PPB February 2020

Distributor | Team Iowa Type Of Client University Health Care and STEM Education Audience The target audience was children in kindergarten through 12th grades, primarily within the state of Iowa in the public and private education system—approximately 20,261 students Other Media Web, email, direct mail Primary Objective The internal objective of the science, technology, engineering and math (STEM) program was to increase the total number of students engaged in kindergarten through 12th grade, to increase participation from female and minority students in the STEM program through outreach programs and to grow the number of students participating from rural areas. Total Cost $81,500 Strategy And Execution Students in kindergarten through 12th grade enrolled in STEM programs at the university hospitals. Strategically selected promotional products that represented science, technology, engineering and math were used during the registration/check-in, lectures, tours and in the three-hour labs that are part of the STEM programs. STEM participants were given a cinch bag with program information in a folder and a lanyard at check-in. Both items featured a special logo that was visible to participating students throughout the event. Several of the items also featured a consistent, branded look for the university’s health care system and College of Medicine. One item that really stood out was the Rubiks Cube, which featured a unique brand. This product was recommended because it encourages problem-solving and critical thinking, which are two fundamental skills inherent in STEM professionals. A custom calendar was created by the college print division and given to professors, schools and legislators. Results 20,261 students participated in 159 STEM programs with 73 percent of the participants being females and one-third located in rural areas. This resulted in an increase of more than 4,000 students from the previous year and a 22-percent increase in female engagement. GOLD WINNER Diversity, Social Impact & Multicultural/Educational Programs Top Client Promotions | FEATURE | FEBRUARY 2020 | 23