The Client: American Association for the Advancement of Science
The Need: Develop a service name targeting millennials for a new online “newsletter” providing a high level, not overly 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.
The Name: “Science On Tap” was the perfect balance of edgy and memorable, but also clarifying. 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”.
The Result: A beta test 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 (for testing AI) participants still rated the newsletter consistently a 4.3 on 5 pt. scale. Additionally, the first “test” sponsorship event held in DC targeted a young and diverse audience and resulted in over 200 registrations. This momentum is expected to continue and grow at the official launch of “Science On Tap” in November 2019.