Kennedy Space Center Case Study

As a part of their strategy to promote its multi-user launch complex, the John F. Kennedy Space Center (KSC) team needed to engage with a diverse array of partners (government, commercial and academic organizations) to offer the center’s unique location, supporting infrastructure, and expert talent to provide access to space.  

KSC engaged MethodFactory to help develop a marketing and communication strategy to define partner audience segments and deliver relevant messaging to the appropriate segments based on their needs and stage in the decision journey. MethodFactory leveraged KSC’s tremendous internal expertise to implement the co-developed solution.

Client Background

(KSC) is one of ten National Aeronautics and Space Administration (NASA) field centers and the Center of Excellence for launch and payload processing systems. KSC has been NASA's primary launch center of human spaceflight since December 1968. Launch operations for the Apollo, Skylab and Space Shuttle programs were carried out from Kennedy Space Center Launch Complex 39 and managed by KSC.
 
KSC managed the first Apollo flights, and all Project Mercury and Project Gemini flights. Starting with the fourth Gemini mission, the NASA launch control center in Florida (Mercury Control Center, later the Launch Control Center) began handing off control of the vehicle to the Mission Control Center shortly after liftoff; prior missions held control throughout the entire mission.

Business Challenge

With significant changes in funding, due in large part to the retirement of the Shuttle program, KSC needed to realign its focus toward servicing the commercial space industry.  KSC realized that they needed to employ traditional marketing techniques to increase:

  • Awareness,
  • Engagement,
  • Conversion, and
  • Loyalty

Although they had an existing Sitecore web content management system in place, and considerable technical capability, they lacked the marketing expertise necessary to turn their potential into revenue – for which, they turned to MethodFactory.

Solution

MethodFactory employed the Sitecore ‘Quick Wins’ process to establish a baseline, prioritize objectives, and develop a plan for execution.  The process began with developing an understanding of KSC’c position in the Sitecore Customer Experience Maturity Model.
 
Customer Experience Maturity Model
 
During that process, it became apparent that KSC needed to clearly define the personas they were best suited to serve, and the decision journeys associated with each of those personas.  After extensive research of KSCs capabilities, strategic plan, and the commercial space marketplace, MethodFactory conducted a series of remote and on-site workshops that resulted in a documented statement of understanding and Go-To-Market plan.
 
MethodFactory assisted KSC in developing position statements and presentation materials that were used to communicate the Go-To-Market vision and set the stage for procuring funding to implement the marketing technology (MarTech) roadmap. MethodFactory has assisted KSC in a co-development capacity to implement the tactical initiative that align with achievement of strategic objectives via, the MarTech roadmap.

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