In 2010 NASA's Undergraduate Student Research Program (USRP) implemented a unique communication strategy to recruit STEM students, develop deeper University partnerships, and document/publicize program activities through the use of multimedia products, social media and web/print periodicals that resulted in national media attention including Forbes online and enhanced University and industry partnerships to further the impact of the program outreach into the STEM education community. This paper presents a strategy - focused on the unique and compelling stories of the student and mentor participants - that was implemented to achieve a greater impact in program outreach and goals while reducing program management costs. This strategy incorporates a qualitative dimension to traditional program metrics which add context which better illuminated the impact of the program on the larger STEM community. The strategy was also effective in deepening strategic partnerships with stakeholders through the promotion of the student's host institution, unique campus organizations, the mentor's organizational mission, and NASA technical programs. Overall, the results demonstrate that a compelling communications campaign can increase awareness of a program among the targeted audience as well as transmit the excitement of participation from key stakeholders to a larger community.
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