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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

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

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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

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  1. 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

  2. May 23, 2000

  3. 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 THE EARTH2MARS APPROACH Combine core business and advertising knowledge and tactics Quantitative and qualitative marketing research Review of past research Search for relevant segments & message development The NASA plan for customer engagement

  4. 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 • OUR APPROACH: • Conducted Literature Review • Conducted Discussion Group • Formulated Internet Survey • Conducted “Mission to Mars” Pre- and Post-Surveys • Interviewed Congressional members in Washington D.C. • Interviewed space experts in Washington D.C. • Collected over 350 general attitude surveys via the Internet

  5. 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 • OUR APPROACH: • Developed web-based data-mining tool • Interviewed education leaders and school children • Established target audiences • Determined primary attitudes within targets • Developed communication strategies and recommendations for the years 2000 – 2020

  6. 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 QUALITATIVE RESEARCH MACDONALD OBSERVATORY DISCUSSION GROUPS

  7. 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 • FINDINGS TO INVESTIGATE: • Varying priorities of exploration • Varying opinions robots vs. humans • Mars can be a solution

  8. 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 QUALITATIVE RESEARCH WASHINGTON D.C. INTERVIEWS

  9. 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 INTERVIEWEES • Al Campos: Legislative Aide, Office of Congresswoman Sheila Jackson Lee • Jim Christian: Patton & Boggs Law Firm • Chuck Kleine: Public Relations Representative for Commercial Space Transport (FAA) • Alan Ladwig: Director of the Washington D.C. Space.com branch, • Michelle Emick: Edelman Public Relations • John Mankins: Mars policy specialist at NASA HQ • Scott Sacknoff: President, International Space Business Council • Marsha Shasteen: Democratic Counsel, Ralph Hall (Minority Leader)’s office • Congressman Nick Lampson: Congressman for Beaumont, Texas • Shana Dale: Assistant Vice Chancellor for Federal Relations, University of Texas

  10. 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 INTERVIEWEES • Eric Sterner: Head Staff Member for Senate Space and Aeronautics Subcommittee • Jamie Moeller: Managing Director of Public Affairs, Ogilvy & Mather Public Relations • Pat Dasch: Director, National Space Society • Dr. Piscane: National Space BioMedical Institute, Johns Hopkins University • Jim Muncy: Freelance Space Policy Consultant • Peggy Wilhide: Associate Administrator for Public Affairs, NASA • Ian Pryke: US Liaison, European Space Agency • Congressman Kevin Brady • Doug Comstock: Office of Management and Control

  11. 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 FACTORS AFFECTING PUBLIC OPINION • Education • Public at large • School systems • A need for space to solve a problem • Lack earned media – free publicity in news mediums • Communicative resource • Method to establish confidence in NASA

  12. 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 FACTORS AFFECTING POLICY MAKERS • Budget • ISS • Russia issue • Complete and successful

  13. 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 QUALITATIVE RESEARCH BLALACK MIDDLE SCHOOL DISCUSSION GROUPS

  14. 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 Blalack Middle School Carrollton, TX (Dallas) 60 8th Grade Students Educator Barry Rose

  15. 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

  16. 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

  17. 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 QUANTITATIVE RESEARCH “MISSION TO MARS” PRE- AND POST-TESTING

  18. 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 QUANTITATIVE RESEARCH METHODOLOGY Mission to Mars pre- and post- testing Internet survey Washington D.C. Survey to validate results

  19. 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 “MISSION TO MARS” OVERVIEW • 193 respondents • Demonstrated positive attitude shift following exposure.

  20. 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 • Idea that NASA already has a sufficient budget to undertake a manned mission is very persuasive.

  21. 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 • 30-50 year olds show the most dramatic attitude shifts

  22. 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 QUANTITATIVE RESEARCH INTERNET SURVEY RESULTS

  23. 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 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

  24. 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 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

  25. 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 INTERNET SURVEY QUESTIONS • 11. How important is sending humans to Mars for the future of mankind? • Very important • Somewhat important • Not very important • Not important at all • Don'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? • I think we should still continue exploration of Mars. • I think we should discontinue exploration of Mars. • Don'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: • More likely to support a manned mission to Mars • Less Likely to support a manned mission to Mars • Makes no difference • Don't know/No opinion

  26. 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 INTERNET SURVEY OVERVIEW • 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

  27. 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 INTERNET SURVEY RESULTS • 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.

  28. 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 INTERNET SURVEY RESULTS • Natural Clusters Socially Concerned (131) Environmentally Concerned (129) • Socials: low awareness and interest • Environmentals: high awareness and interest

  29. loyalists enthusiasts fair-weather rejecters terrorists 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 INTERNET SURVEY RESULTS • Loyalty Ladder classifications

  30. 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 INTERNET SURVEY RESULTS

  31. 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 INTERNET SURVEY RESULTS • Loyalists • High awareness • Mars is #1 priority • Concerned with education & environment • Male, Caucasian, between 25-50

  32. 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 INTERNET SURVEY RESULTS • 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

  33. 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 INTERNET SURVEY RESULTS • Fair-Weather • Low awareness & low interest • More focused on other issues • ISS is first priority, Mars is last • More racially diverse, between 30-50

  34. 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 QUANTITATIVE RESEARCH WASHINGTON D.C. SURVEY RESULTS

  35. 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 WASHINGTON D.C. SURVEY OVERVIEW • 144 respondents • More racially diverse and gender balanced sample • Reinforces validity of Internet findings

  36. 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 WASHINGTON D.C. SURVEY RESULTS • Target Markets: • Politicians • Loyalists & Enthusiasts • Fair-Weather • Exposure to the idea of a human mission will increase support especially among Fair-Weather consumers

  37. 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 QUANTITATIVE RESEARCH INTERNET TABULATOR TOOL

  38. 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

  39. 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

  40. 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 • DATA-MINING • Uses Coldfusion • Keeps track of attitudinal issues • Establishes current marketing processes in a high-tech engineering enterprise • Will produce new perspectives

  41. 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 CUSTOMER ENGAGEMENT STRATEGY PART I. INTERNATIONAL SPACE STATION

  42. 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 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.

  43. 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 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

  44. 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

  45. 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

  46. 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 CUSTOMER ENGAGEMENT STRATEGY PART II. THE ROAD TO MARS

  47. 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

  48. 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

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