Marketing, Communication, and Media

During the GENIAL Summit, the Marketing, Communication, and Media strand examined the role of marketing and communications in connecting Latino audiences with STEAM in informal science learning (ISL) environments. ISL organizations do not generally think to include a marketing perspective early on in the process of developing audience experiences. When ISL practitioners seek to connect with key audiences, specifically, Latino audiences, marketing efforts are often considered when an exhibit or program is fully developed, in production, or already launched. This causes an immediate and inherent disconnect with ISL content and those for whom it is intended (i.e., culturally diverse audiences). To eliminate this disconnect, marketing and communications teams must be integrated into the core functions, or DNA, of ISL organizations. This begins by developing and building relationships of mutual trust and respect with key stakeholders and by understanding basic marketing and communications functions and principles at a fundamental level. Panelists and GENIAL participants discussed a series of strategies to enable a more seamless integration of marketing and communications throughout ISL organizations. It involves embracing the value of marketing and communications within ISL environments, stepping into the shoes of the intended audiences by understanding current research and market trends, and recognizing and leveraging resources inside and outside the organization. This article offers insights and ideas emerging from the Summit discussions to inform the ISL field in moving forward toward new and more effective ways of collaborating with marketing professionals to best engage Latino audiences.

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