A L E X G L A Z E R , A M Y F E S T A , A D A M D A R O F F , S C O T T S C H A C H T E R , M I K A C U C U L L O , A N D R E A T A B A R E S

RECOMMENDATIONS PHASE

SUMMARY

• Objective: Develop a marketing plan for both women owned businesses and corporate partners to attract more interest in and awareness of the Women’s Business Enterprise National Council certification

• Process to Recommendations:

Company analysis of current practices

Interviewed women owned businesses and

corporate partners

Researched industry

KEY FINDINGS

Low Brand Awareness

• Client website sample & analysis

• Feedback from women owned businesses

Disconnect About Matching

Process• Feedback from

women businesses & center employees

Sense of Abandonment

• Feedback from women owned businesses

Website Design

• Website Analysis

Competition Analysis

• Comparison to competitors

• Clients don’t feel a strong connection• No customer loyalty• Choose CWE because it’s the only option for

certificationResonance

• Judgments: Quality of the program is not emphasized, added benefits do not seem valuable; credibility is not justified

• Feelings: Sense of abandonment, clients are wasting time & money at events (no results)

Judgments | Feelings

• Performance: Low penetration of eligible market, low corporate match rate, no metrics for legit statistics, clients are not guaranteed results

• Imagery: Confusing (too many acronyms), website seems confusing (poor representation of company), no recognition on client websites, no unique brand associations

Performance | Imagery

• No recall OR recognition• Client needs are not being

satisfied• Internally company is aware of

problems, clients see thisSalience

Brand Equity Pyramid

RECOMMENDATIONS AGENDA

Increase Communication

• Designate representatives

• Programs in other areas

• Monthly updates

Promotional Ideas

• Educational programs

• Sponsor an event

• Raise brand awareness

Wordmark

• For Center for Women and Enterprise (CWE)

Website Refresh

• Events• Log In• Interactive

Chat

Comparison to National Partners

• Website comparisons

• Continue research

INCREASE COMMUNICATIONRECOMMENDATION #1

Designate representatives for each region of New England

Offer events and training/counseling programs in other areas of

the region

Send monthly emails/pamphlets

to certified business

PROMOTIONAL IDEASRECOMMENDATION #2

Educational Programs• Market the Center For Women and Enterprise and

the certification program as a tool to educate women and grow and improve their businesses– market the matching making as an added bonus

• Use testimonials from certified women owned businesses in distributed literature and at events

Sponsor an Event• Focused on potential clients• Learn information about WBENC through the

centerRaise Brand Awareness• Create networking opportunities

Login Information• Put on homepage • Market “login” as a

positive benefit• ex.) Be able to access a

list of current companies and corporations

• Automatically become a part of an email chain that sends reminders about upcoming events and center programs

Highlight Benefits• WBENC Certification• Highlight the center

services• Show insights of

companies who have enjoyed the services

Additional options• Instant chat with the

center employees and specific representative

• Chat with other businesses and corporations

• Show potential corporation “matches” online and get the companies talking through instant message

WEBSITE REFRESHRECOMMENDATION #3

WEBSITE REFRESH

WEBSITE EXPERIMENT

• Random Sample of 50 Companies from Client List

Yes38%

No46%

No Website

16%

Presence of Certification or Center Brand Logo on Client

Websites

38% of Client Sample had WBNEC logo on website

63% had the logo

represented on the

homepage

Only 1 company had any

reference to the center (2%)

WORDMARKRECOMMENDATION #4

Wordmark• Develop a wordmark that is mandated to be featured on all center client’s websites

Back Links• Links back to center website where potential clients can

learn about the center and the certification program

Benefits• Free marketing • More awareness

UTILIZE OTHER REGIONAL PARTNER ORGANIZATIONS

RECOMMENDATION #5

Constant Contact

• In addition to researching their websites, the Center for Women and Enterprise should contact and stay in contact with the other partners

Relationship Benefits

• By establishing a relationship with the other partners, the Center would be able to incorporate fresh ideas, potentially gain new clients, and increase networking opportunities