Case B

You work for your country's space agency, at the facility where astronauts undergo their rigorous training. If budget cuts continue, your building will be closed, and your department will no longer exist or merge with another group in another city. You need to create a product that will keep the training facility open.

A public relations study of the space agency reveals:
- It has a very high reputation as a scientific institution.
- Training is rigorous and thorough.
- Astronauts are considered national heroes, but the public does not know their names.
- People who work at the agency are perceived as intelligent and dedicated professionals.
- The agency does a poor job of marketing.
  - The public has difficulty naming more than one space project.
- There is inability to inspire the public, as well as policy makers, with the intrinsic attraction of space exploration.
  - However children under the age of 14 still find space exploration exciting.
    - You know this to be true because both your niece and nephew have expressed a desire to become astronauts.
- Recently a high level politician said "It is clear that an outreach program of some type is needed."
- Another politician said "The agency needs to put the 'human' back in 'human space exploration.'"

Another study on scientific literacy reveals:
- Test score show that the nation is slipping in math and science.
- The government wants to encourage young people to seek careers in science and technology.

Case B

Notes