A Strategy for Boosting Student Interest in Math

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A Strategy for Boosting Student Interest in
Math Science___________________________________
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National Academy of Engineering/American
Association of Engineering SocietiesConvocation
May 7, 2007Susan Traiman, Director of Public
PolicyBusiness Roundtable
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Project Background
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The Math Science Puzzle
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Assumptions

• The following students will not become scientists
  or engineers

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Solutions
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How would marketers approach student motivation?
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The Marketing Challenges
1. Math Science occupy low status/low
relevance in teen culture
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The Marketing Challenges
2. The voice of authority is not an effective
tool . . . but Math Science is seen as the
voice of authority.
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The Marketing Challenges
3. Teen brains are differentthey process
information differently
Attitudes and actions are often driven not by
logical straight-line thinking, but rather by
emotionally-based basic instincts.
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Five Nice
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Five Naughty
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The Marketing Solutions
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The Marketing Solutions

• Associate Math Science with what teens value
• Whether or not a student is accomplished in
  Math Science, the end products of Math
  Science are eye-opening
• We need to connect the dots from the classroom
  to Math Science accomplishments

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Connect the Dots
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The Marketing Solutions
In order to compete with the power of
athleticism, celebrity, and social cool . . .
the vibrant, everyday communication
needs to be
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Proposed Brand Solution to Connect the Dots
Math Science knowledge may be taught in
classrooms, but it cannot be contained there.
Its a wave that resonates out in all directions.
Its the powerful force behind everything that
is, and everything to come. From our tools to
our toys, our electronic devices to our national
defensesyes, quite simply, everything. Math
Science knowledge knows no bounds. It travels
through space and time, through thought and mind,
from one brain to the next, sparking the smallest
idea as well as the greatest inventions, all the
while gathering speed and momentum to create an
ever larger, ever more powerful brainwave.
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The Marketing Solutions

• Segmentation
• Target specific teen audiences
• Answer the question How does Math Science
  knowledge empower me?
• Apply appropriate Basic Instincts motivations
  for messaging

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The Marketing Solutions
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The Marketing Solutions
How does Math Science knowledge empower me?
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