Public Outreach EventA Collaboration between Celebrate Science Indiana and the American Chemical Society

Indianapolis Motor SpeedwaySeptember 8, 2013

November 10, 2012 ACS-CSI Planning Session

RESULTS

OVERALL SUMMARY

ACS-CSI Public Outreach Event at the IMSProgram – two outstanding experiences - at one world-renown venue - in one day!

• Location: Indianapolis Motor Speedway, Home of the Indy 500, Nascar 400 and MotoGP Motorcycle Race

• Dignitaries = Miranda Wu (ACS President), John Lechleiter, Forest Lucas (if available), Mayor Greg Ballard

Science (STEM) Outreach Event at the Indianapolis Motor Speedway (IMS)• Celebrate Science Indiana event with >250 presenters of interactive K-12 STEM-related

experiences• ACS Committee on Community Affairs presentation of interactive chemistry experiences• ACS National and Local Exhibitors invited to present their STEM-related programming of

themes linked to the “Chemistry in Motion” theme • IMS STEM programs will be invited to present, featuring local/national companies working in

areas related to car racing (fuels, materials, racing-related components)IMS Racing Experience (ACS Ticketed Event Only)• Provide an “Indy Racing Experience” for one Track Lap in a Pace car, followed by a picture with

an Indy 500 Race Car (offered as ACS Special Event ticket)• Provide opportunity to meet drivers, racing teams, get pictures with an Indy 500 Race Car

Science Public Outreach (Booths) – STEM• Robert Yost• Glen Cook• Jeannie Phillips• Bob Martone• Joe Schwer• Jeffrey Nowak• David Mitchell• Phil Sparks

Track Experience (ACS only)• Sibel Selcuk• Kit Peregrine• Linda Osburn• Phil Sparks

Marketing and Communications (Branding, E-Presence, K-12 outreach)

• Jenna Marston• Erin Dotlich• Brian Mathes• Andrea Frederick• Bob DeSautels

Volunteer Workers• Paul Morgan• Tony Trullinger• Dawn Brooks

Fund-raising• Robert Yost• Chris Bodurow

Recruiting Attendance to the Event (especially colleges and universities)

• Bob Pribush• Jason Ribblett• Josh Taylor• Tom Turpin

Leaders for each team are shown in RED

Joint ACS-CSI Public Outreach EventCo-chairs: Chris Bodurow, Robert Yost

Planning/Work Teams

Joint ACS-CSI Public Outreach Event4Q’2012 Priorities

• Scientific Outreach– Provide info to LaTrease Garrison on opportunity for ACS exhibitors to attend CSI event (D. Mitchell)– Develop plan to attract corporate sponsors: sponsor levels, who to target, contacts, etc. (B. Martone, J. Phillips)– Partner with Marketing/Communications to develop a plan to attract target audience groups who may require extra effort

(minorities, HS students & teachers esp. from IPS schools)– Visit IMS facility to understand space in greater detail

• Recruiting Participation to the Event– Decide on funds, awards and incentives for the Big 10 Challenge– Obtain undergraduate and graduate mailing lists from ACS – Bob– Create flyer – Josh– Get the word out (emailing) to all chemistry clubs (student affiliate) advisors and chemistry departments

• Marketing and Communications– Begin to create an on-line presence through the development and linkage of websites (Indiana ACS, ACS-CSI Public Outreach Event, CSI

Website, link to IMS)

• Track Experience– Develop complete event timeline (gates open to gates close): November 15th meeting at IMS with Phil Sparks to start the event timeline

• Fund-raising– Aggressively Pursue additional avenues for funding:

• Transportation Related: Lucas Oil, Praxair, Cummins• Biotech Related: Pace, Mays Chemical, Shelly Labs, Sensient, Cook• Utilities: IPL, Citizen’s Gas/Energy• University Foundations: IU, Purdue

Individual Team updates

• CSI Science Booths: p. 7-13• Recruiting for Participation: p. 14-17• Marketing and Communications: p. 18-24• Volunteer Programs: p. 25-28• Track Experience: p. 29-30• Fund-raising: p. 31-36

CSI Booths - Brainstorming1) Identify & Attract Corporate Exhibitors for CSI• CSI historically has had difficulty attracting paying exhibitors

– Many public & govt institutions, difficult economy– Had to comp 70% of their exhibitors in 2012 to get them to come

• Use ACS list of exhibitors to identify potential sponsors and contacts in these companies who make funding decisions

• Define benefits for sponsors – consider different levels of sponsorship– ACS did this for 2011 Regional Meeting – leverage if useful

• Provide an opportunity to ACS Expo Exhibitors to participate– Position as an outreach-only event (not an extension of trade show)– Offer a discount since they are already paying for ACS Expo

• Understand what the cost structure needs to be based on number and type of exhibitors and anticipated sponsorship

CSI Booths - Brainstorming2) Identify & Attract Target Audience Groups*• Under-represented groups (minorities)

– Partner with NOBBCHE?– Reach out to IPS schools (students & teachers)

• HS Students– May not be very interested as participants– Involve them as exhibitors– Glen – Project “Lead the Way”– Set expectations for how and how long they will participate (possibly

provide incentive to keep them there all day)

• College Students– Connect with Chemistry Clubs

*Partner with Marketing & Communications

CSI Booths - Brainstorming2) Identify & Attract Target Audience Groups*• Teachers - recommend giving them credit or providing them

some other career enhancing incentive to participate– E.g. use the event as a kick-off to a program that includes visits to

Dow, Lilly wherein they can learn skills– Critical to understand how and when to market to teachers; just

sending them an email or even a letter may not be effective; connect into HASTI?

*Partner with Marketing & Communications

CSI Booths - Brainstorming

3) Exhibitors – Other Questions/Concerns• How will the money for CSI exhibitors be collected?

– Directly to CSI for CSI-only exhibitors– ACS Expo Exhibitors will learn about it via ACS communication but will

be directed to CSI (Robert Yost) to make payment

• Develop and communicate a timeline with expectations for exhibitors so they understand what they need to do and when to develop their exhibit

• Provide exhibitors with the rules for the IMS venue– What does the space allow?

CSI Booths - Brainstorming

4) Sunday – Challenges & Ideas• Schools are legally prevented from organizing any events on

Sunday– Parents would have to bring kids– Schools may not be keen to advertise for a Sunday event

• Other events on Sunday that may compete, e.g. sports (football, soccer)– Put the game on the big screen at IMS?

• Market to churches (“Come to CSI after service today!”)• Will exhibitors have to set up on Sunday morning? Is Saturday

set up a possibility? Extra cost?

Brainstorming IdeasPrioritization

MUST DO• Identify & Attract Corporate Exhibitors for CSI• Identify & Attract Target Audience Groups

High Priority• See 4 quarter plan• …Would be Really Nice to do• Did not really talk about “nice to do”• …

High Level Project Plan by Quarter4Q’2012 – Nov. 10, 2012• Provide info to LaTrease Garrison on

opportunity for ACS exhibitors to attend CSI event (D. Mitchell)

• Develop plan to attract corporate sponsors: sponsor levels, who to target, contacts, etc. (B. Martone, J. Phillips)

4Q’2012 – Nov. 10, 2012 (con’t)• Partner with Marketing/Communications

to develop a plan to attract target audience groups who may require extra effort (minorities, HS students & teachers esp from IPS schools)

• Visit IMS facility to understand space in greater detail

1Q’2013• Develop and communicate a timeline with

expectations for exhibitors

2Q’2013• Develop and communicate a timeline with

expectations for exhibitors

Recruiting for Participation at the Event - Brainstorming

• Focus on universities – use the event to attract overall meeting attendees

• Contact universities using ACS email lists of chemistry club (student affiliate) advisors and chemistry departments – provided by Mary Kirchhoff, Director, Education Division, ACS,202-872-4562, m_kirchhorff@acs.org– Need to avoid conflicts with the Undergraduate Program, usually

scheduled for Sunday

• “Big 10” challenge (ACS University Challenge?) – event booth participation given high weight– CSI hands on booth – 20 points– Theme symposium chair- 10 points– Present paper or poster – 5 points– Register for meeting – 1 point

Recruiting for Participation at the Event - Brainstorming

• Incentives?– $500 travel grant for winning school (may be added to $300 grant

available from national ACS)– Plaque with ACS logo or Borg-Warner trophy image for winning school– Judge the CSI booths-prize for top e

• Free track laps for up to three members of top three booths• Free booth team photo op with race car driver for all student booths

• Student booths will add much more chemistry to a biology/earth science dominated CSI

• Need to create a flyer to include with emails• Need to determine if ACS can include a check box on the

registration form to allow easy tally of “Challenge” booths and points

• Local recruiting (Boy Scouts, churches, etc) – Jason will work with publicity group

Recruiting for Participation at the Event - Brainstorming Ideas

PrioritizationMUST DO• Decide on funds that can be committed to awards and incentives• Obtain undergraduate and graduate mailing lists from ACS - Bob• Determine how ACS can help track Challenge participants using registration form - Bob• Create flyer - Josh• Do e-mailing - Jason

High Priority• Develop logistics for tracking and evaluating Challenge participants• Create communications subcommittee to interact with student

booth presenters and coordinate with CSI personnel

Would be Really Nice to do• Did not really talk about “nice to do”• …

Recruiting for Participation at the Event High Level Project Plan by Quarter

4Q’2012 – Nov. 10, 2012• Decide on funds that can be committed to awards

and incentives – leadership group/Indiana Section• Decide on awards and incentives - – leadership

group/Indiana Section• Obtain undergraduate and graduate mailing lists

from ACS – Bob• Create flyer – Josh• Determine how ACS can help track Challenge

participants using registration form - Bob

1Q’2013• Design plaque• Develop CSI booth expectations for promo

2Q’2013• Do e-mailing – Jason

• Develop logistics for tracking and evaluating Challenge participants

• Create communications subcommittee to interact with student booth presenters and coordinate with CSI personnel

3Q’2013• Follow up communications with

Challenge participants• Obtain judges to pick best booths• Write checks• Schedule award ceremony

Marketing and Communications Team

Issues: 1. First time partnership, how will it work2. Messaging to students can be sporadic and may not reach parents3. We have a wide-spread target audience, creating a difficulty in creating truly targeted messages4. Students are over-stimulated with messaging and busy with other activities, so we are fighting for

attention5. What other activities are going on that Sunday? Church? 6. On average, people need to hear about something roughly 3 times before follow through happens7. Need communication from teacher to student, student to parent, and teacher to student8. Students (esp, middle school and early high school) cannot drive themselves to the event9. ACS people usually don’t arrive until Sunday night, first opening night…need to drive Indianapolis, and

close-surrounding areas to event10. For people coming out of town especially, messaging will have to be early and consistent so that ACS

participants know that it is happening and why it is important for them to attend, “Special Event for ACS, including the community outreach”

11. How can we make this an ACS “Family” event…families are welcome12. Why should they care about community outreach in Indianapolis?13. $20,000 (budget)…create a wish list

Marketing and Communications Team

Mission and Goals: • Mission: Collaborate ACS & CSI to increase science

outreach and align with the STEM initiative while keeping the CSI brand name and giving ACS National Convention the attention needed to bring the event back to Indianapolis.

Suggested Themes for the ACS-CSI Event:• “Chemistry in Motion” … “Science in Motion”• “On Track to Science” was well-received!!!• Branding is on our own

Marketing and Communications Team

Goals: • About 5,500+ people in attendance

– 3,500+ from CSI crowd and 2,000+ from ACS, 50 ACS affiliates

• Raise canned food goods & monetary donations for Good Shepherd Food Bank, Indianapolis, IN

• Raise Awareness about Indianapolis ACS chapter and encourage future ACS conventions

Marketing and Communications TeamCommunications Foundation: Audiences: • Middle School Students• Middle School Teachers• High School Students• High School Teachers• National Science Teachers Association• Government Officials…does anyone have a platform for “science education?”• Parents• Undergraduate college students: ACS student affiliates• ACS members

Vehicles:• Internet: website, social media (Facebook, Twitter…)• Mobile Phones?• Other Science Outreach events throughout the year• Youth Organizations (Boy Scouts, Girl Scouts, Indiana Black Expo, Girls Inc., Boys & Girls Clubs, YMCA’s, Applebees (or rest.) etc.)• Local Scientific companies: Lilly, Dow, Elanco,• Radio Disney? (Need to find out if this was an effective form • Teachers & Schools…getting the teachers to bring kids to event• Parents• Local news stations• Local signage, strategically placed around school/family functioning areas• ACS (what kinds of activities can we use from them)

Marketing and Communications TeamGoal 1: Have 3,500+ people attend in recognition of greater Indy community

Boy Scouts & Girl Scouts Outreach Create a way for the track to supply badges for boy/girl scouts who come participate at track *Boy Scout Pinewood Derby Contest-- -Andrea

Boy Scouts Girl Scouts Scout Leaders Parents

Responsible Party Resources

Number of RSVP’s from scout organizations so badges can be Notes

Presence of Mayor Mayor is confirmed, giving keynote speech

Q1 2013 Indy community ACS

TBD TBD TBD TBD

Create an Online Presence CSI website link-back ACS local & meeting link-backs Create a Facebook Page (CSI & ACS linkage) Create a Twitter Feed: Scientist Feed Create a Facebook Event: targeting ACS members, professional scientist organizations Link in with Tom T.’s feed Who else can we connect with? DAS Science Ambassadors Mommy bloggers? Home-school

Q1 2013 Q1 2013 Q1 2013, Q2 2013 Q1 2013 Q2 2013 Q4 2012 Q4 2013 Q4 2013 Q3 2013

*Total audience Indy Comm. ACS members ACS members Indy comm. ACS members Indy comm. ACS comm. Indy comm. Local Scientific comm. Indy comm. & Scientific comm.. Indy comm.

Marketing/Com Team -Jenna -Andrea -Erin -Jenna & Erin -Jenna -Andrea & Erin -Tom T. -Who we’re linking with -

$____ $ $ $0 $0 $0 $0 $0

Number of hits, Creating a benchmark for each of these

Keeping branding strong for both events while connecting them

Info about the chem./sci behind speedway…ex: asphalt diamond cut to prevent tires slipping

Need support from local scientific community already involved with Science outreach.

Will need to be researched and then solicited, see what connections we can make

Can we do email lists/blasts through

Marketing and Communications Team

Goal 2: have 2,000+ people attend in recognition of ACS

Track Races Drive ACS attendance through track races as Indy 500 is a globally recognized in Indianapolis, IN

Target Date

ACS members ONLY

Responsible Party(ies) Source(s)

Number of Track Tickets bought Notes

TBD TBD

TBD TBD TBD TBD TBD TBD

Marketing and Communications Team

Goal 3: Food Donations

Bring a Canned Food Item and Enter the Raffle for a Track Lap/picture and signature of race car driver…etc. Encourage greater participation in canned food drive

Target Date Audience(s)

Responsible Party(ies) Source(s) Measurement Notes

TBD TBD

TBD TBD TBD TBD TBD TBD

Volunteer WorkersBrainstorming Ideas

PrioritizationMUST DO• Ensure enough workers/volunteers to enable smooth event.• Support final activities as needed.

High Priority• Broaden Base of volunteer pool while keeping the existing pool

of CSI volunteers (High school and local colleges/universities).• …

Would be Really Nice to do• …• …

Volunteer Workers High Level Project Plan by Quarter

• 4Q’2012 – Nov. 10, 2012 • 1Q’2013

• 2Q’2013• April/May—firm understanding of needs from

all of the areas (booths, philanthropies, etc).• Point leaders identified.• “Professional” volunteers identified; i.e. Lilly,

DAS, etc• Data/information for “orange shirt” folks

identified and ready (maps, events, etc)

• 3Q’2013 – Sept. 8, 2013• HS/College recruiters recruited by Mid-

August • Volunteer leaders meeting 1 week prior;

communication to volunteers (email) planned and executed 1 week prior.

• T-shirts, maps etc in hand for all volunteers 2-3 week prior.

Volunteer Workers Team Members

• #1 Leadership– Tony Trullinger (ACS)– Dawn Brooks (ACS)– Paul Morgan (CSI)

• #2 Team Members– tbd

Volunteer Workers General considerations

• Volunteers/workers group will have “back-loaded” work once the programming, booths, etc are known.

• We assume that the booths will supply their own volunteers.

• We will assign volunteers with appropriate skills/maturity to the correct tasks.

Track Experience - Brainstorming IdeasPrioritization

MUST DO• Pace Car Rides (Impala SS / Camaro) • Command Center• Sponsor Hospitality / 10 Pace Car rides / sponsor and Die Cast Sponsor logo car Package• Track Tech• Transportation• Ticketing (Pace Car vouchers / worker tix / vender tickets ) Credential packages

High Priority• Show Car• Drivers• Video Game / Track Simulator• Public Announcer and script• …

Would be Really Nice to do• Auction for 2 seat Indy car ride / Funds go to ACS scholarship• Zip Line• Non ACS members as volunteers Has been approved

Track Experience High Level Project Plan by Quarter

4Q’2012 – Nov. 10, 2012• Team Responsibilities

– Organizational Structure– Task Timeline– Event timeline (gates open to gates close)– November 15th meeting at IMS with Phil Sparks to

start the event timeline

4Q’2012 – Nov. 10, 2012 (con’t)• Pace Car ticket art work• Track Tech Agenda• Book Drivers Sara Fisher / Ed Carpenter• Transportation / Miller / Bob D• Sponsor hospitality Package defined and

in progress

1Q’2013• Track Tech Abstracts due• Pace Car ticket printing / credential

printing

2Q’2013• Finalize any last minute details

Sponsor Benefits

• Support an event aimed at prominently displaying the level of STEM-related scientific outreach that Indiana has developed to the ~5000 attendees at the ACS-CSI event, providing a high level of local and national visibility

• Ability to contribute/place prominent signage at the venue• Free STEM Exhibitor Booth space• Free marketing Exhibitor Booth space• Complimentary Track Laps

– Platinum/Gold – 5– Silver/Copper – 3

• Work-in-Progress: Sponsor Suite/Event at the IMS (IMS Team working to develop)

Fundraising Strategy

• Strategy: highlight the key critical positive impacts that this event will have– STEM Outreach to all of Central Indiana at no charge (ca. 5000

K-12 students, their families, teachers, and school systems)– Provide unique experience to National ACS Meeting

participants at the central landmark of Indiana fame – the IMS – for a combined STEM-outreach and IMS Track Lap Experience

• Who to approach– Life Sciences industry leaders in central Indiana– Racing-related industry leaders in central Indiana– University Foundations– Utility Companies

Fundraising Activity • Sponsor Outreach:

– Utilizing ACS Sponsor commitment Letter Template and Guidelines for National Meeting Fundraising

– Written Commitments: $25K Lilly, $20K Heritage, $10K DAS, $10K AIT– Pursuing:

• Transportation Related: Lucas Oil, Praxair, Cummins• Biotech Related: Pace, Mays Chemical, Shelly Labs, Sensient, Cook• Utilities: IPL, Citizen’s Gas/Energy• University Foundations: IU, Purdue• Other: Indiana Department of Commerce, Indiana Development

Corporation, Harry Gonzo Connections• Sponsorship Recognition:

– Named sponsorship levels with specific recognition benefits: Platinum >$25,000; Gold $20,000; Silver $15,000; Copper $10,000; Iron $5,000

ACS Fundraising (prior to joining with CSI)

• Committed– Lilly - $25K– Heritage - $20K– DAS - $10K– AIT - $10K

• To be Committed– Lucas Oil - $15K (verbal)– Roche Diagnostics - TBD– Firestone - TBD– Sherry Labs - TBD– Cook Labs - TBD– Sensient - TBD– St. Vincent’s – TBD– Praxair – TBD– IPL – TBD – Citizen’s Gas – TBD– Mays Chemical – TBD

Reference/Background

AGENDA10:00 am - 12:00 noon - Introductions and Background

10:00 - 10:30am CSI overview – Robert Yost10:30 - 11:00am ACS National Meeting overview – Chris Bodurow11:00 - 11:30 am IMS Overview – Phil Sparks, “what can and can't we do at the IMS (activities,

marketing, communications)”11:30 - 12:00 noon Q&A, Discussion

12:00 - 12:30pm Sandwich Lunches provided 12:30 - 1:30pm Assemble into joint CSI-ACS Teams in order to share learning, best practices, brainstorm,

then prioritize all ideas to make the Public Outreach Event a successPublic Outreach Education Exhibit (Phillips)Track Experience - ticketed ACS-only event (Selcuk, Osburn, Peregrine, Sparks)Racing-related Exhibitor Booths (Mitchell, Rizzo)Recruiting for Participation at the Event (Pribush, Ribblett)Marketing and Communication and Branding - ACS, CSI,SEFI, IMS…..how best to approach? (Mathes,

Dotlich, Frederick)Volunteers for the Public Outreach Event (Brooks, Trullinger)Fundraising and Sponsor Advertising/Benefits (Bodurow, Yost - CSI, Phillips on point for DAS)

1:30- 2:30pm Develop a four-quarter plan to implement the best ideas from each team 2:30 - 4:00pm 15 min for each team to present their best ideas, and prioritized plan by quarter

(11/10/2012- 9/8/13) 4:00 - 4:30pm Summarize Meeting, Actions, Adjourn (Bodurow, Yost)

Introductions and Background

None of us is as smart of all of us

-Satchel Paige

Afternoon Workshop – Part #1

• Break into Teams according to area of responsibility and focus.

• Take a blank sheet of flip chart paper and capture all the key activities that need to occur for the Public Outreach Event.

• Have a Prioritization Discussion, to focus the efforts of the team, and record on poster sheets.

Brainstorming IdeasPrioritization

MUST DO• …• …High Priority• …• …Would be Really Nice to do• …• …

Afternoon Workshop – Part #2

• Create a staged, high-level plan for the major work activities that need to be done between now and Sept. 8, 2013.

• Identify the activities which each organization needs to do jointly, and which they need to do individually.

• Create the team roster #1 – Team leaders for your area of responsibility#2 – How many people do you need to recruit to your team? What is the plan to get them?

High Level Project Plan by Quarter

• 4Q’2012 – Nov. 10, 2012 • 1Q’2013

• 2Q’2013 • 3Q’2013 – Sept. 8, 2013

Team Members

• #1 Leadership– ..– ..

• #2 Team Members– ..– ..