Strategic Membership and Vision/Vivid Description Discussion (22 June 2012) Cathy Pieronek, SPC Chair Jan Williams, SPC Chair-Elect Alyse Stofer, President-Elect Helen Patricia, Speaker of the Senate

Page 2 Agenda Strategic Membership Meeting Notes Relevance Next Steps Value Proposition (VP) Current Mission and Value Proposition Senate Recommendations Proposed VP for Professional, Collegiate, Corporate Next Steps Vision Current State Next Steps

Page 3 Strategic Membership Discussion Notes SWE Mission History – SWE mission last updated and adopted in 1986, objectives adopted in 1950 Value Proposition Value proposition = how you market yourself (elevator speech), increase recognition and provide inspiration

Page 4 Strategic Membership Discussion Notes In terms of female engineers, SWE has ~4% of the market share of professionals and 12% of collegiates SWE Revenue: $7-8M 20% from membership dues 20% from magazine advertisement 25% programs 35% conference SWE is very dependent on corporate funding! Women in the workforce statistics: Women engineers account for 16.9% of women in the workforce Average job tenure is 4.4 years Average # of jobs/career is % moonlight

Page 5 Strategic Membership Discussion Notes SWE 2020 goal -100,000 members => 10,200 + per year ---  what is stopping us? Concept of purposeful abandonment – what 10 things can we get rid of? What does a member look like? Prospective member needs – How do they find what meets their needs? People seek people – the organization enables people to find each other Career trends have changed over years An unclear value proposition can be a barrier to entry (We need to see ourselves (SWE) more clearly)

Page 6 Strategic Membership Discussion Notes Things to Change in SWE: Too much governance Membership structure Mandate for volunteers Revision of mission Membership Evaluation: Dues versus no dues One size fits all versus unbundling

Page 7 Strategic Membership Discussion Notes Acquire competitive intelligence through listening and participations in social media, what are women engineers talking about Read “Here comes everyone” – the power of organizations without organizing, people seeking people and people not seeking an organization

Page 8 What’s Stopping You?

Page 9 SWE Potential Membership Growth

Page 10 Strategic Membership Discussion Next Steps Membership campaign Discussion at FY13 BOD orientation Incorporate into new strategic plan

Page 11 SWE Mission and Value Proposition SWE Mission Stimulate women to achieve full potential in careers as engineers and leaders, expand the image of the engineering profession as a positive force in improving the quality of life, and demonstrate the value of diversity. Value Proposition Establish engineering as a highly desirable career for women through an exciting array of training and development programs, networking opportunities, scholarships, outreach and advocacy activities, and much more.

Page 12 Senate Recommendations Value Proposition Opportunities Technical benefit not addressed Focus on connections SWE provides Multiple value propositions useful for different group Recommend several options Value Proposition = Elevator Speech Need multiple options for benefits summary?

Page 13 Value Proposition for Professionals Key phrases – sisterhood, camaraderie, training by women/for women, personalizes the mentoring experience, flexibility in training, nurturing environment for leadership development VP – SWE provides to its members a unique combination of personalized, flexible benefits in the areas of mentoring, training, personal and professional growth - all by women in engineering, for women in engineering.

Page 14 Value Proposition for Collegiates Key phrases – fun, career fair, outreach, inspiration to future generation, scholarships, mentoring and leadership opportunities VP – SWE provides collegiate members the opportunity to inspire future generations and have fun. SWE also provides collegiate members valuable access to a unique set of resources that sets the stage for a successful career.

Page 15 Value Proposition for Corporations Key phrases – diverse and large candidate pool, economical training and high performing employees, diversity VP – SWE helps corporate members and constituents achieve a broadly diverse, well trained workplace to enhance overall corporate performance.

Page 16 Value Proposition for the Profession Key phrases – more women select engineering as career, ensure success of women engineers, diverse workplace, inspire next generation, support VP – SWE provides many flexible options to inspire, support, and positively impact women in engineering on their own terms.

Page 17 Value Proposition Next Steps Recommendation Value propositions complete and communicate to Senate in July Incorporate into new website Potentially incorporate into strategic plan as vivid descriptions

Page 18 Vision SWE’s Vision: To be the key to the success of women in engineering and technology. SWE’s Vivid Descriptions: Five fuller descriptions of what it means for SWE to be the key to the success of women in engineering and technology.

Page 19 Vision Next Steps Recommendations Keep vision statement as is removing “the” Current: “To be the key to the success of women in engineering and technology” New: “To be key to the success of women in engineering and technology” SPC and Senate compose and propose updated vivid descriptions to BOD in August using value propositions as a starting point

Page 20 Linked In Feedback – Collegiate Members As a member of SWE, what do you feel is the number one benefit of your membership? Kim Groshek Connecting with professionals!!! Kim Groshek Meghann Noonan I am still in college, so the number one benefit for me thus far has been seeing so many successful women in engineering. It has given me the extra boost of self confidence to look into graduate school! Meghann Noonan Christina Adams Friendship with the ladies of SWE-HA, they are phenomenal women!! Christina Adams

Page 21 Linked In Feedback – Professional Members As a member of SWE, what do you feel is the number one benefit of your membership? Renetta M. Scacchitti. PMP, C.P.M. Networking and presenting opportunities to future engineers Renetta M. Scacchitti. PMP, C.P.M. Sarah Chmielewski All of the opportunities available that help me develop my management, leadership, and organization skills. Sarah Chmielewski Vera Egwuatu Inspiration from great SWE members that have achieved, taking it back to my country and getting other female engineers to aspire to greater height in their field of engineering. Vera Egwuatu