The communications team for the University of Missouri’s Division of Inclusion, Diversity, and Equity created a multifaceted approach to promote its STEM Cubs program. STEM Cubs is rooted in the belief that exploratory learning of STEM concepts at an early age can spark interest and unlock discovery in STEM fields. The program had a decrease in engagement through the pandemic, so to boost awareness and bring participation back to pre-pandemic levels, the team developed a strategic communications plan. Using a multichannel communication strategy (web, social media, display ads, and print media), the division saw a remarkable 1,150% increase in volunteer participation and an increase of 1,665.38% in STEM Cubs student participants from 2021 to 2023, exceeding pre-pandemic levels.
From the Judges
This was a well-executed multifaceted campaign. We liked that the video content was a mix of produced and user-based content. Additionally, the increase in STEM Cub volunteers was great and a true testament that their strategy worked.
