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?
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Market within industry about IE
Market to other engineering disciplines about IE
Market to Re-engineered IEs (Lean, Six Sigma, etc.) about IE
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).
a. Begin with current Yahoo IAB membership
b. Recruit at IIE Annual Conference, especially at the Town Hall
3. Generate hits, touches, impressions, comments, or event attendees.
a. 2,500 in 2010
b. 5,000 in 2011
c. 10,000 in 2012
Project Scope: Market to non-IIE members
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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
o Name (could be IIE IAB)
o Logo
o Website
2. Poll or survey various IE stakeholders to generate a baseline metric.
o What do they know about IEs and what we do?
3. Develop and maintain a repository or tool kit of marketing materials for IAB members
4. Specific initiatives based upon IAB membership interest and support; e.g. U tube
5. Once this initiative is off the ground:
o Share the plan with other IIE groups where we have common interests
o Ask for specific help to implement “The Plan”
Team: All IAB members
Advisory Committee: Steve Snelling, Kaz Takeda, Hans Demmel, Lisa Clausen, Tom Meaders