[ASC-list] Science Outreach vs Marketing
jrfinlay at optusnet.com.au
Wed Mar 14 00:50:29 UTC 2012
Hi Emma and all
Here's my take on the difference between outreach and marketing:
Marketing involves selling a brand (eg CSIRO, Curtin Uni).
Science outreach involves selling or communicating science (ideas, processes, outcomes, potential business opportunities etc).
When one markets a brand there is no imperative to communicate an understanding of science. When you do outreach, you are successful when you impart new ideas. Most often you will also be marketing a brand.
When I was at CSIRO I felt an obligation to do both. It was the basis of the approach I took when devising CSIRO's stand at the CeBIT trade fair in Sydney. We were there to promote CSIRO's research and to create business opportunities. But I also felt we needed to demonstrate the potential of science and research for solving important problems. One example of how this approach plays out was a display on CSIRO research into remote delivery of services. There is a video about it on YouTubevideo at http://www.youtube.com/watch?v=09Cmy2dsyWo
Hope this helps.
> Marketing involves selling a brand (eg CSIRO, Curtin Uni).
> Science outreach involves selling or communicating science (ideas, processes, outcomes, potential business opportunities etc).
> When one markets a brand there is no imperative to communicate an understanding of science.
> When you do outreach, you are successful when you impart new ideas. And most often you will also be marketing a brand.
> Hope this makes sense. It is the basis of an approach I took when devising CSIRO's stand at the CeBIT trade fair in Sydney. We were there to promote CSIRO's research in information and communication technologies and to encourage opportunities for business development. I took the view that we could achieve this by demonstrating the potential of particular research areas. An example is a display at CeBIT two years ago on remote service delivery using technology being developed by CSIRO with a mining company. The YouTube video about this at http://www.youtube.com/watch?v=09Cmy2dsyWo
On 12/03/2012, at 1:24 PM, Emma Donnelly wrote:
> Hi everyone,
> I have just been asked….
> "What is the difference between outreach and marketing?"
> I am keen to hear what your "definitions" or thoughts are differences and similarities between these two tools.
> Emma Donnelly
> Science Outreach Coordinator | Faculty Science and Engineering
> Curtin University
> Tel | +61 8 9266 1021
> Fax | +61 8 9266 2021
> Office | Building 311 Room 117
> Email | e.donnelly at curtin.edu.au
> Web | http://science.curtin.edu.au/outreach
> Postal address | GPO Box U1987, Perth, Western Australia, 6845
> Curtin University is a trademark of Curtin University of Technology.
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