Ignite and Celebrate Regional Leadership Conference Presentation August 2013

Why do we have new messaging resources? To help everyone make AIAAs work more interesting and more meaningful to others To involve everyone in making a more consistent, compelling and inspiring case for the value of aerospace and AIAA To make it easier for you to attract/retain new members or create greater involvement

Its all in the messaging guide!

Core content: Our purpose and promise Purpose: To ignite and celebrate aerospace ingenuity and collaboration, and its importance to our way of life Promise: To be your vital lifelong link to the aerospace community and a champion for its achievements

Core content: Key messaging themes/pillars #1: Energizing and championing a visionary profession We celebrate and share our communitys great accomplishments – from the small but brilliantly simple innovations that affect everyday lives to the major discoveries and missions that fuel our collective human drive to explore and accomplish amazing things. #2: Convening a constant, vital community In a world where most of us change jobs, organizations, and career paths more than ever before, AIAA is a constant – providing continuity as an ongoing source for learning, lasting community, professional connections, and career development. #3: Being the catalyst for inspired idea exchange and solutions AIAA is the convener of the most diverse perspectives, curator of the most essential research information, and catalyst for the most stimulating idea exchanges that can inspire our members in their everyday work – maybe thats why AIAA members have achieved almost every milestone in modern U.S. aerospace.

Our manifesto IN SEARCH OF THE NEXT IMPOSSIBLE THING EMBED VIDEO 6

Aerospace professionals unravel the mysteries of flight and space. NEED AARON TO CREATE VISUAL 7

Aerospace professionals make the world safer, more connected, more accessible and more prosperous. NEED AARON TO CREATE VISUAL 8

Aerospace professionals inspire the world to dream. NEED AARON TO CREATE VISUAL 9

AIAA exists to ignite and celebrate aerospace ingenuity and collaboration. NEED AARON TO CREATE VISUAL 10

AIAA is a launching pad for emerging professionals. NEED AARON TO CREATE VISUAL 11

AIAA creates an atmosphere that inspires innovation. NEED AARON TO CREATE VISUAL 12

AIAA creates an atmosphere that inspires innovation. NEED AARON TO CREATE VISUAL 13

AIAA stimulates idea exchange and collaboration. NEED AARON TO CREATE VISUAL 14

AIAA celebrates our members discoveries. NEED AARON TO CREATE VISUAL 15

AIAA is a lifelong home for the industrys most successful professionals. NEED AARON TO CREATE VISUAL 16

We never lose sight of our capacity to amaze and be amazed. NEED AARON TO CREATE VISUAL 17

Annual report (before)

Annual report (after)

Conference flyer (before)

Conference flyer (after)

Where are you now? How do you answer these questions: Professionals: Why should I join AIAA or get more involved? General public: Why should I care about the aerospace profession? When do these questions come up? What makes them tough to answer?

What can make communications more meaningful? Move your focus beyond informing and promoting to: Conveying real benefits Sharing your beliefs Conveying important outcomes Telling others why you exist Make sure your communications work two ways, NOT just one way

The four tasks of communications INFORM PROMOTE INSPIRE & INVOLVE MOVE TO ACTION OR ALLEGIANCE One-way Communication: Facts Features Assets Skills Two-way Communication: Values Purpose Promise Outcomes

Core descriptor (inform) messages Largest aerospace society in world Covers diverse breadth of workforce that is part of coolest, most interesting, most essential profession on earth Invites community into discussion with each other, prospective partners or thought leaders/innovators Brings people and information together in interesting ways Publishes content not available anywhere else Offers unique multi-disciplinary community not found anywhere else

Core differentiator (promote) messages Members whove made nearly every modern discovery or significant advancement in aerospace Executive director whos one of few women to ever fly in sp ace Members meet/talk to people whove made the discoveries, written the books, published the research, completed the missions Lifelong home for professionals who want to develop career path and have more career mobility; find mentors; transfer skills from technical to managerial roles; learn how to work in team-based environments

Core connector (inspire) messages Makes sure people inside/outside profession are inspired, enthusiastic and energized Works to get profession recognized for making world safer, more connected, more accessible and more prosperous Gets attention for major missions that reinvent to inventive applications that enhance everyday life Focused on the future and building excitement for new frontiers (commercialization of space, next generation aviation, environmental sustainability)

Core motivator (move to allegiance) messages High energy voice for a vital profession; advancing a more relevant profile for entire aerospace community Helps members move careers forward Gets members in on ground floor of new thinking, best practices, stimulating idea exchanges (sparks that can lead to the next brilliantly simple innovation or amazing major discovery) Offers members opportunity to give back (through leadership, mentoring, telling the aerospace story, sharing ideas)

Targeted YP messaging Jump starting career advancement. Meet people you might never encounteryour next employer, boss, mentor or important colleague Building skills for the future. Get in on the latest technical knowledge to help you in your current job and learn the softer skills that position you for promotion Exchanging ideas that matter. Dialog with like- minded peers, thought leaders with unique expertise, innovators making the breakthroughs Giving back. Help shape the profession; be a mentor; promote STEM education; tell the aerospace story to others; share ideas/ contribute to next big idea

Membership recruitment mailer: before

Membership recruitment mailer: after

FAQ exercise #1: Members/prospective members Use your messaging handout and choose the best three answers Member question: Why should I join AIAA or get more involved in a section?

FAQ exercise #1: Members/prospective members Use your messaging handout and choose the best two answers General public/policymaker question: Why should I care about the aerospace profession?

Handshake/elevator speech overview If you want to advance in your career and make a greater impact with your work, AIAA can help you do that. If you want to see aerospace better understood and appreciated, AIAA can help you do that. Were a lifelong link for aerospace professionals and a champion for their achievements.

Talking points Get connected with people who can help advance your career and stimulate great new thinking about your work Quickly find vital research information and exchange ideas about it with other professionals Build leadership skills that prepare you for the next rung on your career ladder Be part of an organization thats protecting jobs and helping create more opportunities for aerospace professionals Make sure theres a pipeline of future aerospace workers

Elevator speech exercise Pair up and practice delivering the elevator statement to a prospective member Group discussion and feedback

Language library Our work is: Vital Challenging Ingenious Stimulating, Complex (and yet often brilliantly simple) Our character is: Dedicated Purposeful/ passionate Open/accessible/ approachable Caring/concerned/ supportive Community-minded/ relationship focused Our mindset is: Optimistic Confident Exploring/pioneering Diverse Enthusiastic/ appreciative

Language library (contd) Our people are: Inventive Knowledgeable Energetic/active/ involved Multidisciplined/ multicultural/ multigenerational Our approach is: Innovative Intentional Collaborative Lifelong Industry-promoting Our outcomes are: Future-focused Inspiring Beneficial Significant/ high-value/ high-impact Essential Relevant

Language library exercise Choose your favorite word from the language library Write a sentence about AIAA or your section using it

Questions & Answers