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.

1. RECOMMENDATIONS
PHASE
ALEX GLAZER, AMY FESTA, ADAM DAROFF, SCOTT
SCHACHTER, MIKA CUCULLO, ANDREA TABARES

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. 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. 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 this
Brand Equity Pyramid

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. 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. PROMOTIONAL IDEAS
RECOMMENDATION #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 center
Raise Brand Awareness
• Create networking opportunities

8. WEBSITE REFRESH
RECOMMENDATION #3
Login 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. WEBSITE REFRESH

11. WORDMARK
RECOMMENDATION #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

12. 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