1. Sumera Munhaf, Jon Ennis, Danielle Pickett, Joshua Caruso
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Mustang Sally’s Now
Driving Women’s Leadership
Final Deliverable 12/10/15
Sumera Munhaf, Jonathan Ennis, Danielle Pickett, Joshua Caruso

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Mustang Sally’s Now Driving
Women’s Leadership (MSN) is a
new program implemented by
Maplecrest Ford Lincoln of New
Jersey to help differentiate
themselves from their
competitors
MSN supports empowering
women and giving them the
confidence to compete in a male
dominated market and help
change the perception of the car
buying experience
MSN should provide a multitude
of media outlets to get their
content across such as Youtube
videos, Facebook posts, and
Twitter hashtags.
MSN needs to create hands on
programs on knowledge of car
maintenance. The Mustang Sally’s
Certification giving car salespeople
and possibly car buyers a certificate
of completion for car and
negotiation experience
MSN must identify a female
spokesperson such as Jen Miller
to represent the program
In order to increase attendance
and participation in MSN
events, MSN must offer
incentives such as MSN
merchandise. Ex: hats, t-shirts,
and notebooks

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How can MSN empower women
and increase women’s confidence
in themselves and in the car
buying experience?
Creation of a new and effective representative
to become the face MSN
Utilization of different media outlets to
present MSN content
Determine the best incentive to offer to MSN
participants
Effective MSN program schedule meant to educate
and empower participants in car buying and
negotiation process

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What
was the
process?

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Research
Identify
Business
Issue
Identify
Target
Audience
Conduct
Focus
Group
Create
Focus group
Questions
Recruit
Analyze
Results
Draft
Survey

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Review focus
Group
Results
Formulate
Questions
Draft Survey
- Qualtrics
Distribute
Survey
(283 respondents)
Create final
Copy
Review &
Edit draft
Survey
Analyze
Results
Recommendations

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8 Respondents
All Female
Student, professors &
business women
283 Respondents
Female : 160
Male: 123
Age: 18-60+

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Create a more feminine website design
Represent women on the website
Current design not true representation of MSN
Create a more interactive homepage
Enagage the user
Include music, videos and share articles
Enhance Content of the website
Women’s success stories and beyond cars
Content on car buying expereince and maintaince

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Post on a weekly basis about any news with MSN.
Engage live with MSN participants
#MSN #drivingConfidence
MSN
MSN:

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Record and Stream Events Live
• Post on Blog,
Facebook, Youtube
• Members who will
not be able to attend
can benefit
Increase Hands-On Events
• People will be more
engaged
• Easier way to retain
what you learned
from workshop
• Serve food at the
events
• Have raffles, gift
cards, prizes to draw
more people in
Incentives increase participation

11. Have a female endorser or spokeswoman for MSN
Jen Miller will represent the program in videos and by going to
different networking events
Carli LLoyd will be the female endorser for MSN
Network
Team up with other programs with same mission such as: Women
United for Change, Women’s Leadership Program, Women’s Center for
Entrepreneurship, WCA Bergen County
Do not exclude Men
Have a mixture of male and female speakers
Men who support women’s empowerment 11

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Website
-Create a more feminine logo, such as a woman driving a Mustang) on the
home page website.
-Make the font more legible (simple and bold)
-Add more pictures about MSN and enhance design
Social
-Target your older demographic (30+) on Facebook and younger
demographic (16-29) on Instagram/Twitter
-Post on a weekly basis to keep people informed about Mustang Sally’s Now
-Make Posts about women’s empowerment on building confidence, the
negotiation process, and car buying tips

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Events
-Have a workshop/event every other month to keep people
coming back.
-Focus on programs on workshops about the car buying process,
women’s empowerment and confidence and the negotiation
-Stream live content from the event on Facebook, YouTube, and
Instagram
Incentive
-Provide an incentive such as food, prizes, and coupons
(ex: free oil change) at the events to increase customer awareness

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Creating “How
To” videos on
car safety
geared towards
women
Checking
oil
Jump your
car with
cables
Checking
tire
pressure
Check Your
Brakes

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Let us
show
you!

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MSN can empower women and increase women’s confidence in
themselves and in the car buying experience through :
MSN
Representative
Use Media
Outlets
Incentives
New Event
Program

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•Name? What is your favorite car?
•Where do women turn for inspiration?
•Describe your car buying experience?
•How can we improve it?
•What do you think of MSN?
•What components do you like and which one do you
not like? Why?
•What would resonate you to come to MSN?
•What other types of resources are needed?
•What do you want to hear from MSN?
•If you would go to an event who would speak?
•What are women looking for in the program
•Have you ever purchased a car before?
•Have you ever purchased a car by yourself? (With no
one accompanying you)
•Have you ever purchased a car with someone
accompanying you?
•When was your last car buying experience?
•What kind of incentive would you like to see offered by
Mustang Sally's Now? Please write your an…
•Please rate your satisfaction with your car buying
experience. (1=being least satisfied, 5=being...

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Thank
You!