Space Telescope Science Institute (STScI)
The Space Telescope Science Institute (STScI) - located in Baltimore, MD and operated by the Association of Universities for Research in Astronomy (AURA) - performs the science operations for Hubble Space Telescope, is preparing for the launch of the James Webb Space Telescope (JWST) in the spring of 2019 and is supporting the scientific operations for the Wide Field Infrared Survey Telescope (WFIRST) in formulation for launch in the mid-2020s.
Often referred to as a “25-year old science experiment,” when STScI was founded in the 1980s to support Hubble’s launch, it was not foreseen that the Institute would continue as long as it did, and as such, they did not have a cohesive message to talk about who they are or what they do.
Now a thriving multi-mission organization with expertise in astronomy, scientific research and public outreach, STScI needed to build a brand around their strategic positioning as a bleeding-edge organization. Further, they needed to communicate this to their broad range of audiences that include scientists, members of the media, policymakers and the general public. The Institute partnered with agencyQ to overhaul their digital strategy, including the redesign of their website and development of a supporting social media strategy and implementation plan.
The initial phase of the redesigned site launched in February 2018, while remaining content areas are continuing to be built out. The value to the Institute will be realized throughout the organization, as well as by their target audiences, including:
- Builds brand equity by uniting staff around a singular purpose, and educating the public of who STScI is and what they do
- Attracting top talent across all of STScI’s areas of expertise
- Greater attention from potential government sponsors / policymakers, as well as members of the media
- Moves STScI onto a stable, modern CMS platform that empowers subject matter experts to manage their own content efficiently. This ensures more accurate and up to date information