Hudson Valley
Women in Business

Strategy | Rootwell Process

Primary Aim

The primary aim for HVWiB’s Brand Strategy for 2022 is to establish the brand, market, messaging and systems in a succinct and understandable way in order to propel and deepen the member and sponsorship experience.

Goals

  • Gain clarity around now-oriented and future-oriented objectives.

  • Define the foundation so that community members, sponsors, employees and board members all understand what HVWiB provides.

  • Get specific around where we’re going and why.

  • Ensure that the systems used to deepen the community experience are well-oiled machines.

Ultimate Vision

The ultimate vision for the HVWiB community is to create an organization that is so well-run in its systems and beneficial to its participants (members, sponsors, employees, volunteers, board members, larger community) that it’s membership model could be used to establish chapters across the country.

 

Positioning

HVWiB is the only online and Hudson Valley region community that provides support, empowerment and a safe place to be vulnerable for women business owners with mindsets and hurdles that weave through their business and identities during a time of monumental change around what it means to work and live.

Mission Statement

Our mission is to provide a responsive and reliable community where women business owners can be vulnerable, share insights and lift each other up in pursuit of building businesses that support their lives.

Messaging

We do business differently.

As the largest network of women business owners north of NYC, we do business differently by providing a supportive community to learn from and lean on while you grow and build your business.

In Conclusion

Over the past year and a half, HVWiB has been experiencing lots of growth and interest. To keep up with the demand and build the organization out for better support of its community and room to grow, it needed to take a step back and look at its internal systems to see how things could run more smoothly and directly to members and sponsors. Once there was a clear sense of what needed to happen in order to grow in size and support, there was a path of that could be taken to build out what was needed for growth.

 

Identity | Visual Suite Evolution

Rationale + Tone

HVWiB had a preexisting identity with brand recognition in the region. Instead of changing the identity, an evolution took place to provide better support around color, design and to photography and information in order to provide more variety to an established brand.

 

Deliverables

 

Canva Templates

In order to provide consistent and on-brand information to the HVWiB community, a series of Canva templates were created in a number of color schemes to support consistency with varied style.

 

SYSTEMs

 

MembershipWorks Integration

HVWiB needed better system to manage their memberships. MembershipWorks was chosen because of its seamless integration with Squarespace and for its excellence in supporting other membership-based organizations.

 

Make your brand work well for your business.

 

And get a sense of the possibilities.