DRAFT COPY: FOR DISCUSSION PURPOSES ON 5/14/2010

IAB the Next Great Idea “Marketing the IE profession”

What is the task of “Marketing the IE profession?”

  1. Get the message out of what IE’s do to Non-IIE members.
  2. Not one single message, but many messages based upon the audience.
  3. Focus on execution, getting the word out not on honing the message.

Why should we do this?

  1. IEs are not well known to the general population about who we are and what we do.
  2. IEs are critical to the survival & revival of American industry in the global economy.
  3. IEs should be recognized as subject matter experts outside our IE community.

What is the Opportunity?

  1. Market within industry about IE
  2. Market to other engineering disciplines about IE
  3. Market to Re-engineered IEs (Lean, Six Sigma, etc.) about IE
  4. Market within the academic community (grade school, high school, college) about IE

Goal

  1. Baseline is zero.Start where we are now.
  2. 5oo followers on IIE IAB social networking site by 2011 (Facebook or LinkedIn).
  3. Begin with current Yahoo IAB membership
  4. Recruit at IIE Annual Conference, especially at the Town Hall
  5. Generate hits, touches, impressions, comments, or event attendees.
  6. 2,500 in 2010
  7. 5,000 in 2011
  8. 10,000 in 2012

Project Scope: Market to non-IIE members

  • Maintain the IIE Brand (Hippocratic oath: do no harm)
  • Supported by IIE HQ but independent
  • Do not compete with IIE but complement
  • Ideally convert “followers” to IIE members

Project Plan

  1. Develop IIE IAB social networking identity
  2. Name (could be IIE IAB)
  3. Logo
  4. Website
  5. Poll or survey various IE stakeholders to generate a baseline metric.
  6. What do they know about IEs and what we do?
  7. Develop and maintain a repository or tool kit of marketing materials for IAB members
  8. Specific initiativesbased upon IAB membership interest and support;e.g. U tube
  9. Once this initiative is off the ground:
  10. Share the plan with other IIE groups where we have common interests
  11. Ask for specific help to implement “The Plan”

Team:All IAB members

Advisory Committee:Steve Snelling, Kaz Takeda, Hans Demmel, Lisa Clausen,Tom Meaders