Institute of Mechanical Engineers: Engeneration

The challenge

In 2008, the 14–19 Diploma in Engineering was introduced to schools and colleges across the UK, and the Institute of Mechanical Engineers (IMechE) wished to engage participating students.

As the UK's fastest-growing professional engineering institution, IMechE recognised that the new Diplomas offered a once-in-a-generation opportunity to re-engage students with engineering. This could be achieved through a large-scale, pre-university engineering education scheme.

IMechE's communication objectives were:

  • to inspire and excite 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

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

Engeneration provides diploma students and teachers the following resources:

  • 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.

EdComs also looked after the promotion of Engeneration through targeted mailings and follow-up 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.