Arming frontline staff with STEM by engaging and educating out-of-school time providers.
Developed and recently launched by University of Nebraska-Lincoln (UNL) Extension in partnership with the Noyce Foundation, Click2SciencePD is an interactive, professional development program funded in collaboration with many other organizations. It’s important work, as kids in out-of-school programs often lack access to STEM (Science, Technology, Engineering, Math) learning, which stimulates critical thinking, improves science literacy and positions them for the jobs of tomorrow. With the Click2SciencePD site already live, the organization was lacking a clear strategy, and struggling to communicate its message with target audiences.
Looking to increase awareness and ultimately, become the go-to online STEM resource, Click2SciencePD engaged Phenomblue for help reaching out-of-school staff, coaches and trainers. In addition to fueling its adoption through ongoing outreach, we set out to drive registration conversions to capture user information and ultimately meet stakeholder goals.
Phenomblue helped Click2SciencePD launch “The Moment It Clicks” — a campaign that paired the program’s emotional appeal with its tangible benefits. Additionally, we identified messaging for each of its audiences, and devised targeted strategies to reach them.
Our creative package included conference and tradeshow assets, social media strategy and a strategic teaser campaign that leveraged Click2SciencePD’s existing communication channels (primarily email), while exploring new opportunities through social media and more grassroots tactics. A brand manifesto tells a story through video and additional messaging compels potential partner organizations to adopt Click2SciencePD as their main source for STEM training.