MASSACHUSETTS STEM

Awareness campaign platform

December 6, 2013

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”

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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

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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

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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

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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.

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HELPING STUDENTS ASPIRE TO MORE

HOW DO WE ENGAGE AND INSPIRE STUDENTS?

By capturing their natural intellectual curiosity about the world…

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…and inspiring them to believe in

themselves and explore new things

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STEM MESSAGE PLATFORM

STEM can help us make sense of the world and make our mark.

CURIOSITY + CREATIVITY

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STEM MOVEMENT IDENTITY

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

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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”

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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.

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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

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ACTIVATING THE PLATFORM ACROSS YOUR ECOSYSTEM

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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

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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’

THANK YOU!

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APPENDIX

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OUR PROCESS

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Phase 1A - Completed Phase 1 B - Completed Phase 2

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

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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

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ACTIVATING THE PLATFORM ACROSS YOUR ECOSYSTEM

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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)

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MOVEMENT PROGRAM :: MOVEMENT LAUNCH

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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.

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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

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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.)

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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

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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

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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

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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