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GNO Science Fair - Social Media Marketing + PR Case Study

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To empower young scientists and New Orleans students interested in STEM fields, the HERO|farm - Marketing and Public Relations Agency set out to create an impact by utilizing social media, contests, livestreaming and PR to create awareness and interaction with the 2015 Greater New Orleans Science and Engineering Fair.

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GNO Science Fair - Social Media Marketing + PR Case Study

  1. 1. SCIENCE RULES IN NEW ORLEANS HERO|farm #GNOSEF Case Study
  2. 2. 59TH ANNUAL GREATER NEW ORLEANS SCIENCE & ENGINEERING FAIR 24 FEBRUARY 2015 AWARENESS & INTERACTION CAMPAIGN RESULTS BY HERO|farm | Projects with Purpose | Ann Wills GNOSEFIMPACTCASESTUDY #GNOSEF
  3. 3. #GNOSEF
  4. 4. ENGAGE STUDENT PARTICIPANTS & CREATE INTEREST IN THE 2015 GNOSEF AND STEM FIELDS OBJECTIVE #GNOSEF GREATER NEW ORLEANS SCIENCE & ENGINEERING FAIR
  5. 5. #GNOSEF STIGMA
  6. 6. #GNOSEF REALITY
  7. 7. Background #GNOSEF 22SCHOOLS ACROSS SOUTHEAST LOUISIANA HELD SCIENCE FAIRS 311PROJECTS EARNED A SPOT AT THE GNOSEF 337MIDDLE & HIGH SCHOOL STUDENTS PARTICIPATED
  8. 8. HURDLES #GNOSEF LIMITED AUDIENCE - MANY STUDENTS DID NOT ADVANCE FROM THE SCHOOL LEVEL - ONE DAY EVENT HELD DURING SCHOOL HOURS ACCESS - SOME STUDENTS HAD NO ACCESS OR LITTLE INTEREST IN SOCIAL MEDIA STIGMA - INTEREST IN SCIENCE FIELDS IS NOT “COOL” UNTIL AN ACCOMPLISHMENT FEAR - LACK OF EXPOSURE TO SCIENCE FIELDS PREVENTING SOCIAL PARTICIPATION
  9. 9. - UTILIZE PR & SOCIAL MEDIA - DEVELOP A SIMPLE HASHTAG - INITIATE A CONTEST - ENCOURAGE SCHOOL PRIDE - INCREASE PERSONAL PRIDE - ENGAGE EVENT DAY PARTICIPANTS - DEMONSTRATE SCIENCE IN POP CULTURE STRATEGY #GNOSEF
  10. 10. PROCEDURE TWITTER
  11. 11. #GNOSEF PROCEDURE
  12. 12. ANALYSIS
  13. 13. ANALYSIS
  14. 14. PROCEDURE INSTAGRAM
  15. 15. PROCEDURE
  16. 16. #GNOSEF ANALYSIS
  17. 17. #GNOSEF ANALYSIS
  18. 18. #GNOSEF PROCEDURE FACEBOOK
  19. 19. LIVESTREAM PROCEDURE
  20. 20. PROCEDURE PUBLIC RELATIONS
  21. 21. #GNOSEF RESULTS $20,000 - MEDIA COVERAGE 25,000 - IMPRESSIONS VIA FACEBOOK, TWITTER, INSTAGRAM 25% - PARTICIPATING STUDENTS ENGAGED
  22. 22. #GNOSEF CONCLUSION SOCIAL MEDIA - TWITTER & INSTAGRAM ALONG WITH A LIVE DISPLAY AND CONTEST PROVED MOST EFFECTIVE TOOLS FOR REACHING MIDDLE/HIGH SCHOOL TARGETS - FACEBOOK PROVED TO BE THE LEAST EFFECTIVE RELEVANCE - IDENTIFYING AND INTERACTING WITH CURRENT SCIENTIFIC/POP CULTURE EVENTS PROVIDED A PLATFORM FOR CONVERSATION VS. FORCING A LOCAL DISCUSSION - THE GNOSEF BECAME AN OPPORTUNITY TO CONTINUE DISCUSSIONS IN PERSON BEYOND - UTILIZING OTHER COMPETITIONS AND COLLEGIATE PROGRAMS DEMONSTRATED THE NEED TO CONTINUE EXPERIMENTS AND STEM ASPIRATIONS
  23. 23. SUPPORT
  24. 24. SUPPORT #GNOSEF
  25. 25. FUTURE
  26. 26. SCIENCE RULES IN NEW ORLEANS @herofarm signal@hero-farm.com #GNOSEF Case Study

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