Changing How People Look at NASA and Earth

Award Winner

You know NASA explores the stars, but did you know they also study Earth in ways that affect your everyday life? From air quality readings to disaster relief efforts, the NASA Earth Applied Sciences program drives innovative and practical uses of satellite data to improve life on Earth. Together, U.Group and NASA are changing how people look at the work of this venerated agency—and how they look at Earth.

Awards & Recognition

  • Space for U.S.
    2019 MarCom Awards Gold Government Website

    Applied Sciences Program
    2020 MarCom Awards Platinum Government Website

Services

  • Advisory & Support Services
  • Branding
  • Integrated Marketing
  • Mixed Reality
  • Strategic Planning
  • User Experience
  • Website Design

Challenge

The Program wanted help communicating the benefits of its mission and encouraging applications of Earth science data. From coordination to implementation, the team needed marketing and communications support, including a comprehensive marketing strategy, a new visual identity, a redesigned website, and communications training for the NASA team.

Solution

U.Group started with an in-depth discovery exercise to grasp the Program’s highly technical work and complex needs. We found an opportunity to better emphasize the Program’s stories of real-world impact, and developed a communications strategy, awareness campaigns, and a redesigned website around this finding. We also used these insights to inform creative materials that feature bold aesthetics, innovative content, and digital experiences, and held trainings with scientists around the country to bolster the Program’s ability to communicate more effectively. 

Result

An award-winning web presence that simplifies and streamlines the Program’s resources and communicates the complex nature of its work with clarity and impact. Since launch, the redesigned site has seen a 1,421 percent increase in pageviews, a 950 percent in new users, and 12 percent increase in time spent on site. Additionally, four of the site’s top articles showcase people behind the science—a direct execution of U.Group’s communications strategy.  

With storytelling as the strategy, both the Applied Sciences Program site and Space for U.S. campaign site earned top honors at the MarCom Awards. More broadly, the depth of our discovery findings and recommendations helped gain crucial buy-in and alignment among NASA stakeholders, unifying the team around a common vision for the Program’s communications. 

Our website has been completely reimagined, from its new design and functions to its content and intuitive structure. It brings together four legacy sites, the technology is also more secure, the interface more user-friendly, and . . . the experience much more engaging. It’s the platform we’ve always wanted—and needed—to better tell the story of the Program’s offerings and impact.

-Lawrence Friedl, Director, Applied Sciences Program at NASA Earth Science