The document summarizes discussions from a meeting to plan the development of SMILE U.S., an organization that will produce media to stimulate youth interest in STEM careers using U.S. national laboratories as a focus. Key topics discussed include establishing partnerships with laboratories, foundations, media companies and others; developing various media channels including broadcast, exhibits and online; forming advisory boards and media production teams; and setting short-term objectives around funding, partnerships and initial media projects.

1. San Francisco
March 19, 2009
Welcome!

2. Introductions

3. Purpose / Goals of Meeting
Review history / clarify decisions to date
Define/discuss partnership opportunities
Discuss media next steps
Determine deliverables NSF grant

4. Background

5. Background
 The idea of SMILE(S) emerges ‘06 (Larry)
 Team established
 Core advisory team established ‘08
 DUNS number established
 NSF LOI submitted (Sept. ‘08)
Intellectual merit, project design, project team,
partnerships, potentially transformative research (available
on the SMILE project web portal)

6. Background
 SMILE Foundation project web portal launched
http://sites.google.com/site/nsfplanninggrant/Home
 Logo for business purposes
 Project concept document developed
 Meeting at Lawrence Hall of Science
 Lawrence Berkeley Laboratory (PA & Outreach)
 National Ignition Facility (NIF) tours
 Other meetings (Larry)

7. Background
 “Foundation” dropped
 ‘Online Brochure’ URLs purchased
 SMILE U.S. website built / launched
http://www.smilescience.us
 New business logo
 Templeton Foundation grant submitted
 Ellen Tauscher - District 10 earmark pursued

8. SMILE U.S.
Where We Are Now

9. NIF - Pilot Project
Content Partners
Science Content Advisors National Youth Content Advisors
Broadcast Exhibits Web Science
Board of Advisors
Project Directors
Board of Dir.
SMILE US
501(c)(3)
TBD
Fiscal Sponsor
SMILE U.S. Organizational Structure

10. SMILE U.S. is for Public Benefit
 Legal Structure - 501(c)3
Definition:
Religious, educational, charitable, scientific, cultural, and
literary organizations; or organizations testing for public
safety, fostering national or international amateur sports
competitions, or working to prevent cruelty to children or
animals.

11. SMILE U.S. is for Public Benefit
 Establish organization in CA or Nevada?
Interim solution:
Receive funds by engaging in partnership
with established, experienced Fiscal
sponsor/partner

12. Establish SMILE U.S. Accountability
 Fiscal sponsor/partner ( 2-3 years?)
 Develop other relationships with good
mission matches
 Establish strong working relationships with
labs

13. Media Analysis to Date
As it relates to SMILE U.S. Pilot Project / NIF
 IMAX (large format) (different track)
 Broadcasting
 Traveling Interactive Exhibits
 Online / Games

14. What We Know…
 U.S. science, math and engineering education has
seriously fallen behind;
 For the first time, national laboratories are at the front
lines of promoting their own work;
 Media in all forms has the ability to pique the
imagination and enhance the awareness of science in
our everyday world;
 Amateurs / youth have a place at the science table;
 This is an extraordinary moment in time…

15. SMILE U.S.
Mission Statement

16. SMILE U.S.
Mission Statement
Option #1:
SMILE U.S. produces and disseminate stories
about science in national laboratories, outside
the formal classroom environment, specifically
designed to stimulate youth interest in
technology, engineering and math (STEM)
careers.

17. SMILE U.S.
Mission Statement
Option #2:
SMILE U.S. produces stimulating media in
informal educational environments, specifically
designed to interest kids in math and science as
a potential career path using the U.S. National
Laboratories as the focus of this effort.

18. SMILE U.S.
Mission Statement
Option #3:
SMILE U.S. …. (suggestions)

19. SMILE U.S.Theme / Tag Line
 “Window to the National laboratories”
 “All Things Energy” (like “All Things Considered”)
 DOE (Energy) only or…
 ALL Labs?
 Other?

20. SMILE U.S. Target Audience
 Various target audiences
- ‘kids’
- ‘school aged kids’
- ‘K-12’
- ‘12-22 yr. olds’
- (8th grade through college)
- ‘Digital natives to life-long learners’
- Born after 1990
- Span requires bracketing content (ex: 8-11, 12-16, 17-25)
- Will need to address diversity with all media

21. Potential Partners

22. Potential Academic Partners
- University of Pittsburgh (Center for learning in out of
school environments project)
- University of CA (Davis, Berkeley, Santa Cruz, etc.)
- Columbia University (Virtual Learning Worlds project)
- John F. Kennedy University - (graduate program in
museum studies) (Berkeley)
- Chabot College (Hayward)
- Las Positas College (Livermore) (District 10)
- Livermore Unified school district (District 10)
- Other

23. Potential Science organization /
institution Partners
- AAAS (DC) ( Int’l. assoc. advancing science)
- ASTC (DC) (Assoc. of 440 int’l. science centers)
- CAISE (DC) (Within ASTC)
- NMSI (Dallas TX) ‘Rising Above the Gathering Storm’
- CA Science Center (LA) Public/Private Partnership w / CA
- Pacific Science Center (Seattle WA) ‘Portal to the Public’ NSF-
ISE funded
- Sigma Xi - (NC) Honor society for 60k researchers / engineers

24. Potential Science organization /
institution Partners
- Lawrence Hall of Science (CA) started dialog
- California Academy of Science (CA) mtg. next wk.
Exploratorium (CA) recommended by LHS
- Chabot Space and Science Center (CA)
- COSI (OH) suggested
- Other?

25. Potential Corporate Sponsors
- Bechtel Corporation (San Francisco CA)
- Battelle Memorial Institute (Columbus OH)
- Babcock and Willcox (Lynchburg VA)
- URS Corp. (San Francisco CA)
- Boeing (Chicago IL)
- Exxon Mobile (Irving TX) (National Math & Science Initiative)
- Intel (Santa Clara CA)

26. Potential Corporate Partners
- PG&E (San Francisco CA)
- Chevron (San Ramon CA)
- BP (State-side TX)
- Google (Mountainview CA)
- Adobe (San Jose CA)
- Apple (Cupertino CA)
- Server farms
- other

27. Potential Media Partners
- NOVA / NOVAScienceNOW (Boston MA)
- History Channel (NY/LA)
- Discovery Channel (Silver Spring MD)
- National Geographic / Strange Days on Planet Earth
- NewsHour Extra: Science - Jim Lehrer (DC/NY)
- PBS/KQED Quest (SF CA)
- PBS/KQED ‘Science Friday’ (SF CA)
- Games for Change (NY NY)

28. Potential Media Partners
- Radiolab - WYNC (NY) ‘Where science bumps into
culture’
- Science Cafes - (Mac)
- ScienCentral - (NY) production co.
- Google / YouTube (San Bruno CA)
- Social Networks
- Other

29. Potential Foundations
- AMGEN Foundation
- Richard and Rhoda Goldman Foundation
- Gordon and Betty Moore Foundation
- SB Bechtel Jr. Foundation
- The Whitman Institute
- Dirk Kabcenell Foundation
- Bill and Melinda Gates Foundation

30. Potential Foundations
- Alfred P. Sloane Foundation
- MacArthur Foundation
- Vadasz Family Foundation
- William K Bowes Jr Foundation
- Ann S Bowers- Robert Noyce Trust
- Markkula Foundation
- Other?

31. Potential Government Partners
- National Science Foundation (NSF)
- Department of Energy (DOE) (Content)
- Federal Laboratory Consortium (FLC)
- State of CA
- City of Livermore CA
- Other

32. Potential Fiscal Sponsors
- Tides Center - Presidio
- Lawrence Hall of Science - Berkeley
- Community Initiatives - San francisco
- Los Alamos Foundation - New Mexico
- Bay Area Science & Innovation Consortium
(BASIC)
- Los Positas College (District 10 - Tauscher)
- Other?

33. President Obama speech to
Congress and nation Feb ‘09
“We are a nation that has seen promise amid peril,
and claimed opportunity from ordeal. Now we must
be that nation again. That is why, even as it cuts back
on the programs we don’t need, the budget I submit
will invest in the three areas that are absolutely
critical to our economic future: energy, healthcare,
and education.
It begins with energy. We know the country that
harnesses the power of clean, renewable energy will
lead the 21st century…”

34. Two out of three -- not bad!

35. SMILE U.S. Broadcast

36. SMILE U.S. Broadcast
Broadcast Audience (Cable/PBS)
- What audiences are attracted to broadcast?
- What is a viewing audience size for a typical science-
based program?
- How can broadcast reach a diverse audience?
Broadcast Mission
- What SMILE U.S. ideas are delivered well in
broadcasting?

37. SMILE U.S. Broadcast
 Broadcast Identity
- How can SMILE U.S. broadcast differentiate/complement/utilize
existing media? (Cable/news/labs)
- Who are good partner options for broadcast (besides the labs)?
 Sustainability
- How many broadcast programs should SMILE U.S. anticipate
producing in the first two years?
- How can broadcast extend SMILE U.S. program shelf life?
- How can SMILE U.S. broadcast promote other media?
- What kind of requirements will be needed to staff SMILE U.S.
broadcast? (operations, production, marketing)

38. SMILE U.S. Broadcast
• Outcomes
- Is broadcast best way to use funding (compared to other
media/outreach)?
- How will broadcast success be determined?
- How will broadcast advance ISE?

39. SMILE U.S. Exhibits
Academy Studios

40. SMILE U.S. Exhibits
Exhibit Audiences
- What audience(s) are attracted to interactive
exhibits?
- What is typical science exhibit draw for a 6-
month run?
SMILE U.S. Exhibit Mission
- What SMILE U.S. "big ideas" can exhibits deliver
well? (Exhibits offer ”Big ideas" not "little facts”)

41. SMILE U.S. Exhibits
 Exhibit Identity
- How should SMILE U.S. exhibits complement the education
centers at the National Labs? Differ?
- Complement science centers? Differ?
- Reproduce Lab education centers as satellites around the
country?
- How can exhibits collaborate / promote other media?
• SMILE U.S. Exhibit Outcomes
- Traveling or permanent in ‘partner’ institutions?
- Are exhibits best way to use funding (compared to other
media/outreach?)
 Who are good partners for SMILE U.S. exhibits (besides
the labs?)
 How will exhibit success be determined?
 How will exhibits advance ISE?

42. SMILE U.S. Exhibits
Sustainability
- Should SMILE U.S. pursue a model like SITES? Other?
- How will long-term exhibit operations be funded? (staff,
marketing)
- How many exhibits can SMILE realistically fund in a 2-year
period?
- Who are good partners for SMILE U.S. exhibits (besides
the labs?)

43. SMILE U.S. Online
David H. Brown
(Al Gore’s Globe Program)

44. SMILE U.S. Online
Online Audience
- What kind of audiences does online new media attract?
- How many people are using the internet as a resource for
entertainment/science?

45. SMILE U.S. Online
We do know this -- young audiences do not:
 Think a screensaver is something to stop up a
hole where the flies are getting in…
 Think a curser is a person who says something
really, really bad…

46. SMILE U.S. Online
Are we familiar with or use these tools?
 YouTube
 Facebook
 MySpace
 LinkedIn
 Flickr
 RSS feeds
 Twitter

47. SMILE U.S. Online
How about these?
 Boxxy
 ZooLoo
 Stumble This
 Slash Dot This
 Del.icio.us
 Digg
 Reddit

48. SMILE U.S. Online
Do we know what these mean?
- GMTA
- DLTBBB
- SYLA
- CMIIW
- ANAWFOS
- GAL
• Information R/evolution (Web 2.0)
http://www.youtube.com/watch?v=-4CV05HyAbM

49. SMILE U.S. Online
• Online Mission
- What role can online play in delivering ISE ideas / facts / ISE
learning?
• SMILE U.S. Online Identity
- In addition to the labs, who could be SMILE U.S. platform partners?
- How can SMILE U.S. complement the online science media? Differ?
- How can SMILE U.S. complement other SMILE U.S. media? Differ?

50. SMILE U.S. Online
 SMILE U.S. Online Identity - nexus for ISE science
stories (portal)
- Provides single source for existing media (videos, animations,
photos) produced at labs
- Provides links to relevant media
- Provides links to relevant sites
- Offers opportunity for youth-produced science videos / podcasts
- Provides embeddable, ‘taggable’ content
- Provides venue for online chats with scientists
- Provides portal for science-based games***
- Other

51. SMILE U.S. Online
Markets other media:
 Ex: Podcasts for exhibit audio tours
 Ex: Collaborative virtual online exhibits
 Ex: Promotes trailers / schedules for broadcasts
 Ex: Offers portal for science games, existing and new
Makes Communication Tools Accessible:
 Develop online surveys
 Recruit / receive feedback from audiences
 Provides venue for public dialogs
 Schedule online chats with scientists
 Offer subscription RSS feeds to press and public
 Promotes SMILE U.S. partnerships/collaborations

52. SMILE U.S. Online
SMILE U.S. Online Outcomes:
- Should online be only a SMILE U.S. Youtube channel?
- Would the funds required to launch / maintain a web platform be
better allocated to other media?
Outcome Objectives:
 Get the public engaged
 Harness social expertise across the planet
 Expose young minds to science and career ideas / opportunities
 Make national science in laboratories accessible
 Get the Press / News engaged in subject
 Tie labs / scientists / public together
 More

53. SMILE U.S. Online
Sustainability:
 How does SMILE U.S. online support the constant need to be
fresh?
 How will SMILE U.S. Online support staffing to research / gather /
maintain / market?
 How does SMILE U.S. online deal with intellectual property
issues?
 How does SMILE U.S. online build a platform that has the ability
to grow?
 How does SMILE U.S. online advance ISE?
 How does SMILE U.S. online success be determined?

54. SMILE U.S.
Youth Media Advisory Group

55. SMILE U.S.
Youth Media Advisory Group
 Should SMILE U.S. develop a Youth Advisory
Group?
- All traditional, original and new media would be evaluated by the
Youth Media Advisory Group for science motivation / appeal
- Team development and media reviews can be done virtually on
Facebook (also good viral marketing)
- Other

56. SMILE U.S. Media Teams

57. SMILE U.S. Media Teams
 Should SMILE U.S. Create Media teams?
1. Producer / Manager
2. Science / Energy expert
3. Education expert
4. Production team
5. Content development person / team
6. Content review team
7. Youth content review/producing team
• Role
/ To collaborate across all other media
/ To produce in concert with other media
/ To keep other producers/managers apprised
/ other

58. SMILE U.S. Differentiators
 What makes SMILE U.S. unique?
 What makes SMILE U.S. desirable?
 What do SMILE U.S. do well now?
 How will SMILE U.S. measure overall
success?
 Other

59. SMILE U.S.
Short-term Objectives

60. Short Term Objectives
 Identify key foundation funding sources
 Determine NSF-ISE preliminary grant submission
details
 Secure fiscal sponsor for minimum first year funding
 Other

61. Short Term Objectives
Partners
- Laboratory, education, media
- Grant submission partner / PI - Who?
- Begin NSF-ISE grant writing process
- District 10 partner - Who?
- Establish Facebook group

62. Short Term Objectives
Broadcast, Exhibits, Online
- Team
- Treatment
- Budget
- Schedule

63. LLNL - NIF
 Dedication / Launch (May 29, 2009)
 NIF anxious to see SMILE U.S. ‘real’
 Thomas Friedman NYT Op-Ed Columnist
(March 15)
 Jim Lehrer News Hour (March 17)

64. San Francisco
March 19, 2009
Thank You!