Integrated Storytelling to Educators
The GLOBE Program, a NASA-funded K-12 science and education program, connects teachers, students and scientists worldwide. CSG’s efforts fostered greater engagement among the GLOBE community and expanded awareness of the program.
Connecting with Educators on Social Media
Educators are active social media users. To help GLOBE engage teachers via social channels, CSG established GLOBE’s social media profiles; created editorial calendars; helped manage posting of content to each profile; and tracked analytics to measure efficacy and adjust accordingly.
As a result, engagement grew exponentially – likes on Facebook climbed from 1,240 to more than 110,000; social media referrals to GLOBE.gov increased 48 percent; teacher sign-ups increased by 25 percent; and hundreds of users around the world commented, shared and liked GLOBE’s social content.
Showcasing the Power of GLOBE Via Video
To engage the community by showing GLOBE in action, CSG spearheaded the development of four fully produced videos from conceptualization and scripting to finalization and promotion. Additionally, CSG created audience-focused campaigns to engage the GLOBE community in user-generated content. CSG’s efforts increased the number of video assets for GLOBE from 18 to 320.
To honor teachers, CSG launched a “thank you” campaign centered on the launch of a Salute to Teachers video on World Teachers Day. The video went viral, generating 500,000 views, garnering 70 media mentions, and became a Twitter “Top Video.” The video also increased Facebook likes 35 percent, drove 50,000 website page-views and increased requests for new GLOBE accounts by more than 50 percent.
Telling the GLOBE Story
To increase awareness for GLOBE and the experience of participating teachers and students, CSG secured stories in a wide variety of national media outlets including Education Week, PBS NewsHour and T.H.E. Journal, as well as nearly 20 local U.S. markets.