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IAB the Next Great Idea “Marketing the IE Profession”

Promote Industrial Engineers to non-IE members using audience-targeted messages for broader recognition and expertise acknowledgment. Marketing campaign to enhance IE reputation and visibility across industries and among engineering disciplines. Goals include social networking growth, event participation, and media engagement. Project adheres to IIE principles and aims to convert followers to IIE members. Team comprises IAB members including Lisa Clausen, Hans Demmel, Tom Meaders, Steve Snelling, and Kaz Takeda.

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IAB the Next Great Idea “Marketing the IE Profession”

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  1. 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

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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

  7. IAB the Next Great Idea“Marketing the IE Profession” Team: • All IAB members Advisory Committee: • Lisa Clausen • Hans Demmel • Tom Meaders • Steve Snelling • Kaz Takeda Bill

  8. 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

  9. IAB the Next Great Idea“Marketing the IE Profession” Name our LinkedIn Group • 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

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