2 0 0 0 n a s a m e a n s b u s i n e s s c o m p e t i t i o n earth2mars project team mark chess -...
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2 0 0 0 N A S A M E A N S B U S I N E S S C O M P E T I T I O N
EARTH2MARS PROJECT TEAM
Mark Chess - Business Honors
Arzan Devlaliwalla - Department of Advertising
Kevin Hill - Business Honors
James Hill - Business Honors
Mary Jane Hollman - Department of Advertising
Sandeep Koorse - Business Honors
Matt MacDonald - Department of Advertising
Miya Nazzaro - Business Honors
Janet Osimo - Department of Advertising
Jennifer Racek - Department of Advertising
Carol Stauch - Business Honors
FACULTY ADVISORS
Dr. Neal Burns - Department of Advertising
Dr. Eli Cox - Business Honors & Department of Marketing
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THE EARTH2MARS APPROACH
Review of past
research
Combine core business and advertising
knowledge and tactics
Quantitative and
qualitative marketing research
The NASA plan for
customer engagement
Search for relevant
segments & message
development
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OUR APPROACH:
Conducted Literature ReviewConducted Discussion GroupFormulated Internet Survey Conducted “Mission to Mars” Pre- and Post-SurveysInterviewed Congressional members in Washington D.C.Interviewed space experts in Washington D.C.Collected over 350 general attitude surveys via the Internet
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OUR APPROACH:
Developed web-based data-mining tool Interviewed education leaders and school childrenEstablished target audiencesDetermined primary attitudes within targets Developed communication strategies and recommendations for the years 2000 – 2020
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QUALITATIVE RESEARCH
MACDONALD OBSERVATORY DISCUSSION GROUPS
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FINDINGS TO INVESTIGATE:
•Varying priorities of exploration
•Varying opinions robots vs. humans
•Mars can be a solution
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QUALITATIVE RESEARCH
WASHINGTON D.C. INTERVIEWS
Al Campos: Legislative Aide, Office of Congresswoman Sheila Jackson Lee Jim Christian: Patton & Boggs Law FirmChuck Kleine: Public Relations Representative for Commercial Space Transport (FAA)Alan Ladwig: Director of the Washington D.C. Space.com branch, Michelle Emick: Edelman Public RelationsJohn Mankins: Mars policy specialist at NASA HQ Scott Sacknoff: President, International Space Business CouncilMarsha Shasteen: Democratic Counsel, Ralph Hall (Minority Leader)’s officeCongressman Nick Lampson: Congressman for Beaumont, Texas Shana Dale: Assistant Vice Chancellor for Federal Relations, University of Texas
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INTERVIEWEES
Eric Sterner: Head Staff Member for Senate Space and Aeronautics SubcommitteeJamie Moeller: Managing Director of Public Affairs, Ogilvy & Mather Public RelationsPat Dasch: Director, National Space SocietyDr. Piscane: National Space BioMedical Institute, Johns Hopkins University Jim Muncy: Freelance Space Policy ConsultantPeggy Wilhide: Associate Administrator for Public Affairs, NASAIan Pryke: US Liaison, European Space AgencyCongressman Kevin Brady Doug Comstock: Office of Management and Control
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INTERVIEWEES
•EducationPublic at largeSchool systems
•A need for space to solve a problem
•Lack earned media – free publicity in news mediumsCommunicative resourceMethod to establish confidence in NASA
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FACTORS AFFECTING PUBLIC OPINION
•Budget
•ISSRussia issueComplete and successful
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FACTORS AFFECTING POLICY MAKERS
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QUALITATIVE RESEARCH
BLALACK MIDDLE SCHOOL DISCUSSION GROUPS
Blalack Middle School
Carrollton, TX (Dallas)
60 8th Grade Students
Educator Barry Rose
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QUANTITATIVE RESEARCH
“MISSION TO MARS” PRE- AND POST-TESTING
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QUANTITATIVE RESEARCH METHODOLOGY
Mission to Mars pre- and post- testing
Washington D.C. Survey to
validate results
Internet survey
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“MISSION TO MARS” OVERVIEW
• 193 respondents• Demonstrated positive
attitude shift following exposure.
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• Idea that NASA already has a sufficient budget to undertake a manned mission is very persuasive.
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• 30-50 year olds show the most dramatic attitude shifts
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QUANTITATIVE RESEARCH
INTERNET SURVEY RESULTS
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INTERNET SURVEY QUESTIONS
1. What areas would you support increased federal funding for?
Education | Space Program | Cultural Arts | Social Welfare
2. Please rate the following areas by importance for the US to accomplish in the next 20 years:
Strengthen foreign relations | Increase foreign trade | Send humans to Mars More resources for medical advances | Preserve natural resources
3. Which of the following programs is NASA currently undertaking?
Landing probe to explore Jupiter’s Moon Europa | Manned Mission to Mars | Black Hole Survey Probe | Manned Mission to Mercury | Near Earth Asteroid Rendezvous (NEAR) mission | Comet Nucleus Tour of Comet Encke and others
4. What type of work does NASA do?
Aeronautical Space Exploration | Engineering | Scientific Research | SETI
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INTERNET SURVEY QUESTIONS
5. Please rank the following projects in order of importance for NASA to accomplish in the next 20 years.
Complete the ISS | Land on an asteroid | Build a space station on the moon Place a human on Mars | Return to the moon
6. For which of the following reasons do you feel sending humans to Mars is important?
Technological Advances that would occur as a result | For national achievement | To explore environmental resources to be used on Earth | To place a colony on Mars | A manned mission to Mars in not important Don't Know/No Opinion
7. If you believe the US should not send humans to Mars, please indicate why
Too dangerous | Too expensive | Unnecessary because there are robotic options
11. How important is sending humans to Mars for the future of mankind?OVery importantOSomewhat importantONot very importantONot important at allODon't Know/No Opinion
12. How did the loss of the Mars Polar Lander and Mars Climate Orbiter effect your attitude towards further exploration of Mars?
OI think we should still continue exploration of Mars.OI think we should discontinue exploration of Mars.ODon't Know/No Opinion
13. Knowing that NASA already has the resources to send a manned mission to Mars and it is already within their budget and would require no additional funding, are you:
OMore likely to support a manned mission to MarsOLess Likely to support a manned mission to MarsOMakes no differenceDon't know/No opinion
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INTERNET SURVEY QUESTIONS
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• 221 respondents• Overall low awareness of NASA
and a human mission• Issues such as education and the
environment are very important• Most believe ISS should be
NASA’s first priority
INTERNET SURVEY OVERVIEW
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• Most popular reason for a human mission: technological advances
• Biggest roadblocks: expense and existence of robotic options
• 53.5% indicated they are more likely to support a human mission knowing NASA would not need a budget increase.
INTERNET SURVEY RESULTS
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• Natural ClustersSocially Concerned
(131)Environmentally
Concerned (129)• Socials: low awareness and
interest• Environmentals: high
awareness and interest
INTERNET SURVEY RESULTS
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• Loyalty Ladder classifications
INTERNET SURVEY RESULTS
terrorists
rejecters
fair-weather
enthusiasts
loyalists
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• Loyalists– High awareness– Mars is #1 priority– Concerned with education
& environment– Male, Caucasian, between
25-50
INTERNET SURVEY RESULTS
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• Enthusiasts– High awareness– Mars is important but ISS
first– Concerned with the
environment– More likely to favor Mars for
national achievement or environmental reasons
– More racially diverse than loyalists, between 18-50
INTERNET SURVEY RESULTS
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• Fair-Weather– Low awareness & low
interest– More focused on other
issues– ISS is first priority,
Mars is last– More racially diverse,
between 30-50
INTERNET SURVEY RESULTS
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QUANTITATIVE RESEARCH
WASHINGTON D.C. SURVEY RESULTS
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• 144 respondents• More racially diverse and
gender balanced sample• Reinforces validity of
Internet findings
WASHINGTON D.C. SURVEY OVERVIEW
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• Target Markets:– Politicians– Loyalists &
Enthusiasts– Fair-Weather
• Exposure to the idea of a human mission will increase support especially among Fair-Weather consumers
WASHINGTON D.C. SURVEY RESULTS
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QUANTITATIVE RESEARCH
INTERNET TABULATOR TOOL
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DATA-MINING
•Uses Coldfusion
•Keeps track of attitudinal issues
•Establishes current marketing processes in a high-tech engineering enterprise
•Will produce new perspectives
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CUSTOMER ENGAGEMENT STRATEGY
PART I. INTERNATIONAL SPACE STATION
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RECOMMENDATIONS
Branding:The set of experiences an individual has with a product, category or service.
The Experience:Right now, the image of ISS affects the perception of NASA in the minds of the public and Congress.
ISS is one of the most visible projects of the NASA brand.
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REPOSITIONING ISS ISS
NASA = ISS
Delays, over budget
What will ISS do? Stand alone project
Bottle neck to future projects and exploration
NASA = State of the Art
ISS is complicated challenge
ISS is a platform for other projects including Mars
ISS success will create cultural expectation for more exploration
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CUSTOMER ENGAGEMENT STRATEGY
PART II. THE ROAD TO MARS
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DEALING WITH UNFORSEEN DISASTER
THE BASICS
•Honesty
•Transparent Investigation Process
•Prepare Alternative Project
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DEALING WITH UNFORSEEN DISASTER
MAINTAINING SUPPORT
•Emphasize USA, not NASA
•Targeted outreach program
•Be refractory
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DEALING WITH UNFORSEEN DISASTER
MOVING FORWARD
•Assess Climate
•Platform key changes
•Introduce alternative project