Developing a National Story Via Community Channels
SUMMARY
In the summer of 2010, C.Fox Communications developed a comprehensive public relations campaign to promote the X PRIZE Foundation’s National Education program, in partnership with the St. Louis Science Center and funded by a $3.5 million grant from the U.S. Department of Energy.
In the summer of 2010, C.Fox Communications developed a comprehensive public relations campaign to promote the X PRIZE Foundation’s National Education program, in partnership with the St. Louis Science Center and funded by a $3.5 million grant from the U.S. Department of Energy.
As an educational nonprofit, the X PRIZE Foundation seeks to inspire innovation and creativity in young people all over the world. This program was designed to inspire elementary and high-school aged students on advanced vehicle technology and to generate excitement in energy-efficient vehicle options of the future – a creative reinforcement on the importance of youth pursuing STEM-related careers.
Sixteen science centers across the country used age-appropriate games, vehicle design challenges, and unique presentations to inspire students and pique interests that could ultimately lead to long-term careers in energy and technology.
ASSESSING THE CHALLENGE
The X PRIZE Education Program was embedded within the Progressive Insurance Automotive X PRIZE – a $10 million competition to solve America’s addiction to oil. The competition generated significant national and international media coverage, but the museum’s interests and audiences were far different. Participating museums wanted local residents and visitors to participate in Community Science Days. Each mini-campaign was tailored based on the market, museum capacity for media and the various elements each museum would use as a part of its own Community Science Day. The largest challenge, perhaps, was to integrate the education program within the competition’s September 2010 award ceremony in Washington, D.C. Our goal was to position the education program as the legacy of the Progressive Automotive X PRIZE competition; the future leaders and engineers that might work to solve the grand challenges of fuel efficiency.
The X PRIZE Education Program was embedded within the Progressive Insurance Automotive X PRIZE – a $10 million competition to solve America’s addiction to oil. The competition generated significant national and international media coverage, but the museum’s interests and audiences were far different. Participating museums wanted local residents and visitors to participate in Community Science Days. Each mini-campaign was tailored based on the market, museum capacity for media and the various elements each museum would use as a part of its own Community Science Day. The largest challenge, perhaps, was to integrate the education program within the competition’s September 2010 award ceremony in Washington, D.C. Our goal was to position the education program as the legacy of the Progressive Automotive X PRIZE competition; the future leaders and engineers that might work to solve the grand challenges of fuel efficiency.
PUTTING IT ALL INTO ACTION
In advance of the campaign kickoff, C.Fox created mini public relations campaigns for each participating museum to engage its local community. We first developed a thorough messaging platform to guide museum spokespeople through media interviews and developed public facing and media materials as supportive elements of the campaign. Each science center had its own story to tell within the broader campaign, and we worked to capture the stories that would most appeal to each center’s existing memberships, stakeholders, and local communities. The messaging platform was uniquely tailored to include facts and nuggets of information about each museum and its ongoing efforts to promote STEM education in the local community.
In advance of the campaign kickoff, C.Fox created mini public relations campaigns for each participating museum to engage its local community. We first developed a thorough messaging platform to guide museum spokespeople through media interviews and developed public facing and media materials as supportive elements of the campaign. Each science center had its own story to tell within the broader campaign, and we worked to capture the stories that would most appeal to each center’s existing memberships, stakeholders, and local communities. The messaging platform was uniquely tailored to include facts and nuggets of information about each museum and its ongoing efforts to promote STEM education in the local community.
After developing the messaging platform, C.Fox conducted media training for each museum spokesperson. The media training helped to ensure museum spokespeople understood how to message the X PRIZE education program. We understood the power in the local voice, so while we could have solely tapped into the X PRIZE Education Director as spokesperson, we thought the key messages would resonate deeper if the local museum leadership served as official spokesperson within his or her respective market.
C.Fox officially kicked off the education campaign with a public statement and national radio media tour, which included 11 interviews spanning across 84 radio outlets. We conducted media outreach and provided general communications support for each museum as it launched its individual Community Science Day, which garnered a variety of print and broadcast media coverage. We also implemented a social media campaign – incorporating the voices and platforms of each Scienter Center within the effort – to extend the messaging and reach of the Community Science Days and promote the museum’s online presence.
The culmination of our effort came the day before the $10 million check award ceremony, at a planned event at McKinley Technical High School for aspiring engineering and technology students. The students were given a chance to meet West Philadelphia’s EVX team – the only high school team to make it to the X PRIZE competition finals. The West Philadelphia team brought its award-winning vehicles and allowed the students to ask questions about the vehicles’ technology. The event garnered major broadcast and print media, and most importantly, inspired future engineers, alternative energy enthusiasts, and STEM educators.
EVALUATING THE CAMPAIGN
Because of the strategic communications plan, collaboration with the Science Centers, and creative pitch angles, the entire campaign garnered over 30 million media impressions. Each participating museum experienced the impact of our efforts within its local community through sold-out events and local media coverage far surpassing other established programs. In total, the summer events reached 1.35 million people across the country.
Because of the strategic communications plan, collaboration with the Science Centers, and creative pitch angles, the entire campaign garnered over 30 million media impressions. Each participating museum experienced the impact of our efforts within its local community through sold-out events and local media coverage far surpassing other established programs. In total, the summer events reached 1.35 million people across the country.
The local event in D.C. proved to be the launching pad for several college-bound students who chose to pursue careers in the alternative energy space:
“We were the underdog out of the fifteen and had to pound the pavement for funding in order to complete the two year project. And although some cried when we didn't make it to the finals, we still felt that we were successful because now, we are able to inspire other students." West Philly EVX student.
