Nawmba Case Competition Smith School

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 ,[object Object],[object Object],[object Object],[object Object],1

NAWMBA Proposition Sponsors Student Attendees Professional Attendees NAWMBA Target ,[object Object],[object Object],[object Object],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

2009 NAWMBA Conference Marketing Plan Promotion Campaign ATTENDEES SPONSORS Relationship Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SHORT-TERM LONG-TERM $23,600 $26,400 Total $50,000 3

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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Kecia, a Career Coach from Smith’s Office of Career Management 4

Promotion Campaign Attendees – Professional Chapters Implementation Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],They are… Chapters such as NAWMBA’s DC Professional Chapter Total Budget: $10,100 ,[object Object],[object Object],5 2009 DC Chapter Kick-Off Meeting

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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Total Budget: $6,400 A student chapter of NAWMBA, comprised of 100 members 6 SAW MBA

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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Total Budget: $3,200 They are… Nina and Nancy are two working professionals and existing NAWMBA members 7

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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implementation Plan

2009 NAWMBA Conference Marketing Plan Promotion Campaign ATTENDEES SPONSORS Relationship Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SHORT-TERM LONG-TERM $23,600 $26,400 Total $50,000 9

Conference Manager NAWMBA Post event Relationship Relationship Management Networking Software….1/2 Example: NetworkNow! Software Sponsors ,[object Object],[object Object],[object Object],[object Object],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.

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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ambassadors Role and Responsibilities Sherika is a successful professional 12 She is…

Relationship Management 25 Years of NAWMBA Celebration Contents 25 Years Booklet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Purpose and Action Plan Total Budget: $2,800 ,[object Object],[object Object],13

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 ,[object Object],[object Object],[object Object],Sponsor Attendee ,[object Object],[object Object],[object Object],[object Object],15 Promotion Campaign ATTENDEES SPONSORS Relationship Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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

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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1 Total Budget: $500 24

Nawmba Case Competition Smith School

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