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 May 25, 2000

Customer Engagement is here. NASA and the Mars Mission are connected to both business and technological innovation inspired by the prospect before us. We have budget, technology, aerospace experience and products at our fingertips. We are moved by achievement and the vision of exploration and human understanding. We are in a place where past experience is maximized. We use all our resources -- communication, information, and intimacy for the satisfaction of the diverse stakeholders we serve 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

We are here. We are a new breed of technological and societal merchant with a new mission, and a spectacular vision of what to offer our customers. We pipeline missions, services, products and possibility to our stakeholders via an intricate web of editorial and communicative moments. Relationships that once took years to build become quicker connections, and sharp points of contact that intensify our brand equity.

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 We are here. We are a content provider and our mission is to educate and inspire -- within the challenging guidelines that are established. Our stakeholders feel at home with our purpose and tone. We offer them connection to the mission, products and services that support humankind's future. Our stakeholders become our cooperative, our partners in building a cohort of ideas and direction. As our content grows, our stakeholders will extend their range of experience and their depth of understanding.

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 We are Customer Engagement. Our synergy drives a revolutionary partnership. The possibility we deliver stands in the middle of the millennial map, pointing in the right direction for those who understand that the turning point of consumer experience has happened. We hold the future. We are the brave new concept -- we are NASA.

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 PRESENTING THE WHOLE ENCHILADA Extracting the brand Building the brand Sustaining the brand A comprehensive customer engagement plan is comprised of three key phases.

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 EXTRACTING THE BRAND The fundamentals of advertising account planning OBSERVATION INTERPRETATION INTEGRATION

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 EXTRACTING THE BRAND Continuing work in observation Continuing Qualitative Research Focus Groups In-Depth Interviews Continuing Quantitative Research Expand Internet Survey Research on Communicative Events

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 EXTRACTING THE BRAND Continuing work in observation Study mission status Study social environment Develop transactional rallying cry Becoming a better airline

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 BUILDING THE BRAND Redefining NASA’s target audiences Five key target markets THE BELTWAY EDUCATION INDUSTRY JUST PLAIN FOLKS (LOYALISTS / ENTHUSIASTS) (FAIRWEATHER)

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

BUILDING THE BRAND Define the communication strategy for each target audience THE BELTWAY Restore Congress’ faith in NASA through honest communication and action. Be brave enough to accept responsibility for not only achievements but also mistakes.

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 BELTWAY TACTICS Link ISS to Mars Locate environmental imperative Launch lobbying group (MIT / Harvard) Target minorities for outsourcing contracts

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 Promote earned media Promote peace component: (Stanford) Disarm unused rockets and use them for space exploration. This engages multiple customers including the beltway, education and industry. BELTWAY TACTICS

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 BUILDING THE BRAND Define the communication strategy for each target audience EDUCATION Offer interdisciplinary turnkey programs that are focused specifically on Mars exploration. Make programs available to all schools regardless of wealth, location or size. Tie education projects to current events in Mars exploration.

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 EDUCATION TACTICS Lanch comprehensive education portal (Colorado) Offer real time streaming of NASA events (Illinois) Partner with industry to make programs possible Develop turnkey immersive education programs (ISS / MARS IN A BOX)

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 Launch Mars specific projects (Colorado) Building Mars Base Mars Rover Experiment Volcano Experiment Supplementary Textbook (Stanford) EDUCATION TACTICS

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 BUILDING THE BRAND Define the communication strategy for each target audience INDUSTRY Develop alliances with private industry to facilitate human exploration to Mars. Share more responsibility with private partners (Stanford) and ultimately build equity.

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 INDUSTRY TACTICS Launch ISS/Mars incubation program at NASA to develop new jobs and technology. Retain 1% profits/discounts/services from spin-offs Intraprenuership: Attract the best and brightest to join NASA and become involved with incubation

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 Facilitate easier access to space through incuabator (Illinois) Utilize Incubator to fund human exploration Industry Lunch & Learn Symposiums (Ga. Tech) INDUSTRY TACTICS

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 BUILDING THE BRAND Define the communication strategy for each target audience LOYALISTS / ENTHUSIASTS Maintain and build loyalty through programs and communicative events designed to specifically engage supporters and fans of NASA.

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 Town Hall Meetings Mars Week (MIT / Harvard) LOYALISTS / ENTHUSIASTS TACTICS

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 NASA Open Source Strategy Engineering Open House (Illinois) Benefits at NASA facilities for identified Loyalists LOYALISTS / ENTHUSIASTS TACTICS

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 BUILDING THE BRAND Define the communication strategy for each target audience FAIRWEATHER Repetition of core message through predominately entertainment-based vehicles.

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 Traveling Mall (and other venues) Exhibits (Colorado) ISS Branding Campaign Partnerships in TV/Film/Interactive Frequent Public Communication FAIRWEATHER TACTICS

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 Anthropomorphize Robots Mars portal with games / merchandise (Illinois) Allow astronauts to be heroes FAIRWEATHER TACTICS

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

SUSTAINING THE BRAND Constantly adjust and refine strategies and tactics to new challenges. Audiences will change. Observe and monitor these changes. Embrace customer engagement. Make it a part of NASA’s culture as much as science and exploration.

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 May 25, 2000