CASE STUDY: Hands-On Science Partnership

• Market Research
• Planning for Strategic Communications
• Integrated Communications
• Web Site Strategy, Architecture, Design and Content
• National Association Meeting Strategy and Materials

In 2005, the senior leadership of the nation's top publishers and distributors of hands-on science materials and curricula approached Patricia Kennedy Communications, working in partnership with Chris Chopyak, to explore forming a coalition of hands-on science education publishers. These business competitors had never collaborated on any project before this time.

The impetus to form the advocacy association was driven by the objective to expand market opportunities in states such as California, Texas, Florida and North Carolina where materials-based curriculum companies are not easily able to sell products because of these states "text-book-only" status.

Market Research

• Identifying thought leaders and key stakeholders
• Writing and distributing a concept paper for the proposed association
• Conducting one-on-one interviews
• Securing the input of professionals to contribute to the dialogue (e.g., lobbyist lawyers specializing in the formation of trade associations)
• Implementing a high-level roundtable meeting held at the National Science Teachers Association
• Conducting and publishing a "needs-assessment" for the industry

Strategic Planning

• Trade (lobbying) association 501 (c) 6 formation
• Brand development – name, logo, tagline, messaging, stationery
• Audience identification and outreach
• Marketing communications materials
• Web site
• Direct marketing – electronic and direct mail, events and other programming to target specific audiences

Brand Strategy

Pat and her team positioned the HandsOn Science Partnership as the first advocacy partnership for hands-on teaching and learning in the United States whose mission is to advance student achievement in science through hands-on curriculum and materials.

Tag Line: Experience. Learn. Achieve

Identity Program

Working with Fassino/Design, Pat and her team guided the executive team through the process of creating the new visual identity system.

Marketing Communications

With the brand identity finalized, the team created the HOSP web site and collateral materials.

Results

The HandsOn Science Partnership was formally launched at the National Science Teachers Association national meeting in Anaheim, CA. Efforts are underway to begin advocacy work in specific states as well as a national awareness program launch.