Download - B2B Marketing: Final Recommendations for CWE
A L E X G L A Z E R , A M Y F E S T A , A D A M D A R O F F , S C O T T S C H A C H T E R , M I K A C U C U L L O , A N D R E A T A B A R E S
RECOMMENDATIONS PHASE
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:
Company analysis of current practices
Interviewed women owned businesses and
corporate partners
Researched industry
KEY FINDINGS
Low Brand Awareness
• Client website sample & analysis
• Feedback from women owned businesses
Disconnect About Matching
Process• Feedback from
women businesses & center employees
Sense of Abandonment
• Feedback from women owned businesses
Website Design
• Website Analysis
Competition Analysis
• Comparison to competitors
• Clients don’t feel a strong connection• No customer loyalty• Choose CWE because it’s the only option for
certificationResonance
• Judgments: Quality of the program is not emphasized, added benefits do not seem valuable; credibility is not justified
• Feelings: Sense of abandonment, clients are wasting time & money at events (no results)
Judgments | Feelings
• Performance: Low penetration of eligible market, low corporate match rate, no metrics for legit statistics, clients are not guaranteed results
• Imagery: Confusing (too many acronyms), website seems confusing (poor representation of company), no recognition on client websites, no unique brand associations
Performance | Imagery
• No recall OR recognition• Client needs are not being
satisfied• Internally company is aware of
problems, clients see thisSalience
Brand Equity Pyramid
RECOMMENDATIONS AGENDA
Increase Communication
• Designate representatives
• Programs in other areas
• Monthly updates
Promotional Ideas
• Educational programs
• Sponsor an event
• Raise brand awareness
Wordmark
• For Center for Women and Enterprise (CWE)
Website Refresh
• Events• Log In• Interactive
Chat
Comparison to National Partners
• Website comparisons
• Continue research
INCREASE COMMUNICATIONRECOMMENDATION #1
Designate representatives for each region of New England
Offer events and training/counseling programs in other areas of
the region
Send monthly emails/pamphlets
to certified business
PROMOTIONAL IDEASRECOMMENDATION #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
centerRaise Brand Awareness• Create networking opportunities
Login Information• Put on homepage • Market “login” as a
positive benefit• ex.) Be able to access a
list of current companies and corporations
• Automatically become a part of an email chain that sends reminders about upcoming events and center programs
Highlight Benefits• WBENC Certification• Highlight the center
services• Show insights of
companies who have enjoyed the services
Additional options• Instant chat with the
center employees and specific representative
• Chat with other businesses and corporations
• Show potential corporation “matches” online and get the companies talking through instant message
WEBSITE REFRESHRECOMMENDATION #3
WEBSITE REFRESH
WEBSITE EXPERIMENT
• Random Sample of 50 Companies from Client List
Yes38%
No46%
No Website
16%
Presence of Certification or Center Brand Logo on Client
Websites
38% of Client Sample had WBNEC logo on website
63% had the logo
represented on the
homepage
Only 1 company had any
reference to the center (2%)
WORDMARKRECOMMENDATION #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
UTILIZE OTHER REGIONAL PARTNER ORGANIZATIONS
RECOMMENDATION #5
Constant Contact
• In addition to researching their websites, the Center for Women and Enterprise should contact and stay in contact with the other partners
Relationship Benefits
• By establishing a relationship with the other partners, the Center would be able to incorporate fresh ideas, potentially gain new clients, and increase networking opportunities