Here is a link of what FIRST had to say when we won the E.I award @ the NC regional this year.
https://www.youtube.com/watch?v=Wgytu7Ea7Fc
The E.I. Awards starts @ 9:24:00.
They clarify what they mean with the E.I. award.
The way I see it is that it isn't only your outreach but also building a robot that has that inspirering factor since they say that it takes passion, knowlage and insperation.
Hopefully this will help you understanding what the E.I. award is about.
Wouter Levering
Mentor of Team Rembrandts
2014 NC Regional Engineering Inspiration Winner
2013 NC Regional Rookie All Star Winner