As with other public relations efforts, setting goals and measuring outcomes is an important part of the ASCE pre-college outreach process. After all, if you don’t know what you hope to achieve before you begin, how can you tell if you have succeeded in what you set out to do? Hopefully for all of us in the civil engineering community, this is intuitive. Brainstorm, design, build, test and evaluate, redesign, build, test….  You recognize it as the engineering design process! It’s how we make things better!

Recently ASCE Pre-College Outreach has been doing some testing and evaluation of its own by initiating two assessment projects. The first is the launch of our online Pre-College Outreach survey to get feedback from our member volunteers and learn about the scope of pre-college outreach across the country. Although we think we know what volunteers are doing in their Sections and Branches, we have set out to get a better measurement of how, where and with whom our members are conducting their pre-college outreach programs in their communities. You can help with this assessment by taking the survey. Your feedback will help us evaluate our current volunteer network and build an even stronger one!

Another assessment we recently finished was a focus group study of more than 120 students in grades 4 through 7 to observe their response to the newly launched ASCEville Web site! We hoped to learn if our target audience had been calibrated accurately and whether the features we hoped would interest kids, actually got kids excited about civil engineering. Most importantly, we took a close look at their recommendations to learn what they would like to see on the site to make it even more informative and fun. Many of our findings led to improvements currently being implemented!

The value of setting goals and measuring outcomes cannot be overstated. Before you begin your next pre-college outreach effort, be sure to pause and ask yourself, “What do I hope to achieve?” Consider gauging not only the number of kids you reach, but the quality of the overall outreach event. Measures of effectiveness can include: Did we reach students with the right messages? Did students have a positive response to what they heard? Did we forge new relationships with community partners who share our interest in bringing information about civil engineering to kids? Did we have fun doing it?

Testing and evaluating is easy with a little bit of advanced preparation and follow through. I’ll be talking more about ways to assess your pre-college efforts in the future. In the meantime, begin to establish a habit of assessment at the local level to help you reach your goals and help us reach our national goals. Attracting kids to the profession of civil engineering and teaching the public about the important role civil engineers play in shaping the future remains high on our list of priorities!

Leslie Payne
Manager, Pre-College Outreach

Oh…the lazy days of summer! The kids are out of school and everyone is looking for a little fun in the sun. But as we enjoy our summer vacations, thoughts of the approaching fall season are coming into view on the horizon. Now is a great time for your Section or Branch to plan K-12 engineering outreach in your local area for the new school year. ASCE Pre-College Outreach can provide you with guidance to help you introduce kids to civil engineering and promote the profession.   

Here are some steps you can follow to prepare:

• Sign up to become the designated outreach contact for your Section or Branch. ASCE Pre-College Outreach has a growing program and we need support at the local level. As an outreach contact, you will be responsible for receiving and distributing important outreach program updates, invitations, local volunteer opportunities and other information on behalf of your Section/Branch. This is a great opportunity for your Section/Branch to get involved in outreach by becoming a part of our community. Sign up today!
   
• Contact ASCE Pre-College Outreach for a sample packet of material resources. Outreach has an assortment of hands-on activity guides, brochures, posters and handouts to help jump start your local outreach effort. You can use these resources to prepare an outreach event or career day presentation. Visit ASCEville to preview some of the resources we have available. Email outreach@asce.org to order outreach materials or request a sample outreach packet for your Section/Branch.
• Identify where you can promote civil engineering to kids. Now that you have the resources, develop a list of possible people to contact within your local community to get started. Try connecting with local colleges, community centers, libraries and museums to inquire about your interest in opportunities to introduce kids to civil engineering. At the start of the school season, contact your child’s school or school system regarding planned career day events on the school calendar and your interest in being involved. Then contact us and let us know how we can help.  
• Visit ASCE’s new Web site for outreach volunteers. The site will provide you with inspiration and a supportive network.
• Take our first online Pre-College Outreach Survey. Help us learn more about outreach volunteerism around the country. As an additional incentive, if you take our survey, you will be entered into a drawing to win an iPod Classic!

How is your Section/Branch preparing for the new pre-college outreach season? We’d love to hear from you!

Shana Gipson
Senior Coordinator, Diversity and Pre-College Outreach

Everyone is talking about social media!  From Facebook to You Tube to Twitter, there seems to be no end to the growing number of online communities people can use to share stories and connect with others. We all seem to be linking in to see what’s going on!

What is it about social media that draws us in? Perhaps it’s because we learn through the experiences of others; or perhaps because we are all hungry to connect with others who have the same enthusiasm and passion for common interests.

ASCE Pre-College Outreach is getting off the sidelines and joining in the fun. With volunteers across the country holding educational outreach events, participating in engineering competitions, attending career fairs, mentoring youth and visiting classrooms, social media offers the perfect opportunity for civil engineers to share their experiences and successes in a unique online outreach community center. The time has never been better to share with and learn from others about reaching out to and engaging kids in civil engineering.

Do you have an interest in talking to kids about civil engineering? Then be sure to visit our pre-college outreach community center on the Web. There you can read stories about other champions of outreach around the country and learn new ways to get involved.  You can also participate in our outreach survey by telling us about your outreach experiences. Your feedback can help us provide the programs and services that better support your outreach efforts. Links to ASCE’s Pre-College outreach community on Facebook and The View – ASCE’s Pre-College Outreach Photo Gallery on Flickr - will give you places to look at photos, leave comments and have discussions, all with the purpose of teaching others and learning how to better reach kids with information about the excitement and importance of civil engineering.

And don’t forget about the advantages ASCE’s Pre-College Outreach program’s social media could hold for your Section or Branch. By tuning in, posting stories, following links, learning from others and holding discussions about what is working or what isn’t, you may find the information your Section or Branch needs to make a lasting impact on engineering education in your community.

So get off the sidelines and join in the fun with us. Send us your stories or post your comments, photos, videos, etc. online. Get social!

Leslie Payne
Manager, Pre-College Outreach

We never become who we are or get to where we need to be alone. We all have had a little help along the way.

I mentor at a youth detention center in Washington, D.C. For me, it’s my way of giving back – my way of repaying those who helped keep me away from the myriad of distractions placed before me during my youth.

The mostly teen audience I speak to stumbled along the wrong path, some due to circumstance, others because they didn’t have someone to show them a better way.

I visit once or twice a week. We talk about anything, everything and nothing at all. They probe me about my background, want to know some war stories from my Army days, or simply rag me about my favorite teams not being in the playoffs.

I ask them about how they are bettering themselves while confined, and what their plans are upon release. I also inquire about what they foresee in their futures. To assist me in explaining what I do for a living, I once shared ASCE’s 2009 Report Card for America’s Infrastructure with the group. There were two young adults who were more intrigued by the document than the others. Before I left, they had many insightful questions, much like the reporters who query me at work.

I invited a friend who is a civil engineer to join me for my next visit. Coincidently, she grew up in the same neighborhood as the two young adults who quizzed me the previous week about the Report Card. I linked her up with them and it was as if the light switch was flipped for the two young adults. And my civil engineer friend says she probably got more out of that visit than her inquisitive admirers!

Since that day, each time I visit the detention center, those two youths share with me the ways they think we can improve our infrastructure, how my engineer friend is helping them build a pseudo-Concrete Canoe and their plans to become engineers. I cannot take credit for piquing their interest, but I will beam with pride when I see them perhaps one day becoming one of ASCE’s New Faces of Civil Engineering.

Have you had any experiences mentoring? Does your Section or Branch have a mentoring program?

Anthony Reed
Manager, External Relations

Kids are pretty savvy these days about making choices.  Let’s face it.  They are bombarded daily by innovative marketing campaigns that inform their choice of snacks, toys and video games, clothes and even colleges!   People who market successfully to kids know that brand matters, and it is an integral part of any marketing strategy aimed at grabbing kids’ attention. But branding is more than just a logo. Branding creates an image which reflects the emotional connection a person has with the product. Successful branding creates enthusiasm, positive identification and loyalty.

As ASCE pre-college outreach volunteers, you are engaged in the rewarding work of increasing awareness about the profession of civil engineering and the positive benefits that engineers have around the world. So it may be helpful to think about various levels of brand recognition as you set out to establish a connection with kids that is positive, and long lasting.

Kids who associate engineering with something negative are more likely to purposely avoid the profession. The result may be brand rejection. Beware of language that promotes negative stereotypes or which is narrow and limiting in scope.

In addition, kids may lack a clear understanding of the difference between engineering and other professions, they may lack the knowledge to make a personal connection or make a well-informed decision. The result is likely to be brand non-recognition.

To achieve brand recognition, kids need to have both a positive association and meaningful understanding about what engineers do. Find differences in value between your profession and other professions and highlight that difference mercilessly.  This is a good first step! Whether students choose to be engineers or not, helping kids learn and recognize the role of engineering in the world is a worthy goal.  

As outreach volunteers you have the opportunity to take students beyond recognition!  Students will have achieved brand preference when, given a choice between two brands, they choose one option over another.  By continuing to differentiate from other professions and by illustrating  and demonstrating the added value of the work that engineers do, kids will see time and time again the challenges and possibilities available to engineers and the ways in which engineers change the world.  Hopefully they will want to be a part of that and choose the path that takes them there!

And finally, remember the highest level of brand recognition - brand loyalty. Keep talking about engineering in ways that describe its uniqueness, and provide plenty of added value through your discussions and demonstrations.  You might also strive to offer them a memorable experience at a level they will not get anywhere else.

ASCE’s pre-college outreach program is here to help you connect with kids using resources that focus on civil engineering as well as guidance to help you positively brand civil engineering during your next outreach activity or event.  Email us at outreach@asce.org to learn about ways you can build techniques into your outreach events to ensure a loyal following of students interested in civil engineering!

Leslie D. Payne
Manager, Pre-College Outreach

One of the most reliable public relations tools is the photograph. More than any other medium, a great photograph can crystalize an idea or evoke powerful emotions in fractions of a second.

At ASCE we find ourselves in a constant search for great photographs. This is especially true of the ASCE Pre-College Outreach program. As we look for ways to excite young people about the role of engineering in the world and about the exciting things engineers do, we have learned that pictures of engineers at work, loving what they do, are uniquely compelling to kids. Often, it is a picture that sparks their questions: What do engineers do? How do I become an engineer?

Engineering firms and professional groups take pictures all the time. You’ve seen them: the projects, the people, the awards. We use pictures in newsletters to announce events and awards, or our companies use them in marketing campaigns designed to promote a company’s public relations, or community relations image. There are literally thousands of photos taken every week! Somewhere among all of these pictures are the treasures we seek – the spontaneous photo that depicts an engineer doing something unique and engaged in a way that demonstrates his or her focus and passion for the job being done. 

ASCE’s Pre-College Outreach program needs your photos! We need photos of structural, geotechnical, water resource, coastal, environmental, site planning, transportation, architectural, and construction engineers at work! If you don’t have them already, get out and take them! Follow these tips for taking great photos of people at work:

• Have fun! – Don’t work your subject to hard, let them get comfortable.
• Get close – Emphasize what’s important.
• Take candid photos – Ignore the impulse to pose your subject.
• Use natural light – Overcast days produce better light than sunny, bright days.
• Avoid shadows.
• Have all your subjects sign a photo release!

Send your high resolution photos (300 dpi or better) to outreach@asce.org. Be sure to include a photo release form (request a copy for your Section or Branch from ASCE’s Communications department if you don’t have one) and a caption naming the person/people in the photograph. Include their contact information and a brief description about what the subject(s) is(are) doing. Photographs of individuals work best. Kids seem to respond best to younger engineers, but always to anyone doing things that they think are “cool.”

Once you’re in the habit of taking photos that excite and invite, keep taking them. Use them in your local PR efforts. (Remember, always have a photo release form signed.) After all, it may be your picture that sparks the idea in a young child’s mind – Hey, I think I want to be an engineer!

Leslie Payne
Manager, Pre-College Outreach

ASCE has made it possible for you to engage kids in the world of civil engineering ONLINE! What better way to grab kids’ attention than a cool Web site where they can watch a whole city transform before their eyes from the ground up, starting with colorful sketchings of an urban city to the construction of a skyscraper. With just one click, visitors can enter ASCEville, the place where civil engineering happens!
 
If you’ve been looking for the perfect resource to wow kids and impress their teachers and parents, ASCEville is the perfect site for members wanting to get involved with pre-college outreach. It can be used to promote the excitement, creativity and rewards of civil engineering as an exciting career possibility. Its interactive activities and compelling stories of inspiring young engineers are sure to leave kids with a clear understanding and thirst for civil engineering!

ASCEville opens up the world of engineering in much the same way people encounter civil engineering in real life—by exploring the urban landscape. Parents, educators and engineers can also get in on the action by way of the “Resources” page, where they’ll find a host of information on academic and career guidance, outreach and much more.

So what are you waiting for? Your outreach opportunity is here with ASCEville. Have you already discovered ASCEville? How have you used the site? What did the kids think? Leave your experiences in the comment section below.

If you need help getting started, email us at outreach@asce.org. We’d love to hear from you!

Lisa J. Jennings
Senior Manager, Diversity and Pre-College Outreach

When it comes to encouraging kids to pursue engineering, there is a LOT of talking going on.

But communicating is a two-way street. As much as we outreach types think we need to work harder on the messages we send, we all know we need to do a better job of opening our ears and listening. Listening intently and hearing fully what our audience thinks and how our audience feels about the world around them can make the difference between sending a message that resonates or falls flat. In the realm of pre-college outreach, it can mean the difference between turning kids ON to civil engineering, or turning them OFF.

Including listening as a part of our communication practice requires effort. It’s easy to get so busy talking that we forget to take time to evaluate how our words are being received and learn new ways to communicate more effectively.

I am reminded of a story told by Stephen R. Covey, author of Seven Habits of Highly Effective People (1989):

Suppose you were to come upon someone in the woods working feverishly to saw down a tree.
“What are you doing?” you ask.
“Can’t you see?” comes the impatient reply. “I’m sawing down this tree.”
“You look exhausted!” you exclaim. “How long have you been at it?”
“Over five hours,” he returns, “and I’m beat! This is hard work.”
“Well why don’t you take a break for a few minutes and sharpen that saw?” you inquire.  “I’m sure it would go a lot faster.”
“I don’t have time to sharpen the saw,” the man says emphatically. “I’m too busy sawing!”

So the question becomes, how often do we stop and think about what we are saying to encourage kids to explore the exciting challenges and possibilities of civil engineering? Or more importantly, how often do we listen to research about kids and to kids themselves and take time to learn new techniques so we can be more effective in reaching out to them.

ASCE and WGBH want to give you the opportunity to do just that. Our first free pre-college outreach Webinar is coming up February 25. Effectively Communicating About Engineering Careers to High School Girls will discuss what research tells us high school girls think about engineering and what they are looking for in a future career. It will provide practical solutions you can use now in your outreach efforts to improve your effectiveness. When we listen to girls intently, and think strategically about how we communicate about engineering, some surprising things begin to happen. Their desire to make a difference in the world begins to take shape — where life and engineering intersect.

Leslie Payne
Manager, Pre-College Outreach

Okay – your Section or Branch has decided it wants to develop a pre-college outreach program, or perhaps build upon its existing program. But where should you start? What tools should you use? ASCE’s pre-college outreach resources are available to all members and can help you turn your next K-12 outreach event into a successful, rewarding experience for all.

ASCE’s strategic plan includes a targeted objective to attract and retain talented individuals to the profession starting at the K-12 level. Plus, outreach events are a great way to build relationships with schools and other organizations in your community. We can help you figure out what type of activity would work best for your event based on the age group, location and time frame.

ASCE has an assortment of resource materials available. These materials can enhance your event and some are even designed to be distributed to students as an excellent take-home item. With help from our partners at PBS, we are able to provide members and educators with a free copy of activity guides from television shows such as FETCH with Ruff Ruffman, Design Squad and many more. We also have a variety of posters, brochures and postcards. Where can you learn more and order materials? Contact us and we can help assist you through this process.

Now that you know what resources ASCE can offer, the next step is to sign-up to be an outreach contact. As an outreach contact, you’ll receive information about training and volunteer opportunities in your local area along with updates on new materials and helpful resources. You can forward the information to your Section and Branch members to encourage participation in K-12 outreach and increase awareness of both ASCE’s national and your local outreach programs.

To create even more awareness of your outreach event, don’t forget to contact your local media! Many Sections have been successfully featured in their local newspaper or on a local television station, just by inviting the media to their event.

Don’t forget to send us an email with all your pre-college outreach needs and questions.

Have you conducted any outreach events recently? How’d it go? What resources did you use? Leave you comments below. We’d love to hear from you!

Shana Gipson
Senior Coordinator, Diversity and Pre-College Outreach

Public relations professionals have something in common with many civil engineers. They love to build bridges! In doing so, they foster relationships and create an ongoing dialogue of connection and involvement with an organization’s target audiences and those who influence those audiences.

And, like engineers, PR professionals are systematic. They monitor trends, identify matters of concern to an organization, and take action to solve communications challenges and address those concerns. They evaluate the outcome of their actions and make improvements when needed.

A current concern for the civil engineering profession is attracting talented young people with the capacity to conceive innovative solutions for the engineering challenges of a modern society. In short, we need more kids to think of themselves as future engineers! 

At ASCE, one of the bridges to that energetic well of youthful enthusiasm is educational outreach. Our members are doing a good job of connecting and involving themselves with kids at every level. They are working hard to give parents, teachers and students a better understanding of the direct and positive impact civil engineers have on people’s everyday lives. 

Like all infrastructure, bridges need inspection from time to time. Recently, market intelligence (Changing the Conversation, 2008) has pointed out a flaw in the message that students are hearing about engineering: Kids are tuning out when the emphasis is on science, math and the rigors of an engineering education! However, the good news is kids are tuning in when the emphasis is on imagination and innovation—on turning ideas into reality! 

This change in dialogue provides a powerful teaching moment for every ASCE member who talks with parents, teachers and students. The next time you are in a position to engineer the “bridge” between kids and civil engineering – stop – and think like a PR pro.  Stay on message. Don’t squander the opportunity to help kids tune in to the discoveries and possibilities inherent in civil engineering! 

I’d love to hear what trends you are seeing! What dialogue do you find is resonating with kids? Email me at outreach@asce.org or share your firsthand experience in the comments section below.

Leslie Payne
Manager, Pre-College Outreach