WINning Ways for Women

Following ten years as a successful university project supporting female entrepreneurs, WIN decided it was time to walk the walk, and set up as a company to provide a paid-for sustainable membership organisation for women in business.

IDEA

Let’s launch an honest and effective support network for women in business in north east England that really engages with issues that matter to them the most. We’ll build on the gravitas of the preceding decade of WIN as a Durham University project; but will rise out as a completely new and contemporary organisation.

TOOLS

A new brand, interactive member‐focused website, and ezine were developed by design partner, bgroup in time for the launch of WIN Ltd. These were then supplemented with twitter and Linked In accounts, new event booking facilities for the website and additional promotional materials.

TACTICS

Stick Theory’s main task was to create a clear core proposition that responded to the key needs of target members: ‘to support, connect and promote’. This was used to guide the content of the above tools, and also to underpin a series of tactical presentations delivered to key stakeholders and influencers from the business and enterprise sectors. This core proposition was also used as the basis to plan membership services and events, and is currently being used to develop a series of commercial services to add value to the organisations and achieve sustainable income streams for the company.

This combined activity resulted in an online network of over 1000 women with 100 paid-up members within a month of launching; plus the highest-ever number of entrants to the 2009 WIN Awards.

Project Team

Proposition and copy by Di at Stick Theory, Brand and web design by bgroup, flyer design by 1Reason, support from WIN Board.

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