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Nawmba Case Competition Smith School


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My team and I from the Smith Association of Women MBAs presented this presentation at the NAWMBA 2008 Case Competition and took first place.

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Nawmba Case Competition Smith School

  1. 1. 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
  2. 2. 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
  3. 3. 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 <ul><li>KEY QUESTIONS? </li></ul><ul><ul><li>What is the value proposition? </li></ul></ul><ul><ul><li>How to deliver the value proposition to target? </li></ul></ul><ul><ul><li>How to manage it under a limited budget? </li></ul></ul>1
  4. 4. NAWMBA Proposition Sponsors Student Attendees Professional Attendees NAWMBA Target <ul><ul><li>OBJECTIVES </li></ul></ul><ul><ul><li>Increase awareness & visibility </li></ul></ul><ul><ul><li>Focus on implementation </li></ul></ul>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
  5. 5. 2009 NAWMBA Conference Marketing Plan Promotion Campaign ATTENDEES SPONSORS Relationship Management <ul><li>Career Offices </li></ul><ul><li>Professional Chapters </li></ul><ul><li>Women MBA Clubs </li></ul><ul><li>Existing Members </li></ul><ul><li>Local Women’s Organizations </li></ul><ul><li>Networking Software </li></ul><ul><li>NAWMBA Ambassadors </li></ul><ul><li>25 Years of NAWMBA Celebration </li></ul><ul><li>Public Relations </li></ul><ul><li>Companies Promoting Diversity </li></ul><ul><li>Successful Executive Women </li></ul><ul><li>Local Medium-size Corporations </li></ul><ul><li>Non Profit Organizations </li></ul><ul><li>Government Departments </li></ul>SHORT-TERM LONG-TERM $23,600 $26,400 Total $50,000 3
  6. 6. 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 <ul><li>Phase 1: Identification of Career Coaches </li></ul><ul><li>Phase 2: Relationship Development ( Oct’08 -Spring’09) </li></ul><ul><ul><li>Meet at the 2008 Conference </li></ul></ul><ul><ul><li>Mail NAWMBA magazine, posters, membership invitation </li></ul></ul><ul><ul><li>Invite her to local chapter meetings </li></ul></ul><ul><ul><li>Make her the ‘NAWMBA representative’ </li></ul></ul><ul><li>Phase 3: Conference Promotion (Aug’09 – Oct’09) </li></ul><ul><ul><li>Mail Career fair posters, invitation </li></ul></ul><ul><ul><li>Keep in touch – follow up </li></ul></ul><ul><ul><li>Support pre-conference meeting at the school </li></ul></ul>Kecia, a Career Coach from Smith’s Office of Career Management 4
  7. 7. Promotion Campaign Attendees – Professional Chapters Implementation Plan <ul><li>Phase 1: Pre-Kick Off Meeting (Jan’09) </li></ul><ul><ul><li>Compile list of professional women members </li></ul></ul><ul><ul><li>Send invitation </li></ul></ul><ul><li>Phase 2: Meeting (Feb’09) </li></ul><ul><ul><li>Launch 2009 NAWMBA conference & events </li></ul></ul><ul><ul><li>Create networking opportunities with local professionals and MBAs </li></ul></ul><ul><li>Phase 3: Post Meeting (March’09 onwards) </li></ul><ul><ul><li>Collect Feedback </li></ul></ul><ul><ul><li>Event Reminders </li></ul></ul>They are… Chapters such as NAWMBA’s DC Professional Chapter Total Budget: $10,100 <ul><li>Can be hosted by NAWMBA; student, professional and executive members are invited. </li></ul><ul><li>New members can network with other professionals and learn about NAWMBA’s outlook for 2009. </li></ul>5 2009 DC Chapter Kick-Off Meeting
  8. 8. 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 <ul><li>Phase 1: Segment the list of Women Club as follows: </li></ul><ul><ul><li>Geographic location of school </li></ul></ul><ul><ul><li>Level of activity & association with NAWMBA </li></ul></ul><ul><ul><li>Select 20 representative schools </li></ul></ul><ul><li>Phase 2: Contact leadership team ( Spring’09) </li></ul><ul><ul><li>Decide on the event to be Co-Branded </li></ul></ul><ul><li>Phase 3: Co-Brand the event (Fall’09) </li></ul><ul><ul><li>Help in scheduling Corporate Speakers </li></ul></ul><ul><ul><li>Launch 2009 NAWMBA conference & events </li></ul></ul><ul><ul><li>Follow up with event attendees </li></ul></ul>Total Budget: $6,400 A student chapter of NAWMBA, comprised of 100 members 6 SAW MBA
  9. 9. 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 <ul><li>Phase 1: Introducing NAWMBA offering </li></ul><ul><ul><li>Email members newsletter, informing them about latest on-going NAWMBA’s events </li></ul></ul><ul><ul><li>Mail members Women MBA magazine </li></ul></ul><ul><li>Phase 2: Encourage Engagement </li></ul><ul><ul><li>Encourage sign up for personal career center via email </li></ul></ul><ul><ul><li>Invite them to career panel, workshops </li></ul></ul><ul><ul><li>Alumni sponsored “Meet the Members&quot; dinner </li></ul></ul><ul><li>Phase 3: “Last Minute” Promotion </li></ul><ul><ul><li>Email Privilege Card providing member discount - ‘Feel Special’ perception </li></ul></ul><ul><ul><li>Create sense of urgency </li></ul></ul>Total Budget: $3,200 They are… Nina and Nancy are two working professionals and existing NAWMBA members 7
  10. 10. 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 <ul><li>Phase 1: Segment current sponsors & define new target sponsors </li></ul><ul><ul><li>Executive women leader. Eg. Fortune 500 </li></ul></ul><ul><ul><li>Companies promoting diversity </li></ul></ul><ul><ul><li>Local Mid-Size companies </li></ul></ul><ul><ul><li>Non-Profit/ Gov department </li></ul></ul><ul><li>Phase 2: Focused communication & relationship building </li></ul><ul><ul><li>Send greeting emails/organization brochures to key sponsor contacts </li></ul></ul><ul><ul><li>Conduct Ambassador visit to sponsors </li></ul></ul><ul><li>Phase 3: Encourage engagement </li></ul><ul><ul><li>Invite to conference for dinner keynotes, workshop </li></ul></ul><ul><ul><li>Invite sponsors to attend job fair </li></ul></ul>Implementation Plan
  11. 11. 2009 NAWMBA Conference Marketing Plan Promotion Campaign ATTENDEES SPONSORS Relationship Management <ul><li>Career Offices </li></ul><ul><li>Professional Chapters </li></ul><ul><li>Women MBA Clubs </li></ul><ul><li>Existing Members </li></ul><ul><li>Local Women’s Organizations </li></ul><ul><li>Networking Software </li></ul><ul><li>NAWMBA Ambassadors </li></ul><ul><li>25 Years of NAWMBA Celebration </li></ul><ul><li>Public Relations </li></ul><ul><li>Companies Promoting Diversity </li></ul><ul><li>Successful Executive Women </li></ul><ul><li>Local Medium-size Corporations </li></ul><ul><li>Non Profit Organizations </li></ul><ul><li>Government Departments </li></ul>SHORT-TERM LONG-TERM $23,600 $26,400 Total $50,000 9
  12. 12. Conference Manager NAWMBA Post event Relationship Relationship Management Networking Software….1/2 Example: NetworkNow! Software Sponsors <ul><ul><li>Main Values </li></ul></ul><ul><ul><li>Real-time integration of attendees, sponsors and NAWMBA </li></ul></ul><ul><ul><li>Customize profile matching </li></ul></ul><ul><ul><li>Continuous relationship building after conference </li></ul></ul>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.
  13. 13. 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
  14. 14. 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 <ul><li>Role: </li></ul><ul><ul><li>Communication channel among NAWMBA, sponsors and members </li></ul></ul><ul><li>Responsibilities: </li></ul><ul><ul><li>Personal visit to sponsors, executive women, key chapter school to promote NAWMBA mission and job conference </li></ul></ul><ul><ul><li>Attending events, such as professional chapter meeting, women MBA club events </li></ul></ul><ul><ul><li>Develop leads for sponsorships: local companies, non-profits etc. </li></ul></ul>Ambassadors Role and Responsibilities Sherika is a successful professional 12 She is…
  15. 15. Relationship Management 25 Years of NAWMBA Celebration Contents 25 Years Booklet <ul><li>Leadership Team </li></ul><ul><li>Patrons </li></ul><ul><li>Mission </li></ul><ul><li>Journey </li></ul><ul><li>Purpose: </li></ul><ul><ul><li>Enhance Credibility amongst existing members & sponsors </li></ul></ul><ul><ul><li>Reach out to non-active members </li></ul></ul><ul><li>Plan: </li></ul><ul><ul><li>2009 Communication Theme – print/online </li></ul></ul><ul><ul><li>Celebration Dinner at the conference </li></ul></ul><ul><ul><li>Recognition of NAWMBA patrons </li></ul></ul><ul><ul><ul><li>Alumni </li></ul></ul></ul><ul><ul><ul><li>Sponsors </li></ul></ul></ul>Purpose and Action Plan Total Budget: $2,800 <ul><li>Testimonials </li></ul><ul><li>Future </li></ul>13
  16. 16. 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
  17. 17. Conclusion <ul><ul><li>Make plan feasible and actionable </li></ul></ul><ul><ul><li>Integrate short-term and long-term </li></ul></ul><ul><ul><li>Big success requires persuasion…GO NAWMBA!!! </li></ul></ul>Sponsor Attendee <ul><li>Networking Software </li></ul><ul><li>NAWMBA Ambassadors </li></ul><ul><li>25 Years of NAWMBA Celebration </li></ul><ul><li>Public Relations </li></ul>15 Promotion Campaign ATTENDEES SPONSORS Relationship Management <ul><li>Career Offices </li></ul><ul><li>Professional Chapters </li></ul><ul><li>Women MBA Clubs </li></ul><ul><li>Existing Members </li></ul><ul><li>Local Women Organization </li></ul><ul><li>Companies Promoting Diversity </li></ul><ul><li>Successful Executive Women </li></ul><ul><li>Local Medium-size Corporations </li></ul><ul><li>Non Profit Organizations </li></ul><ul><li>Government Departments </li></ul>
  18. 18. 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
  19. 19. Testimonials
  20. 20. Q & A 17
  21. 21. APPENDIX 18
  22. 22. 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
  23. 23. Budget – Promotion Campaign 20
  24. 24. Budget – Relationship Management 21
  25. 25. Budget – Campaign Break-Up 22
  26. 26. Relationship Management Success Story Campaign . Rewarding Experience for the sponsor Rewarding Experience for the attendee 1 23
  27. 27. Campaign Material Refinement 2008 Campaign Material Implementation Plan <ul><li>Phase 1: Selection of project team </li></ul><ul><ul><li>Approach two Advertisement schools </li></ul></ul><ul><ul><li>Brief them about the project </li></ul></ul><ul><ul><li>Review sample work of applicants </li></ul></ul><ul><ul><li>Select one person based on review </li></ul></ul><ul><li>Phase 2: Project Implementation </li></ul><ul><ul><li>Design of 2009 campaign material </li></ul></ul><ul><li>Budget: $500 </li></ul>1 Total Budget: $500 24