Raising Awareness about Opportunities for Materials and Manufacturing Innovation

Client: The Minerals, Metals and Materials Society
finger touching a screen with a network of chemical formulas arrows showing distribution and outreach of the Innovation Impact Report linking transformational materials webinar cover slide linking transformational materials press kit img src="http://nexightgroup.com/wp-content/uploads/2013/02/manufacturing-and-materials.png" title="We also wrote template op-eds for submission to newspapers and journals nationwide." alt="materials and manufacturing: plastic film, chemical formula, sparks" width="650" height="320" class="aligncenter size-full wp-image-2082" />

Project Overview

Nexight Group collaborated with TMS to develop and implement a strategic outreach plan to raise awareness about the materials and manufacturing innovation opportunities identified by the Linking Transformational Materials and Processing for an Energy Efficient and Low-Carbon Economy: Creating the Vision and Accelerating Realization study.

Need

To accelerate advances in materials science and engineering, in 2010 TMS spearheaded the study Linking Transformational Materials and Processing for an Energy Efficient and Low-Carbon Economy: Creating the Vision and Accelerating Realization, which was sponsored by the U.S. Department of Energy Advanced Manufacturing Office. The study identified advances in materials and manufacturing with the greatest potential to bring about a clean energy future and deliver significant energy, environmental, and economic impacts to U.S. businesses in as soon as two to ten years. To ensure the successful dissemination of the study's resulting report and brochure, TMS wanted to conduct a public launch of the report and host a webinar about the findings. Based on past productive collaborations and Nexight Group’s role in producing the Innovation Impact Report, TMS asked us to provide writing, design, media relations, and related outreach services.

Our Solution

Nexight worked directly with TMS to develop and implement a strategic outreach plan that involved a combination of direct technical communication and more general media. Nexight collaborated with TMS to produce a range of materials that resulted in widespread outreach for the report:

  • Developed a presentation and talking points for a briefing with Secretary of Energy Steven Chu and members of the Blue Ribbon Panel
  • Developed and moderated a webinar targeted toward the media (particularly trade publications and business press), TMS committees, representatives from scientific professional societies and associations, policy makers and business leadership
  • Developed a press kit for distribution to invited webinar guests and other interested media. The kit included a background of all of the organizations involved, links to background materials, a fact sheet of project milestones, key findings of the report, and bios of the webinar speakers
  • Developed and distributed materials to help encourage webinar attendance, including follow-up letters to the public relations directors of the Blue Ribbon Panel member organizations, a press release tailored for different audiences, and direct invite letters

Impact

The strategic outreach plan has helped to widely distribute information about materials and manufacturing innovation opportunities throughout the larger materials and manufacturing communities and to government decisionmakers and the general public. This increased awareness will help to accelerate advances in materials science and engineering.