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COVER STORY
Dream It. Do It. is a national effort produced by the National
Association of Manufacturers (NAM) to promote manufacturing
careers to students around the country. Here in Minnesota,
the initiative is spearheaded by Minnesota State Colleges and
Universities (MNSCU’s) 360° Manufacturing and Applied
Engineering ATE Regional Center of Excellence, led by Bemidji State
University. The campaign has served West Central Minnesota with
Tri-State Manufacturers’ Association since 2009 and, more recently,
the Brainerd Lakes area manufacturers.
In a new collaborative effort with the Minnesota Precision
Manufacturing Association (MPMA), the campaign plans to take
its message statewide to create a brand image for the manufacturing
industry. The Dream it. Do it. brand name will become the banner
that unites manufacturers, technical colleges, middle and high
schools, students, and parents in the statewide workforce development
effort. The new launch will feature various Minnesota manufacturers
and their employees by sharing stories of men and women who are
passionate about their manufacturing careers. The initiative will show
the public what modern manufacturing looks like every day.
Over the past few months, Dream It. Do It. has been interviewing
a diverse group of companies and manufacturing professionals who
have high job satisfaction and break the “assembly line” stereotype. The
highlighted interviewees are portrayed in clean environments where
they are well paid, respected, and engaged in their work.
For example, Troy Stenstrom is a lead machinist at StoneL
Corporation in Fergus Falls, Minn., and is quoted on a billboard
saying, “Manufacturing has come back to the states … because we
do higher quality work.” In an interview, Stenstrom reported, “You
see something different every day in manufacturing, and you’re
constantly learning. It’s not the grunt job that it used to be. It’s a
respectable position.” Stenstrom is a driven guy who is passionate
about his job, and his interview will be featured in an online video at
DreamitDoitMN.com.
“This is the ‘Got Milk’ campaign for manufacturing …” said 360°
Executive Director Karen White. “We are building a recognizable
brand that represents a paradigm shift in the way people think about
our industry.”
This October the campaign is launching media to represent
the manufacturing industry, including billboards, online videos,
online radio spots, social media pages, and a robust new web site,
all culminating for a dramatic explosion of media during Minnesota
Manufacturers Week October 21-27, 2012. The statewide initiative is
targeting specific regions for this launch including the Twin Cities,
West Central, St. Cloud, Brainard Lakes, and Mankato.
To track the campaign’s progress, 360° will be enlisting a research
firm to conduct surveys and watch regional employment data. In
addition, they will be closely monitoring trends in online activity like
Web site hits and social media conversations.
During April and May of this year MNSCU, along with the
Minnesota Chamber of Commerce and the Department of
Employment and Economic Development conducted 12 listening
sessions across Minnesota to connect with manufacturers and
hear their workforce concerns. In all sessions, companies voiced
concerns about the industry’s image and how young people are not
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Strong, versatile and innovative,
Minnesota’s manufacturing sector is the
backbone of the state’s economy. From
high-tech electronics to high-end food products, Minnesota
manufacturers produce a wide variety of goods that are
known the world over for their high quality.
CAREER OUTLOOK
MN manufacturing has over 3,300
job openings every year
and paid over......
ECONOMIC IMPACT
largest
industry
13%
AVERAGE SALARY
manufacturing jobs
most MN jobs
HERE’S WHY manufacturing
is the backbone of the
economy.
of all MN jobs are in
Manufacturing. That’s
292,078 careers
That’s
Manufacturing
Job
creates 1.9 jobs
in supporting
industries
employees
MN FORTUNE 500 COMPANIES
Many of the top manufacturing brands are in MN
other MN
Fortune 500s
in wages to employees during 2010
MN
manufacturing
Fortune 500s
September | October 2012 PRECISION MANUFACTURING | 9