NASA Presidential Commission

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a strategic positioning company Communicating the Vision - Executive Summary Presented to the Presidential Commission

Editor’s Note: 

This executive summary was developed to synthesize relevant research done by Harmonic International over the past six months. The research contained herein comes from a multitude of sources, both primary and secondary, qualitative and quantitative. While these studies were conducted independently of one another, the overall findings were consistent. The research for the macro “umbrella” positioning is finished, specific sub-messages that support the vision will be developed next. Editor’s Note

Introduction – Research Conducted Among Key Audiences: 

Introduction – Research Conducted Among Key Audiences Public SPLs Industry Press NASA Internal Educators Children Hill Historical data review Focus groups and interviews with: SPLs/Space Policy Leaders Educators/Children Public Poll on potential elements of presidential announcement Poll on penetration of President’s speech and vision Test of NASA video Message resonance testing Cultural context analysis Brand equity testing Concept message research

The Starting Point – Summary of Key Findings: 

The Starting Point – Summary of Key Findings 1. People want to believe in NASA. And the window of opportunity is now. 2. NASA’s ‘brand’ is extremely strong. The problem is lack of effective communications. 3. There is strong desire to know what NASA does. But today that knowledge is very thin. 4. The public look to NASA for a vision of exploration. Between Columbia and the CAIB report, 2,250 articles were written about NASA and vision, most calling for NASA to develop a vision 5. There is no blame associated with Columbia: The public understands the risks and sentiment is supportive. The American people want NASA to help create their vision of the future.

Cultural Context: NASA is a Potential Leader in Shaping a New Future Vision for the U.S. : 

Cultural Context: NASA is a Potential Leader in Shaping a New Future Vision for the U.S. Traditionally Americans bought into positive visions of the future such as ‘city of the future’. NASA’s vision must fit into America’s larger vision for the future. America currently has no overarching compelling vision for NASA’s vision to fit into. The lack of resonance of NASA’s vision is reflective of the current state of the larger system. As baby-boomers age they will increasing “look for meaning.” NASA can answer questions like, are we alone, and how did the universe begin. Source: Harmonic Cultural Analysis April 2004

Cultural Context: Continued: 

Cultural Context: Continued NASA has one of the most widely recognized and supported ‘brands’ in the world. But the ‘brand’ is rooted in the memory of the moon landing which is the key memory for those over 35 years of age. Robots are acceptable, but only in their role as helpers to humans. But without humans, robotic exploration loses critical mass as a compelling vision, and becomes exploration for exploration’s sake. There are no popularizers (e.g., Carl Sagan) or outside driving force (i.e., a Cold War) to help build NASA’s vision. So NASA must take the lead in communications. Source: Harmonic Cultural Analysis April 2004

To Change Opinions or Behavior We Need to Understand People’s Knowledge and Emotions: 

To Change Opinions or Behavior We Need to Understand People’s Knowledge and Emotions What people ‘know’ is found in something called declarative memory, which has two parts: Semantic memory, which are the specific facts about things you know, not linked to a specific personal or emotional association. Episodic memory, which are experiential and contain specific personal or emotional associations. Effective communications tap into existing memories, positive emotions associated with them, building upon both.

Semantic Memory - Summary: 

Semantic Memory - Summary Most important thing NASA does Space exploration 45% Research 24% Other things NASA does Not sure 42% Familiarity with NASA activities other then the space program 19% feel NASA is only involved with the space program Problems associated with NASA None 31% Tragedies 17% Source: Harmonic Brand Equity Research April 2004

Episodic Memory (“Flashbulb Memories”) - Summary: 

Episodic Memory (“Flashbulb Memories”) - Summary Under 35 35+ Very first memory of NASA Walking on moon 16% 47% Shuttle/rocket 17% 8% Specific disaster 39% 10% Positive emotional association 44% 63% Excitement/awe 23% 35% Happy 12% 7% Negative* emotional association 32% 17% Sadness/sorrow 23% 8% Fear 3% 6% Source: Harmonic Brand Equity Research April 2004 *Note: “Negative” emotion does not necessarily equate with lack of support.

The Good News: NASA Enjoys Highly Favorable ‘Brand’ Equity : 

The Good News: NASA Enjoys Highly Favorable ‘Brand’ Equity 80% overall interest in the space program (39% very interested). 84% feel NASA is doing a good job (33% excellent). 80% feel it is important that the U.S. and NASA be ‘number 1’ in space (48% extremely important). 75% feel that their personal lives are better because of NASA’s work (35% much better). 86% feel the country is better off because of NASA’s work (46% much better off). Source: Harmonic Brand Equity Research April 2004

The Bad News: People Have Little or no Specific Knowledge of what NASA Does or the Benefits: 

The Bad News: People Have Little or no Specific Knowledge of what NASA Does or the Benefits When asked ‘what is NASA?’ 42% respond with only the name, and only half of them got it right. 24% talk about space programs; 16% exploration and research; 7% do not know. On average, a person can only think of two needs that NASA fulfills; 30% can think of only one. People generally can only think of one benefit from the work NASA does, and the answers are highly fragmented. The space policy leaders have positive memories but their current perceptions of the benefits are decidedly negative (Source: Harmonic Interviews October 2003). Source: Harmonic Brand Equity Research April 2004

NASA Could be at Risk: 

NASA Could be at Risk There are no serious negatives; but: The public cannot articulate anything more about NASA than one obvious thing. While people “believe” NASA does important things for society, specifics don’t reside in our shared consciousness. It’s easy for the nay-sayers and cultural cynics to sustain their point-of-view because they appear to have “facts.” Therefore, when someone is challenged about NASA’s relative value, defense is weak.

The Brand Equity Must be Supported: 

The Brand Equity Must be Supported The strong positive brand equity of NASA is reinforced by memories of positive past experiences; which are stronger among people over 35 years of age compared with younger adults.  In order to sustain the positive brand equity, knowledge about NASA must be built in semantic memory. Although NASA has a strong ‘brand equity’ there is the possibility that it may decline without a strong knowledge base. Source: Harmonic Brand Equity Research April 2004

We Tested 12 NASA Benefit Claims Developed and Refined Through Qualitative Research: 

We Tested 12 NASA Benefit Claims Developed and Refined Through Qualitative Research Helps lead to medical advances Leads to a better quality of life Involves exploring earth Benefits general aviation safety and security Advances knowledge Increases understanding of earth Increases understanding of mankind Aids national security Is on the cutting edge Involves exploring space Benefits people’s lives Increases our understanding of the universe All benefit claims tested well.

What is Essential for NASA to Do?: 

What is Essential for NASA to Do? Top 5 benefits that are essential for NASA to do*: Advance knowledge 67% Benefit general aviation 62% Aid national security 60% Increase our understanding of Earth 58% Increase our understanding of the Universe 57% *50% of the public see 11 of the 12 benefit claims as “essential” for NASA. The only exception is that of “increase our understanding of mankind” (41%). Source: Harmonic Brand Equity Research April 2004

What Does NASA Definitely Deliver?: 

What Does NASA Definitely Deliver? Exploring space 68% Advances knowledge 63% Increases our understanding 61% of the universe Overall, NASA is seen as doing at least an ok job in delivering all 12 benefits. The fact that NASA tests well on all benefit claims is really quite remarkable. On average, only 8% feel NASA does not do a good job delivering these benefits. Source: Harmonic Brand Equity Research April 2004

It’s the Underpinnings of NASA’s Brand that must be Fortified : 

It’s the Underpinnings of NASA’s Brand that must be Fortified Build a stronger knowledge base in semantic memory, especially in terms of benefits to peoples’ lives and the country. Build “new” positive memories for younger adults to help build more positive emotional associations. Get the message out to target audiences using messages that answer questions and encourage involvement. When asked what NASA’s biggest problem was, a majority strongly felt it was ‘communications’ (Source: Harmonic Focus Groups October 2003). 43% said they would like more information (Source: Harmonic Research February 2004). It’s up to us to tie peoples’ knowledge of NASA to benefits that affect their lives.

The Strongest Messages Provide Insight for Future NASA Message Development: 

The Strongest Messages Provide Insight for Future NASA Message Development Stronger messages have a clear benefit focus. Stronger messages are seen as ‘explaining’ things more specifically, or as more ‘emotional.’ Stronger messages place the reader in an exciting role, involving them personally, creating more positive processing. Stronger messages continue to reinforce the foundation of NASA’s brand equity: Understanding the universe Advancing knowledge Source: Harmonic Brand Equity Research April 2004

NASA Needs to Reposition the Message from Costs to Benefits: 

NASA Needs to Reposition the Message from Costs to Benefits The vision has not penetrated – only 21% of the nation understands that NASA’s vision is exploration. Direct personal benefits (such as “answering questions,” and having astronauts explain how it “feels”) are stronger than technology transfer. Benefits of Exploration Cost Source: Harmonic Research February 2004

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As the world’s largest research organization, NASA spearheads our thrust into new technologies and discoveries, more so than any other unified force on Earth has before, and at a pace never seen before. For less than 1% of the Federal budget, NASA has provided 8% of all scientific discoveries in the last 30 years. We go into space to discover answers to questions as old as humanity itself, and to ask new ones. While humans need robot explorers to blaze the trail, humans experiencing space first-hand tell us what it really means and how it will affect us. Core Messages People need to understand how the activities of NASA translate into personal benefits, emotional ties to NASA (excitement and pride) need to be established.

Continuum of Core Messages for NASA: 

Continuum of Core Messages for NASA Only robots (not humans In space) Lower Higher Science driven Destination driven Exploration driven Exploration driven with a goal Exploration driven with a goal that is a direct benefit Benefits mankind Enables technology Improved NASA Safety Technology with a benefit *Note: all messages are positive

Lack of Knowledge of NASA Has Its Costs: 

The overwhelming support of NASA, and the blind faith by Americans drops by half when put in the context of costs. Without knowledge of benefits, particularly direct personal benefits, it is difficult for people to justify cost. Especially against things like education that have clear benefits. Providing specific information will enable the public mind to place budget figures into an appropriate and positive context. Lack of Knowledge of NASA Has Its Costs Benefit Cost = Value Source: Gallup February 2003

‘Destination Driven’ is Not a Valued Context : 

‘Destination Driven’ is Not a Valued Context It creates a weak value statement Example: If NASA is going to Mars They need a spacecraft that goes to Mars, with improved radiation shields, propulsion, and communications. But why undertake human missions beyond ISS or build a Moon base or a large telescope at L2 or develop nuclear propulsion; what do they have to do with going to Mars? If NASA is looking for life and will explore to find it… Then NASA needs human missions, a CEV, a lunar base, large telescopes at L2, nuclear power and propulsion: are all necessary to the search for life. 50% of people think NASA’s vision is to go to Mars; 25% think it is to go back to the Moon. This would indicate a majority of the country believes that NASA is destination driven. Source: Harmonic Research Feb 2004

It’s Not Only What You Say But How You Say It: 

It’s Not Only What You Say But How You Say It NASA cannot effectively communicate under the current guidelines. Each component of NASA uses unpaid media for their independent messages. The net effect is that NASA’s communications actually dilute its own core message. NASA Explorer school visits are wonderful – we know from research that when NASA “touches” a person their support increases substantially – but they can never have enough mass penetration to move the needle. NASA cannot control the messages in unpaid media and unpaid media will never reach enough people with enough frequency to effectively penetrate the vision message. Source: Harmonic Focus Groups October 2003

Communications Strategy: 

Communications Strategy The recommended future communication strategy for NASA is to more effectively build a knowledge base, consistent with greater awareness of the vision and all activities in which NASA is engaged, in order to nurture and sustain its brand equity. We do this by communicating specific and personal benefits, in a manner which excites and stimulates positive emotion and imagination.

NASA Needs to Truly Communicate the Vision: 

NASA Needs to Truly Communicate the Vision NASA is acting as both the conduit and impediment to the direct benefits of exploration for the public. If the vision, or the benefits of exploration and NASA are to penetrate; NASA must be allowed to communicate more effectively. The public (as well as educators) do not vary in the manner in which they perceive and relate to NASA, so that a single umbrella communications strategy can effectively impact on all major segments of American society. With paid media to educate (i.e., direct mail), NASA can control the message, who it reaches and ensure that they are exposed to the message often enough and in the proper environment. Effective communication is good for NASA and good for America.

Suggested Next Steps: 

Suggested Next Steps Explain the vision in a communications architecture that: Ties NASA brand to clear, focused benefits. Helps make NASA a more personal experience, especially for people under 35. Transform messaging restraints that prevent NASA from educating America on its mission and its benefits.