IMechE: Engeneration

The challenge

As the UK's fastest-growing professional engineering institution, the Institute of Mechanical Engineers (IMechE) recognised that the Diploma in Engineering, introduced in 2008, offered a once-in-a-generation opportunity to re-engage students with engineering. This could be achieved through a large-scale, pre-university education scheme.

IMechE's communication objectives were:

  • to inspire and excite students with the prospect of pursuing an engineering career
  • to support, reward and encourage participation in the scheme
  • to involve and engross students in their engineering education
  • to communicate the importance of engineering in society.

Ultimately the scheme needed to be directed towards capturing the imaginations of the engineers of tomorrow.

Our approach

The first step in developing the programme was an extensive research and consultation process with the aim of providing guidance on how IMechE could meaningfully engage with young people about mechanical engineering. The research was conducted across the UK and included stakeholder interviews, provider group discussions, and group discussions with students.

Following this consultation, Engeneration was conceived: a free-to-join membership scheme to support students in their Diploma, right the way through their course of study. Engeneration was designed to offer students a unique insight into the industry, including one-to-one support and guidance from industry engineering professionals.

On the back of the research, EdComs created the brand and look and feel for Engeneration and a range of resources and promotional activity:

  • An eye-catching, all-purpose careers brochure to explain the opportunities in engineering to a broad range of audiences.
  • An Engeneration membership pack for participants, containing the new careers brochure, a guide to the scheme, branded stationery and a branded USB flash drive.
  • The Engeneration website. The website provides an online hub for student learning and guidance, with access to case studies, one-to-one support, careers advice and learning materials.
  • A monthly newsletter, keeping students up to date with the latest engineering information, delivering featured articles, links to recommended online resources and monthly prize draws. The newsletter ensures the continued engagement of Engeneration members and drives traffic to the website.
  • Targeted mailings and telephone campaigns.

Outcomes

IMechE has become the first institution to offer Diploma students crucial support to bring the new Engineering qualification to life; it provides unrivalled support for students through a sense of involvement and belonging, coupled with engagement and interaction with the core of the engineering industry.