Messaging for Engineering From Research to Action (2013) / Chapter Skim
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2 What Has Been Accomplished?
2 What Has Been Accomplished?
Pages 25-48
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to facilitate broader discussion of engineering essaging through social media. m MESSAGING BASED ON CHANGING THE CONVERSATION We present several cases illustrating the implementation and impacts of messaging based directly on the CTC positioning statement, messages, and taglines.
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More than 1,600 volunteers have completed this "basic training," which provides details about the CTC messages and their use. SWE also collaborates with three other engineering professional organizations -- the National Society of Black Engineers, Society of Hispanic Professional Engineers, and American Indian Science and Engineering Society -- to increase minority participation in engineering.
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Brainstorming at these workshops led to the design by the engineering communications staff of new engineering recruiting brochures with aspirational messages. Recruiting postcards now feature CTC messages and ask prospective students "How will the world CU?
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At about the same time, the College of Engineering produced new recruiting postcards with the tagline "Engineer your life"1 and pictures showing diverse college students enjoying a variety of extracurricular activities: flying a plane, riding a bicycle, and salsa dancing. Two CTC messages and a tagline are used pervasively at the college: "Engineers make a world of difference" and "Engineers help shape the future" resonate with the campus community's green culture and renewable energy focus, and "Because dreams need doing" is popular because of its strong aspirational tone (research in the original CTC project also found this message to be equally appealing to young men and women)
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What Has Been Accomplished? 29 ENGINEERING Because Dreams Need Doing What do rock n roll and laser tag have to do with engineering?
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Besides reaching out to girls through the EYL website and extensive social networking, the project offers a variety of resources for communicating with young people about engineering careers for use by parents, school counselors, engineering professionals, and college recruiters. In addition to the CTC messages, the EYL project created new ones similar in feel and approach but developed and tested specifically with girls' career aspirations and motivations in mind.
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Initially the competition was open to teams composed solely of IEEE student members, but teams now can include non-IEEE members as long as there is at least one IEEE student member participating.
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These entries will also be eligible for the three scholarship awards totaling $4,500. Winning entries will be announced and shown during Engineers Week, 19-25 February 2012, and will also be featured on PBS' Design Squad website.
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E-Week also uses the CTC messages when promoting its Family Engineering Day. Held each year during National Engineers Week, the event draws between 6,000 and 10,000 children and adults to the National Building Museum in Washington, DC, making it the largest public event the facility hosts.
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For example, to spread the word about the Grand Challenges for Engineering project, which identified 14 important issues facing humanity that will require engineering talent to address, the Academy created a bumper sticker (Figure 2-5) that combines the project's URL (www.
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As part of a National Academies–wide effort, in 2010 the NAE participated in the inaugural Science and Engineering Festival, an event on the National Mall in Washington that drew a half-million people to 550 hands-on activities and exhibits with a science or engineering focus. The NAE exhibit, developed in partnership with Walt Disney Studios, focused on the technology and engineering featured in the movie Tron: Legacy and also made connections to the Grand Challenges for Engineering.
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36 MESSAGING FOR ENGINEERING Pow!
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In 2012 she encouraged use of the messages during a jobs and competitiveness discussion at the Council on Foreign Relations, a panel discussion at the U.S. News STEM Solutions conference, an NBC Education Nation roundtable, and an award acceptance speech at the National Action Council for Minorities in Engineering.
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The latter not only provide additional examples of effective messaging but also suggest movement in the engineering community toward messages that portray engineering as an inspiring career option for people to take on interesting challenges and help make the world a better place. Customized or Adapted CTC Messages The American Council of Engineering Companies of New York (ACEC New York)
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But the ad's tagline -- "From the world's best engineers come the world's best-engineered PCs" -- makes the role of engineers explicit, and the images throughout the video feature engineers working in very interesting, even exotic, settings. A good example of recruiting-focused messaging is from the Norwegian company Norsk Hydro, which made a series of amusing commercials showing teenagers using technology to pull off creative pranks.
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Thank you for all you do." In a more serious vein, a 6-minute Cisco (2007) recruiting video features a group of women engineers talking about what they do for the computer networking company.
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Link ABB "Future "We'll need lots www.youtube.com/ Astronauts" is of engineers" and watch? v=P0j87GdB3to a 30-second "Ingenuity at ad showing a Work." diverse group of kids around a conference table imagining what is needed to put humans on Mars.
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A beta version of the site was shared with various audiences, including the National Engineers Week Steering Committee, prior to the site's launch in early 2011. The committee used both email and face-to-face meetings at conferences to notify stakeholders, such as engineering schools and engineering professional societies, about the site and to encourage them to link to it.
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Under "The Solution," visitors can read the complete Changing the Conversation report online and then go to a page that provides all the recommended messages and taglines in one place. In addition, the site offers tips for effectively using the messages, with recommendations such as "Show, don't tell" and "Use multiple media." The site also features nearly 140 examples of engineering messaging efforts -- videos, web pages, brochures, posters, and magazine covers that use the CTC messages and taglines themselves and those in the spirit of CTC.
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International Technology and Engineering Educators Association United Engineering Foundation National Defense Industrial Association STEM Equity Pipeline STEM Connector TeachEngineering King Features (Hearst Corporation) The Science and Entertainment Exchange Engineer Your Life Grand Challenges for Engineering NOTE: Links appear on homepage or subpage.
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IBM and Intel have Facebook pages, for example, as do GE, DuPont, Merck, and most other major corporations. IEEE and many other professional societies also maintain Facebook sites.
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The training was further refined via virtual (webinar-based) sessions conducted for members of the National Society of Professional Engineers, the NEWF's steering committee and diversity council, "fans" of the NAE Facebook page, and the NAE membership.
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Available online at www.hydro.com/en/Press-room/ Videos/Taken-for-a-ride (accessed August 13, 2012)
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