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2 Development of a Positioning Statement, Themes, and Messages
Pages 39-50

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From page 39...
... and posted a downloadable ­version on the NAE website in early April 2006. Notice of the solicitation was disseminated to approximately 100 market-research firms via the Researcher Sourcebook Directory (on the website for Quirk's Marketing Research Review, www.quirks.com)
From page 40...
... Up to now, engineering outreach and message development have been mostly ad hoc. Few organizations or communicators have used written strategic communications plans.
From page 41...
... in an effort to prime the engineering education "pipeline." Less attention has been paid to elementary and middle school students, when stimulating interest in engineering might also serve a "mainline" function, namely promoting technological literacy and increasing interest in mathematics and science. • Local outreach.
From page 42...
... These messages frequently suggest that students must have a high aptitude and strong interest in these subjects to succeed in engineering. As part of information gathering for a planned larger messaging effort (ultimately funded by NSF and described in this report)
From page 43...
... . Career and Academic Messages Girls Hear Motivators for Girls about Engineering - Enjoyment of one's work or studies - A challenging career - Good working environment - Difficult but rewarding - Making a difference - Using math and science to solve - Good income problems - Flexibility FIGURE 2-1  Differences between known motivators for career choices by girls and messages from the engineering community.
From page 44...
... Yet, most current images r ­ einforce the stale, one-dimensional image of engineers as operators and ­builders. At some point, a robust visual inventory should be developed and a serious investment made in developing an updated gallery of images.
From page 45...
... As a guide to changing the perception of engineering from a profession that yields personal benefits and requires certain skills to a profession based on creative ideas that have a beneficial impact, BBMG/GSG developed, and the committee endorsed, the following positioning statement (Box 2-1) : Several recent campaigns have shown that seemingly fragmented industries, in which coordination seemed a distant reality, can rebrand themselves and cultivate new identities that shift public perceptions.
From page 46...
... Fourth, it makes a clear case for why engineering matters. As noted in Chapter 1, a positioning statement is the conceptual foundation for a communications campaign, but it is not usually
From page 47...
... In Chapter 1, we pointed out that positioning statements answer a number of core questions about the "brand." Here is how the proposed statement aligns with those questions: No profession unleashes the spirit of innovation like engineering (who)
From page 48...
... • Engineers are nimble and quick, able to think on their feet and work wonders using the tools and technologies available to them. • Engineers understand the practical applications of their work, how it will make a difference in people's everyday lives.
From page 49...
... This theme connects to the notion of engineers turning ideas into reality, with direct, positive effects on people's lives. Conclusion The communications audit conducted by BBMG/GSG identified recurring themes in current messaging and collected useful, although limited, data on what adults and teens think about the engineering
From page 50...
... Positioning statements are the core of successful marketing campaigns. In the case of engineering, the proposed positioning statement represents a dramatic shift in point of view.


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