IAB the Next Great Idea
“Marketing the IE Profession”
What is the task?
• Get the message out of what IE’s do to Non-IIE members.
• Not one single message, but many messages based upon
the audience.
• Focus on execution, getting the word out not on honing
the message.
Bill
IAB the Next Great Idea
“Marketing the IE Profession”
Why should we do this?
• IEs are not well known to the general population about
who we are and what we do.
• IEs are critical to the survival & revival of American
industry in the global economy.
• IEs should be recognized as subject matter experts
outside our IE community.
Bill
IAB the Next Great Idea
“Marketing the IE Profession”
What is the Opportunity?
• 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
Bill
IAB the Next Great Idea
“Marketing the IE Profession”
What are the Goals?
• Baseline is zero. Start where we are now.
• 5oo followers on IIE IAB social networking site by 2011
(LinkedIn).
• Begin with current Yahoo IAB membership
• Recruit at IIE Annual Conference (Town Hall)
• Generate hits, touches, impressions, comments, or event
attendees.
• 2,500 in 2010; 5,000 in 2011; 10,000 in 2012
Bill
IAB the Next Great Idea
“Marketing the IE Profession”
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
Bill
IAB the Next Great Idea
“Marketing the IE Profession”
Project Plan
• Develop IIE IAB social networking identity
• Name , Logo, Website
• Poll of IE stakeholders to for a baseline metric.
• What do they know about IEs and what we do?
• Develop a tool kit of marketing materials
• Specific initiatives based upon member interest
• Bring other IIE groups w/ common goals
• Ask for specific help to implement “The Plan”
Bill
IAB the Next Great Idea
“Marketing the IE Profession”
Team:
• All IAB members
Advisory Committee:
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Lisa Clausen
Hans Demmel
Tom Meaders
Steve Snelling
Kaz Takeda
Bill
IAB the Next Great Idea
“Marketing the IE Profession”
Next Steps
• Name LinkedIn Group
• Include IE in group name?
• Straw Poll
• Generate Group Discussion Topics?
• Take Away
• Join the IAB LinkedIn group
• Participate in the Group Discussions
• Show Status Updates on LinkedIn
Bill
IAB the Next Great Idea
“Marketing the IE Profession”
Name our LinkedIn Group
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Leading name “IE Industry Network”
“Improving your Industry”
“Better Business through Engineering”
IE Practitioner COI (Community of Interest)
IE Practitioner Network
Practitioner Community of IE
Other names?
Bill