Innovation... Discovery... Education… Achievement

Industry Outreach InitiativeProposed Game Plan

IEEE CPMT Society Board of Governors MeetingNew Orleans, Louisiana, USA

31 May 2003

Potomac Communications Group, Inc

Industry Outreach Strategy - 1

• Extract “lessons” from IEEE and other industry relations programs

• Target External Manufacturing Suppliers first – build key prospects list

• Target Chief Technology Officers as primary point of entry

• Develop and test generic messages that answer “what’s in it for my company … why should we care” – then customize company-specific sales points

Industry Outreach Strategy - 2

• Use existing relationships to build industry network of CTO and other exec contacts

• Invite Industry to discuss and define their needs and interests – take our case to them … don’t expect them to come to us

• Create an ongoing role for key Industry execs – sustained involvement, not a one-shot transaction

• De-bug strategy using pilot program approach (e.g., 6 companies in 2003)

Approaches Others Are Taking re: Industry Relations

• IEEE model in place - 2003• IEEE in Norway

– Communicating through chapter and section leaders

• IMAPS– Corporate memberships

• ASME– Industry Advisory Board

Barriers to Address Industry Value Proposition

• Lack of awareness – and involvement – at executive level (e.g., CTO)

• Benefits of membership not self-evident … not a priority

• Competitive pressures – on time, on budgets

• Perception that participation is not essential (“what’s in it for me?”)

• Shortcomings in data gathering – no clear picture of corporate affiliations of CPMT dues-paying members

• Technical competence-building • Visibility to customers and prospects

• Understanding of competition

• Work with standards bodies

• Reputation enhancement

Desired Outcomes of Industry Outreach

• Ongoing involvement from industry leaders

• Participation in technical issues of the Society

• Support employees’ involvement in Society functions

Approach

1. Initial Fact-Finding

• What events do you go to?• What do you read?• What organizations do you belong

to?

• Would they be willing to serve on an industry relations board? (reason for meeting)

– Form an advisory board to address their needs

– Mine hot issues for future industry roundtables

2. Begin Relationship-Building

• Coordinate industry roundtables at our events

– Let them talk to us, not vice versa– Invite CTOs– Additional media “bounce” for the CPMT

Society

• Translate information to articles– Place in trades and business press

Approach

3. Raise CPMT’s Profile at Multiple Levels of Target Companies

• Develop generic article template about CPMT Society products and services

• Place in the in-house publications of our target companies

4. Meet on Their Turf

• Get CPMT leaders on industry programs to discuss trends and technical matters

– Try two meetings to gauge value– Follow up with Industry attendees

• Take out “ad” in industry conference programs and proceedings

Conduct Pilot Program in 2003

• Choose 6 companies (2 packaging … 4 systems)• Create fact sheet – most persuasive “case” for Industry

involvement (ROI, etc.)• Test tools and messages• Evaluate results• Make corrections• Expand program in 2004

Innovation... Discovery... Education… Achievement

Industry Outreach InitiativeProposed Game Plan

IEEE CPMT Society Board of Governors MeetingNew Orleans, Louisiana, USA

31 May 2003

Potomac Communications Group, Inc