1. Chapter 248 – SpokaneNew Marketing Plan and Initial SME248 Video SOCIETY OF MANUFACTURING ENGINEERS David A. Davidson; MMR-DESC Tech Community Chapter 248 – Spokane, WA, 509-230-6821 Bruce Felt – Video Marketing Solutions, 509-251-9961 2011 Annual SME Dinner Presentation
2. Meeting the Manufacturing Educationand Marketing Challenge SME has twoorganizational structures or groupings. (1) A national technicalorganization built around various manufacturing engineering disciplines, and (2) a regional organization built on local chapters. This photo was taken at a national technical level conference and trade show called EASTEC.
3. Opportunity Statement There are opportunities toexpand SME248s presence in theregion, within the manufacturingsector and within the InlandNorthwest community in general. By taking a more proactive role,the possibilities to achieve the AChapters long term Vision and BMission Statements are stronger. –Bruce Felt – Video Marketing Solutions C
4. Current Proposals for Revised Missionand Vision statements for Chapter 248 Proposed Vision Statement: To develop and maintain manufacturing excellence in the Pacific Inland Northwest by being the most influential and respected society in the local manufacturing community. The existing Mission Statement is: 1. Provide a means for technical and professional development of members and the local manufacturing community 2. Provide a means to cultivate and advance manufacturing education, curricula, technology and student interest 3. Provide a means to increase the prestige, as well as public awareness, of the field of manufacturing
5. National SME and the Edge Factor:Hi-Impact Marketing to a Wider Audience Or SEE THE YOUTUBE VIDEOS: http://www.youtube.com/watch?v=G28JnMSeoP8 or http://www.youtube.com/watch?v=eGSn09VIR78
6. Marketing Plan Elements I am suggesting starting two short-term (12-18 months) initiatives: 1) Promote Education A 2) Strengthen Membership B Growth and Retention C
7. Promote Mfg. EducationImpact the NEXT Generation Develop measurable growth of presence and participation within the educational sector at the secondary and post-secondary levels in the region. As Terry Geyer comes on board as the new President, his position at EWU allows the SME unique access to the views and perspectives of instructors and students. He also has some potential influence on communicating with this sector.
8. Increase Awareness of Manufacturing inEducation – “Manufacturing is Cool” With an emphasis on increasing educational awareness, the Chapter has several avenues to consider when looking to advance this initiative. Some of these currently being done while some are not. ● Identify Needs of students ● Identify Contacts at each institution ● Create opportunities for students to connect and teach them about networking ● Identify potential for internships with member companies ● Consider option of offering a scholarship ● Develop method of communication on regular basis ● Consider member companies to mentor or participate in lectures or classroom ● Consider specific area on website for students offering information and resources ● Connect them to Edge Factor. ● Make them aware of the plant tours ● Educate them on job availability and demand
9. For Membership Growth and RetentionBetter Demographic Understanding Required Increase awareness of SME248 through expanded communication and publicity. Focus on retention and growth of membership. Currently at 90+ members Need to Break out Demographics including: includes: Owners # (how many?) Upper Management # Mid Management # Tradesmen / Machinists / On-the-floor # Educators # Students # Misc/Other # General membership has remained steady over the past 4-5 years. Peak membership had reached as high as 150. There is a basic core of members who have actively participated on the Executive Board while there are many passive general members on the side. With the expected new website coming out in January through SME National, there is a logical opportunity to restructure the current communication methods with members and develop a new approach to identifying member needs and addressing them. (Re-launching or re-introducing a new website is a common marketing tool to get people to go to your site who havent been there in awhile or have never been there. This gives them a reason.)
10. SME National to provide NEW WebTechnology – How Can We Leverage? With this new SME website, I would consider looking at these particulars: Identify Growth Potential: What areas? Physical locations such as Spokane, CDA, North Idaho, Moscow-Pullman, Lewiston- Clarkston, Moses Lake. What sectors? Manufacturing of all kinds of products or materials including software products, electrical supplies, etc. And educational schools such as high schools, tech schools, SCC, NIC, UI or WSU, Lewis-Clark State College, Whitworth, Big Bend) What departmental level? Owners, management, apprentice, designers, machinists, etc.
11. How to Increase and Maintain:Why be a member? Provide Valid Benefits and Value on Membership and Participation (examples) Conduit to Industrys Latest Technology News Idea Exchange/Best Practices Publicity/Recognition through SME248 News Releases if warranted Monthly Newsletter containing latest Chapter News Ability to connect to students/prospective employees Manufacturing Engineering magazine (the Industry Standard) Technical Papers Job Postings Networking Local Manufacturing Tours Local and National Resources and Connections to ask questions Manufacturing/Engineering Educational Programs Professional Development (Seminars/Certifications) Scholarships
12. Some considerations separately and inconjunction with the new Website: Proprietory/LogIn Required Site - Using the new website as the cornerstone of membership, limit access to specific and important sections of the site. This gives value to being a member. (Think American Express, "Membership has its privileges") Questionnaire/Survey to General Members - To determine what they expect, want, need as a member. This will help drive how you approach fulfilling the needs of increasing membership. SME Chapter 248 Video Story - The story of SME, its history, mission, current goals, recent successes, interview of members, benefits of membership and mentoring programs. (Also, Consider linking the national "We are SME" video to your website.) Group/Corporate Membership Packages - A company gets a 20% discount on five or more members, to entice involvement at all levels of a company. Free Quarterly Memberships to New Local Manufacturers - Send out select invites to new non-member companies to encourage participation and create exposure to new manufacturers and interested parties. (Kind of like a 90 day free trial offer.)
13. Some considerations separately and inconjunction with the new Website: SME Chapter 248 Video Story - The story of SME, its history, mission, current goals, recent successes, interview of members, benefits of membership and mentoring programs. (Also, Consider linking the national "We are SME" video to your website.) Group/Corporate Membership Packages - A company gets a 20% discount on five or more members, to entice involvement at all levels of a company. Free Quarterly Memberships to New Local Manufacturers - Send out select invites to new non-member companies to encourage participation and create exposure to new manufacturers and interested parties. (Kind of like a 90 day free trial offer.) Welcome Packet - Create a simple "Welcome Packet" for new members to make them feel more comfortable when they join. Include: SME profile and history, calendar of events, etc. But most importantly, assign them to a current member as a "Partner" who will communicate one-on-one with them, maybe give a tour, answer questions, guide them through all that is SME 248. Create a buy-in for these new members. Annual "State of Local Manufacturing" Report - Take leadership role in presenting compelling, important local manufacturing news, reports and updates on an annual basis. Glean from GSI, National SME or State and National Reports not-to-mention, members. Can be an annual meeting or a written news release of information. If unable to do large scale, then do a smaller version that reaches general members and lets them know what is going on.
14. Some considerations separately and inconjunction with the new Website: News Releases - Create more exposure for SME 248 through periodic news releases with valuable and pertinent information. Taking a proactive role in getting SME name into community and public. Job Postings - Solicit member companies to post jobs opening through this website. Simple as a cut & paste from their own sites. Will drive people to the site... guaranteed. Community Outreach - Solicit member companies to send in community involvement information to share with members on website. Example: Berg Companies is donating $100,000 for the next five years to the Kootenai County Boys and Girls Club. Another company is giving back through helping with Meals on Wheels, etc. Then monthly or quarterly, SME248 sends out a News Release about how members are giving back to the community. Monthly or Quarterly Company Profiles - Video, photo and or written stories of local companies. The "Success Stories" of the Chapter. Video/Photo Pieces of Tours - Highlight companies who offer tours and post on-line. Produced in a storytelling fashion with interviews, microphoned speakers, lighted locations and post production with value. Email List - Create point person for the collection and distribution of SME information to media, members, executive committee, industry members, and educational institutions through a concise and organized system. Include the option to send out email alerts that offer pertinent information. Example: Journal of Business does a decent job of this.
15. Next Steps – Tell the Chapter 248Story – on Video and on New Web-Site The story of SME and SME in Spokane, its history, mission, current goals, recent successes, interview of members, benefits of membership and mentoring programs. Identify what your goal(s) may be for this piece. We could break it down into a couple of parts with the expectation that this may be a progressive project. I have written a Sample Script of a General Video with no specific focus, though is mentions the benefits and educational emphasis. I didnt want to dive into specifics yet, not knowing what you may want incorporated. Please feel free to review and share it with others if you so choose. Dont hesitate to be critical or express concerns as I wont be offended. This is just to give a feel for what is possible. Please review the above thoughts and ideas. If one or more are of interest, I can expand on each and give you more detail on how these can be executed. Some of these ideas are tied to the new website but we can plan ahead as well.