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Lemelson-MIT Invention Index Survey and Media Outreach

Lemelson-MIT Invention Index Survey and Media Outreach

Brand Marketing | Nonprofit Marketing

OVERVIEW

In January 2009, the Lemelson-MIT Program, a nonprofit program at MIT’s School of Engineering that celebrates and recognizes innovators, charged Cone with conducting its annual Invention Index, which measures Americans’ perceptions of invention, and spreading the word about the survey findings through a full media relations campaign.

PROGRAM ELEMENTS

Cone conducted a survey among teens to uncover their attitudes toward STEM (science, technology, engineering and math) and invention. The media relations campaign objectives included:

  • Position Lemelson-MIT Program as a thought leader and authority on the invention climate in America, technological invention and fostering youth inventiveness
  • Elevate importance of invention, STEM education and hands-on learning
  • Increase awareness of the Lemelson-MIT Program’s mission of celebrating invention and innovation

RESULTS

In fewer than three months, Cone’s campaign garnered more than 80MM impressions, motivating a number of individuals and groups to learn about the importance of STEM education and mentorship. Media reception was positive in tone on both the national and local levels, and almost all articles on the Invention Index included the overall program key messages in addition to survey themes. The number of proactive calls to the Lemelson-MIT Program has dramatically increased, and the Invention Index is a frequent topic of conversation among reporters and potential collaborators. In 2009, the Lemelson-MIT Program was the recipient of the PR News NonProfit Award for best Media Relations Campaign.