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RECOMMENDATIONS       PHASEALEX GLAZER, AMY FESTA, ADAM DAROFF, SCOTT SCHACHTER, MIKA CUCULLO, ANDREA TABARES
SUMMARY• Objective: Develop a marketing plan for both women  owned businesses and corporate partners to attract more  inte...
KEY FINDINGS    Low Brand            Disconnect About        Sense of    Awareness            Matching Process      Abando...
Resonance    • Clients don’t feel a strong connection                  • No customer loyalty                  • Choose CWE...
RECOMMENDATIONS AGENDA    Increase                        Promotional Ideas          Wordmark Communication• Designate    ...
INCREASE COMMUNICATION              RECOMMENDATION #1     Designate            Offer events and representatives for    tra...
PROMOTIONAL IDEAS                 RECOMMENDATION #2Educational Programs• Market the Center For Women and Enterprise and th...
WEBSITE REFRESH                                     RECOMMENDATION #3Login Information                 Highlight Benefits ...
WEBSITE REFRESH
WORDMARK                                RECOMMENDATION #4Wordmark•Develop a wordmark that is mandated to be featured on al...
UTILIZE OTHER REGIONAL PARTNER         ORGANIZATIONS                  RECOMMENDATION #5                  • In addition to ...
B2B Marketing: Final Recommendations for CWE
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B2B Marketing: Final Recommendations for CWE

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After a semester of being marketing consultants for the Center for Women & Enterprise in Boston, the team prepared final recommendations for the problem they asked us to solve. The team prepared several deliverables through the process.

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  • Designate representatives for each region of New EnglandOffer events and training/counseling programs in other areas of the regionSend monthly emails/pamphlets to certified business
  • Alex If they haven’t heard of national certification they aren’t going to have heard of the regional providerNone of the small WBENC businesses advertise the certification on their website or CWE …if they do advertise there are many different logos and acronyms- they should be displaying where they got the certification it would bring them more business (see implications) BRAND INCONSISTENCY – POOR BRAND EQUITY
  • Transcript of "B2B Marketing: Final Recommendations for CWE"

    1. 1. RECOMMENDATIONS PHASEALEX GLAZER, AMY FESTA, ADAM DAROFF, SCOTT SCHACHTER, MIKA CUCULLO, ANDREA TABARES
    2. 2. 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: Interviewed women owned Company analysis of Researched businesses and current practices industry corporate partners
    3. 3. KEY FINDINGS Low Brand Disconnect About Sense of Awareness Matching Process Abandonment• Client website • Feedback from • Feedback from sample & analysis women women owned• Feedback from businesses & businesses women owned center employees businesses Competition Website Design Analysis • Website • Comparison to Analysis competitors
    4. 4. Resonance • Clients don’t feel a strong connection • No customer loyalty • Choose CWE because it’s the only option for certification • Judgments: Quality of the program is not Judgments | emphasized, added benefits do not seem Feelings valuable; credibility is not justified • Feelings: Sense of abandonment, clients are wasting time & money at events (no results) • Performance: Low penetration of eligible market, low corporate match rate, no metrics for legit statistics, clients are not Performance | guaranteed results Imagery • Imagery: Confusing (too many acronyms), website seems confusing (poor representation of company), no recognition on client websites, no unique brand associations • No recall OR recognition • Client needs are not being Salience satisfied • Internally company is aware of problems, clients see thisBrand Equity Pyramid
    5. 5. RECOMMENDATIONS AGENDA Increase Promotional Ideas Wordmark Communication• Designate • Educational • For Center for representatives programs Women and• Programs in • Sponsor an event Enterprise other areas • Raise brand (CWE)• Monthly updates awareness Comparison to Website Refresh National Partners • Events • Website • Log In comparisons • Interactive Chat • Continue research
    6. 6. INCREASE COMMUNICATION RECOMMENDATION #1 Designate Offer events and representatives for training/counseling each region of New programs in other England areas of the region Send monthly emails/pamphlets to certified business
    7. 7. PROMOTIONAL IDEAS RECOMMENDATION #2Educational 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 eventsSponsor an Event• Focused on potential clients• Learn information about WBENC through the centerRaise Brand Awareness• Create networking opportunities
    8. 8. WEBSITE REFRESH RECOMMENDATION #3Login Information Highlight Benefits Additional options• Put on homepage • WBENC Certification • Instant chat with the center• Market “login” as a positive • Highlight the center services employees and specific benefit • Show insights of companies representative • ex.) Be able to access a who have enjoyed the • Chat with other businesses list of current companies services and corporations and corporations • Show potential corporation • Automatically become a “matches” online and get part of an email chain that the companies talking sends reminders about through instant message upcoming events and center programs
    9. 9. WEBSITE REFRESH
    10. 10. WORDMARK RECOMMENDATION #4Wordmark•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
    11. 11. UTILIZE OTHER REGIONAL PARTNER ORGANIZATIONS RECOMMENDATION #5 • In addition to researching their Constant websites, the Center for Women and Contact Enterprise should contact and stay in contact with the other partners • By establishing a relationship with the other partners, the Center would be Relationship able to incorporate fresh ideas, Benefits potentially gain new clients, and increase networking opportunities
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