2008 Case Competition 2009 NAWMBA Conference Marketing Plan Robert H. Smith School of Business Catherine Corso Lauren DeStefano Jaya Kothari Kristi Zobel Yi (Zoe) Zhou

2004: University of Virginia 20 Sponsors 300 Attendees 2005: Rice University 42 Sponsors 620 Attendees 2006: Washington University 70 Sponsors 900 Attendees 2007: University of Maryland 76 Sponsors 1750 Attendees Future Goal…. 200 Sponsors 5000 Attendees

2009 NAWMBA Conference Goal 18 Sponsors 300 Attendees 2004 2005 2006 2007 2008 42 Sponsors 620 Attendees 70 Sponsors 950 Attendees 76 Sponsors 1750 Attendees 2009 200 Sponsors 5000 Attendees KEY QUESTIONS? What is the value proposition? How to deliver the value proposition to target? How to manage it under a limited budget? 1

KEY QUESTIONS?

What is the value proposition?

How to deliver the value proposition to target?

How to manage it under a limited budget?

NAWMBA Proposition Sponsors Student Attendees Professional Attendees NAWMBA Target OBJECTIVES Increase awareness & visibility Focus on implementation 2 Conference/Job Fair Case Competition Scholarship Programs Pre-conference Prep Student Chapters Professional Chapters Magazine/Newsletter Networking Programs Web Based Forum Executive Forums Career Coaching Mentor Program

OBJECTIVES

Increase awareness & visibility

Focus on implementation

2009 NAWMBA Conference Marketing Plan Promotion Campaign ATTENDEES SPONSORS Relationship Management Career Offices Professional Chapters Women MBA Clubs Existing Members Local Women’s Organizations Networking Software NAWMBA Ambassadors 25 Years of NAWMBA Celebration Public Relations Companies Promoting Diversity Successful Executive Women Local Medium-size Corporations Non Profit Organizations Government Departments SHORT-TERM LONG-TERM $23,600 $26,400 Total $50,000 3

Career Offices

Professional Chapters

Women MBA Clubs

Existing Members

Local Women’s Organizations

Networking Software

NAWMBA Ambassadors

25 Years of NAWMBA Celebration

Public Relations

Companies Promoting Diversity

Successful Executive Women

Local Medium-size Corporations

Non Profit Organizations

Government Departments

Promotion Campaign Attendees – Career Office Representatives She serves as a school representative at career conferences and promotes career development for her students. Total Budget: $3,100 She is… Implementation Plan Phase 1: Identification of Career Coaches Phase 2: Relationship Development ( Oct’08 -Spring’09) Meet at the 2008 Conference Mail NAWMBA magazine, posters, membership invitation Invite her to local chapter meetings Make her the ‘NAWMBA representative’ Phase 3: Conference Promotion (Aug’09 – Oct’09) Mail Career fair posters, invitation Keep in touch – follow up Support pre-conference meeting at the school Kecia, a Career Coach from Smith’s Office of Career Management 4

Phase 1: Identification of Career Coaches

Phase 2: Relationship Development ( Oct’08 -Spring’09)

Meet at the 2008 Conference

Mail NAWMBA magazine, posters, membership invitation

Invite her to local chapter meetings

Make her the ‘NAWMBA representative’

Phase 3: Conference Promotion (Aug’09 – Oct’09)

Mail Career fair posters, invitation

Keep in touch – follow up

Support pre-conference meeting at the school

Promotion Campaign Attendees – Professional Chapters Implementation Plan Phase 1: Pre-Kick Off Meeting (Jan’09) Compile list of professional women members Send invitation Phase 2: Meeting (Feb’09) Launch 2009 NAWMBA conference & events Create networking opportunities with local professionals and MBAs Phase 3: Post Meeting (March’09 onwards) Collect Feedback Event Reminders They are… Chapters such as NAWMBA’s DC Professional Chapter Total Budget: $10,100 Can be hosted by NAWMBA; student, professional and executive members are invited. New members can network with other professionals and learn about NAWMBA’s outlook for 2009. 5 2009 DC Chapter Kick-Off Meeting

Phase 1: Pre-Kick Off Meeting (Jan’09)

Compile list of professional women members

Send invitation

Phase 2: Meeting (Feb’09)

Launch 2009 NAWMBA conference & events

Create networking opportunities with local professionals and MBAs

Phase 3: Post Meeting (March’09 onwards)

Collect Feedback

Event Reminders

Can be hosted by NAWMBA; student, professional and executive members are invited.

New members can network with other professionals and learn about NAWMBA’s outlook for 2009.

Promotion Campaign Attendees – Women MBA Clubs The club hosts numerous events and seeks to target women leadership from top companies. However, they lack resources and contacts to achieve their goal. Smith Association of Women MBA A Chapter of the National Association of Women MBA They are… Implementation Plan Phase 1: Segment the list of Women Club as follows: Geographic location of school Level of activity & association with NAWMBA Select 20 representative schools Phase 2: Contact leadership team ( Spring’09) Decide on the event to be Co-Branded Phase 3: Co-Brand the event (Fall’09) Help in scheduling Corporate Speakers Launch 2009 NAWMBA conference & events Follow up with event attendees Total Budget: $6,400 A student chapter of NAWMBA, comprised of 100 members 6 SAW MBA

Phase 1: Segment the list of Women Club as follows:

Geographic location of school

Level of activity & association with NAWMBA

Select 20 representative schools

Phase 2: Contact leadership team ( Spring’09)

Decide on the event to be Co-Branded

Phase 3: Co-Brand the event (Fall’09)

Help in scheduling Corporate Speakers

Launch 2009 NAWMBA conference & events

Follow up with event attendees

Promotion Campaign Attendees – Existing Members NAWMBA Members Nina and Nancy are interested in exploring career related options, yet know little about the NAWMBA conference and the opportunities that it presents. Implementation Plan Phase 1: Introducing NAWMBA offering Email members newsletter, informing them about latest on-going NAWMBA’s events Mail members Women MBA magazine Phase 2: Encourage Engagement Encourage sign up for personal career center via email Invite them to career panel, workshops Alumni sponsored “Meet the Members" dinner Phase 3: “Last Minute” Promotion Email Privilege Card providing member discount - ‘Feel Special’ perception Create sense of urgency Total Budget: $3,200 They are… Nina and Nancy are two working professionals and existing NAWMBA members 7

Phase 1: Introducing NAWMBA offering

Email members newsletter, informing them about latest on-going NAWMBA’s events

Mail members Women MBA magazine

Phase 2: Encourage Engagement

Encourage sign up for personal career center via email

Invite them to career panel, workshops

Alumni sponsored “Meet the Members" dinner

Phase 3: “Last Minute” Promotion

Email Privilege Card providing member discount - ‘Feel Special’ perception

Create sense of urgency

Promotion Campaign Sponsors They are… Women such as Angela Braly, the only woman heading a Fortune 50 company. Target potential sponsors via personalized, congratulatory notes. Build relationships with sponsors and brief them about NAWMBA. Goal: Obtain Testimonials from Potential Sponsors Fortune 50 Most Powerful Women In Business 2008 Total Budget: $4,400 8 Phase 1: Segment current sponsors & define new target sponsors Executive women leader. Eg. Fortune 500 Companies promoting diversity Local Mid-Size companies Non-Profit/ Gov department Phase 2: Focused communication & relationship building Send greeting emails/organization brochures to key sponsor contacts Conduct Ambassador visit to sponsors Phase 3: Encourage engagement Invite to conference for dinner keynotes, workshop Invite sponsors to attend job fair Implementation Plan

Phase 1: Segment current sponsors & define new target sponsors

Executive women leader. Eg. Fortune 500

Companies promoting diversity

Local Mid-Size companies

Non-Profit/ Gov department

Phase 2: Focused communication & relationship building

Send greeting emails/organization brochures to key sponsor contacts

Conduct Ambassador visit to sponsors

Phase 3: Encourage engagement

Invite to conference for dinner keynotes, workshop

Invite sponsors to attend job fair

2009 NAWMBA Conference Marketing Plan Promotion Campaign ATTENDEES SPONSORS Relationship Management Career Offices Professional Chapters Women MBA Clubs Existing Members Local Women’s Organizations Networking Software NAWMBA Ambassadors 25 Years of NAWMBA Celebration Public Relations Companies Promoting Diversity Successful Executive Women Local Medium-size Corporations Non Profit Organizations Government Departments SHORT-TERM LONG-TERM $23,600 $26,400 Total $50,000 9

Career Offices

Professional Chapters

Women MBA Clubs

Existing Members

Local Women’s Organizations

Networking Software

NAWMBA Ambassadors

25 Years of NAWMBA Celebration

Public Relations

Companies Promoting Diversity

Successful Executive Women

Local Medium-size Corporations

Non Profit Organizations

Government Departments

Conference Manager NAWMBA Post event Relationship Relationship Management Networking Software….1/2 Example: NetworkNow! Software Sponsors Main Values Real-time integration of attendees, sponsors and NAWMBA Customize profile matching Continuous relationship building after conference Prior Event Marketing Booth Sales Total Budget: $10,000 10 network Now! starts making matches as soon as details come in… (+behavioral data) 2. Attendees and Sponsors register for event 1. Attendees … appointment scheduling begins! 3.

Main Values

Real-time integration of attendees, sponsors and NAWMBA

Customize profile matching

Continuous relationship building after conference

NAWMBA Conference Manager/ organizer Relationship Management Networking Software…2/2 Example: NetworkNow! Software 11 Attendee to Attendee Sponsor “invitation only” sessions or interviews Sponsors to Sponsors Sessions Attendee to Session Attendee Sponsors

Relationship Management NAWMBA Ambassador AMBASSADOR She has been actively involved in NAWMBA and wants to work for the advancement of women. She is eager to promote NAWMBA ‘s mission and see it grow. Total Budget: $9,500 Role: Communication channel among NAWMBA, sponsors and members Responsibilities: Personal visit to sponsors, executive women, key chapter school to promote NAWMBA mission and job conference Attending events, such as professional chapter meeting, women MBA club events Develop leads for sponsorships: local companies, non-profits etc. Ambassadors Role and Responsibilities Sherika is a successful professional 12 She is…

Role:

Communication channel among NAWMBA, sponsors and members

Responsibilities:

Personal visit to sponsors, executive women, key chapter school to promote NAWMBA mission and job conference

Attending events, such as professional chapter meeting, women MBA club events

Develop leads for sponsorships: local companies, non-profits etc.

Relationship Management 25 Years of NAWMBA Celebration Contents 25 Years Booklet Leadership Team Patrons Mission Journey Purpose: Enhance Credibility amongst existing members & sponsors Reach out to non-active members Plan: 2009 Communication Theme – print/online Celebration Dinner at the conference Recognition of NAWMBA patrons Alumni Sponsors Purpose and Action Plan Total Budget: $2,800 Testimonials Future 13

Leadership Team

Patrons

Mission

Journey

Purpose:

Enhance Credibility amongst existing members & sponsors

Reach out to non-active members

Plan:

2009 Communication Theme – print/online

Celebration Dinner at the conference

Recognition of NAWMBA patrons

Alumni

Sponsors

Testimonials

Future

Resource Leverage Public Relations and Free Media Public Relations Expand presence in Social Networks 14 Women Executives from GE & other organizations at the NAWMBA conference Workshop on Resumes Women discuss work-life balance

Conclusion Make plan feasible and actionable Integrate short-term and long-term Big success requires persuasion…GO NAWMBA!!! Sponsor Attendee Networking Software NAWMBA Ambassadors 25 Years of NAWMBA Celebration Public Relations 15 Promotion Campaign ATTENDEES SPONSORS Relationship Management Career Offices Professional Chapters Women MBA Clubs Existing Members Local Women Organization Companies Promoting Diversity Successful Executive Women Local Medium-size Corporations Non Profit Organizations Government Departments

Make plan feasible and actionable

Integrate short-term and long-term

Big success requires persuasion…GO NAWMBA!!!

Networking Software

NAWMBA Ambassadors

25 Years of NAWMBA Celebration

Public Relations

Career Offices

Professional Chapters

Women MBA Clubs

Existing Members

Local Women Organization

Companies Promoting Diversity

Successful Executive Women

Local Medium-size Corporations

Non Profit Organizations

Government Departments

Implementation Timeline Oct Sep Aug July Jun May Apr Mar Feb Jan Dec Nov Attendees Campaigns Career Office Campagin Profession Chapter Kick-off Meeting Sponsors Campaigns Fortune 500 Top 50 Powerful Women Local/Non-profit/Gov. Relationship Relationship Management 25 Years Celebration Success Story Campaign Network Platform Women MBA Club Co-branding Existing Members 16

Testimonials

Q & A 17

APPENDIX 18

Analysis Framework Student Attendees Professional Attendees Sponsors -------- Situational Analysis -------- -------- Promotion Campaigns -------- Understanding Situation Solutions 2009 NAWMBA Conference Goal Increase Attendee to 5,000 Increase Sponsor to 200 Networking & Communication Platform -------- Relationship Management -------- 19 Marketing Strategy Segmentation and Positioning External Market Analysis Organization Analysis

Budget – Promotion Campaign 20

Budget – Relationship Management 21

Budget – Campaign Break-Up 22

Relationship Management Success Story Campaign . Rewarding Experience for the sponsor Rewarding Experience for the attendee 1 23

Campaign Material Refinement 2008 Campaign Material Implementation Plan Phase 1: Selection of project team Approach two Advertisement schools Brief them about the project Review sample work of applicants Select one person based on review Phase 2: Project Implementation Design of 2009 campaign material Budget: $500 1 Total Budget: $500 24

Phase 1: Selection of project team

Approach two Advertisement schools

Brief them about the project

Review sample work of applicants

Select one person based on review

Phase 2: Project Implementation

Design of 2009 campaign material

Budget: $500