Develop a name targeting millennials for a new online “newsletter” providing a high level, non-technical recap of important science news and science advocacy information. The goal was for most readers to be able to consume all of the content in ten minutes or less, keeping them up-to-date on the most relevant and important science-related topics and developing stories.
“Science On Tap” was the perfect balance of edgy and memorable, but also descriptive. It resonated with the millennial audience, but also didn’t offend the older, loyal readers. It suggests a quick-read, whenever you want it, with “just a tap”.
A beta test of the concept was conducted from June 2019 through the beginning of September with about 5,000 participants. Even when thrown a curve ball with a different format, participants still rated the newsletter consistently a 4.3 on 5 pt. scale. Additionally, the first “test” sponsorship event held in D.C., targeting a young and diverse audience, resulted in over 200 registrations. The momentum continued to grow at the official launch of “Science On Tap” in November, 2019, and the newsletter has continued to experience robust growth since then.