Communication Audit & Civil Influence for Idaho STEM Action Center

r e t Behavioral n o e Communication C to n Increase o i t STEM h c Access & Success A M a Science of Communication E Brand, Market & T S Message Audit o h d Volume PR & a Engagement Science Lab for d Idaho STEM Action Center I I ©2024 COPYRIGHT PROTECTED VOLUME PR & ENGAGEMENT SCIENCE LAB

INTRODUCTION 01 s KEY AUDIT FINDINGS t • What’s Working 02 • What’s Not Working AUDIT ANALYSIS & RECOMMENDATIONS • Audience Shifts n 03 • Message Shifts • Strategic Shifts • Content Shifts • Collaboration Shifts e BASELINES, BENCHMARKS & MEASUREMENTS • Survey Findings 04 • Google Analytics t • Media • Benchmarks n IMPLEMENTATION Priorities. People. Process. 05 APPENDIX o • Community & Educator Survey 06 • Website Change Examples c VOLUME PR & ENGAGEMENT SCIENCE LAB | 0 2 FOR IDAHO STEM ACTION CENTER

introduction A Communication Audit is an analysis of an The following Communication Audit organization’s language and engagement for the state of Idaho STEM Action strategies that seeks to answer two Center (STEMAC) is a first-of-its-kind questions: framework designed by Volume PR and Engagement Science Lab to Are our messages and strategies maximize individual and institutional aligned with best practices? communication effectiveness through alignment with best practices, science, Are we engaging the market with and civility. maximum effectiveness? Adoption of the recommendation in In our noisy, fear-fatigued, post-pandemic this report stands to have an world, best practice measures are no exponential impact on STEM longer sufficient meters of analysis. involvement not only in the state of Idaho but to serve as a worldwide The true gauge of successful model for STEM communication and communication is determined by its community activation. effectiveness and relationship with behavioral and civil influence, answering In Service to Success and Civility, questions such as: Are our messages and strategies aligned with behavior and decision- making science? Is our communication aligned with Elizabeth Edwards Civil Influence codes such as Founder & President removing pain and fear as the primary message base and attuning VOLUME PR - ENGAGEMENT SCIENCE LAB language to audience agency ? VOLUME PR & ENGAGEMENT SCIENCE LAB | 0 3 FOR IDAHO STEM ACTION CENTER

CONSEQUENCES OF incivility INCIVILITY IN BUSINESS Boycott Companies Ceased Buying From an 75% 56% that Demonstrate Organization Believed to Uncivil Behavior Perpetuate Incivility Stopped Watching & 63% Listening to Uncivil Media Disassociate From 83% Business Demonstrating Uncivil Behavior Think It Is Possible to 86% Disagree in a Civil Manner Told Followers Not to Buy 64% Products From a Company Would be Willing to 45% That's Been Uncivil Encourage Loved Ones & Colleagues to be Civil Hopeful Civility Would be Willing to 60% 43% Will Improve Vote for Political Leaders Who Behave Civilly VOLUME PR & ENGAGEMENT SCIENCE LAB | 0 4 FOR IDAHO STEM ACTION CENTER

social change Civil Influence IN SERVICE TO THE SUCCESS OF BUSINESS & HUMANITY CIVIL-SOCIAL BEHAVIOR CHANGE COMMUNICATION Civil Influence is a first-of-its-kind integrated method of thinking, communicating, problem- solving, strategizing, and influencing behavior change at scale based on the science of the mind, ethics, and civility. Civil Influence uses behavioral and civil language and engagement methods to have a seismic increase in success while engendering a healthy, respectful, and collaborative relationship with teams, customers, and stakeholders. CIVIL COMMUNICATION & INFLUENCE Psychology on Steroids = Combine insights from all human science fields to create the 01 most comprehensive map available of how the mind creates meaning, and how to evolve engagement because of it: Behavioral Science, Neuroscience, Social Science, Behavioral Economics, Cultural Evolution Civility Codes = Map the codes of ethical use for hyper-persuasive communication that 02 accomplishes maximum success through audiences CHOOSING change rather than being COERCED to change. Accomplished by the use of Civil Influence methods such as the below, see pages 58-59 for more Civil Influence definitions. Civil Attunement to Allyship Communication Communication Audience Agency Tuning communication to respect the audience Building connections based on trust, Communication based on respect, as equal or greater to the creator of the consistency, and accountability restraint and responsibility message, smart, whole, nothing wrong with them, capable of making smart choices and collaborating to achieve goals VOLUME PR & ENGAGEMENT SCIENCE LAB | 0 5 FOR IDAHO STEM ACTION CENTER

GOALS FOR IDAHO STEM ACTION CENTER When creating strategies aligned with Behavioral and Civil Influence, select goals that specify the goals Awareness, Understanding, and Behavior changes we seek to influence. Awareness Understanding Behavior Increase Idahoans’ Increase Idahoans’ Change Idahoans’ awareness of: understanding of: behavior around: r s g s o The role science, Why and how STEM Newsletter 01 01 01 n i e technology, education helps all of Subscriptions i v engineering, and math us thrive in today’s n d a (STEM) plays in our society e everyday lives n h Content Engagement r 02 a e How STEM strengthens a t 02 families and s B Why and how STEM is 02 communities w r more than science, Social Media 03 e technology, engineering, Engagement A and math d How my family and 03 n community can get Website Usage involved 04 How STEM helps us U 03 think in new ways about to make our What educational 04 world a better place opportunities in Idaho Message, Content, and 05 exist to help people Social Amplification explore their interests, Who (businesses, find their passions, gain 04 communities, new skills, and achieve Businesses 06 individuals, a good life Participating in and associations) uses STEM Promoting STEMAC to create new and better products and How STEM values align 05 services, improve with Idahoans’ culture Teacher Applications quality of life, and and values 07 to i-STEM and support personal well- Externship Programs being, security, and satisfaction What Idaho STEM 06 Action Center and its Schools How STEM is not only a 08 partners are doing to 05 Participating in pathway to new ideas, make life better for all STEMAC Events but also a way to have Idahoans through STEM fun VOLUME PR & ENGAGEMENT SCIENCE LAB | 0 6 FOR IDAHO STEM ACTION CENTER

01 KEY AUDIT FINDINGS 01

KEY COMMUNICATION AUDIT FINDINGS WHAT'S WORKING WHAT'S NOT WORKING STEMAC has a good Complicated navigation and Not using partners effectively to reputation as a connector and childlike graphics on website get message out supporter of all things STEM, diminish credibility, create visual within and outside Idaho’s confusion umbrella of programs Near-exclusive focus on educators No metrics that tie digital and social media efforts to EcosySTEM in place and impact expanding Language focuses on the What and not the Who, How and Why Strong paid media Don’t fully understand partnerships communities served Limited community understanding of what STEM means in people’s lives Strong earned media Over-emphasis on fear-based STEMAC wants to be respected placements messages: Potential for missing as a key educator and leader out on jobs, careers, not keeping around technology. Yet, the Idaho economy strong website is built like 1990’s file directory, not as a communication tool Nimble and responsive to “The Choir” The assumption that companies will Long and detailed hyper- act on their own without structure, explanative literal language incentives, or rewards in all communication Support from an increasing number of educators and schools The current logo reinforces S- T-E-M focus and norms we’re trying to change. There is no connection with the larger Increasing student benefits of community well- participation in competitions being, prosperity, and and exhibitions stability VOLUME PR & ENGAGEMENT SCIENCE LAB | 0 8 FOR IDAHO STEM ACTION CENTER

avoidable confusion Decision science has expanded our understanding of how we process communication to inform choice, revealing a complex yet consistent process. Backfire Effects occur when communication or actions designed to elicit a positive response instead cause confusion or negative outcomes, often by unintentionally tripping a backfire trigger proven in the behavioral and cognitive sciences to work against sensemaking. Backfire Effect is an important strategic consideration, adding clarity around interference that may conflict with success. Unintended IDAHO 01 Consequences Backfire STEMAC Negatively triggering a measured engagement preference due to not knowing it existed BACKFIRE BACKFIRE EFFECT FORMS Familiarity Backfire TRIGGERED BY CURRENT 02 COMMUNICATION Making myths more familiar Trust: Overkill Backfire I don’t trust you as a tech 03 leader and educator when your From providing too many arguments engagement in communication technology is outdated Worldview Backfire 04 Familiarity: From providing evidence that threatens someone’s worldview By continuously repeating what STEM stands for, it does not make it more familiar, it simply entrenches what people want Extremes Backfire to believe 05 From not leaving room for alternative considerations & using limit-inferring language Overkill: Over-stimulation, an exponential number of options Trust Backfire and lack of routing information 06 by audience creates confusion, Trust mechanisms break down from hyper-manipulation, leading overload, and disengagement to compromised decision making & limited change VOLUME PR & ENGAGEMENT SCIENCE LAB | 0 9 FOR IDAHO STEM ACTION CENTER

02 AUDIT ANALYSIS & RECOMMENDATIONS 02

AAUUDDIITT AANNAALLYYSSIISS && RREECCOOMMMMEENNDDAATTIIOONNSS aannaallyyssiiss Volume PR conducted a comprehensive audit of Idaho STEM Action Center’s communication, messaging, Audience Shifts: marketing, advertising, social media, and audience engagement strategies. The analysis first considered language and materials relative to communication best practices, as well as the latest psychological and behavior influence science. The audit then analyzed communication and strategy from the perspective of Civil Influence – how to tune engagement to catalyze agreement and change while respecting civility, disavowing manipulation marketing methods such as hyper-stimulation of fear, scarcity, and other pain and negative emotion-based methods to achieve mutual maximum benefit between business, societal and humanitarian impact. Is communication shared in ways that deepen understanding, connection, and audience change? Are there civil language shifts that better align with audience preference? Recommended strategic shifts are organized across five areas of communication and engagement: Audience Shifts 01 Message Shifts 02 Strategic Shifts 03 Content Shifts 04 Collaboration Shifts 05 Adoption of these changes will tune organizational messages and strategies to maximize the ethical accomplishment of all of its audience awareness, understanding, and behavior goals. VOLUME PR & ENGAGEMENT SCIENCE LAB | 1 1 I DAHO STEMAC | 11 FOR IDAHO STEM ACTION CENTER

01 Audience Shifts: Who are our audiences and how are they prioritized? STEMAC serves a range of audiences and will benefit by shifting the audience focus to align with the ultimate participants and immediate beneficiaries of STEM participation, and those audiences that have touchpoints across multiple audience categories. HIERARCHY OF AUDIENCES Educator skepticism is navigated by exemplification of benefit and value message to students and parents combined with fresh and creative business/association audience activation. BEFORE AFTER U N I STUDENT/PARENTS 01 01 EDUCATORS F I E R A BUSINESS BUSINESS 02 02 U D I E N C EDUCATORS PARENTS 03 03 E STUDENTS 04 Increase focus on parents and families—a powerful unifier influence for STEM at home and at work Educators/Teachers Students (connect through parents and families) Businesses & Associations AUDIENCE DEMOGRAPHICS Median Household Income: High School Graudates 81.6% White $58, 915 Female: 49.9% 93.2% 12.8% Hispanic/Latino Per Capita Income, 2020 Male: 50.1% Bachelor's Degree or Higher 1.6% Asian $29, 494 28.7% 0.9% Black 10.1% Householders with a computer In Labor Force: 10.8% 49% Republican or Lean Republican 93.2% Men: 62.8% speak a language other 32% Democrat or Lean Democrat Households with broadband internet Women: 57% than English at home 19% No Lean 86% VOLUME PR & ENGAGEMENT SCIENCE LAB | 1 2 FOR IDAHO STEM ACTION CENTER

Current Thoughts & Feelings vs. Desired State + New Thinking, Considerations & Decisions to Develop PARENTS CURRENT DESIRED STEM is overwhelming to me. How can it help my child? STEM activities help my child and me grow. STEM helps me THOUGHTS What does it offer for my career and my family’s life? learn and have fun with my kids. I want to support my kids’ STEM education but I’m not It’s fun and easy to use STEM in our home and my life. I sure how I can help them. I’m confused about what’s trust that STEM can help my children discover their happening in schools right now–how does STEM fit interests and talents, to solve problems, and to work well FEELINGS and can it be trusted to teach my kids the right things with others–the building blocks for their future. in the right ways? Attend a parent information session. Visit the parent portal on the STEMAC website. Subscribe to STEMAC DO newsletter. Participate in STEMAC activities. The benefits of STEM education programs with teachers at my child’s school and/or library. The benefits of being DISCUSS involved in STEM with my children/students. Ways for students and parents to participate in STEM activities on their own. Download STEM education cards for my family from the STEMAC website. Advocate for STEM classes for my child at DECIDE school. Plan STEM-based activities with my family and friends. Tell my co-workers about my child and family’s involvement in STEM. Enroll my child in STEM activities. TEACHERS CURRENT DESIRED STEM is hard to learn and teach STEM helps me do my job as a teacher and support THOUGHTS my career I don’t know if I have the ability to learn and I have it within me to expand my knowledge of STEM FEELINGS teach STEM for my students’ benefit and my own advancement Attend an after-school or library program to learn more. Investigate Summer i-STEM Institute / Externships. Consider DO any/all of the STEMAC opportunities that apply to me. Opportunities to include STEM in the classroom with school administrators. Ways for students and parents to DISCUSS participate in STEM activities on their own. Apply for i-STEM/Externship. Advocate for STEM teaching within the school. Share student learning success with parents, DECIDE companies, and the community. BUSINESSES & INDUSTRY GROUPS (INCLUDES CURRENT) CURRENT DESIRED STEM education helps Idaho students in high school and Our organization benefits when we actively support and THOUGHTS/ college prepare to become future employees. STEM advocate for STEM in Idaho at all levels. STEM community involvement is important for future workforce community involvement is important for current PERCEPTIONS development. workforce development. Explore how our company can grow by becoming involved in Idaho’s STEM initiatives. Review STEMAC’s participation guide to help us develop a company-wide approach. Change behavior around STEM activation and message DO amplification based on new STEMAC opportunities. Scenarios and plans for involvement with company peers. Changes to internal policies and PR/Marketing normed DISCUSS practices relative to STEM communication. To actively participate in Idaho’s STEM ecosystem as education supporters, mentors, funders, and volunteers. To reward employees who are engaged in STEM as volunteers. To be a voice for STEM in the Idaho legislature. To amplify STEM DECIDE messages natively across communication channels. VOLUME PR & ENGAGEMENT SCIENCE LAB | 1 3 FOR IDAHO STEM ACTION CENTER

02 Message Shifts: Messages are the primary way we reach the world. In our noisy, post-pandemic world, some key business message norms turn off more audiences than they successfully engage. The following pages detail the fundamental recommended message shifts to make across all individual and institutional messaging to achieve the most rapid states of understanding and change from audiences while also engaging with respect to Civil Codes of Conduct: Shift from Thin to Thick Evaluation Language 01 Norms Civil Influence Shifts & Change to Respect & 02 Collaboration Create Based on the Science of How the Mind 03 Makes Sense Replace Manipulation-Based Engagement Norms 04 with Education-Based Engagement Forms For example, most companies and messages focus on the pain/gain/fear as the base of their message. STEMAC’s primary message is a fear-focused message, centered on the future workforce concerns that are present without a change in participation rates. Behavioral and Civil messaging reveals greater shifts in audience understanding and participation by motivating change from base messaging that align with opportunity to accelerate individual and institutional success rather than a focus on the pain/problem when delivered in concert with Behavioral and Civil Influence aligned strategies. The following outlines the shifts recommended to bring messaging into alignment with Behavioral and Civil communication. Message recommendations specific to STEMAC messages are detailed including hero, subhead, key, one-sentence, and boilerplate messaging recommendations. VOLUME PR & ENGAGEMENT SCIENCE LAB | 1 4 FOR IDAHO STEM ACTION CENTER

LANGUAGE & THE EVALUATION PROCESS THIN THICK QUICK SHALLOW SLOWER DELIBERATE SURFACE INTENTIONAL 01 01 Shortens Consideration Deepens Consideration & Conversation & Conversation WHAT IS GOOD DESCRIPTIVE CONTENT WHAT IS WRONG EVALUATIVELY LOADED 02 02 WHAT IS PERMISSIBLE INTENTION Cultivate a Pause + Consider "Ought" & "Ought Not" Language Alternatives Related Language & Considerations: to Value, Opportunity, Why Should, Would, Could, Must Without Toxic Positivity THEY'RE NICE THEY'RE CONSIDERATE THEY'RE MEAN THEY'RE SELFISH 03 03 THAT'S CRAZY THAT'S UNEXPECTED Contemplative Considerations Surface Considerations language change VOLUME PR & ENGAGEMENT SCIENCE LAB | 1 5 FOR IDAHO STEM ACTION CENTER

CIVIL INFLUENCE SHIFTS Communication designed to facilitate connection and deepen understanding to influence ethical change. BE TRUSTWORTHY & TAKE CIVIL LANGUAGE ACTION 01 CONSIDERATIONS CREATE BASED ON HOW SHIFT FROM THIN TO THICK 02 THE MIND MAKES SENSE EVALUATION LANGUAGE 01 DISCONTINUE USE OF WEAPONIZED LANGUAGE & 03 USE RESPECTFUL FRAMES 02 INFLUENCE STRATEGIES CREATE WITH BACKFIRE MODEL ALTERNATIVES TO AWARENESS 03 UNCIVIL COMMUNICATION 04 PATTERNS & PRACTICES EDUCATE, NOT MANIPULATE 04 INFLUENCE WITH CIVIL LANGUAGE 05 CREATE BASED ON HOW THE MIND MAKES SENSE Move beyond understanding biases as separate entities, to how they interact 01 to form comprehension, develop personalized meaning, inform decision making, and trigger distortions that unnecessarily damage relationships Use science as a lens to improve public and private attention rather than an 02 occasional tool to influence a goal Expand research with Nonconscious Research considerations 03 Make predictions on which interventions and methods may work best, and 04 adjust based on results. Share results for others' learning Maintain boundaries between education and manipulation 05 VOLUME PR & ENGAGEMENT SCIENCE LAB | 1 6 FOR IDAHO STEM ACTION CENTER

ALLYSHIP COMMUNICATION STRATEGIES Discontinued & Alternative Communication Methods when Following Behavioral Communication & Civil Influence Codes Emotional Frames to Lead to Preemptive Conclusions MANIPULATIVE FRAMING UNDUE SOCIAL PRESSURE Manufactured, Exploited Social Proof DEHUMANIZING LANGUAGE Characterizing Groups as Irredeemable, Not Worthy of Consideration AUTHORITY DEHUMANIZATION Authority Positions that Dismiss Credibility of Others 01 Focus on Limited Variables Drawing Oversimplified, Misleading OVERSIMPLICATION Conclusions Overwhelming with Complexity and Downplaying Considerations COMPLEXITY SMOKE SCREEN with Less Depth RUSH, LIMITED TIME, HURRY Unfair Process Creating Insufficient Time to Consider MANIPULATION VS. EDUCATION MANIPULATION EDUCATION Conquer Connect Convince / Game / Hack the Mind Create Mental Understanding 02 More. Louder. SCREAM! Clarity & Connection from Civil Use of Sense-Making Exploit & Manufacture Fear Balanced Education to Create Consideration & Dialog Coerce Change Create Respectful Space for Audience to Chose Change, or Not Weaponization of Language & Influence Pain and Gain has been the norm of messaging for decades Fear is manufactured, hyped, and systematically delivered to the nonconscious mind to limit 03 consideration discourse and the evaluation process Using pain or fear as a base language strategy limits the positive effects of communication, such as long-term relationships and organizational/team/societal behavior change at scale 2 Forms of Fear & Pain in Engagement 04 1. Civil: Inherent and necessary to accurately and adequately explain to navigate understanding 2. Uncivil: Heightened and exploited to compel rapid decision-making; may or may not be easily identifiable as fear-mongering | 1 7

Message Anchors s STEM is everywhere, everything, beyond the four elements Growing kids Supporting teachers and parents Celebrating business success e Hero Anchors Growing Together g Kids and Parents: Growing your Skills, Fun and Family Educators/Teachers: Growing your Skills, Fun and Friends Business: GrowingYour Business Team and Future Successful Thinking about Everything that Matters a Successful Tomorrows Empowering Many Students, Teachers, Employees Making progress s Message Embodiment Example Sonia directing a drone Ted measuring soil s Eliza fixing a valve Mark re-paving a road e Subhead Message Growing minds. Growing lives. Growing Idaho together. Celebrating ideas, exploration, and inquiry Encouraging invention, participation, and competition Idaho’s catalyst for problem solving VOLUME PR & ENGAGEMENT SCIENCE LAB | 1 8 FOR IDAHO STEM ACTION CENTER m

ONE SENTENCE DESCRIPTION The Idaho STEM Action Center is a catalyst of education and growth, creating a clear path to immediate and long-term success for students, parents, educators, businesses, and communities across the state of Idaho. BOILERPLATE e DESCRIPTION t The Idaho STEM Action Center is an education and growth catalyst helping a students, parents, educators, businesses, and communities create immediate and l long-term paths to success. As an incubator, connector, and advocate of STEM thinking p and initiatives, the center provides resources, support, and problem-solving r that spark innovation, and offer paths to prosperity based on Idahoans' shared e values of hard work, self-determination, family, and community stability. Learn more l at stem.idaho.gov. Visit us on Facebook, i Instagram, Twitter, and YouTube. o b VOLUME PR & ENGAGEMENT SCIENCE LAB | 1 9 FOR IDAHO STEM ACTION CENTER

s KEY MESSAGES Supporting language for use as central themes and throughout communication and campaigns to reach all audiences. e Students & Parents Helping families thrive and succeed Education that matters for Idaho families g Your child can change the world for the better Help your kids find their happy place The opportunities for a better world are all around us - STEM helps us find them There’s something for everyone in STEM The key to unlock your child’s sense of wonder a Teachers & Educators s Let’s power Idaho’s future We are winning at the game of education with STEM Hard work and STEM education = prosperity for Idaho A team effort where all can win s We’re all growing together Business & Community Stewards of the land e Success starts here Be a part of Idaho’s innovation economy Joining forces with Idaho businesses/associations Successful tomorrows for everyone Idaho values are STEM values Security, stability, and fulfillment for all Idahoans VOLUME PR & ENGAGEMENT SCIENCE LAB | 2 0 FOR IDAHO STEM ACTION CENTER m

Framing Shifts Current frames vs recommended frames to maximize audience understanding and consideration FROM TO Workforce Development Partners in education, innovation, and growth for all Idaho STEM helps prepare students for thousands of Help your children find their passion, explore careers in STEM. Help your children find their their world, and think creatively passion, and explore their world Find out how your child can grow and have fun Sign your child up for _____ STEM program with STEM Idaho and are children are stronger when we Your child will make more money with STEM education share STEM success Support STEMAC through grants Join us and strengthen your organization in the process Contrast in Messages Words & Pictures in Action Use of Contrast Effect is a core Civil Influence Code as the mind creates meaning more simply, and quickly, with less friction and load, when presented using visual and verbal contrast. Sample Business & BEFORE STEM Community Headlines One answer to my problem Figuring it out alone What’s creating a better Answering a quiz question on paper future for Idaho's dairy and Being overwhelmed with a task agriculture producers? New Average first-job salary without STEM-degree ways to do things through STEM. Idaho potato farmers use AFTER STEM STEM every day to improve Many possible solutions to my problem their yields. Clean water. Abundant Figuring it out with my classmates/friends/coworkers energy. Strong Building a robot by trial and error infrastructure. STEM is or nailing a coding sequence everywhere. Dividing problems into small ‘bites’ and tackling them one by one Average first-job salary with STEM-degree VOLUME PR & ENGAGEMENT SCIENCE LAB | 2 1 FOR IDAHO STEM ACTION CENTER

COGNITIVE START MESSAGE Language to Begin Using MISTAKES Communicate in ways that appeal to non- conscious drivers 95% of decisions are made in the unconscious mind Prioritize the “who”, “how” and “why” (not the “what”) in all messages 01 Include hero statements with clarity and consistency across all platforms ANALYTIC MIND Speaking to the "analytical mind" — locking Explain what STEM is through stories your prospects in analysis & critique demonstrating multiple benefits and outcomes Celebrate ALL entrants of all competitions–not just the winners 02 Create toolkits, templates, and tiered incentives BUZZ WORDS to help teachers, parents, companies, and EcosySTEM partners activate and increase their Use of trendy buzz words, e.g., "Robust, participation object-oriented technology paradigm" Make social sharing easy for each audience with social content templates and hashtags 03 Initiate quarterly outreach to companies to solicit feedback, success stories; hear and help OVER IMPORTANCE resolve concerns Arrogant messages that fail to communication customer-focused benefits Every 6 months ‘How You’re Helping’ / ‘Thank You’ outreach to corporate, government, and community partners 04 Provide structure, tools, incentives, and regular recognition for Idaho companies to help them organize and support STEM BLAH, BLAH, BLAH Messages that fail to sell, and are guilty of the "blah, blah, blah" syndrome start VOLUME PR & ENGAGEMENT SCIENCE LAB | 2 2 FOR IDAHO STEM ACTION CENTER

05 LACK OF CLARITY & e CONTINUE/ CONSISTENCY DO MORE OF Clarity and consistency increase perceived u accuracy of messages and therefore brand reputation and validation Language to Continue & Expand n Provide examples of STEM’s ‘soft skill’/durable i 06 benefits t Incentivize EcosySTEM to uncover stories of LACK OF EMOTION Idahoans using STEM in their careers and lives CONNECTION n Feature successful STEM teachers Emotional connections to your target audience lead to increased outcomes Encourage EcosySTEM partners to share regional o success for story development c 07 NEGATIVISM & IRRELEVANCY STOP There is little place for negative and irrelevant Language to Discontinue information in successful messages Leading most copy with STEM term definition in first sentence 08 Referencing STEMAC’s government relationship in LACKING A HUMAN-TO- core messaging HUMAN CONNECTION Using fear, pain, ‘lack of' orientation in messaging Put B2B and B2C aside, and communicate first and foremost from an H2H Using long, detailed hyper-explanative literal perspective language Focusing language on what STEMAC and educators know as insiders (instead of language that 09 laypersons understand) p FORGETTING THE Leading content with talk of jobs, workforce, MOTIVATORS OF THE careers, economy o TARGET AUDIENCE Assuming companies will act on their own without What motivates the target audience is t structure, incentives, or rewards core to the success of your messages s VOLUME PR & ENGAGEMENT SCIENCE LAB | 2 3 FOR IDAHO STEM ACTION CENTER

Strategic Shifts shifts NUDGE ENGAGEMENT WITH PARENTS THE UNIFIER AUDIENCE Create a “fun in the wild” learning gamification campaign around the state that helps families learn about STEM by 01 interacting with their environments. Parents and kids scan QR codes on trees, near plants, at outlooks, on sidewalks, and at construction sites that connect 02 them to the learning car in participating businesses, government, and inter-agency coordinated public spaces. Promote with top-tier media nationwide post-implementation to expand the impact to the worldwide STEM community. QR codes connect to infographic-style flashcards that can be downloaded from the STEMAC website, buy, or connect to 03 from an app. CIVIL INFLUENCE NUDGE Nudge in Civil Influence respects audiences as our allies, and therefore not to be unethically manipulated. A Nudge is civil when it maintains respectful boundaries, such as: Involve Conscious Thinking in Processing No Confusion Traps or Tricks Easy to Leave Educate vs. Manipulate VOLUME PR & ENGAGEMENT SCIENCE LAB | 2 4 FOR IDAHO STEM ACTION CENTER

CATALYZING STEWARDSHIP OF STEM STORIES Explore and identify the industry, community, or government allies that 01 that align with the story at hand Provide them with the information to share STEM stories they’re involved in for their own 02 benefit Expand business/association/industry relationships beyond traditional STEM industries to 03 create communication and campaigns that embody the message that STEM is everywhere CURRENT AMPLIFY Video of Team Mentor talking about why she’s committed to IDX Gather info on student winners of IDX 3D competition, write and Call manufacturer of 3D printers, provide their comms department with info distribute release to tell the story, interview participants, post on website, pitch to media Organizational marketing departments create video reel of employee involvement in STEM-based community activities; as mentors to teachers Put logo of donor companies and students, promotes to online/TV/print/social news, and use in on website continued brand storytelling and B-roll HAPTIC COLLATERAL TO STIMULATE WITH META-COMMUNICATION Offline communication forms are of increasing importance for all brands but especially for those in technology, education, and community relations Create one or more brochure-size ‘fidget spinner’ style brochures Focus content on fun, educational and valuable educational resources Haptic Collateral / Fidget Spinner Collateral Example: https://www.youtube.com/shorts/NyOtWfAf6aY IDEAS Community fun aides that double as teaching tools (such as times tables or periodic tables) Facts and Q&A on varieties of potatoes, dairy facts, edible wild food All the things that could be made with 3D printing Partner with Idaho Potato Commission or Idaho Dairy Commission or a health food purveyor to create content for the fidget spinner brochure Use to excite educators around STEM Use as a business/association recruitment tool CO-CREATE NEW STEMAC LOGO Make logo creation a competition based on key directions/shared goals Open logo competition to students, teachers, businesses, anyone in the state of Idaho Promote contest with media, multiple rounds of visibility for expanded reach natural in this style of promotional campaign (competition launch, competition update, competition outcomes) Sign up for new website now at [address] to update VOLUME PR & ENGAGEMENT SCIENCE LAB | 2 5 FOR IDAHO STEM ACTION CENTER

03 Content Shifts: Recommended communication changes to limit confusion, increase retention, and facilitate accelerated understanding across audiences. COLOR-CODING BY AUDIENCE ACROSS COMMUNICATION For the Rapid Identification of Self & Experience of Personalized Message Use orange, yellow, green, and blue vibrant pastel hues to direct each audience to content that matters to them • • • • • BEIGE: ORANGE: YELLOW: GREEN: BLUE: CORE STUDENTS PARENTS TEACHERS BUSINESS VOLUME PR & ENGAGEMENT SCIENCE LAB | 2 6 FOR IDAHO STEM ACTION CENTER

USE OF IMAGERY imagery Habituated communication mediums such as obvious stock photography and PowerPoint are proven to limit interest and engagement. Hollywood famously demonstrated this point with A-list actors posing in stock photography to promote a film, many of which go initially unrecognized by audiences (read more here). Stock resources can be successfully leveraged by selecting less common styles and modifying for unique, personalized use. Humanize messaging with visuals in all communication 01 Parents participating in STEM activities with kids 02 Families in after-school, library, or home settings, and use these images 03 across social Young people pulling a 3D-printed braille stamp out of a printer at the 04 local library Include diverse settings and communities 05 Unexpected photos with overlay text supporting STEM is Everywhere 06 Parent or Grandparent baking with kids. “STEM is There” overlay on image side with measurements, calculations, life skills. STEM IS THERE 1 c butter 2/3 c + 3 tbsp sugar 2 c + 1 tbsp flour combine + portion bake @ 325 F 14-16 mn measurement critical thinking creativity fun Parent or Grandparent on Boise River Walk with kids looking at trees and STEMAC QR-accessed site or print piece. “STEM is There” overlay on image side with tree facts, edible elements, healing and poisonous elements, life skills. VOLUME PR & ENGAGEMENT SCIENCE LAB | 2 7 FOR IDAHO STEM ACTION CENTER

PRIORITY #1: WEBSITE website WHAT IS WRONG WITH THE WEBSITE?* STEMAC wants to be respected as a key educator and leader around technology yet the STEMAC website is not embodying technology modernity or leadership Visitors must navigate an incredibly complex choice architecture No navigation by audience, summaries, introductions, or intentional frames No introductory communication to humans that are not an "insider audience": What is each page about and what does it mean for me? No easily identifiable or clear calls to action that tie to site metrics “Sign up” and “Subscribe” links are obscured in design and navigation Some layouts, graphics, and imagery use childlike fonts, colors, and styles that primarily are seen in use with elementary school audiences, creating distance between STEMAC and adult audiences Sub-navigation (primarily under Opportunities) mouse-overs are a confusing and overwhelming *See appendix for images of sub-navigation areas of concern EXAMPLES OF WEBSITE USER INTERFACE / USER EXPERIENCE (UI/UX) CONCERNS OUR IMPACT PAGES* No top-of-page summary – what will visitors find and how will they benefit? Top-of-page icon for Bright Spots is garish – locations in state look like pot leaves Case study list and graphics are overwhelming - each case study is too long, lacking hero messaging and framing, not organized by interest type or audience *See appendix for screen grabs of Our Impact page fails RESOURCES PAGES* Teachers and parents are required to sort through a directory, then connect with an Airtable app, then find the appropriate grade level, then click on a minuscule “Go To”, to find the educational program for their student or child. *See appendix for screen grabs of Our Impact page fails VOLUME PR & ENGAGEMENT SCIENCE LAB | 2 8 FOR IDAHO STEM ACTION CENTER

WEBSITE RECOMMENDATIONS Re-architecture and re-write of stem.idaho.gov website to align with technology leader and educator standards while accelerating the achievement of Action Center goals with behavioral and civil alignment. UI & UX Behavioral Shifts to Improve Engagement Dramatically strip down and consolidate options Start with the Who (audience), reduce the What (what is STEM) and Pain/Fear/Lack based messages (economic/job/workforce development) Reduce explanatory copy on all pages Boil down data to succinct statements Give each audience a door that applies to them Organize navigation by Parents, Teachers/Educators, Businesses/Community Incorporate “Hello, [teacher/parent/student]. You’ve come to the right place” in the introductory copy on each audience-specific page Use terminology that makes sense for parents and businesses–not just educators/teachers Contact Us becomes a separate item on the top navigation Use “Join Us” Call to Action language with a clear path and why for each key audience Add brief introductory/summary language at the beginning of ALL pages What visitors will find on the page How the page will help [audience] HOME PAGE Add Hero content and an Intro/Welcome/explainer anchor video: What is STEM in Idaho? It’s You. OUR OPPORTUNITIES PAGE Eliminate mouse-over drop-down menus for Awards, Competitions, EarlySTEM, i-STEM, STEM EcosySTEM Instead, link subprograms (e.g., geographic locations for i-STEM) on one main page for that program VOLUME PR & ENGAGEMENT SCIENCE LAB | 2 9 FOR IDAHO STEM ACTION CENTER

PRIORITY #2: NEWSLETTER RE-DESIGN newsletter PARE DOWN, REDUCE OVERLOAD + GUIDE Full redesign recommended Brand the newsletter: STEM & You Newscast Include a welcome hero message under masthead Include videos, press releases (STEMAC and partners) news coverage ADA compliant - Alternatives for media consumption, no fonts in images so small unable to be read on mobile, user accessibility controls button such as UserWay Mobile-optimized Dramatically strip down sub-pages and copy Brief summaries link to the STEMAC website for full story/blog under News page Allow audiences to opt-in by audience category Use color coding system to sort content by audiences Employ Responsive Design technology to prioritize stories in the newsletter based on each recipient’s chosen category On website and in social media, make signing up for STEMAC newsletter visible, easy, and motivational with obvious value Sample UserWay Website Accessibility Meta Copy Cleanup - Current homepage meta Popup Menu language: "July 18, 2022 - Idaho STEM AC Logo. What is STEM? STEM is more than Science Technology Engineering and Math. It's about. Why STEM?" VOLUME PR & ENGAGEMENT SCIENCE LAB | 3 0 FOR IDAHO STEM ACTION CENTER

PRIORITY #3: SOCIAL MEDIA social media ALL PLATFORMS Create a standard template for all social platforms that can be simply customized for each platform using tools such as Canva and Sendible. Template in sync with website and newsletter: Beige, Yellow, Orange, Green, Blue color- coding system by audience type Design and calendar all posts for 2-4 week periods to balance focus and audience Create a templated catalog of content types and calendar content in advance to maintain a balanced mix of post types, including: Fun STEM facts interesting to kids Things parents and kids will want to share/amplify Things companies will want to share/amplify News coverage video clips: STEMAC, Partners, Educators, Heros At-home learning exercises Partner events Parent, student, teacher, and community stories Share partner media and social mentions VOLUME PR & ENGAGEMENT SCIENCE LAB | 3 1 FOR IDAHO STEM ACTION CENTER

PRIORITY #3: SOCIAL MEDIA, CONT. social media INSTAGRAM There is a significant disconnect between what STEMAC is and what’s represented on Instagram Recommend a wipe of current Instagram page and start fresh with a Puzzle template aligned with new brand colors YOUTUBE Diversify content Keep STEMAC media coverage, STEMAC interviews with businesses, associations, and industry groups Add first-person stories: Student-reported; EcosySTEM partner reported, corporate partner reported Include YouTube videos weekly on LinkedIn and Twitter feeds LINKEDIN Develop a LinkedIn page STEMAC team and EcosySTEM members connect their profiles to the page Content catalog focus on business and community engagement with STEM 2x/week posts From page and STEMAC team accounts, invite Idaho business and community organizations to follow/like STEMAC team amplify posts via individual profile VOLUME PR & ENGAGEMENT SCIENCE LAB | 3 2 FOR IDAHO STEM ACTION CENTER

PRIORITY #4: public relations PUBLIC RELATIONS PRESS RELEASES/MEDIA PITCHES Start with the Why, not the What Prioritize names of students, teachers, schools in lead Seek out and include quotes from non-STEMAC staff: students, parents, mentors, school principals Take and embed photos, cell phone videos in news releases Replace current boilerplate with new boilerplate (see Messaging Shifts) Include quotes/perspectives from other sponsors/supporters Wherever possible, amplify reach and reduce content development load by giving sponsors tools to tell their own stories MEDIA PARTNERSHIP CONTRACTS Current TV news features of STEM activities are leading with jobs-economy-careers Provide media with new messaging and framing perspectives (see messaging shifts) Ask media to encourage parents and students to submit their STEM success stories via text link– connect to recognition/awards program? Pitch media focus on family activity (e.g., families scanning QR codes around the community to learn about how STEM connects with the natural world) Media to feature employees from partner companies volunteering for STEM in the community MEDIA IMPACT EXPANSION Exponentially expand media impact and support growth and advancement of STEM programs worldwide Promote key programs via top-tier, national, and international media to reach national and international STEM audiences with considerations such as STEM in the Wild and creative business integrations Collaborate with business, association, and industry partners' PR teams to amplify messaging and media engagement VOLUME PR & ENGAGEMENT SCIENCE LAB | 3 3 FOR IDAHO STEM ACTION CENTER

Collaboration Shifts: 04 We recommend communication and campaigns that create a collaborative relationship with STEMAC audiences to (1) organically amplify the message beyond what the Center has the ability to do on its own, and (2) embody the "Growing Together" message in practice and communication. Collaborating with Students, Parents/Families, Educators/Teachers STUDENT REPORTER NETWORK Provide high school writers and reporters with a “Creating STEM stories for your school” guide Pitch STEMAC and statewide STEM news, events, and activities to student reporters Share their stories in STEM AC’s newsletter, and social platforms, with companies & EcosySTEM partners Potential partnerships with CBS-2 or another TV outlet ENGAGING PARENTS & FAMILIES “Support Your Child’s Curiosity with STEM” worksheets or stylized cards Family activities available on an app for phone, tablet, or download/printing Worksheets tie into everyday family activities and outings Developed a tiered Passport of STEM skills: Checklists and completion badge system–create badge names for values and skills that matter to families and at work Provide a guide and templates to help families share their STEM projects on STEM AC’s social platforms VOLUME PR & ENGAGEMENT SCIENCE LAB | 3 4 FOR IDAHO STEM ACTION CENTER

EDUCATORS/TEACHERS What can we co-create with educators to deepen the relationship? How can we tap educators’ perspectives to help us re-brand programs? Develop a “Growth for You & Your Students with STEM” guide with current STEM educators Focus on career growth and personal benefits of i-STEM and Externships Offer ways to incorporate STEM concepts in your class using STEM Everywhere Tools Show teachers how to share STEM experiences on STEM AC’s social media platforms Invite Educators to Co-Create Future Naming or Title Opportunities BUSINESSES & ASSOCIATIONS: COMMUNITY OF PRACTICE PARTNERSHIPS Establish Tiered Levels of Partnership for In-kind donations of goods or services Monetary contributions Event sponsorships / Employee engagement Pledge program Annual Graduation / Awards Gala for deeper engagement Plan Gala in 2022, hold in Q1/Q2 2023 Collaboration-based relationships to co-create and promote STEM across their spheres of influence* *See Corporate & NonProfit Example on Page 38 VOLUME PR & ENGAGEMENT SCIENCE LAB | 3 5 FOR IDAHO STEM ACTION CENTER

LEVERAGING STEM FOR YOUR BUSINESS AND COMMUNITY TOOLKIT Establish Tiered Levels of Partnership for How-to’s, checklists, and tips to support internal and external activities What your employees can do (and how we can help) School visits and talks Company tours and demonstrations Mentoring opportunities HR incentives and considerations: e.g., time off What your company can do (and how we can help) Calendar of STEMAC activities Event sponsor opportunities How to share your success with STEM AC: Stories for the newsletter and social platforms RE-NAME STEMAC’S ANNUAL IMPACT REPORT AS GROWING TOGETHER ANNUAL IMPACT REPORT Report balances statewide STEM outcomes with examples of corporate and employee engagement Distribute report at Annual Awards Gala Work with companies receiving awards to pitch stories about their STEM activities in the community Share stories from companies and the media to STEMAC’s social platforms VOLUME PR & ENGAGEMENT SCIENCE LAB | 3 6 FOR IDAHO STEM ACTION CENTER

ECOSYSTEM PARTNERS Empower EcosySTEM to get the word out on how STEM programs are benefiting people in their communities Distribute a “Growing Community through STEM Success Stories” toolkit - use as a training tool during Convenings Identify and support student reporters with regional story ideas Seek out and report examples of soft-skill development via STEM IDENTIFY AND INTERVIEW STUDENTS, TEACHERS, SPONSORS–DRAFT STORIES & SUBMIT TO STEMAC Winners of IDX competition Rural community students who won 8 of 10 STEM program scholarships this year Tribal community representatives–what STEM means in their communities, how community members apply STEM every day Discussion with students entering STEM competitions in the state TRIBAL AND HISPANIC/LATINO COMMUNITIES Recruit a tribal and Hispanic/Latino representative for STEMAC within each EcosySTEM region Work with representatives to Seek, cultivate, and tell stories of how these communities are engaging with STEM Determine the communication platforms appropriate for each community Engage in creating culturally and language-appropriate materials Share these communities’ activities on STEM AC social platforms VOLUME PR & ENGAGEMENT SCIENCE LAB | 3 7 FOR IDAHO STEM ACTION CENTER

MAXIMIZE LOCAL & NATIONWIDE IMPACT grow together 1. Sample Path to Significant Impact via Shared Action & Promotion 2. Add Rocket Fuel to Awareness, Audience Value & our Ability to Influence Ethical Change at Scale by Modeling New Standard of STEM Integration Between Business & Education & Promoting Success Nationwide Core Partnership with Unexpected yet Aligned Business that Embodies 'STEM is Everywhere' Message a.Headquartered in Idaho b.Ideal business has widespread physical interaction with high percentage of Idahoans and a business structure that includes corporate and non-profit 01 divisions Ideal Partner Example - Albertsons & Safeway a.Albertsons Companies Inc. & the Albertsons Companies Foundation's Nourishing Neighbors program b.Shared Audience - residents across the state of Idaho including rural 02 communities, reaching full-spectrum of age demographic c.Aligned mission and intention of impact - Nourishing Neighbors Mission: "Champion innovative programs and partnerships to help break the cycle of hunger in the communities we serve" i. Increasing STEM participation in Idaho, Albertsons' headquarters state, powerfully addresses the root of Albertsons' mission of taking meaningful action to 'break the cycle of hunger' Shared Goals Campaign 1.Pilot "STEM is There" collaboration to increase Albertsons' and Safeway brands' awareness and deepen customer relationships as food prices rise and we face possible recession; reducing customer loss to savings-based grocery alternatives 03 2.Campaign highlights where STEM is in grocery and food production - tech in food being grown, as brought into the store, distribution, checkout, quality control, food safety, food production, human capital and cross-discipline, source to store, soft skills in leadership and creative, etc. 3. Can take many forms, such as a version of the STEM in the Wild Nudge campaign, business toolkit and STEM in community integration, or other brand-led ways to embody STEM in alignment with their messages 4.Celebrate campaign success and the new model created by STEMAC and our business partner on national news as a meaningful way to support families and our shared future VOLUME PR & ENGAGEMENT SCIENCE LAB | 3 8 FOR IDAHO STEM ACTION CENTER

03 BASELINES, BENCHMARKS & MEASUREMENTS 03

Idaho STEM Community Survey Results Respondents Idaho Business Representatives 19.7% Parents 19.7% 31% 31% Idaho Parents Business Respondents 49.3% Educators 49.3% Educators Respondents: 151 VOLUME PR & ENGAGEMENT SCIENCE LAB | 4 0 FOR IDAHO STEM ACTION CENTER

State STEM Awareness & Applicability Awareness Roughly ¼ of Students of Surveyed Parents Are Known 25% STEM Participants 1/4 Half of Parents Are Unaware / Unsure of STEM Applicability 50% 1/2 Communication Platform Priority Communication 01 02 03 EMAIL FACEBOOK INSTAGRAM VOLUME PR & ENGAGEMENT SCIENCE LAB | 4 1 FOR IDAHO STEM ACTION CENTER

Daily News Sources Daily News 01 02 03 Online News Social Media Television & Radio (tie) Most Viewed News Sources News Sources NPR 38 PBS 16 CNN 21 Fox 8 KTVB 15 Idaho Education News 9 Idaho Statesman 9 Boise Dev 5 East Idaho News 6 Idaho Press 4 Local 8 5 Local (without specication) 12 0 10 20 30 40 VOLUME PR & ENGAGEMENT SCIENCE LAB | 4 2 FOR IDAHO STEM ACTION CENTER

Where Idaho STEM News is Seen STEM News 01 03 STEMAC Website Other Websites/Social 02 04 STEMAC Facebook Page My Child’s School & STEMAC Instagram VOLUME PR & ENGAGEMENT SCIENCE LAB | 4 3 FOR IDAHO STEM ACTION CENTER

What STEM Means to You? STEM Overwhelming identification with STEM acronym definition VOLUME PR & ENGAGEMENT SCIENCE LAB | 4 4 FOR IDAHO STEM ACTION CENTER

Belief of STEM Benefits in Idaho VOLUME PR & ENGAGEMENT SCIENCE LAB | 4 5 FOR IDAHO STEM ACTION CENTER

STEM Messages Seen the Most Messages Job Needs/Workforce Student (fear-basis) Competitions 16 17 Grants/ Teacher Student Opportunities Stories 07 06 Recommended Message Mentions Messages Fun / STEM is Family Everywhere 01 01 VOLUME PR & ENGAGEMENT SCIENCE LAB | 4 6 FOR IDAHO STEM ACTION CENTER

How Idaho Businesses Can Support STEM Awareness Businesses VOLUME PR & ENGAGEMENT SCIENCE LAB | 4 7 FOR IDAHO STEM ACTION CENTER

Familiarity & Involvement Familiarity FAMILIAR WITH IDAHO STEM AWARE OF WHAT IDAHO ACTION CENTER NAME? STEM ACTION CENTER DOES? YES: 90.60% | NO: 9.40% YES: 85.23% | NO: 14.77% 90.6% 85.2% FAMILIAR WITH IDAHO STEM SUBSCRIBE TO THE IDAHO STEM ACTION CENTER WEBSITE? ACTION CENTER NEWSLETTER? YES: 75.51% | NO: 24.49% YES: 77.03% | NO: 22.97% 75.5% 77% VOLUME PR & ENGAGEMENT SCIENCE LAB | 4 8 FOR IDAHO STEM ACTION CENTER

STEMAC Communication: Most vs Least Effective Communication MOST EFFECTIVE 01 03 04 02 EMAIL WEBSITE SCHOOL-BASED UPDATES ON SCHOOL NEWSLETTER COMPETITIONS PROGRAMS USING STEM LEAST EFFECTIVE 01 03 04 02 FLYERS/BROCHURES & FACEBOOK INSTAGRAM TWITTER OTHER PRINTED MATERIALS VOLUME PR & ENGAGEMENT SCIENCE LAB | 4 9 FOR IDAHO STEM ACTION CENTER

What's Missing, Helpful, Or Want to See More of From Idaho STEMAC Idaho STEM Businesses Doing Cool Industries Talk About Things with STEM Students Employee STEM Use 01 02 First-Person STEM Classroom Examples Competition Stories 03 04 VOLUME PR & ENGAGEMENT SCIENCE LAB | 5 0 FOR IDAHO STEM ACTION CENTER

Idaho STEM Action Center Logo Feedback Design Colors Elicit Marginally Seen Does Not Add Clarity to Positive Feelings as Memorable Organization's Work Does Not Help Think More Does Not Create Understanding Broadly About STEM About STEM “You have to really look at it and understand what STEM means to understand it” “Printed Circuit Board” “I had to spend some time looking at it to determine what each of the sections meant” “Aesthetically unpleasing” “It looks fun and I want to participate or know more” “Only tech folks will connect with that logo” “I like the logo, it makes me think of science” “Computers and Gay Pride” “Rigid discipline–just the S. T. E. M.” “Too complex” “It clearly indicates what each letter stands for, but it really separates and seems to segregate the four pillars of STEM. This isn’t real-life STEM; these things are constantly bumping up against each other and working in-tandem when it comes to real-world application of STEM." VOLUME PR & ENGAGEMENT SCIENCE LAB | 5 1 FOR IDAHO STEM ACTION CENTER

What Comes to Mind When You Look at This Logo? Design VOLUME PR & ENGAGEMENT SCIENCE LAB | 5 2 FOR IDAHO STEM ACTION CENTER

Website Traffic Baseline Baseline July 2021–June 2022 Search Engine KBOI/CBS2 (Compulse) Facebook KTVB 43.4% 9.7% 3.6% 1.5% *calculations from top 50 VOLUME PR & ENGAGEMENT SCIENCE LAB | 5 3 FOR IDAHO STEM ACTION CENTER

Recommended Measures of Success Measures NEWSLETTER Increase in subscribers Increase by category of reader: Parents, educators, business (based on self- identification, when available to fuel a Responsive Design approach) SOCIAL New followers Increased sharing, commenting, tagging, re-posting BUSINESS Increase in corporate donors Increase in corporate and employee engagement (measure through Community of Practice Partnership tiers: levels of activity for Bronze, Gold, Silver) Increase in organic message amplification COMMUNITY Increase in participation Increase in message amplification Increase in student participation initiated from parental exposure to new messaging and campaigns WEBSITE Increase in social traffic Decrease bounce rates 2021-22 top three non-search engine traffic source bounce rates: 91.2% 79.1% 100% VOLUME PR & ENGAGEMENT SCIENCE LAB | 5 4 FOR IDAHO STEM ACTION CENTER

04 IMPLEMENTATION 04

IMPLEMENTATION implement PRIORITIES & WHERE VOLUME PR SUPPORTS SUCCESS Support Recommendations FULL-TIME TEAM ADDITION: Add a senior Communications Director to the team to lead, manage, and coordinate the communication opportunities available to dramatically accelerate the accomplishment of the Center's mission SPECIALIZED AGENCY SUPPORT: Partner with Behavioral and Civil Influence-based agency to implement audit recommendation such as short-term facilitation of expanded corporate and community partnerships and Nudge engagement to accelerate actualization of the Center's mission Visual Representation Evolution Colors, Fonts, Logo Logo Competition Campaign & Promotion Website Behavioral Site Map & Choice Architecture Informed Navigation Strategy Hero Messaging & Content Strategy Family / Community Collaboration Campaigns Activity Cards Toolkits Creative & Content Nudge in the Wild Business Collaboration Campaign New Partnership Program & Incentive Structure STEMAC Integration Campaigns & Launches Toolkits Tiered Community of Practice Corporate Engagement Programs Annual Awards Gala Campaign & Promotion Nudge in the Wild Integration Social Media Rebrand Template Library by Audience Strategy-Led Content Calendar VOLUME PR & ENGAGEMENT SCIENCE LAB | 5 6 FOR IDAHO STEM ACTION CENTER

05 APPENDIX 05

DEFINITIONS definitions Attunement to Audience Agency Tuning communication to respect the audience as equal or greater to the 01 creator of the message, smart, whole, nothing wrong with them, capable of making smart choices and collaborating to achieve goals. Allyship Communication Building connections based on trust, consistency, and accountability 02 Behavioral Communication The exchange of information to create understanding and comprehension 03 Backfire Effect When communication, campaigns, or actions designed to elicit a positive 04 response instead cause confusion or trigger negative outcomes, often due to cognitive bias confusion Choice Architecture The design of different ways choices can be presented and the impact of 05 that presentation on decision-making Civility Consider other’s thoughts & feelings in our communication and behavior 06 Civil Discourse Mutual airing of views without rancor; not a contest; to promote 07 understanding Civil Communication Communication based on respect, restraint, and responsibility 08 VOLUME PR & ENGAGEMENT SCIENCE LAB | 5 8 FOR IDAHO STEM ACTION CENTER

DEFINITIONS definitions Civil Influence Civil communication designed to facilitate connection and deepen 09 understanding to influence ethical consideration and change Cognitive Bias Noise and decision-making coping mechanisms, capable of interfering 10 and/or cooperating with sensemaking Cognitive Load The mind can only manage so much information at once; three types of 11 information add to communication’s cognitive weight: intrinsic load, extraneous load, and germane load Contrast Effect Cognitive bias in which two things are judged in comparison to one 12 another instead of individually assessed; judged relative to one another rather than on own merit Nudge Influence choice behavior in a predictable way without forbidding 13 options or significantly changing economic incentives Neuropsychological Engagement Communication that simultaneously engages the conscious and non- 14 conscious mind with science-based techniques proven to accelerate agreement and influence decision-making by limiting the interference of bias, backfire, decision fatigue, and cognitive overload Science of Communication Aligning communication practices with the latest scientific mind and 15 behavior science to accelerate connection, comprehension, understanding, motivation, positive emotion, memorability, and change VOLUME PR & ENGAGEMENT SCIENCE LAB | 5 9 FOR IDAHO STEM ACTION CENTER

WEBSITE CONCERN EXAMPLES website OPPORTUNITIES PAGE Confusing sub-navigation RESOURCES PORTAL Overwhelming menu – break out Resources under pages based on audience Make educational programs one-click accessible pages that are specific to each audience VOLUME PR & ENGAGEMENT SCIENCE LAB | 6 0 FOR IDAHO STEM ACTION CENTER

IMPACT PAGE & BRIGHT SPOTS Childlike graphics No audience-focused intro/explainer content Case studies are not categorized/bucketed by audience Inconsistent titles and odd images for Bright Spots Reduce copy for Bright Spots case studies VOLUME PR & ENGAGEMENT SCIENCE LAB | 6 1 FOR IDAHO STEM ACTION CENTER

t h g i COPYRIGHT r NOTICE y All contents are copyright protected and not reproducible without written approval from Volume PR and Engagement Science Lab p o c ©2024 COPYRIGHT PROTECTED VOLUME PR & ENGAGEMENT SCIENCE LAB FOR IDAHO STEM ACTION CENTER