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Running head: PART A: MARKETING PLAN WOMEN HELPING WOMEN 1
Part A: ABC Marketing Plan: Women Helping Women
Elizabeth Springs
MKT500 Marketing Management
Strayer University
Dr. Lisa Amans
January 21, 2019
PART A: MARKETING PLAN 2
Introduction
Women Helping Women (WHW), centrally located in Upper Marlboro, MD, is a non-
profit organization committed to mentoring, assisting in job aide, and empowering women.
WHW serves women throughout the D.C., Maryland, and Virginia metropolitan areas. Incepted
2018, WHW, seeks to inspire women of all races and ages, 18 and up, to thrive within their
professional environments. WHW was founded by a young woman working as an accountant
moving throughout a corporate setting seeking guidance on career paths, communication styles,
and other workplace scenarios. There seemed to be a void in her community for this type of
service, so she started Women Helping Women to answer the questions other young women seek
on their career journeys and provide support.
Currently Women Helping Women consists of a board of directors, CEO, small staff, and
several volunteers throughout the country. The entire board meets every quarter throughout the
fiscal year. It was essential to the board to gain full understanding of Women Helping Women as
an organization and visualize a road map for gaining more members, receiving funding, and
organizing plans to increase the market size. The board decided a marketing plan would be an
excellent start to the new year and an answer to the criteria they seek. Board members, with the
help of the marketing staff, agreed the marketing plan should include: mission statement, main
goals to be achieved in 2019 and by 2024, environmental analysis, and swot analysis.
Mission Statement
The mission of Women Helping Women is to reach every woman, ages 18 and up within
the D.C., Maryland, and Virginia Metropolitan area, in need of mentoring, job assistance, and
empowerment considering the workplace. Mentoring is offered to members of WHW seeking
guidance through corporate endeavors. Members of WHW have exclusive access to corporate
PART A: MARKETING PLAN 3
professionals across the D.C., Maryland, and Virginia Metropolitan area to assist in their specific
need for mentorship. Mentors and mentees can build long-lasting relationships and awareness
among communities. The Mentoring program offers a platform for so many to utilize and benefit
from throughout the duration of their career.
The second crucial key to the mission at Women Helping Women is providing job
assistance. Job aide is offered to every woman from homeless to senior executives. We provide
resume building resources, advice on interview preparation, explain how to conduct oneself as a
woman in a corporate or work environment, and other insightful resources. The job board covers
over 250 topics related to the workplace, entrepreneurship, and professionalism. There are topics
regarding working mothers and retirees as well. Women Helping Women seeks to be the bridge
between one preparing a resume, filling out a job application, getting called for an interview,
securing the job, how to carry one’s self once the job is secured, and what to do when one’s time
on the job is complete or change in career is necessary. Articles, videos, and social media posts
on the job board are written by actual professionals offering real-life advice.
The last but equally critical portion of the mission is to empower women. Women
Helping Women employs volunteers and speakers, with real-life experience, to engage and
inspire women all over the D.C., Maryland, and Virginia metropolitan area. Providing specific
tools and empowering women who have been tormented by the workplace. WHW seeks to
engage its audience of women in a formal setting through empowerment conferences several
instances throughout the year. Empowerment conferences allows WHW to partner with local
organizations and other women in city councils, state offices, and government to engage women
across the country. WHW aims to have those who have truly experienced climbing the corporate
ladder or becoming successful entrepreneurs engage the audience of women seeking guidance.
PART A: MARKETING PLAN 4
No women leave the empowerment conference without resources, tips, or new skills that could
help them advance in their careers.
Women Helping Women wants to dissolve the ideas and myths that women are not
willing to assist one another or that women are too catty to work together. Women are always
filled with malicious intent looking to take down anyone in their path to get ahead or that women
should be weak and allow others to step over and disrespect them. Women Helping Women is an
organization for every woman seeking to gain knowledge, strength, and guidance on how to be
the best woman they can for their communities, organizations, and most of all themselves.
Goals
When considering a goal, determinations are usually that efforts are directed toward an
end (Goal, 2019). However, for entrepreneur’s goal setting includes establishing short term or
