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.Get the message out of what IE’s do to Non-IIE members. Not one single message, but many messages based upon the audience.Not one single message, but many messages based upon the audience. Focus on execution, getting the word out not on honing the message.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 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 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.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 IEMarket within industry about IE Market to other engineering disciplines about IEMarket to other engineering disciplines about IE Market to Re-engineered IEs (Lean, Six Sigma, etc.) about IEMarket to Re-engineered IEs (Lean, Six Sigma, etc.) about IE Market within the academic community (grade school, high school, college) about IEMarket 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. Baseline is zero. Start where we are now. 5oo followers on IIE IAB social networking site by 2011 (LinkedIn).5oo followers on IIE IAB social networking site by 2011 (LinkedIn). Begin with current Yahoo IAB membershipBegin with current Yahoo IAB membership Recruit at IIE Annual Conference (Town Hall)Recruit at IIE Annual Conference (Town Hall) Generate hits, touches, impressions, comments, or event attendees.Generate hits, touches, impressions, comments, or event attendees. 2,500 in 2010; 5,000 in 2011; 10,000 in 20122,500 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 BrandMaintain the IIE Brand Hippocratic Oath: “Do No Harm”Hippocratic Oath: “Do No Harm” Supported by IIE HQ but independentSupported by IIE HQ but independent Do not compete with IIE but complementDo not compete with IIE but complement Ideally convert “followers” to IIE membersIdeally convert “followers” to IIE members Bill

IAB the Next Great Idea “Marketing the IE Profession” Project Plan Develop IIE IAB social networking identityDevelop IIE IAB social networking identity Name, Logo, WebsiteName, Logo, Website Poll of IE stakeholders to for a baseline metric.Poll of IE stakeholders to for a baseline metric. What do they know about IEs and what we do?What do they know about IEs and what we do? Develop a tool kit of marketing materialsDevelop a tool kit of marketing materials Specific initiatives based upon member interestSpecific initiatives based upon member interest Bring other IIE groups w/ common goalsBring other IIE groups w/ common goals Ask for specific help to implement “The Plan”Ask for specific help to implement “The Plan” Bill

IAB the Next Great Idea “Marketing the IE Profession” Team: All IAB members All IAB members Advisory Committee: Lisa ClausenLisa Clausen Hans DemmelHans Demmel Tom MeadersTom Meaders Steve SnellingSteve Snelling Kaz TakedaKaz Takeda Bill

IAB the Next Great Idea “Marketing the IE Profession” Next Steps Name LinkedIn GroupName LinkedIn Group Include IE in group name?Include IE in group name? Straw PollStraw Poll Generate Group Discussion Topics?Generate Group Discussion Topics? Take AwayTake Away Join the IAB LinkedIn groupJoin the IAB LinkedIn group Participate in the Group DiscussionsParticipate in the Group Discussions Show Status Updates on LinkedInShow Status Updates on LinkedIn Bill

IAB the Next Great Idea “Marketing the IE Profession” Name our LinkedIn Group Leading name “IE Industry Network”Leading name “IE Industry Network” “Improving your Industry”“Improving your Industry” “Better Business through Engineering”“Better Business through Engineering” IE Practitioner COI (Community of Interest)IE Practitioner COI (Community of Interest) IE Practitioner NetworkIE Practitioner Network Practitioner Community of IEPractitioner Community of IE Other names?Other names? Bill