WHERE THE GIRLS ARE: APPLYING AN INTEGRATED MARKETING APPROACH TO ATTRACT GIRLS INTO ENGINEERING PROGRAMS

摘要

The steady national decline in women engineering students persists despite a plethora of programs and camps at engineering colleges around the country aimed at attracting girls into engineering and technical fields. Discussions about this decline often suggest that influential cultural, media and marketing images may affect girls' career choices in ways that steer girls in directions other than engineering. When planning the first-ever overnight engineering camp for high school girls hosted at Boise State University, the planning team decided to embrace marketing methods to create realistic images about engineering that are relevant to the lives of girls. The planning team represented a partnership among Micron Technology, the southwest Idaho Society of Women Engineers section, Boise public school staff, and Boise State University faculty, staff and graduate students. The team defined four messages that formed the foundation for curriculum development and communications with prospective participants: 1) Engineers help the world; 2) Engineers think creatively; 3) Engineers enjoy working with other people; and 4) Engineers earn a good living. Demand for the "e-Girls" camp far exceeded expectations, and student evaluations at the end of the program indicated success at affecting the girls' understanding, perceptions and interest about engineering careers. The program will continue in 2006.