Exhibitor2011 SpaceSmart Shifting Public Perceptions of Space

National Aeronautics and Space Administration Shifting Public Perceptions Exhibitor 2011 Session M107 Our Mission: To create the world’s most meaningful and memorable experiences for brand marketers, show organizers and event attendees. Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 1

Session #M107NASA How to Shift Public Perception Beth Beck, Outreach Program Manager, Office of Space Operations, NASA Headquarters Beth’s career spans nearly 25 years in the federal government, beginning as a graduate fellow with the Central Intelligence Agency to her current position as Space Operations Outreach Program Manager at NASA Headquarters in Washington, DC. Joining NASA in 1985, Beth’s assignments include space science, astrobiology, space shuttle, space station, and exploration programs; handling policy issues that affect NASA’s international, legislative, budget, procurement, web, and communications areas. Joanna Scorsone, Senior Account Executive, GES Global Experience Specialists Upon joining Global Experience Specialists (GES, formerly Exhibitgroup/Giltspur) in March of 2004, Joanna Scorsone began managing experiential and trade show programs in various industries including government, home improvement, consumer electronics, healthcare, and entertainment. As part of GES’s New York City team, Joanna’s integrated approach to managing her clients’ initiatives ensures that business goals and objectives are met through innovative turnkey solutions to often complicated programs. As a Senior Account Executive, Joanna leads a team of industry specialists at GES, assuring that every part of every project is driven by an expert in the field. Angela Triano, Strategic Marketing, GES Global Experience Specialists Angela Triano has dedicated the past 17 years to the Direct Marketing industry working at top dm agencies in the US and UK. In 2007, Angela joined GES (formerly Exhibitgroup/Giltspur) to assist in bringing experienced strategic marketing efforts to the Event and Exhibition arena. Upon joining the New York City based CRM team she engaged immediately with major brand clients such as, NASA Space Operations Outreach Program. For the past three years Angela has assisted many brands and organizations in focused audience messaging, gaining insight and obtaining pertinent metrics around business objectives overall. 2 Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 2

Your Parting Gifts; or Takeaways• Engaging the right audience• Determine the right communication channels• Gain Baseline perceptions on Brands• Simple and effective live social networking ideas• Virtual rewarding through social media and casual gaming• Understand the value of obtaining data that reveals immediate shifts in brand perception• Validate event efforts with immediate data trend 3

Volunteer Questions: What does NASA stand for? 1) North American Space Association 2) National America Space Agency 3) Northern Astronomic Science of America 4) National Aeronautics and Space Administration What are current ways of getting water on the International Space Station? 1) Astronauts bring all the water supply they need with them on their long duration missions. 2) There are elements in outer space that were recently discovered that create moisture outside the station that astronauts collect and filter. 3) Along with resupply vehicles, the space station crew consumes water supply and filters the waste water including urine! …Yesterday’s water is tomorrows’ coffee. 4) None of the above. Which of the following statement is true: 1) NASA is the only space agency that launches into outer space. 2) A commercial space provider sends humans to space. 3) 20% of your tax dollars support the space program for NASA 4) 6 humans live off the planet for 6 months at a time. 4

Identify The Problem? • NASA Situation: • Baby-boomers remember walking on the moon and remain loyal • Communication channels were limited and now… • “Rocketeering” turned to Shuttle and more launches with more missions and scientific experiments. • NASA Needs: • Help educate specific audiences that are less loyal • Engage new generations and new interests • Grow the loyal generations and update them on current missions • LISTEN… LISTEN… LISTEN… Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 5

What do they know? What does the “public” know about NASA? • Little Specific Knowledge • Lack of Relevance • Low Excitement • Disconnect from Activities • Lack of Current Context What does your audience segments know about your brand/s? Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 6 6

What do you know? What does NASA know about their audience? Before Exposure to NASA After Exposure to NASA Technology Technology 100% 100% 94% 80% 80% 60% 60% 40% 53% 40% 20% 20% 0% 0% Relevant to Lives Relevant to Lives Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 7

What do you know? What does NASA know about their audience? • Men support exploration more than women • 65+ =Interest drops off • 45-64 yr olds = “base” NASA supporters “The Apollo Generation” • 25-44 yr olds = Frame of reference = Tragedy • 18-24 yr olds= Little to no frame of reference How to engage the right audience by reviewing behavioral generation differences Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 8

What Are the Best Communication Methods • Define right communication channel/s • Over 1,600 messages a day • Channels seem endless —TV —Cable —Radio —Web —Blogs —Twitter —Facebook Define the right —YouTube communication channel/s for —Billboard the right audience —Print —Mail —Flicker Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 10 10

So…Now What Do We Do? How do you … • Move the needle? • Measure the movement? • Grow the brand? Simple ways to gain baseline perceptions on your brand/s Round of applause please! Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 11

is…• Technology driven kiosk experience that • Engages • Collects • Educates • Measures • Rewards• Multiple Kiosk Stations that address some of NASA’s core areas: • NASA in Your Life • Orbital / Lunar Rovers • Green NASA • You Chart The Course • Space Walk • Explorers Wanted Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 13

Step One / Start: ID Station Gather Baseline Information Step Two: Player Station Educate, Engage, Measure Step Three: Leader BoardCompetitive , Want More, Share Have Fun and Tell Friends Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved.

SpaceSmart: Game On! Front of Badge Back of Badge Give your customers something that… •Makes them feel part of your team •Important •Personalized •Measureable! Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 19

The Experience of SpaceSmart:Step 1: Welcome: ID Station (Baseline) Simple ways to gain baseline perceptions on your brand/s Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 20

Player Station Seven: Charting the Course(Measure, Challenge, Educate, Shift) Simple and effective live social networking ideas Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 38

Player Station Eight: Debrief Station(Measure, Challenge, Educate, Shift) Virtual rewarding through social media and casual gaming Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 40

Where’s the beef? I mean Shift? Understand the value of obtaining data that reveals immediate shifts in brand perception NASA stands for ? 1) North American Space Association 2) National America Space Agency 3) Northern Astronomic Science of America 4) National Aeronautics and Space Administration Does NASA contribute new ways of sustainability, such as recycling Urine? 1) True 2) False 3) I don’t know Less than 1% of the US taxpayers $ makes up NASA’s annual budget. 1) True 2) False Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 42

Perception Shift Data Example What best describes your opinion of NASA contributions? (Select One) • Old School; only affected inventions from 1960-1970 • Only affects technology and really not important to me • Many inventions affect all our daily lives • Not currently contributing to new inventions that may affect my life in the future Baseline Pre Game Post Game Play 90 140 132 80 70 120 60 100 89 50 80 40 25 60 30 20 12 40 10 20 0 0 Under 18 18-21 22-34 35-49 50-64 65+ Under 18 18-21 22-34 35-49 50-64 65+ Old School Only Technology Daily Lives Not Currently Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 44

SpaceSmart at AARPOverview Demographics AARP utilized the first SpaceSmart kiosk deployment with the following pieces: • 1 ID station • 3 Gateway Player Stations • 1 Leader board station Summary of players/responders • Total Users: 378 • Unique Users: 179 • Completed Entire Experience: 22 Audience age group geared to 50+ as expected Validate event efforts with immediate data trend Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 45

AARP 2010: SpaceSmart ID Station:Number of Players Per Age Group 200 180 180 160 140 Players 120 110 100 80 60 44 40 27 20 13 4 0 Under 18 18-21 22-34 35-49 50-64 65 and older Observations: • As expected majority of the responders are 50+ age group at AARP N=378 Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 46

AARP 2010: SpaceSmart ID/Player Station:Number of Players Per Age Group, By Game 300 257 250 53 65 and older 50-64 200 35-49 180 14 22-34 150 106 18-21 53 Under 18 100 77 79 8 70 50 27 47 4 35 4 30 13 4 22 22 25 9 1 18 20 8 7 3 3 11 2 6 10 8 6 7 9 4 6 4 6 6 4 4 4 0 nasa-in-my-life green-nasa rover space-walk explorers-wanted chart-the-course debrief Observations: • The game play decreases in order as the experience continues. Indicates lack of time or interest to continue through the experience. The feedback from staff members was that it was more of a timing and misunderstand issue than lack of interest. • Recommend revisiting after other show exposures but in short term adding signage to kiosks. N=648 Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 47

AARP 2010: SpaceSmart Player Station:Number of Games Each Player Completed 120 100 96 80 60 40 32 22 20 17 6 3 3 0 One Two Three Four Five Six Seven Observations: • 54% of the players completed one game. • 45% of the ID responders did not play any games. This was explained that the process was unclear to the attendees. In many cases, these responders would retrieve their badge and think the experience was over. We believe the signage will reduce this confusion. • 18% and less played two or more games. N=179 Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved. 48

Stay in Touch! Beth Beck: SpaceSmart www.twitter.com/bethbeck • www.twitter.com/spacesmart www.bethbeck.wordpress.com • Slide Share NASA Outreach Joanna Scorsone: • www.facebook.com/nasa.gov www.twitter.com/joannascorsone jscorsone@ges.com Angela Triano atriano@ges.com www.twitter.com/trianotwntxs www.linkedin.com/in/trianoa Please remember to fill out surveys for this session M107 Copyright © 2010 Global Experience Specialists, Inc. (GES) All Rights Reserved.

Exhibitor2011 SpaceSmart Shifting Public Perceptions of Space

by Beth Beck

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