“TEAM ISS Promotion Group” Proposal For

“NASA Means Business Competition - 2004” International Space Station Promotion Plan & Outreach

Whittemore School Of Business and Economics, University of New Hampshire

Team - ISS Promotion Group

Faculty Advisor: Michael J Merenda, Ph.D., Professor and Chair, Management WSBE, University Of New Hampshire Office: 409 McConnell Hall Phone: (603) 862-3352 e-mail: mmerenda@cisunix.unh.edu Team:

Sudhir Mulpuru MBA – I year Team Leader Email: sudhir762@yahoo.com Phone: (603)-969-1389, (603)-343-2236 David Regan MBA – I Year Technical Advisor Ann Larsen MBA – I Year Market Survey & Research Ashok Devata MBA – II Year Concept Design & Development

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Table of contents

Contents Page No.

Executive Summary 3

1) Introduction 4 2) ISS – An overview 4

3) Target Audience 5 4) Strategy 8

5) Promotions and Campaigns 11

a. Interactive Internet Development b. New Space Games c. Educational Campaigns d. Short Video/Movie

6) Outreach plan 12

7) Public Service Announcements (Video Based) 15 a) Theme b) Story Board Script

8) School 21 9) Letter from support WSBE, UNH 24

10) Letter of support from GBC 25

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Executive Summary

While the International Space Station (ISS) is widely regarded as the pinnacle of transnational human achievement, a large part of the global public lacks an awareness or appreciation for the significance and symbolism of the ISS. Research indicates that the public generally perceives the ISS as a space-based research organization, at best explicitly involving a few scientists, astronauts, and robots. Although the promise of technological advancement through ISS research appeals to some sections of the public, there is the need for a message that will integrate these as well as other arguments in favor of the ISS. The clear solution is to engage the public with the ISS, both psychologically and socially.

Our proposal is to develop a generational-based strategic promotional plan using internet-based interactive reality-simulations. These simulations will be accessed from a single website, which will also include two video-based storyboards. The rationale for this strategy is explained using various secondary research resources. The storyboards will take the form of public service announcements and are based on two different concepts: the concept of pride and the concept of building for the future. The combination of a large target audience (Generation X and Generation Y) with cost effective implementation techniques makes our promotion plan exceptional

The team for this proposal includes MBA students, with diversified academic and professional backgrounds involving engineering, biology, consulting, marketing, operations, and advertising. The support team will include students from the Department of Business Administration, Department of Physics (space science) and Department of Computer Science. Technical resources to produce public service announcements are on-hand and shall be made available for our as well.

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Introduction

NASA is currently facing the issue of trying to establish themselves as well as the work that they accomplish in the minds of the public. NASA faces the challenge of conveying the importance of the scientific research that is being conducted. Their mission is to ensure that the public is aware of the importance of their research and how it will affect their lives. Educating the public is the issue that NASA is trying to address.

This report will ideally be mutually beneficial to both NASA and the public. NASA will have a mode with which to connect to the public and educate them about the knowledge being gained through the research conducted. At the same time, the public will be tied in with NASA and have a much more direct link to the data that is being gathered through the studies that are being carried out aboard the ISS.

The common misconception is that NASA is only for individuals who are rocket scientists and astronauts. In reality, NASA is comprised of a wide variety of individuals who all have diverse backgrounds and talents. While they do have rocket scientists and astronauts, they also contain people with a variety of backgrounds who perform an amazing range of tasks. It is important that people become aware that NASA is made of people that are more than just rocket scientists. This is another piece of the public misperception that exists and which NASA must correct. The purpose of this proposal is to create a link between NASA and the public through which information will be exchanged and interest created.

ISS – An overview

The ISS signifies the partnership of sixteen nations around the world. The first two modules of the ISS were launched and then joined together in orbit during 1998. Three space vehicles (the space shuttle, the Russian Soyuz rocket, and Russian proton rocket) will deliver other components to the space station, with over one hundred parts assembled through a series of spacewalks and robot technology. It took more than 40 space flights occurring over a five-year time span to complete this assembly. The station includes six laboratories and will offer a greater amount of area for research than has ever been available before.

The first crew arrived at the ISS in 2000 and since then, sixteen space shuttle missions have already occurred. The most recent shuttle mission delivered Expedition Seven crew and brought back members of the Expedition Six crew. When the space station is completed an international crew of up to seven will live and work in space at the station for time intervals of between three and six months. The ISS project is a culmination of engineering, scientific and technological innovations that are joining together in the effort to create a new age of human space exploration. The United States and Russia have been partners together in space since 1994, when they jointly executed nine Shuttle-Mir dockings. This experience proved invaluable due to the teamwork and

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knowledge that was gained which have in turn aided in the creation and maintenance of the ISS.

The ISS creates a permanent human presence in space. Now, practical benefits become innumerable. Some of the varieties of areas for research include combustion science, physics, biology and communications. This research will help humans to deal with issues affecting the Earth such as pollutants, global warming, atmospheric change and hazardous waste. Further, more pure pharmaceutical drugs will be created that will allow for more effective pharmaceutical drugs, with the no-gravity environment allowing crystals to grow without the impurities and imperfections that would normally occur in a gravity-present environment. Additionally, some very basic biological questions will be addressed with regard to the no-gravity environment. Specifically, does gravity effect evolution (and if so, how)? It will also be addressed whether or not gravity affects the normal functioning of mature beings. Communications issues including (but not limited to) phone, computer and video will be investigated. These issues extend into areas that include energy efficiency, air and water quality and construction pricing. Finally, the space station will allow humans to probe more deeply into space in order to make new discoveries and examine problems from telecommunication disruption to long-term climate alterations. Target Audience The team has found that public awareness about ISS, and the types of activities conducted as ISS, is not ideal. A brief survey was conducted involving undergraduate students, professors, and administrative staff at our university, to understand the audience perception of ISS and its activities. According to the study, 71 percent have not heard about ISS, while 20 percent of the audience was just aware of ISS, and only 9 percent have a fair idea about the activities of ISS. The majority of the sample audience (91% of the sample surveyed) has poor or average perception of ISS activities. The challenge undertaken by Team IPG is to handle these perception and connection issues. As ISS is an international scientific achievement, and not a commercial product, the team decided to concentrate on larger audience to bring awareness. Ideally speaking, the target audience for the ISS promotion program should include the entire population. Addressing a segment of large audience is not feasible and economical unless a large timeframe and huge budget are made available. Considering the feasibility and economic factors, the team decided to address this issue in multiple phases. The audience will have to be segmented and filtered to attain maximum awareness in a cost effective fashion. The first phase would concentrate on specific target audience, who will be called as first stage audience. The second phase would measure the impact of first phase promotion plan and develop a new promotion plan to address the second stage audience.

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First Phase Audience Though the main objective is to bring awareness about ISS in the international community, in the first stage, the focus is on the citizens of the United States. Further the team will focus only on two age groups - ages 14 to 18 years and ages 25 to 39 years. ISS is a government-funded project. So, it is the taxpayer’s money. The team calls these taxpayers as contributors of ISS. If ISS does not win support from these contributors, the future financial support for ISS is at stake. So, the team decided to focus on these taxpayers. The future contributors would be all children, non-working teens & non-working young adults. Most of these audiences will be future taxpayers, and hence the future contributors of ISS. The feasibility for outreach of the promotion plan to these audiences will be easy access to this audience. To determine this, it is worth looking at the different age groups enrolled in schools. The table below gives a summary of the population enrolled in schools as per U.S. Census Bureau for the year 2000.

Population enrolled in school Number

Percent of age group enrolled in

school 3 and 4 years 3,795,049 49.3 5 to 14 years 40,145,371 97.4 15 to 17 years 11,258,320 94.9 18 and 19 years 5,353,195 66.6 20 to 24 years 6,747,176 35.5 25 to 34 years 4,549,590 11.5 35 years and over 4,784,226 3.4 Total 76,632,927 28.40%

From the data it is clearly seen that the population between age groups of 5 and 17 years have over 94% school enrollment. Due to lack of data for the year 2002 and neglecting the minor differences in the overall percentages, we assume same percentages for the year 2002 at large. With this assumption, for faster results, this age group could be considered for the first level target audience. Excluding the population of age group 5 to 7, this age group basically consists of middle school, and high school students, and is in turn a part of Generation Y. People born between the years 1979 and 1995 are termed as Generation Y. The generation Y will be the people with age groups of 8 to 24. High school students typically cover science subjects at length, as compared to middle school students whose knowledge may be cursory. As a result, the intellectual levels of the high school students would be higher and grasping power would be faster as compared to middle school students. As the promotion plan moves ahead, more volunteer involvement is needed to address ISS to a broader audience. Looking into the above factors, the team decided to target high school

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children as their first level target audience from this segment. This target audience could act as a strong volunteer team for our future promotion plans. As for the present contributors, all taxpayers can be considered as present contributors for ISS based on the fact that US government funds ISS. An age wise analysis of this segment can help us identify on our target audience. In the year 2000, as per the U.S. Census Bureau, 59.7% of the total 217 million populations were employed. The age wise break up for the employed population is shown in the table below.

Age Group Total

Population % % Employed 16 to 19 years 15,930,458 100 40.5 20 to 24 years 19,025,980 100 65.4 25 to 54 years 123,061,437 100 75.5 55 to 59 years 13,383,251 100 64.7 60 to 64 years 10,787,979 100 45 65 to 69 years 9,569,199 100 23.7 70 years and over 25,409,773 100 8.3

As seen from the table above, the highest percentage of population employed is in the age group of 25 to 54. It is worthwhile to look into the educational attainments of the population. Based on the U.S. Census Bureau figures, the table below gives us the educational attainment of the population of different age groups in percentages.

PERCENT OF AGE GROUP Total PopulationHigh school graduate or higher

25 to 34 years 83.9 35 to 44 years 85.0 45 to 64 years 83.2

65 years and over 65.5 Bachelor's degree or higher

25 to 34 years 27.5 35 to 44 years 25.9 45 to 64 years 26.4

65 years and over 15.4 Conservatively, an assumption is made that the educational attainments are the same for employment, unemployment, and not-in-labor-force percentages. Based on this assumption, it is observed that over 80% employed population of age groups below 65 years is educated at the high school level or higher. Based on the above analysis, the team feels that the 25 to 54 age group could be chosen for the ISS promotion plan. A microscopic view of the analysis will reveal few facts about this age group. This age group mainly constitutes of Generation X and Baby Boomers. People born between the years 1965 and 1980 are termed as Generation X. The generation X will be the people with age groups of 24 to 39. Excluding the people of age 24, the Generation X falls into the age group of 25-54. Similarly, people born

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between the years 1946 and 1965 are termed as Baby Boomers. The Baby Boomers will be the people between age groups of 40 to 58 years. Excluding the people of age 55-58, the Baby Boomers fall into the age group of 25-54. Looking into the psychographics of Generation X and baby boomers, explained in the next section, educated and employed Generation X would be one of our first stage target audience. The reason for selecting the complete range of Generation X (except for 24 years) is the outreach feasibility. One way to access this audience is corporations. Once a set of audience is reached in an organization, with a strategic promotion plan for this segment, it would make no sense to target a smaller age group of Generation X audience, hence the complete range of Generation X is selected (except for 24 years age). Based on this analysis, Team IPG decided to concentrate on these two specific target audiences - age groups between 25 to 39 years and between 14 to 18 years, to create awareness about ISS. Although these two audiences are treated as separate entities, one should be aware of the fact that both these audiences mutually influence each other to large extent, which will act as an indirect benefit for this promotion plan. Strategy The team proposes to implement a promotion plan to help ISS reach its target audience faster using cost effective techniques. This promotion plan builds upon a generational marketing strategy. Generational marketing strategy suggests that one should market to specific generations - not to demographic age brackets. As seen the target audience are a part of Generation X and Generation Y. The shared experiences and culture of each generation will be the defining marketing and advertising themes, as generations get older.

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FFFOOOCCCUUUSSS AAAUUUDDDIIIEEENNNCCCEEE

ISS PROMOTION PLAN

High School Students Part of GEN Y Age groups – 14 to 18 yrs

Mutual Influence

SEGMENT – B Consumers

INTERACTIVE WEBSITE

NEW SPACE GAMES

MEDIA – News Paper,

Journals, TV

PSA –1 PSA - 2

EDUCATIONAL SHOWS –

(Schools & Colleges)

CORPORATE SHOWS

SEGMENT - A Customers & Consumers

Customers and consumers • Age Group – 25 to 39 yrs • Educated and employed • Direct Contributors • Tax Payers • GEN – X • Parents (Customers not

Consumers)

Figure - 1

NASA International Space Station

Team IPG (Bridge between NASA and it’s audience)

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At this stage, a psychographics of the target audiences will be helpful to understand which specific media and content will be most effective Segment A: This section analyzes the psychographics of GEN “X” to understand what appeals to them most. Gen X GenXers are self-reliant and Internet-savvy. It was observed that Gen Xers like it 'now' and they like it 'easy.’ Generation Xers have grown up with computers. They are comfortable with the Internet, with email and with new technologies. So it stands to reason that one of the best and most consistent ways to approach them is via the Internet. Both genders of GenXers solve the Internet. Internet is now an integral component of the business world, and web sites are one of the first lines of reaching Generation X. The Gen X statistics, which states that about 90% of the generation X have access to internet, reveals the power of internet and email. One more interesting thing that is observed with Gen X is that they all have E-mail addresses. If you can't communicate via E-mail, the attitude of this segment is 'What's wrong with you?” Segment B: In this section we analyze the psychographics of GEN “Y”, to understand what appeals the high school students of ages 14 to 18 years most, as this age group forms a part of the Gen Y. Gen Y Born between 1979 and 1995, they are as young as eight and as old as 24, with the largest slice still a decade away from adolescence. And at 60 million, more than three times the size of Gen X, Gen Y is the biggest thing to hit the American market since the baby boomers. For most marketing companies, GEN-Y have been the most challenging consumers to target upon. The large branded companies out there in the market are struggling to find out what can appeal to Gen Y to sell their products. While some companies like Pepsi Co., who succeeded in making a mark, earned good market, on the other hand companies like Nike Inc.’s, who did not understand the needs of this segment, lost huge market share. In the context of marketing strategies for Gen Y, Edward Winter of The U30 Group, a Knoxville (Tenn.) consulting firm, said, ''Think of them as this quiet little group about to change everything.” A survey by generational marketing professionals also reveals that this generation is more racially diverse: One in three is not Caucasian. Having grown up in an even more media-saturated, brand-conscious world than their parents, they respond to promotion plans differently, and they prefer the ones that are funny, unpretentious, and direct, and often confusing to older consumers. Gen Y responds to humor, irony, and the apparently unvarnished truth. Most important, though, is the rise of the Internet. It is the Gen Y medium of choice, just as network TV was for boomers.

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Mary Slayton, global director for consumer insights for Nike, says, ''Television drives homogeneity and Internet drives diversity.'' The figure-1 depicts the team’s strategy, and the promotion plan. As previously stated, these audiences mutually influence each other; figure-1 also indicates this mutual influence factor. As a part of the strategy, Team IPG will be the bridge between ISS and it’s audience. This strategy puts in place an impact oriented promotion plan for ISS. The promotion plan for Gen Y strategizes to meet most of these interesting findings. The details about the plan are discussed in detail in the next section. As depicted in figure-1 the promotion plan includes:

- Interactive Web site - New Space Games - Public Service Announcements - Corporate shows - In-house resources

One interesting factor that needs to be understood is the clear distinction between consumers and customers. Parental dependant Children will be a consumer, while their parents will be customers. Because, any product designed for children, while the children consume the product, the purchasing power remains with the parents. In these cases, the mutual influence factor comes into play. Any influence on these children, will have an influence on the parents and vice versa. This influence factor also plays an indirect role in the promotion plan, which is discussed further. Promotions and Campaigns Our promotional approach is founded on basic marketing theories, and is executed by technological means. Our research has indicated that one of the biggest problems facing marketing initiatives to Generations X and Y is the overwhelming abundance of dehumanized media. These generations have become desensitized to impersonal campaigns that lack human involvement. These target audiences are constantly bombarded by hundreds of such advertisements via television, internet, and radio, most of which are the products of conventional marketing agencies and lack the essence of live interactive communication. Consequently, reality-based campaigns, those which incorporate aspects of realistic human interactions, have become very popular. An outreach plan which is centered on an internet-based simulation is therefore very suitable. The backbone for the promotional campaign will be centered on interactive internet-based simulations, as this medium vastly appeals to the majority of the target audience, as schematically depicted in Figure 2. Reality simulation has taken prime time television by storm, and is a cutting-edge method of outreach. Interactive internet-based simulations build on this trend.

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For Generation Y, the internet-based approach will focus on scholarly institutions (public and private middle schools and high schools). In addition to providing direct contact with the target audiences, these communities are an appropriate platform because educational materials are usually warmly received by scholarly administrations. These administrations are typically in active pursuit of such outreach initiatives, and the vast majority would be expected to openly provide top-level facilities and arrangements for Team IPG’s outreach plan. Outreach Plan Team IPG has the ability to reach important contingents of the public via the internet and by physical means. Our outreach approach focuses on the execution of this ability through interactive simulations, as well as grassroots informational sessions which will bolster the initial website launch. Internet Development: Team IPG will capitalize on currently existing internal resources (University of New Hampshire Computer Sciences Department professionals) to design and develop the interactive and informational website. The website will host the two video based storyboards and will make available a variety of simulations based on the user’s demographics. Accessibility to website content can be easily controlled through the use of

INTERACTIVE WEBSITE

SEGMENT A (Generation X + Baby Boomers)

SEGMENT B (Generation Y)

Corporate Emails

Corporate Shows Interactive Games

PSA 1, 2 New Space Games

Educational Shows Competitions

PSA 1, 2

Figure - 2

Mutual Influence

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modern security technologies. The simulations will typically incorporate the involvement several people and will combine educational and promotional aspects regarding the ISS and applicable scientific endeavors with the novelty and intrigue of reality simulation. All simulations will entail daily updates from the hosting agency and will emphasize team-oriented activities in the roles of NASA personnel.

Funding and resources from corporations will be sought to develop and implement the interactive website. Incentives will include inconspicuous “banner” advertisement space on the website itself. Outreach to Generation Y:

The initial focus of our efforts will be based in New Hampshire, as these local area platforms are obviously the most accessible. To start, Team IPG will identify schools and universities located in New Hampshire whose science instructors, or educators wishing to focus on technological, scientific, or team-building curricula, demonstrate a willingness to participate in the product development. A segment of website will be designed specifically for incorporation into educational programs. For the Generation Y

audience, simulations will be designed with excitement in mind, and will resemble role-playing games. Students will work in small groups within classes and will be responsible for some aspect of work at the ISS. The instructions for these simulations will focus heavily on group interactions, but will simultaneously include soft competitions among independent groups or schools. The simulations will require an extended period to carry-out to completion, on the order of a week or two depending on the instructor’s requirements. The completion of the simulations will recognize teams that conducted their ISS operations well, and may include prizes, such as patches and t-shirts, which can be selected from the website. Outreach to Generation X: Like Generation Y, the initial stages of Generation X product development will focus on the New Hampshire area. Team IPG will use existing contacts, and research new ones, to identify corporations located in the region for which interactive sessions with the employees may fit into corporate team-building initiatives. Team IPG anticipates that the simulations on this level will be much more intricate and may borrow considerably more from reality television conventions. Recognition for outstanding simulated ISS teams, and soft competitions between teams, will also be incorporated, which will be the other segment of the website. At a minimum, these efforts will lead the audience to the storyboards and create awareness.

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Media Team IPG, as a recognized ISS promotion entity, and as UNH-endorsed group, should wield significant clout with local media and be able to publish reports in the local newspapers of New Hampshire. These local area features will identify the website URL and invitations to the general public to visit and interact. Aspirations toward nationally-based publications will be included as part of Team IPG’s media campaign, and further, global publications will also be included. Separate articles for two segments of audience in India’s national/regional daily news papers (The Hindu, Deccan Chronicle and Indian Express) are already confirmed possibilities. Other Resources UNH is one of only nine universities that can claim land, sea, and space grants. UNH’s space consortium is nationally recognized and has confirmed their support of Team IPG’s objectives. Development of a proto type display model of ISS for use in educational programs is on the plan. Additional immediate resources include the Graduate business club, UNH marketing club and the information systems club. These resources will be exploited to their fullest extents to aid in the initial product design, development and out reach implementation.

External resources include corporate tie-ups. Team IPG will be able to begin initiatives with major corporations associated with UNH. Additional outreach platforms in our approach include corporate clubs as well.

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Public Service Announcements (Video Based) PSA1 - Theme and Target Audience The key concept behind PSA1 is based on psychological grounds rather than materialistic results. The theme of PSA-1 will be “ARE YOU PROUD OF ISS? YES, I AM”. In a primary survey conducted, the team found that the sample audience was not aware of ISS. Additionally, we found some disappointing reviews on the tough times of ISS in the future. To address these issues and bring the dreams of ISS to reality, the team sought to enlist large public involvement. Team IPG strongly believes that public support can help ISS accomplish its goals effectively. Hence this PSA is targeted towards both the segments of audience, instead of just one segment. Obviously, the creation of a common platform to bring together both segments of audience will accomplish this task. In search for this common platform to bring the audiences together, Team IPG looked into history for solutions. History has been the greatest teacher for humankind. Humans take pride in the historical events, sometimes as a part of it, sometimes for just being related to it or many times for just being human too. Human nature cannot be ignored while explaining history. The most common question that one can ask oneself is: Aren’t we all proud of our state, country, greatest inventions of history etc? Individuals constantly idealize that with which they identify themselves. Pride is the emotional high that follows performance and success. Pride is considered as an emotional energy, and is the ground for PSA-1. The more interesting proposition, however, is that simple recollections of past "wins" and empathy for the pride we sense in others, produce an anticipation of future "successes".

Looking into history, the decision taken “to put an American on the moon and return him safely, by the end of the decade” by President John F Kennedy in 1961, can be said to be a step to keep up his nation’s pride. And on July 20, 1969, millions of Americans heard Neil Armstrong say: "That's one small step for (a) man, one giant leap for mankind” and we are all proud of that event. While it is always difficult to separate the "chicken and egg" aspects of performance results and feelings of pride, the best leaders like President John F Kennedy believed that instilling pride is what enables them to get higher levels of involvement from their people.

Now that we realized that pride is a primary source of energy and emotional commitment in any enterprise, on a broader spectrum, it is useful to categorize the sources of pride into two basic groups: self-serving and institution-building. Institution-building pride typically favors the long-term success of an enterprise more than self-serving pride. The intrinsic or humanistic needs spur people to try for their "personal best" or to seek their full potential, to be associated with colleagues they admire and respect, and to contribute to the well being of others. Striving to meet these needs produces feelings of pride that are motivating--and usually completely independent of whatever monetary value society might establish. And this is what Team IPG focuses to capitalize.

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STORY BOARD 1 Interesting look and feel-pride approach will be the characteristics of this storyboard. Emotional touch specializes this storyboard. Sequence 1: The storyboard starts with a question, with audio, appearing on the screen: Are you proud of ISS? Sequence 2: The video will sequentially zoom (in and out) Moon, Space, Earth, USA, NASA and astronauts. The audio background will have inspirational speeches such as. John F Kennedy’s speech excerpts about putting a man on moon and bringing him back. Background Audio: Music & John F Kennedy’s Speech

The music and zoom (in & out) will be used to create impact of a challenge …

Moon

Earth USA NASA Astronauts

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Sequence 3: The video will play Apollo launch, Neil Armstrong, Landing on Moon, First step on moon, and US flag on Moon. Then this will also show what Americans felt then. The audio background will have Neil Armstrong words, "That's one small step for (a) man, one giant leap for mankind”

Background Audio: Music & Neil Armstrong’s words

The music and video will create an effect of success and achievement

NeilArmstrong

Apollo Launch

First Stepon Moon

Landing on Moon

US FLAG on Moon

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Sequence 4: The video will play the launch of different space stations viz. Salyut 1, Skylab and Mir. Children from across the globe will appear on the screen in a sequential pattern. ISS emerges with the cooperation of all these people. Then ISS, a 16 nation supported space station, is shown. Emergence of International Space Station

The music, audio and video will inform the audience about the birth of ISS

SALYUT 1 SKYLAB MIR

16 NATIONS JOIN HANDS

Children from Different Nations

16 NATIONSJOIN HANDS

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Sequence 5: The video in this sequence will signify the basis for formation of ISS, which is to improve the quality of life – Purity of life. It will show the tireless efforts of people working both in space, and on earth will be narrated. Feel good pictures (happy children, beautiful flowers, etc.) will be used in this sequence. To close, “I AM PROUD OF ISS ….. ARE YOU ?” will come up. MAKING OUR LIVES BETTER

Some People - in Space & on earth - are continuously striving hard

TO MAKE OUR LIVES BETTER

!!! I AM PROUD

OF ISS !!! ARE YOU ?

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Our basic goal is to motivate people using PRIDE bringing them all to a common platform and needless to mention, while the ultimate goal would be to capitalize on the impact and involve specific target audiences in our team outreach plan. PSA-2 Theme and Target Audience The key concept behind the PSA-2 is based on materialistic facts and future benefits of the ongoing research activities in ISS. The theme of PSA-2 will be “ISS – BUILDING FUTURE” For the audience who were not involved with ISS earlier, PSA-2 would be a continuation series of PSA-1. On other hand, the audience who are aware about the basic activities of ISS, PSA-2 would unveil their bright future ahead. We discuss some of the major research disciplines, for which ISS laboratories are designed, in detail depicting some expected outcomes that would help build excellent future. Some of the key research areas that are likely to be discussed include:

• Life Science • Micro gravity Science • Space Science • Earth Science • Engineering Research and Technology • Space Product Development.

STORY BOARD 2 Sequence 1: The storyboard starts with a question, with audio, appearing on the screen: Why ISS?

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Sequence 2: Sympathetic violin music in the background. Video is in gray and/or sepia tone. A hungry, un-healthy, starving child (from a third world nation) is shown crying and there is no food to eat. Dry lands are shown. The camera zooms into his face and he dreams of a paddy field full of crops. A dream visual of high yield crop field is shown. A question is asked. “Will this just be a dream forever?” A small baby suffering from cancer is shown in a hospital. Other patients (women and old people and children) are also shown. The child dreams of a medicine that can cure cancer. The question is asked again. “Will this just be a dream forever?” Suffering animals (includes birds) that are in the verge of demise in various forests because of global pollution are shown. A social worker who cares for these animals, dreams of a pollution free planet. The question is asked again. “Will this just be a dream forever?” Here video changes to multi color. The music catches beat and is very energetic. The background voice says “These are not just dreams any more?” Scientists, doctors and bio-technicians at NASA are shown and they convey the message that experiments to make these dreams come true, are in progress at ISS (they start off by saying “we at ISS are building future…”). They explain a few experiments being conducted at ISS with clippings and say that ISS will make dreams come true for a better future of this planet. Clippings of people whose lives are improved as a result of the experiments conducted in ISS are shown.

“ISS and NASA building a better future for you.” School Profile The Whittemore School of Business and Economics was established July 1, 1962, through the efforts of the late Laurence F. Whittemore, noted industrialist and long-time trustee and chairman (1955-60) of the UNH Board of Trustees. Since 1969, the school has been housed in McConnell Hall, named for Dr. John W. McConnell, the fourteenth president of the University (1963-71). The Whittemore School of Business and Economics has earned a reputation for offering a learning environment that is innovative and responsive, not only to today's business, economic, and technological needs, but also to those of tomorrow. The faculty is continuously striving to bring the most current, relevant and technologically advanced graduate programs. The programs are designed to develop outstanding professionals who will excel in their chosen field. The school has diverse degree programs in Accounting, Business Administration, Economics, and the Management of Technology as well as non-degree executive development programs and corporate-specific programs. Following a

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two-year evaluation, the redesign of many of our programs, and creation of new programs was initiated. Proven veteran faculty will facilitate the learning process of the students. In addition, there are former CEOs who have joined our Executive in Residence Program and now regularly teach in our graduate programs. Also adding value is our Corporate Round Table. The core curricula includes:

Residency I September

Term IOctober - December

Term IIJanuary - March

Term IIIMarch - May

Organizational Behavior

Organizational Structure and Environments Strategic Management

Quantitative Business Analysis Managerial Accounting Marketing Management

Basic Managerial Concepts

Financial Accounting Financial Management Technology and Operations Management

Specialization curricula includes:

Accounting ACFI 899 Taxation ACFI 897 Ethics and Professional Practices

ADMN 836 Financial Statement Analysis

Marketing and Supply Chain Management ADMN 852 Marketing Research ADMN 898 New Product Development ADMN 898 Supply Chain Management

Entrepreneurial Venture Creation

ADMN 898 New Product Development ADMN 834 Private Equity/Venture Capital ADMN 832 Entrepreneurial Management

Financial Management

ADMN 830 Investment Analysis ADMN 829 Financial Policy ADMN 846 International Financial Management

NASA means business competition 2004, will surely expose us in all arenas of business as we move forward with our core curricula. More importantly, and in specific, this challenge

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will help us master the marketing and strategic management, while giving hands on experience on market research, economics of outreach projects and help us build basic understanding for specialization courses. Sources: http://mba.unh.edu http://www.mpus.com/tmp/tmp1-40.html New Media Communications Survey Spring & Fall 2000 http://www.businessweek.com/1999/99_07/b3616001.htm http://www.historychannel.com/speeches/archive.html http://spaceflight.nasa.gov/history/station/index.html http://www.boeing.com/defense-space/space/spacestation/flash.html http://www.census.gov/ http://cyberatlas.internet.com/