COGNITIVE START MESSAGE Language to Begin Using MISTAKES Communicate in ways that appeal to non- conscious drivers 95% of decisions are made in the unconscious mind Prioritize the “who”, “how” and “why” (not the “what”) in all messages 01 Include hero statements with clarity and consistency across all platforms ANALYTIC MIND Speaking to the "analytical mind" — locking Explain what STEM is through stories your prospects in analysis & critique demonstrating multiple benefits and outcomes Celebrate ALL entrants of all competitions–not just the winners 02 Create toolkits, templates, and tiered incentives BUZZ WORDS to help teachers, parents, companies, and EcosySTEM partners activate and increase their Use of trendy buzz words, e.g., "Robust, participation object-oriented technology paradigm" Make social sharing easy for each audience with social content templates and hashtags 03 Initiate quarterly outreach to companies to solicit feedback, success stories; hear and help OVER IMPORTANCE resolve concerns Arrogant messages that fail to communication customer-focused benefits Every 6 months ‘How You’re Helping’ / ‘Thank You’ outreach to corporate, government, and community partners 04 Provide structure, tools, incentives, and regular recognition for Idaho companies to help them organize and support STEM BLAH, BLAH, BLAH Messages that fail to sell, and are guilty of the "blah, blah, blah" syndrome start VOLUME PR & ENGAGEMENT SCIENCE LAB | 2 2 FOR IDAHO STEM ACTION CENTER