01 Audience Shifts: Who are our audiences and how are they prioritized? STEMAC serves a range of audiences and will benefit by shifting the audience focus to align with the ultimate participants and immediate beneficiaries of STEM participation, and those audiences that have touchpoints across multiple audience categories. HIERARCHY OF AUDIENCES Educator skepticism is navigated by exemplification of benefit and value message to students and parents combined with fresh and creative business/association audience activation. BEFORE AFTER U N I STUDENT/PARENTS 01 01 EDUCATORS F I E R A BUSINESS BUSINESS 02 02 U D I E N C EDUCATORS PARENTS 03 03 E STUDENTS 04 Increase focus on parents and families—a powerful unifier influence for STEM at home and at work Educators/Teachers Students (connect through parents and families) Businesses & Associations AUDIENCE DEMOGRAPHICS Median Household Income: High School Graudates 81.6% White $58, 915 Female: 49.9% 93.2% 12.8% Hispanic/Latino Per Capita Income, 2020 Male: 50.1% Bachelor's Degree or Higher 1.6% Asian $29, 494 28.7% 0.9% Black 10.1% Householders with a computer In Labor Force: 10.8% 49% Republican or Lean Republican 93.2% Men: 62.8% speak a language other 32% Democrat or Lean Democrat Households with broadband internet Women: 57% than English at home 19% No Lean 86% VOLUME PR & ENGAGEMENT SCIENCE LAB | 1 2 FOR IDAHO STEM ACTION CENTER