SWE: Digital Content | asae gold circle awards
  • Introduction
  • Project Overview
  • Goals/Objectives
  • Strategy/Tactics
  • Success Metrics

Digital Content merit award winner

Society of Women Engineers' "Diverse" Podcast

We helped SWE’s podcast be heard around the world. The result? A 42% rise in countries tuning in from outside of the U.S.

SWE: Digital Content | asae gold circle awards
 
The Results

Increase audience outside of the United States

15

we exceeded SWE's goal by 1%

Increase total listeners in first 30 Days

275

streams/downloads per episode

Project Overview

SWE: Digital Content | asae gold circle awards

"Diverse" is the official podcast of the Society of Women Engineers

The podcast was launched in 2016 with the original goal of serving as a supplemental communication tool to our on-going member marcomm efforts. As the “Diverse” audience has grown and changed, SWE moved beyond basic member and governance updates to developing new content and stories for each episode that are unique to the STEM space. In 2019 SWE set a series of goals that if reached would move the podcast beyond a fun medium that provides content into a viable product that could generate non-dues revenue.

Goals/Objectives

Goal #1:

Increase audience outside of the United States 

SWE wanted to measurably show that over the course of 2019 the podcast could grow its listenership outside of the United States. Their first set of analytics back in Q1 of 2017 showed that 10% of the “Diverse” audience resided outside the United States. In Q4 of 2018, that number had only moved by 1% to 11%. Their goal was to increase the audience outside of the U.S. to 14% or more by the end of Q4 2019.

Goal #2:

Increase listeners
in first 30 days 

When “Diverse” launched in 2016, the show averaged 30 to 40 listeners per episode in the first month of availability. DJG conducted research and determined that a podcast episode that generates 136 downloads or more in the first 30 days is in the top 50% of all podcasts in terms of total downloads, SWE set their goal at 140 listeners in the first 30 days for each episode released. In order to fulfill goals one and two, SWE knew it was a numbers game and if we aren’t growing our audience neither goal was realistic.

Goal #3:

Contribute to generating revenue

SWE also wanted the podcast to support or independently generate non-dues revenue. Although the hard cost of a podcast over 12 months is not tremendous, the amount of time to produce and write shows needs to be justified at a certain point. Turning that time into new revenue, and/or leveraging the podcast as an additional benefit to tack on to lagging sponsorship opportunities was key.

Strategy/Tactics

 
Goal #1: Increase Audience Outside of the United States

Produce global content

Produce content that has a global application in the world of women engineers. SWE focused on discussions with women and men leaders in engineering about relatable material for women engineers—ideas and topics that could apply to an engineer in the U.S. or in another country. 

Participation from conference keynotes

SWE made it a requirement that anyone applying for a keynote role at the SWE Annual Conference would agree to be on an episode of the podcast. This tactic also helped support a separate goal of making our Annual Conference content more accessible to other parts of the world. Women can now hear from the leaders in engineering and technology space that speak at our conference even if they can’t make the trip.

 
Goal #2: Increase Listeners in First 30 Days
SWE: Digital Content | asae gold circle awards

Key placements on SWE's blog

Produce content that has a global application in the world of women engineers. We focused on discussions with women and men leaders in engineering about relatable material for women engineers—ideas and topics that could apply to an engineer in the U.S. or in another country. 

 
Goal #3: Contribute to Generating Revenue

Paid content & packages for sponsors

Integrated podcast episodes into paid content and media packages for strategic sponsors. 

Offer episode sponsorship opportunities

Offer organizations the opportunity to sponsor an episode of Diverse and use an employee or executive leader to speak about their mission and how it relates to SWE. Podcast’s were priced at $3,000 per episode. 

Live recordings of sponsors at conference

Integrate the podcast into existing sponsorships at Annual Conference. Offered the sponsor of the Annual Conference SWE Member Center the chance to record a live podcast on a topic of their choice as it relates to women finding and expanding on careers in engineering.

Success Metrics/Results Achieved

Increase audience outside of the United States

At the close of 2019, SWE had achieved growing our global audience of 15%. SWE also grew the total number of countries outside the U.S. with listeners from 26 at the start of 2019 to 36, a 42% jump

Increase yotal listeners in first 30 days

At the end of 2019, “Diverse” was averaging upwards of 275 streams/downloads per episode in their first month of availability. SWE also had their first episode eclipse the 1,000 streams/downloads mark. It was an episode with one of our Annual Conference keynotes.

Contribute to generating revenue

“Diverse” contributed directly to or supported generating an estimated $35,000 in non-dues revenue. Accomplishing this by way of integrating the podcasts into sponsorships, paid content packages, and as a stand-alone paid content offering.

SWE also sold our first episode as a stand-alone opportunity to the University of Cincinnati Online at the full $3,000.

Listen to find out how DJG helped SWE Up It's Podcast Game

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