levels of sponsorship so that companies of all sizes can participate.
May include:
Media sponsorships – co-branded opportunities to underwrite PSAs for Prove It!
Social sponsorships – either to underwrite the content creation or help share the content in their social channels
Education sponsorship – to cover the cost to fund a student in a program
Volunteer sponsorship – to provide staff to help with campus events
Internship sponsorships – to invite students to intern or visit STEM workplaces
30
AFFILIATE PROGRAM-CORPORATE :: PROVE IT! ROLE MODEL
Goal:
Match students with role models across the state so they can see what it is like to be in a STEM career and find support and mentorship.
Approach:
Create a “Big Brother, Big Sister” program at a corporate level so that kids in MA can be mentored by MA workers.
May include:
Corporate pledges that enable MA corporations to “adopt” a school, or a program or a certain number of students
Guidelines that set expectations for both mentors and mentees
Survey that helps measure the progress of these programs
A statewide day of mentorship
Allow “See yourself as…” stories
31
INFLUENCER PROGRAM :: PROVE IT! RESOURCE CENTER
Goal:
To have one place where influencers can go to get the tools and information they need to help the kids in their life stay with STEM.
Approach:
Create a resource center for parents, teachers and mentors that helps them help kids choose a STEM path.
May include:
A website that aggregates STEM tools; RSS feed for STEM literature, public studies, FAQs, aggregator for STEM programs statewide
Leverage social media targeting influencers to invite them to the resource center; tap into the network of mommy bloggers, local neighborhood blogs to spread the word
A teacher toolkit to talk about the practical applications of STEM
Create a professional development day around STEM
Include: Contest, competition, role model sign up and pledge
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