IAB the Next Great IdeaIAB the Next Great Idea“Marketing the IE Profession”“Marketing the IE Profession”

What is the task?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 Not one single message, but many messages based upon the audience.the audience.

• Focus on execution, getting the word out not on honing Focus on execution, getting the word out not on honing the message.the message.

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IAB the Next Great IdeaIAB the Next Great Idea“Marketing the IE Profession”“Marketing the IE Profession”

Why should we do this?Why should we do this?• IEs are not well known to the general population about IEs are not well known to the general population about

who we are and what we do.who we are and what we do.

• IEs are critical to the survival & revival of American IEs are critical to the survival & revival of American industry in the global economy.industry in the global economy.

• IEs should be recognized as subject matter experts IEs should be recognized as subject matter experts outside our IE community.outside our IE community.

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IAB the Next Great IdeaIAB the Next Great Idea“Marketing the IE Profession”“Marketing the IE Profession”

What is the Opportunity? 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 Market to Re-engineered IEs (Lean, Six Sigma, etc.) about IEIE

• Market within the academic community (grade school, Market within the academic community (grade school, high school, college) about IEhigh school, college) about IE

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IAB the Next Great IdeaIAB the Next Great Idea“Marketing the IE Profession”“Marketing the IE Profession”

What are the Goals? 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 5oo followers on IIE IAB social networking site by 2011 (LinkedIn).(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 Generate hits, touches, impressions, comments, or event attendees.attendees.

• 2,500 in 2010; 5,000 in 2011; 10,000 in 20122,500 in 2010; 5,000 in 2011; 10,000 in 2012Bill

IAB the Next Great IdeaIAB the Next Great Idea“Marketing the IE Profession”“Marketing the IE Profession”

Project Scope: Market to non-IIE membersProject Scope: Market to non-IIE members

• Maintain the IIE Brand Maintain the IIE Brand

• Hippocratic Oath: “Do No Harm”Hippocratic Oath: “Do No Harm”

• Supported by IIE HQ but independent Supported 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

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IAB the Next Great IdeaIAB the Next Great Idea“Marketing the IE Profession”“Marketing the IE Profession”

Project PlanProject 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 materials Develop a tool kit of marketing materials

• Specific initiatives based upon member interest Specific 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”

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IAB the Next Great IdeaIAB the Next Great Idea“Marketing the IE Profession”“Marketing the IE Profession”

Team:Team:• All IAB membersAll IAB members

Advisory Committee: Advisory Committee: • Lisa ClausenLisa Clausen• Hans DemmelHans Demmel• Tom MeadersTom Meaders• Steve SnellingSteve Snelling• Kaz TakedaKaz Takeda

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IAB the Next Great IdeaIAB the Next Great Idea“Marketing the IE Profession”“Marketing the IE Profession”

Next StepsNext 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

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IAB the Next Great IdeaIAB the Next Great Idea“Marketing the IE Profession”“Marketing the IE Profession”

Name our LinkedIn GroupName 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?

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