National Aeronautics and Space Administration (NASA)

What is NASA's key objective?
After the Columbia tragedy, develop the first comprehensive NASA vision and mission since the Apollo program.

What is the strategy?
Since NASA already has strong awareness, communicate the benefits and value of NASA to increase support of the program.

What is the primary communications objective?
To convince key audiences, including the public, “To feel the same way about NASA as they did during the Apollo era”.

Promise:
NASA explores the universe to advance knowledge to find the answers to life’s big questions.

National Oceanic and Atmospheric Administration (NOAA)
What is NOAA's key objective?
To unify and increase the relevance of NOAA.
What is the strategy?
Reposition NOAA as the lead Federal Agency for climate science information.
What is the primary communications objective?
Create awareness of NOAA as one of the lead Federal Agencies for climate science.
Promise:
NOAA researches how climate affects mankind, how mankind affects climate, and communicates and educates the public.

Air Force Space Command (AFSPC)
What is AFSPC's key objective?
Transition the nuclear mission out and integrate in
the USAF cyberspace mission
What is the strategy?
Reposition to become the leading source of emerging and
integrated space and cyberspace capabilities
What is the primary communications objective?
Superior, asymmetric space and cyberspace
capabilities ready, willing and able.
Promise:
Provide an integrated constellation of space and cyberspace
capabilities at the speed of need.

Timberland
What is Timberland’s key objective?
Raise awareness among working professionals that TimberlandPRO crafts the most technically advanced footwear on the market.
What is the strategy?
Communicate that TimberlandPRO helps you perform better on the job.
Brand Position/Promise:
TimberlandPRO boots and shoes are tools for your feet.

Stihl
What is Timberland’s key objective?
Reinforce Stihl’s position among professionals and homeowners as the world’s #1 selling brand of outdoor power equipment.
What is the strategy?
Communicate to the core audience that there’s no better engineered line of outdoor power tools available anywhere.
Brand Position/Promise:
Stihl gives you the power to do more.