SpaceX is launching a marketing campaign to address its lack of female engineering talent by attracting more applications from female engineers aged 18-24. The campaign's big idea flips commonly used misogynistic phrases in engineering to build confidence in female engineers. It will include awareness advertising using the phrases, an engineering challenge completed through VR or at events, and a SpaceX Academy summer camp competition to find new engineers. The goal is to increase female engineering applications by 200% and hire 50 new engineers.
Presentation on SpaceX given in class EC 728 - Economics of Innovation by my group. It is one of the most fascinating upcoming companies. With an IPO expected in 2013, it will be interesting to see where it heads..
Linear technology case analysis dividend payout policyHimanshu Gulia
it is a presentation on case analysis of the case dividend payout policy of linear technology and about its decision whether it should pay more dividend or keep it constant
A reproduction of the official pitch deck template recommended by leading VC firm Sequoia Capital.
YOU MIGHT ALSO LIKE THESE PITCH DECK EXAMPLES & TEMPLATES:
> Airbnb pitch deck @ https://pitchdeckcoach.com/airbnb-pitch-deck
> Sequoia Capital pitch deck template @ https://pitchdeckcoach.com/sequoia-capital-pitch-deck
> FREE pitch deck template download @ https://pitchdeckcoach.com/free-pitch-deck-template
> Pitch deck guide with hints, tips, and a worked example @ https://pitchdeckcoach.com/pitch-deck-template
NEED HELP WITH YOUR PITCH DECK?
See how I can help then book a free call @ https://pitchdeckcoach.com/
MORE PITCH DECK RESOURCES @ https://pitchdeckcoach.com/pitch-deck-template#resources
Presentation on SpaceX given in class EC 728 - Economics of Innovation by my group. It is one of the most fascinating upcoming companies. With an IPO expected in 2013, it will be interesting to see where it heads..
Linear technology case analysis dividend payout policyHimanshu Gulia
it is a presentation on case analysis of the case dividend payout policy of linear technology and about its decision whether it should pay more dividend or keep it constant
A reproduction of the official pitch deck template recommended by leading VC firm Sequoia Capital.
YOU MIGHT ALSO LIKE THESE PITCH DECK EXAMPLES & TEMPLATES:
> Airbnb pitch deck @ https://pitchdeckcoach.com/airbnb-pitch-deck
> Sequoia Capital pitch deck template @ https://pitchdeckcoach.com/sequoia-capital-pitch-deck
> FREE pitch deck template download @ https://pitchdeckcoach.com/free-pitch-deck-template
> Pitch deck guide with hints, tips, and a worked example @ https://pitchdeckcoach.com/pitch-deck-template
NEED HELP WITH YOUR PITCH DECK?
See how I can help then book a free call @ https://pitchdeckcoach.com/
MORE PITCH DECK RESOURCES @ https://pitchdeckcoach.com/pitch-deck-template#resources
Transparency is one of our core values at Seedcamp and we are no strangers to how tough the fundraising process can be. In a continued spirit of openness and to show how - like with startups - our own story and proposition moves on, we're sharing the deck we used to raise our heavily-oversubscribed Seedcamp Fund V.
Read more about our plans to invest in and support the next generation of exceptional European talent on our blog: https://seedcamp.com/news/
This was our final Series A deck. Read more about raising the round in this blog post:
https://medium.com/@DanielleMorrill/welcome-brad-feld-to-the-mattermark-team-announcing-our-6-5m-series-a-dd9532fc1b39
Mapme Investor Deck.
The deck we originally used to raise our seed round of $1M. See the progress we've made at www.mapme.com. Welcome to try it out and create a map.
Any questions? I'm at ben@mapme.com
Digital and Innovation Strategies for the Infrastructure Industry: Tim McManu...Smart City
Productivity in the engineering and construction industry has been stagnant for decades. The proliferation of digital solutions has made it difficult for users to develop a coherent strategy. Companies who are able to successfully navigate the new digital landscape are on the brink of a transformation that will see top performers reduce overall project costs by 20-45%. However, digital transformations require developing digital capability across all aspects of the organization. Therefore, each entity involved in the industry must understand its critical challenges in order to guide its path to increased digital capability.
A decades-old dream is on the verge of coming true. Autonomous vehicles (AVs) will hit the road as early as 2017, when several original equipment manufacturers (OEMs) and technology companies plan to launch pilot projects or roll out commercial vehicles with varying levels of self-driving capability. Mass adoption of self-driving technology will deliver tremendous economic benefits. But it will also disrupt business as usual for a wide variety of companies, including OEMs, mobility providers, and component makers. The coming AV era raises urgent questions for executives of these companies: What is the cost of these technologies and what are consumers willing to pay for them? How fast will mass markets adopt AVs and how might car sharing and societal shifts impact these introductions? What technological challenges must be overcome to enable fully autonomous driving? Where should OEMs and new entrants focus their R&D investments? And how should players in the AV market address consumer concerns around safety, lack of control, and the risks of faulty technology?
Retailers who are proactive with their approach to consumer privacy and retail cyber security will create more meaningful data and consumer engagement.
The slide deck we used to raise half a million dollarsBuffer
This is the pitchdeck we used to raise half a million dollars from Angel investors. More here:
http://onstartups.com/tabid/3339/bid/98034/The-Pitch-Deck-We-Used-To-Raise-500-000-For-Our-Startup.aspx
The New York Times Paywall is a case study based on the business transition from the traditional to digital shift of e-newspapers. The launch of digital devices favoured the growth of The Times as well as the advantages of accessibility had escalated its demands and the viewership. They adopted the Paywall strategy for additional revenue generation through subscription plans. However, the dilemma was for the long term sustenance of the latest The New York Times business model.
🔮 Want more VC/investment startup pitch decks? We’ve centralised ALL succesful investor pitch decks at: https://chagency.co.uk/getstartupfunding — check all of them out
🔮 The effort is adhering to the ideology of “The Future Of Freemium” — read more here: https://chagency.co.uk/blog/ceo/the-future-of-freemium-how-to-get-peoples-attention/
🔮 Our library of pitch decks will not have any advertisement, only a signature. We are a design agency that helps SaaS CEOs reduce user churn.
Transparency is one of our core values at Seedcamp and we are no strangers to how tough the fundraising process can be. In a continued spirit of openness and to show how - like with startups - our own story and proposition moves on, we're sharing the deck we used to raise our heavily-oversubscribed Seedcamp Fund V.
Read more about our plans to invest in and support the next generation of exceptional European talent on our blog: https://seedcamp.com/news/
This was our final Series A deck. Read more about raising the round in this blog post:
https://medium.com/@DanielleMorrill/welcome-brad-feld-to-the-mattermark-team-announcing-our-6-5m-series-a-dd9532fc1b39
Mapme Investor Deck.
The deck we originally used to raise our seed round of $1M. See the progress we've made at www.mapme.com. Welcome to try it out and create a map.
Any questions? I'm at ben@mapme.com
Digital and Innovation Strategies for the Infrastructure Industry: Tim McManu...Smart City
Productivity in the engineering and construction industry has been stagnant for decades. The proliferation of digital solutions has made it difficult for users to develop a coherent strategy. Companies who are able to successfully navigate the new digital landscape are on the brink of a transformation that will see top performers reduce overall project costs by 20-45%. However, digital transformations require developing digital capability across all aspects of the organization. Therefore, each entity involved in the industry must understand its critical challenges in order to guide its path to increased digital capability.
A decades-old dream is on the verge of coming true. Autonomous vehicles (AVs) will hit the road as early as 2017, when several original equipment manufacturers (OEMs) and technology companies plan to launch pilot projects or roll out commercial vehicles with varying levels of self-driving capability. Mass adoption of self-driving technology will deliver tremendous economic benefits. But it will also disrupt business as usual for a wide variety of companies, including OEMs, mobility providers, and component makers. The coming AV era raises urgent questions for executives of these companies: What is the cost of these technologies and what are consumers willing to pay for them? How fast will mass markets adopt AVs and how might car sharing and societal shifts impact these introductions? What technological challenges must be overcome to enable fully autonomous driving? Where should OEMs and new entrants focus their R&D investments? And how should players in the AV market address consumer concerns around safety, lack of control, and the risks of faulty technology?
Retailers who are proactive with their approach to consumer privacy and retail cyber security will create more meaningful data and consumer engagement.
The slide deck we used to raise half a million dollarsBuffer
This is the pitchdeck we used to raise half a million dollars from Angel investors. More here:
http://onstartups.com/tabid/3339/bid/98034/The-Pitch-Deck-We-Used-To-Raise-500-000-For-Our-Startup.aspx
The New York Times Paywall is a case study based on the business transition from the traditional to digital shift of e-newspapers. The launch of digital devices favoured the growth of The Times as well as the advantages of accessibility had escalated its demands and the viewership. They adopted the Paywall strategy for additional revenue generation through subscription plans. However, the dilemma was for the long term sustenance of the latest The New York Times business model.
🔮 Want more VC/investment startup pitch decks? We’ve centralised ALL succesful investor pitch decks at: https://chagency.co.uk/getstartupfunding — check all of them out
🔮 The effort is adhering to the ideology of “The Future Of Freemium” — read more here: https://chagency.co.uk/blog/ceo/the-future-of-freemium-how-to-get-peoples-attention/
🔮 Our library of pitch decks will not have any advertisement, only a signature. We are a design agency that helps SaaS CEOs reduce user churn.
SpaceX: Pioneering the Future of Space ExplorationGoogle
SpaceX, founded by entrepreneur Elon Musk in 2002, has emerged as a trailblazer in the aerospace industry, redefining the possibilities of space exploration. This article explores SpaceX's journey, technological innovations, and its impact on the future of space travel.
flashonnews.com-SpaceX Starship Launch 2023 A Giant Leap for Mankind.pdfDISCON
SpaceX Starship launch 2023 : A giant leap for Mankind
SpaceX, founded by Elon Musk in 2002, has been at the forefront of space exploration for nearly two decades. The company has made significant strides in the industry, including the development of reusable rockets and the successful launch of the Falcon Heavy rocket in 2018.
The Starship project is SpaceX's latest venture, aimed at creating a spacecraft capable of carrying humans and cargo to Mars and beyond.
The Starship project began in 2012 as a concept for a reusable spacecraft that could transport humans and cargo to Mars. The spacecraft was initially called the Mars Colonial Transporter (MCT) but was later renamed to Starship.
The Starship is designed to be fully reusable, with the ability to land vertically on any surface, including the Moon and Mars.
Overview of the 2023 Launch
SpaceX plans to launch its first crewed mission to Mars in 2023 using the Starship spacecraft. The purpose of this launch is to establish a sustainable human presence on Mars and begin the process of colonizing the planet.
The destination for the Starship will be Mars, with a planned landing site near the planet's equator.
The timeline for the launch is ambitious, with SpaceX planning to send an uncrewed mission to Mars in 2022 to test the spacecraft's capabilities before sending humans in 2023.
The crewed mission will consist of four astronauts who will spend approximately two years on Mars before returning to Earth.
Benefits of the Launch
The launch of the Starship spacecraft has several potential benefits for space exploration and humanity as a whole. One significant benefit is advancements in space exploration, as this mission will pave the way for future missions to Mars and beyond.
Additionally, this mission could lead to breakthroughs in technology that could benefit society as a whole.
Another potential benefit is space tourism, as SpaceX has expressed interest in using the Starship spacecraft for commercial space travel. This could open up a new industry for space tourism, allowing people to experience space travel firsthand.
Finally, the launch of the Starship spacecraft could have significant economic benefits for SpaceX and the industry as a whole.
The success of this mission could lead to increased investment in space exploration and the development of new technologies, creating jobs and driving economic growth.
We are proud to announce our 36th Innovation Excellence Weekly for Slideshare. Inside you'll find ten of the best innovation-related articles from the past week on Innovation Excellence - the world's most popular innovation web site and home to 5,500+ innovation-related articles.
Space: Exploration Innovation Brought Down To Earthsparks & honey
Space, it’s not just a moonshot. It’s your business.
Space is open for the future of your brand or company in a way that we’ve never seen before. To tap into this momentum, we are excited to launch the new sparks & honey Culture Forecast report, Space: Exploration Innovation Brought Down To Earth.
From the explosive growth of commercial satellites to private sector dollars pouring in, this new space era is unleashing a symbiotic relationship between space and Earth. The new vantage points, unique data sets and technology innovations of space have implications for almost every industry imaginable — including yours.
This report explores how space is resonating across culture: the design of space pervading food to fashion, media and the arts; the burgeoning new industry of space tourism from the ground up; how space data is unveiling new vantage points from agriculture to urbanization; and how the infinite resources of space are shaping the future of medicine, and our habitation beyond this planet.
Due August 7,2019First, watch the video Personal Potential The.docxmadlynplamondon
Due August 7,2019
First, watch the video "Personal Potential: The Power of One" by Dr. Verna Price at http://library.limestone.edu:2048/login?url=http://digital.films.com/PortalPlaylists.aspx?aid=4891&xtid=44027
Second, in a 500-750 word essay that addresses the following questions:
1. Dr. Price discusses the difference between personal and positional power, describe the difference, and give an example of a time in your life when you used both personal and positional power.
2. How is this idea of personal and/or positional power connected to being a leader? Explain.
First, watch the video "Personal Potential: The Power of One" by Dr. Verna Price at http://library.limestone.edu:2048/login?url=http://digital.films.com/PortalPlaylists.aspx?aid=4891&xtid=44027
Due August 2, 2019 (1-2 pages, APA)
1. What has seemed to be the major problem facing NASA? Apply your knowledge of group dynamics and decision making to identify the problem.
2. What must NASA accomplish to ensure the vitality of the space program? Has groupthink accounted for some of NASA’s problems? If so, what symptoms can you identify?
3. What group-decision making challenges has NASA faced in changing its culture?
Columbia Space Shuttle Disaster and the Future of NASA
Early on February 1, 2003, television viewers watched in disbelief and sadness as the space shuttle Columbia, returning from its mission, seemed simply to break apart. Later in a scathing report, investigators said that NASA’s management practices were as much to blame for the accident that killed seven astronauts as the foam that broke away from the fuel tank and hit the left wing during blastoff. The report concluded that NASA had known of problems with the foam insulation over a long period but had never invested the time or energy to resolve the problem.
Former astronaut and NBC analyst Sally Ride agreed with the findings. She noted that foam had been falling off the external tanks since the first shuttle launch and that it had fallen off on nearly every flight. Ride considered the foam problem an accident waiting to happen, which of course it did. NASA recognized the foam as a serious problem and tried to fix it; unfortunately, it didn’t get as much attention as many other problems NASA faced during the past decade.
Columbia was a sad reminder of the Challenger disaster 17 years earlier. In the case of Challenger, engineers suspected problems with O-rings, but didn’t fix them. It appeared that NASA didn’t learn from its mistakes with Challenger and, more important, that a deeper problem existed: Safety concerns had not been given top priority. According to Ride, while NASA officials did not suppress dissenting views, they did not encourage them. Echoes of Challenger? Ride thought so. The further the Columbia investigation progressed, the more echoes were heard. The Columbia Accident Investigation
Board cited several failures; chief among them a corporate culture at NASA that discouraged the communica ...
A Simple Presentation about the engineer Elon Musk.
made using PowerPoint, it looks non-organised here.
Realised by me and my two friends Omar Sendid and Othman Belhajam during our studies in the higher institute of technology Agadir,Morocco.
James Jones SpaceX Unveils the Miracles of Space Engineering & Media Spectaclesjamesjonesspacex
James Jones SpaceX is a compelling read that explores the extraordinary engineering achievements and captivating media moments that have made space exploration one of the most fascinating and ambitious fields of science and technology. With engaging insights and thrilling stories, this book brings the inner workings of SpaceX and its ground-breaking projects to life, showcasing the ingenuity and perseverance of the individuals who make space travel a reality.
James Jones SpaceX and the Final Frontier: An Exhilarating Account of Space I...jamesjonesspacex
This journalistic piece follows Californian writer James Jones on his mission to uncover the secrets and intricacies of the space industry, with a particular focus on the SpaceX program. Through exclusive interviews with top engineers and executives, first-hand observations of rocket launches and test flights, and extensive research into the history of space exploration, Jones offers readers an insider's view into one of the most exciting frontiers of our time.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO
SpaceX Pitch Deck - Maria Temneanu
1. ROAD TO THE RED PLANET
MARKETING CAMPAIGN PLAYBOOK
2.
3. TABLE OF CONTENTS
Issue Summary
Situation Analysis
Main Challenges
Competitor Analysis
Solutions
Audience Analysis
Objectives & Strategy
The Big Idea
Campaign Overview
Timeline
User Journey Mapping
Tactics (ATL, Digital, Experiential, PR)
Evaluation
Contingency Plans
Budget
Concept Board
4. ELON MUSK, September 2017
“The reason I ended up being the chief
engineer was not because I wanted to, it's
because I couldn't hire anyone.
Nobody good would join.
I messed up the first three launches, the
first three launches failed.”
ELON MUSK, September 2017
5. Space X wants to go to Mars. However, making the
rockets to get there is really difficult - and world
class engineering talent is required.
Despite its growing ambitions, SpaceX’s pool of
talent is currently limited. Only 15% of their
workforce is female.
At NASA it’s more than 30%.
Due to this gender gap, SpaceX is missing out the
talent that could pave the journey to Mars.
If it hopes to successfully overcome its current
engineering challenges and win the approval of the
public, the government and future customers -
SpaceX needs to hire more female professionals.
ISSUE
SUMMARY
7. Situation
Analysis
Over the past two years SpaceX has emerged as a leading force in aerospace
technology, overshadowing competitors by constantly innovating its approach
to rocket manufacturing. It has achieved in 16 years what government funded
programmes have failed to do for more than half a century, namely launching
in orbit and then successfully landing a reusable rocket twice, cutting the cost
of flying by 75%.
This brings SpaceX closer to opening the space frontiers and making life
multi-planetary.
By 2024, SpaceX will have replaced all its current vehicles (Falcon 9, Falcon
Heavy, Dragon) with a single, 100% reusable rocket (The BFR) - used for
interplanetary travelling, for setting up a Mars & Lunar base and for flying
humans around the world in less than 60 minutes.
But there’s a big challenge ahead…building a team to make this a reality.
9. MAIN CHALLENGES
THE TALENTTHE PRODUCT THE BRAND
SpaceX is trying to solve an increasing
number of engineering issues that have
never been tackled before at an acutely
competitive pace.
As achieving orbital velocity poses such
great risks, no other government or
institution in the world has attempted to
create and launch a fully reusable rocket
before.
Scientifically speaking, SpaceX aims to
make the impossible possible - in less
than six years’ time.
Clearly building a great product requires a
great team, which brings us on to our next
point.
Although construction is set to begin in
June 2018, it will likely take years for the
company to perfect its rocket and make all
its previous vehicles obsolete.
The engineering talent SpaceX is seeking
out right now will make the difference
between success and failure when the
company begins its first journey to the
Red Planet in 2022.
The tiniest error can lead to disastrous
outcomes. Previous examples include
Falcon 9’s engines exploding in 2016 and
Zuma satellite disappearing in space.
This is why it’s explicitly critical for SpaceX
to look out for the best engineers right
now.
Typically, SpaceX’s sales efforts are
focused on reaching corporate tech
clients. This means the company hasn’t
invested heavily in consumer
advertising, relying on its PR & social
teams to wield the rhetoric in the
media.
The lack of any focused marketing
initiatives means SpaceX does not have
a tone of voice potent enough to reach
the general public and therefore could
miss out on potential talent.
SpaceX’s main competitor, NASA, is
already a household brand in the US.
SpaceX needs to be equally (if not
more) memorable in the minds of
consumers - otherwise they risk losing
engineers to other brands.
10. “I don’t know what SpaceX is”
Engineer, US
SpaceX’s Falcon Heavy
The most powerful rocket in the world by a factor of 2.
11. COMPETITOR ANALYSIS
SUGGESTIONS
SpaceX is fighting a two-front war.
On one hand, there is the battle with
low-key competitors over satellite
deployment contracts and the race to
Mars. This can only be won by finding the
best engineering talent to ensure future
SpaceX rockets are safe and reliable.
On the other hand, SpaceX needs a
unique tone of voice that will convince
people they are the future of space travel.
Due to a prior lack of marketing
initiatives, some of SpaceX’s key
demographics are unaware of the
company’s existence or do not have faith
in its initiatives.
We believe the solution to both issues is
a campaign that instigates the general
public’s interest whilst also attracting
potential talent.
A two-front approach for a two-front war.
NASA is by far the most authoritative voice in the aerospace
industry in the U.S. Its main disadvantage is that, as a government -
owned agency, it is always subjected to the whims of the
presidential administration.
NASA does not pose a direct threat to SpaceX as they tend to work
together on ISS projects. The only issue is that NASA usually
attracts the best talent due to its reputation & scientific heritage.
Nasa is also extremely popular in mainstream media, with movies
such as ‘Hidden Figures’, ‘Armageddon’ and ‘Apollo 13’ promoting
different stages of NASA’s history.
SpaceX needs to find a way of becoming a deep-rooted symbol in
popular culture if it wants to compete with NASA.
SpaceX is competing with United Launch Alliance (formed of
Boeing and Lockheed Martin) for satellite deployment contracts
from the U.S. government (one of SpaceX’s main sources of
income). ULA’s advantage is that it hasn’t had a failed space
mission in more than a decade. SpaceX, however, has recently lost
the Zuma satellite in space and has a long history of rockets
exploding on the launchpad. A deployment mission with Space is,
nevertheless, three times cheaper than with ULA.
ULA is SpaceX’s single and most threatening competitor in this
market. Boeing also wants to get to Mars before Elon Musk.
Blue Origin does not pose a direct threat to SpaceX as it is mainly
focused on designing suborbital aerospace vehicles. In the long
term, however, Blue Origin CEO Jeff Bezos wants to have a fully
reusable rocket as well - and control the space tourism industry.
Their technology is not yet as advanced, but could catch up fast.
13. REASONS
WHY
Diversity leads to better results
Companies “in the top quartile for gender
diversity are 15% more likely to produce better
returns” (Financial Times). Diversity in thinking
is critical when overcoming challenges and
more female engineers could ensure the BFR
(the rocket SpaceX wants to build) will not
crash.
Lack of female employees
Only 14.5% of the engineering force in the US is
female - the lowest percentage out of all STEM
professions. SpaceX is facing a similar issue,
with just 15% female engineers on board.
NASA, however, is close to achieving a 50/50
ratio soon.
Momentum in the media
The media & public are immensely sympathetic
of women’s rights currently. Female
professionals all around the US are rising up
against social injustice and abuse in the
workplace. This campaign will give SpaceX first
mover advantage in a field that desperately
needs changing.
Negative PR
As an American tech company led by a Silicon
Valley luminary, SpaceX is at risk of being
pulled in a destructive PR cycle that has
affected giants like Uber & Google. SpaceX’s
sister company, Tesla, has been hit by lawsuits
following gender discrimination in engineering
teams. SpaceX needs to avoid this negative PR
before it unleashes any further.
15. RESEARCH METHODOLOGY
In order to get the correct talent in place over the next five to ten years, SpaceX needs to
understand the 18 - 24 age group of women currently looking into or studying engineering.
That is why, for this campaign, we’ve conducted one of the most comprehensive pieces of
research around the perception of young female engineers.
With the help of the Society of Women Engineers, we have contacted over 25 major universities
& associations in the US and sent a detailed online survey out to every female engineering
student enrolled there. We have received 169 responses - written by female students from a
wide range of backgrounds and representing the exact audience that SpaceX needs to target.
The results of the survey have been comprehensively analysed both statistically and contextually.
Several key insights have been discovered as a result.
MILLENNIAL WOMEN
18 - 24 YEARS OLD
UNIVERSITY STUDENTS
FRESH GRADUATES
169 SURVEYS COLLECTED
U.S. - BASED
16. “At my previous internship, an
employee quit after 3 males were
promoted and she was not.
She put significantly more work and
time into the projects that the men got
promoted for. It was very unfair/clear
biased.”
Female engineer on why working
environments are frustrating for women
17. KEY INSIGHTS
78%
78%
71%
71%55%54%
Women feel their skills
as engineers have been
underestimated due to
their gender
Women believe that
companies do not
provide enough
mentorship for female
engineers
Women believe
engineering departments
create a frustrating
working environment for
female employees
18. “The COO
is a woman.”
Female engineer on why she
would work for SpaceX over NASA
19. Main Reasons Why
NASA has a broader focus than SpaceX.
NASA has more history and a better reputation
SpaceX has “terrible working hours”
They’ve grown up admiring NASA and they have
family members working there.
40% respondents said they would work for
SpaceX over NASA
SpaceX is a private company and not subjected to
the whims of the Government.
SpaceX’s work is extremely innovative and exciting.
SpaceX is growing faster than NASA.
SpaceX has locations in their home town.
40% respondents said they would work for
NASA over SpaceX
Main Reasons Why
20. OTHER MAIN INSIGHTS
“Problem Solving”
Most common phrase used when describing what they love about engineering.
“Feeling I am making a difference in the
world”
Greatest pleasure respondents would get from their future engineering careers.
“Toxic working environment”
No. 1 reason respondents would avoid getting a job at SpaceX and would rather
choose NASA.
MICROAGGRESSION
No. 1 reason female engineers feel
frustrated or uncomfortable in the
workplace. Respondents identify micro
aggression as “sexist”, “disrespectful”
remarks or male employees perceiving
women as inferior beings.
21. “Elon Musk
scares the s**t
out of me, but
he’s my idol.”
Female engineer on why she
would work for SpaceX over
NASA
22. OBJECTIVES
To increase the number of applications from US based
female engineers aged 18 - 24 for career opportunities at
SpaceX by 200% from March 2018 until October 2018.
To retain 50 female engineers aged 18-24 in permanent
junior positions at SpaceX by October 2018.
To make SpaceX the go-to company for a young
generation of future female engineers aged 18 - 24.
To use assets created from the campaign to create further
positive sentiment for the company with the general
public.
25. 1
2
3
The key insight from our research revealed
young female engineers feel underestimated
due to their gender. This leads to lack of
confidence and disappointment.
We want to boost the confidence of our target
audience. To do so, we first have to change the
common misogynistic undertones used in
popular culture when it comes to science and
engineering.
We took frequently used expressions that
undermine women and completely flipped their
meaning - without altering their structure.
PUT
HER
IN
HER
PLACE
26. A WOMAN SHOULD KNOW HER PLACE.
spaceX.com/careers-engineering
27. MEN ARE FROM MARS.
WOMEN ARE ON MARS.
spaceX.com/careers-engineering
28. THE ONLY WAY YOU
SHOULD "WORK IT", GIRL.
spaceX.com/careers-engineering
29. ONE SMALL STEP FOR
(WO)MAN,
ONE GIANT LEAP FOR
(WO)MANKIND.
spaceX.com/careers-engineering
31. CAMPAIGN OVERVIEW
#PutHerInHerPlace is a multi-touchpoint campaign that will be executed in three phases:
AWARENESS PHASE
Using the big idea in all formats (OOH, digital, PR) to make key audiences aware of the both
SpaceX and their commitment to hiring more female engineers. This part of the campaign also
contains the CTA (call to action) - encouraging the TA to sign up for the SpaceX Challenge.
CHALLENGE PHASE
The audiences who have answered to the CTA are invited to take the SpaceX challenge - a 20
minute VR experience / engineering test. The challenge can be completed either at home or at
one of the SpaceX Roadshow locations.
ACADEMY PHASE
The top 100 contestants are selected to participate in the SpaceX Academy - a three week all
expenses paid summer camp / competition to find the next generation of SpaceX engineers.
32. SPACEX CHALLENGE & ACADEMY
The purpose of our creative work is to
empower female engineering students
by subverting the misogynistic language
used in popular culture.
By popularising #PutHerInHerPlace, we
believe young women will start taking
ownership over the rhetoric and feel
more confident in their abilities to fight
gender imbalances.
However, if we want to win our target
audience’s entire support, we need to
take the argument further.
We have to put them in their place in real
life. That is why our second half of the
campaign will be focusing on generating
media attention and content around the
SpaceX Academy.
SpaceX Academy is a three week
summer camp run entirely by SpaceX
and designed to nurture a future
generation of top female engineers.
Selection phase: users will be invited to
solve a 20 minute long engineering
challenge by using either their Virtual
Reality set or visiting one of SpaceX’s VR
ro a d s h o w s . C h a l l e n g e w i l l b e
personalised for every user. Users will
be timed and assessed according to their
speed & score.
Summer Camp: 100 participants will
spend five weeks on Manhattan Beach,
CA right next to SpaceX’s headquarters.
Participants will be subjected to further
challenges and contests. The top 50 will
be offered a permanent position at
SpaceX. Top 3 will be part of the first
Mars Crew.
SpaceX Academy has enormous
potential as a TV show. We suggest
hiring a film crew and posting weekly
episodes on YouTube.
We could also partner with NBC (most
popular TV network in the U.S. in 2017)
and create a weekly TV series using the
content posted on YouTube.
With 100 participants from all across the
U.S., the film crew will have plenty of
material and will be able to create some
extremely relatable & emotional stories
for the public.
A TV show will also popularise SpaceX’s
brand and make it widely known not just
to your target audience, but to the entire
American public. It’s a fantastic
advantage in your battle with NASA.
33. Brief
overview
of tactics
OOH Paid Advertising -
billboards placed around
university campuses and
main tube stations
Magazine & Newspaper ads
ABOVE THE LINE DIGITAL
Paid Media: Facebook, Google,
AdWord Search, Instagram,
LinkedIN
Organic Social Content
EXPERIENTIAL
VR Engineering Challenge
Summer Camp
SpaceX Academy Series
Amplification of the Big Idea
across the U.S.
Constant reinforcement
using above concepts locally
Special Media Release
PUBLIC RELATIONS
35. International Women’s Day
Official Campaign Launch
Special Press Release Launch
Application landing page goes live
8TH OF MARCH 2018
13TH OF JULY 2018
VR Challenge - Application Deadline
Winners announced two days later
1ST OF AUGUST 2018
SpaceX Academy Launch
Film crew starts shooting
Big push on social media & PR
Candidates encouraged to share social content
22ND OF AUGUST 2018
SpaceX Academy closing ceremony.
Winners announced during press conference
Amplification of news digitally and through PR
1ST OF OCTOBER 2018
Successful applicants’ first day at SpaceX
Campaign ends
8TH OF APRIL
We release VR challenge
Participants start playing
We promote content
during the camp
W e p r o m o t e t h e
SpaceX Academy TV
Series
We run OOH (billboards)
+ Print ads
36. USER JOURNEY MAPPINGCAMPAIGNLAUNCH
DIGITAL CREATIVE
Adwords
Facebook Ads
Instagram Ads
LinkedIn Ads
ATL CREATIVE
+
PR
Billboards
Magazine Ads
Press Release
Clicks on CTA
Searches for
SpaceX challenge
Clicks on CTA
CHALLENGE
WEBSITE
Understands
Learns
Target Audience Sees
Interest Piqued
Target Audience Sees
Interest Piqued
Signs Up
For
Challenge
37. USER JOURNEY MAPPING - CONTINUEDCHALLENGESIGNUPSviaFacebookOAuth
APPLICATIONS
With own VR
APPLICATIONS
VR Roadshow
Download and Play
VR Challenge
Visit Roadshow
Take Challenge
Top 100 scores
are invited to
SpaceX Academy
TOP 50
Full Time Positions or
Internships at SpaceX
TOP 3
Part of the crew to make
the first journey to Mars
LEADERBOARD
SPACEX ACADEMY
(1st of Aug 2018 - 22nd of August 2018)
TV SHOW STARTS FILMING & BROADCASTING
38. ABOVE
THE
LINE
1. The Tech
2. The Stanford Daily
3. The Daily Californian
4. The California Tech
5. The Technique
6. The Daily Illini
7. The Michigan Daily
8. The Tartan
9. The Exponent
10. The Cornell Daily Sun
11. The Daily Princetonian
12. The Daily Texan
We believe that the most efficient way of reaching our target audience is by advertising as
close to their universities as possible. We have compiled a list with the top 12 universities
for Engineering Degrees in the U.S. and identified each college’s main newspaper. These
publications represent the best way to communicate with the local communities as they are
written by students for other students, with thousands of free copies spread across
campuses on a daily basis. They’re also a source of veritable journalism (most of these Ivy
League newspapers are more than 100 years old). Here’s the list of universities and their
corresponding newspapers.
1. Massachusetts Institute of Technology
2. Stanford University
3. University of California
4. California Institute of Technology
5. Georgia Institute of Technology
6. University of Illinois
7. University of Michigan
8. Carnegie Mellon University
9. Purdue University
10. Cornell University
11. Princeton University
12. University of Texas
UNIVERSITY
CORRESPONDING
NEWSPAPER
39. OOH - BILLBOARDS
We suggest placing four billboards around each university’s campus and then another four in the most prominent city
located close to our universities - in main tube stations and squares. Placing billboards in nearby cities is likely to
target the friends and families of our target audience, thus strengthening word of mouth & peer recommendations.
We also suggest setting up the VR Roadshows in each university’s campus for 2 consecutive days.
BILLBOARD PLACEMENTCORRESPONDING CITY
1. Boston
2. San Jose
3. Berkeley
4. Los Angeles
5. Atlanta
6. Chicago
7. Ann Arbour
8. Pittsburgh
9. Lafayette
10. Ithaca
11. New York
12. Austin
1. Boston College Subway Line
2. Downtown San Jose; San Jose Diridon Station
3. East Shore Freeway; University Avenue
4. Colosseum
5. Airport
6. 90 Freeway; 290 Freeway; The Old Town
7. Michigan Super Speedway
8. Fifth Avenue; Forbes Avenue
9. Main Street; South Street
10. Seneca Street; Martin Luther King Street
11. New York Metro
12. Sixth Street; East Cesar Chaves
40. DIGITAL TWO PHASES
1. THE BIG IDEA ADS
2. PROMOTED CONTENT
The aim of the adverts generated during this phase is to convince people to sign up
to the VR engineering challenge and to gain as much interest from SpaceX’s target
audience as possible. Its ultimate purpose is to generate sign ups. The tactics and
digital platforms will be described in more detail in the following pages.
8TH OF MARCH 2018 - 13TH OF JULY 2018
8TH OF APRIL 2018 - 1ST OF OCTOBER 2018
Once the challenge phase begins we will capture content starting with the VR
Roadshows and moving into the SpaceX Academy. This will be primarily video
content published on Instagram and Facebook with the aim of engaging a broader
audience and creating a rich narrative to amplify the objectives. There will be some
overlapping between the 1st and 2nd phase - we want to give people as much time
to sign up as possible, bearing in mind some of them will still have university to
finish.
41. FACEBOOK
TARGETING
Facebook Business Manager handles the ad targeting &
placement for both Instagram and Facebook. We will set the
same targeting parameters during all stages of our digital
campaign because we are aiming to engage with the same
audience regardless of our timeline. The only variable constantly
changing will be the content.
SAMPLE #1: women, 18 - 24, student, engineering degree,
located in the cities listed above, enrolled at the universities
listed above
SAMPLE #2: women, 18 - 24, student, engineering degree,
located anywhere in the U.S.
SAMPLE #3: Ivy League University pages & Society of Women
Engineers pages (Facebook allows page targeting)
Example of Facebook ad during Phase 1.
Approximately 12% of the referral traffic for job postings in the
U.S. comes form Facebook (Statista, 2017). As Facebook is also
one of the most popular social media platforms amongst
millennials, it is paramount for SpaceX to place ads there.
DATA
We will add a Facebook PIXEL (analytics tool) to
SpaceX’s website in order to identify what kind of
users are interacting with our campaign. This helps
us retarget ads to those interested in them.
42. Examples of Instagram ads with different text bodies during Phase 1 - notice the big idea expressed in hashtags
INSTAGRAM
43. INSTAGRAM
According to Statista, Instagram was women’s most preferred social platform for engagement with brand content in 2017. This
indicates our target audience is likely to be more receptive to ads posted on Instagram. As Instagram is owned by Facebook, it
operates under the same targeting guidelines - there is no need to create new categories. On Instagram, however, we will also use
paid Stories to promote our content further.
First Page of Instagram Story Second Page of Instagram Story Third Page of Instagram Story
44. GOOGLE
KEYWORDS
Almost 85% of the referral traffic for job postings in the U.S. comes from Google - this indicates Google
should be one of the main advertising platform for this campaign.
We will set up a Google AdWords account and make sure both SpaceX’s webpage and the photo
ads will pop-up when users search for all of the following phrases:
SpaceX Challenge
SpaceX Engineering Challenge
SpaceX Careers/Jobs
SpaceX Careers Engineering
SpaceX Engineers
SpaceX Academy
Summer Camp Engineer
SpaceX Camp
Put Her In Her Place
Engineering Jobs
Engineering Jobs (city from ivy league list)
Engineering Career
Aerospace/Chemical Engineering
Software/Mechanical Engineering
AUDIENCE
We will set up some custom variables for language search (always English) and location (always
the U.S.). We will also set a separate search query for the top 13 cities with Ivy League
universities listed in the ATL section.
We will create a custom list of websites that partner with Google and place
our visual ads there as well. We will focus on job websites such as
indeed.com and tech news outlets which allow for advertising such as
techcrunch.com.
Example of Half Page ad on Google.
45. LINKEDIN
LinkedIn is extremely efficient in targeting
users according to their universities and
professions.
We will use audience samples & targeting
tools similar to Facebook & Google, but we
cannot advertise on page groups here - only
individuals.
LinkedIn Insights Tag (similar to Facebook
Pixel) is a Javascript code that we will insert
across the SpaceX website in order to
monitor the incoming traffic and retarget ads
to LinkedIn users who have manifested an
interest in the campaign.
We will not place any paid content behind Twitter, but
instead use the platform to monitor and organically
promote the main hashtag of the campaign
#putherinplace, create regular media audits and join
various conversations.
46. To portray SpaceX to the
general public as a
company that supports and
celebrates gender diversity
To inspire and attract
applications from the
leading female engineers
aged 18 - 24
OBJECTIVES
PUBLIC RELATIONS STRATEGY
Creating a steady drumbeat of news throughout the campaign with press
announcements at key moments (such as the campaign launch, SpaceX Academy
kickoff, closing ceremony, Academy winners, VR contest winners)
Using C-Level spokespeople (Elon Musk and Gwynn Shotwell) for media interviews
and thought leadership articles in top tier publications.
Setting up media profiles for successful SpaceX Academy applicants and use data
gathered during market research to create news stories
Setting up speaking opportunities for C-Level executives at Ivy League Universities
via SWE (The Society of Women Engineers)
47. PUBLICATIONS
The New York Times, The Washington Post, Forbes, CNN, NBC, Fox, The
Wall Street Journal, Chicago Tribune , New York Post, Los Angeles Times
CORE HORIZONTAL MEDIA
TECH VERTICAL
Quartz
WIRED
TechCrunch
M.I.T. Technology Review
HR & RECRUITMENT VERTICAL
BUSINESS VERTICAL
ENGINEERING & SPACE VERTICAL
Inc
Bloomberg
Harvard Business Review
Space News
IEEE Spectrum
Aviation Week & Space Technology
H.R. Magazine
Human Resource Executive
48. LOS ANGELES: 8th of March 2018 – Today, the world’s leading private rocket manufacturer, SpaceX, announced it
will make the first person to walk on the surface of Mars a woman.
The statement comes as the company launches “Put Her In Her Place”, a recruitment campaign designed to
attract top female engineering talent. Successful applicants will be offered the chance to join the team that will
make the first journey to the Red Planet in 2024 on SpaceX’s BFR.
“Currently only 15% of engineers in the US are women, the lowest number of all STEM professions” said Gwynne
Shotwell, COO of SpaceX, the only female president in the aerospace industry. “We are proud to be the first
private company to tackle this issue hands-on”.
After an initial selection stage conducted in VR, eligible candidates will be invited to join the SpaceX Academy, a
three-week summer camp for female engineers. “At the end of our Academy we will pick 50 winners – and the
top 3 will also be part of the crew to make the first journey to Mars. This is the underlying promise of our
campaign”, Shotwell explains.
The executive board will offer fifty permanent positions at SpaceX to female engineers by October 2018.
“SpaceX has always been at the forefront of aerospace innovation” said Elon Musk, company founder and CEO.
“We believe that bringing more female engineers on board will not only further our commitment to a 50/50 ratio,
but it will also bring us closer to Mars. This decision is key to unlocking our full potential as the future of space
travel”.
The deadline for entries is the 13th of July 2018. Potential candidates are invited to apply via SpaceX’s careers
page: spacex.com/careers-engineering.
[ENDS]
SPACEX PLEDGES TO MAKE FIRST PERSON ON MARS A WOMAN
PRESS RELEASE
51. THOUGHT LEADERSHIP EXAMPLES
As our research has previously shown, more than 70% of female engineering students believe companies do not
provide enough mentorship for women. That is why our PR efforts will be focusing on positioning Gwynne Shotwell
as the ideal mentor for future generations through a series of thought leadership pieces. Here’s a mockup of a
thought leadership headline in Recode Magazine.
55. EVALUATION STAGES TOOLS USED DURING EACH STAGE
Ad Impressions
No. of clicks on CTA (call to action)
No. of signups to SpaceX Challenge
Download/Participation in SpaceX Challenge
SpaceX Challenge Results
SpaceX Academy Attendees
Successful Applicants
Analytics section from Google, Facebook, Instagram & LinkedIn
Conversion Rate calculated by Google Analytics
Google Analytics
No. of APP downloads + no. of Roadshow participants
Successful scores submitted on APP and attached to user profile
Manually Counted
Review of applicants’ progress after 6 months at SpaceX
ACHIEVING THE MAIN OBJECTIVE - RETAINING 50 FEMALE ENGINEERS
Any click on CTA that DOES NOT come from ad impressions on social media (Facebook, Instagram, LinkedIn) but
from a simple google search or website click is the result of our OOH (billboards), PR efforts or word of mouth.
The funnel set up above will count these clicks as well - but we will also create a special Google Analytics filter to
monitor them separately.
56. SHARE OF VOICE & PERCEPTION
WIDER CAMPAIGN ENGAGEMENT - SPACEX ACADEMY TV SHOW
TV OVERNIGHTS (audience figures) extracted from NBC official databases.
Youtube video views, subscribers, likes, dislikes, number of comments, nature of comments.
ACHIEVING THE THIRD AND FOURTH OBJECTIVES
The third and fourth objectives (making SpaceX the go-to company for next generations & creating further positive sentiment) aren’t
easily measurable, but they represent a vital component of SpaceX’s long-term strategy. We suggest splitting the evaluation tactics
into two main sections:
This can be analysed by constantly monitoring & reviewing social media channels. Key variables here are : Increase in social sentiment
from March to October (percentage), Share of Voice and Nature of Opinion (positive, negative, neutral).
Other tactics include monitoring the main hashtag #PutHerInHerPlace on Instagram, Twitter and Facebook - verifying whether it
increases or decreases on a weekly/monthly basis + the main factors affecting its spreading.
PR RESULTS can be evaluated by creating weekly media lists with articles published in the press and assessing journalists’ opinions.
Other digital metrics we will keep an eye on:
ABANDONMENT RATE : indicates the existence of a technical issue or a PR issue (user not happy with the
campaign)
COST PER ACQUISITION (CPA) : cost of an ad divided by the no. of people signing up for the challenge -
indicates which platform and region delivers the best results
57. HOW DO WE KNOW THE NO. OF APPLICATIONS HAS INCREASED
BY 200%?
Getting in touch with SpaceX’s HR department
Counting the no. of applications for engineering positions made by women aged 18-24
between August 2017 - March 2018 (7 months before campaign launch)
Counting the no. of applications for engineering positions made by women aged 18-24
between March 2018 - October 2018 + no. successful VR challenges completed (7 months
after campaign launch)
Post - Campaign numbers should be at least THREE TIMES higher than pre-campaign
59. ANTICIPATED CHALLENGES + PREPARED HOLDING STATEMENTS + SET FACTS STRAIGHT TO MINIMISE DAMAGE
OBJECTIVES HAVE NOT BEEN ACHIEVED
6 weeks after launching the campaign, we will assess how many signups we’ve
received so far. If that number is severely low (under 100), it may be necessary to
extend our ATL (above the line) campaign beyond the top 12 ivy league
universities and add 20 new targets (universities + cities). We will add these new
targets to our digital strategy and organise speaking opportunities at these
universities to encourage new users to sign up.
We will evaluate the numbers once more after 12 weeks and extend our targets
even further in case we do not have enough users.
Worst case scenario - we run the camp with less than 300 participants, although
our audience analysis study shows this is highly unlikely.
SPACEX ACCUSED OF BEING SEXIST TOWARDS MEN
We would advise spokespeople not to comment on this as it will only add fuel
to the fire. While targeting recruitment campaigns towards women is perfectly
legal under the Civil Rights Act, it’s important that we don’t upset other social
groups. In situations where a comment is necessary (such as live TV), we’d
advise a statement along the lines of:
SPACEX ACCUSED OF TOXIC WORKING CULTURE DEATH / INJURY OF AN APPLICANT DURING TRAINING
If one of the SpaceX Academy participants gets seriously injured or dies, we
suggest taking the following steps (in order):
• Immediately pause the programme out of respect for the family
• Work closely with the family of the deceased to release a statement asking
the media to respect their privacy during such a tragic time
• Offer all the other participants and staff member free access to counselling
services
• Assure the public a full investigation will be carried out to establish the full
details surrounding the incident
We suggest issuing the following statement from Gwynne (as she is the company
president and a woman):
“Issues around inequality have been pervasive throughout Silicon Valley since
its inception. While many companies have chosen to ignore the problem, here at
SpaceX we have been addressing it as a priority since day one and will continue
to do so. Driving any kind of meaningful social change takes time.”
“SpaceX is an equal opportunities employer. This means we run a number of
different initiatives that encourage diversity. SpaceX Academy specifically
represents our aim of driving employment in an area that is currently under-
represented. Our data shows the male to female ratio is still uneven, and we
have a moral duty to balance that out. ”
60. BUDGET
Ivy League Magazines
1. The Tech - 4 x $1,980 (The Tech, no date)
2. The Stanford Daily - 4 x $2,138 (The Stanford Daily, 2017)
3. The Daily Californian - not specified, presumed a maximum of 4 x
$2,000
4. The California Tech - 4 x $500 (The California Tech, no date)
5. The Technique - 4 x $1,110 (The Technique, 2016)
6. The Daily Illini - 4 x $500 (front page)(The Daily, Illini, 2017)
7. The Michigan Daily - 4 x $510 (The Michigan Daily, 2016)
8. The Tartan - 4 x $1,275 (The Tartan, 2017)
9. The Exponent -4 x $450 (Purdue Exponent, 2017)
10. The Cornell Daily Sun - 4 x $1,160 (The Cornell Daily Sun, 2017)
11. The Daily Princetonian - 4 x $1,755 (The Daily Princetonian, 2017)
12. The Daily Texan - not specified, presumed a maximum of 4 x $2,000
Billboard pricing can very an awful lot according to the size of the city and
the nature of the deal we get with local advertisers. Our data shows a
billboard in small city is $1,800 per month, medium city is $3,000 per
month and big city such as New York is $14,000 per month. Source for our
numbers: ClearChannel US.
1. Boston - 4 x $6,000
2. San Jose - 4 x $8,000
3. Berkeley - 4 x $1,800
4. Los Angeles - 4 X $10,000
5. Atlanta - 4 x $3,000
6. Chicago - 4 x $9,000
7. Ann Arbour - 4 x $2,000
8. Pittsburgh - 4 x $3,000
9. Lafayette - 4 x $1,800
10. Ithaca - 4 x $900
11. New York - 4 x $14,000
12. Austin - 4 x $9,000
(they are considered small
cities - we picked 11
because University of Texas
is placed inside Austin city)
TOTAL $61,512
TOTAL $340,000
+
4 x $1,500 x 11 universities
61. DIGITAL MEDIA
PHASE 1
In order to achieve of 50 permanent employees, we need 100 SpaceX
Camp attendees.
In order to get 100 people at a high enough standard, we estimate we will
need a minimum of 2,000 successful applications to the SpaceX
Challenge (1 in 20 gets in)(The Telegraph, 2014)
We expect a 50% wastage rate at the application stage (people who try the
SpaceX challenge and either fail to complete or are ineligible).
Therefore, we need at least 4,000 people who attempt to sign up and
download the game.
We expect a 25% success rate of people who sign up to the challenge
(100% sign up, but only 25% download the challenge/visit the VR
roadshow). Therefore, we will need approximately 16,000 people to
attempt to sign up.
Based on the estimate, we’ll need approximately 32,000 people to click
on the call to action (50% wastage rate here as well).
32,000 clicks will be calculated via CPC (cost per click) method across
Google Display Network, Paid Search, Facebook, Instagram and
LinkedIn.
Most digital platforms advertise on a CPC (cost per
click basis) - they only charge us if the user has
clicked on the Call to Action. This is extremely good
because we know how many clicks we need -
32,000 - and we know the average CPC on each
platform.
Know we have to decide how many clicks we want
from each platform.
10K clicks from FACEBOOK ads at average CPC of $2.72
10K clicks from INSTAGRAM ads at average CPC of $1.94
2K clicks from LINKEDIN ads at average CPC of $7
5K clicks from GOOGLE paid search at average CPC of
$4.20
5K clicks from GOOGLE DISPLAY NETWORK ads at an
average CPC of $1.66
TOTAL $89,900(CPC costs were extracted from online websites of the following digital
marketing agencies: Wordstream, Adstage and EffinAmazing)
62. CAMP
SpaceX headquarters are located in Hawthorne,
California, just a couple fo minutes away from
Manhattan Beach - the ideal setting for our three week
summer camp.
We have checked the surrounding areas and there are
plenty of hotels such as the Spring Hill Suites by
Marriott where we can accommodate the participants.
According to CNN and additional sources, a high end
summer camp costs in between $10,000 and $12,000
per person for approximately seven weeks.
That would mean approximately $1,500 per person/
week.
No. of participants: 100
No. of weeks: 3
TOTAL $450,000
DIGITAL MEDIA
PHASE 2
As we’ve mentioned above, the second phase of the digital campaign consists in
creating and promoting content during the VR Engineering Challenge and the
SpaceX Academy (organic content, but paid to reach a broader audience). Our
objectives here are to increase awareness and engagement in the campaign,
generate positive sentiment and make SpaceX the go-to company for a young
generation of female engineers.
We do not need to pay for CPC (cost per click) - here, CPV (cost per view is
enough). The content will mainly be video.
We suggest investing $40,000 in this phase as a social media budget - this time
spread only across FACEBOOK and INSTAGRAM).
VR CHALLENGE
VR app production - maximum $50,000 for four months (March - July) (Source:
Rewind.Io)
Roadshow production: $105,000 to rent an airstream (big event trailer) during all our
roadshows
Brand ambassadors & promoters at roadshow 2 people x $500 (2 days) x 12 -
$12,000
Room renting - we aim to obtain it for free by negotiating with each university
TV SHOW - $100K/episode x 6 episodes
63. GRAND TOTAL
ATL - MAGAZINES
ATL - BILLBOARDS
DIGITAL - PHASE 1 & 2
CAMP
VR CHALLENGE
$61,512
$340,000
$129,900
$450,000
TV SHOW $600,000
$167,000
$1,748,412
64. PUT
HER
IN
HER
PLACE
CHALLENGE
SpaceX wants to colonise Mars by 2024.
To do so, SpaceX needs the best
engineering talent.
Only 15% of its workforce is female.
More diversity = better results.
Let’s recruit female engineers!
FACT
78% female engineering students aged
18-24 feel underestimated due to their
gender. They feel affected by micro-
aggressions at work.
IDEA
Let’s boost confidence by
attacking misogynistic
language and changing its
meaning.
“SPACEX PLEDGES TO MAKE FIRST PERSON ON MARS A WOMAN”
CREATIVE ADVERTISING
Billboards and magazine
ads spread across U.S.’s top
engineering universities.
Boundary - pushing
messaging. For a rebel
generation.
DIGITAL MARKETING
“PutHerInHerPlace” spread across
Facebook, Instagram, LinkedIn, Google,
Twitter. Recruitment ads designed to
attract top female engineering talent.
Users encouraged to change the meaning
of “PutHerInHerPlace”
SPACEX ACADEMY
All expenses paid summer camp/contest to
find the next generation of female engineers.
100 PARTICIPANTS
50 WINNERS OFFERED A
PERMANENT ROLE AT SPACEX
PR
SpaceX commits to a 50/50 ratio and to making the
first person on Mars a woman. Thought leadership
targeted at key horizontal media + tech,
engineering and business verticals.
169 women surveyed
TOP
3
GO TO MARS