INSPIRING WOMEN IN HOSPITALITY
BRAND STRATEGY
ABOUT
Inspiring Women in Hospitality, founded by Naureen Ahmed, is a global online community dedicated to empowering women in the hospitality industry. The community fosters professional growth, amplifies the profiles of women in the field, and actively advocates for their presence in decision-making spaces, ultimately fostering gender balance.
PROJECT GOALS
Naureen approached us with a clear mission in mind. She was on the verge of launching a mentorship program. She needed to refine her offering and brand's messaging and develop a comprehensive short-term and long-term action plan to drive the growth and impact of Inspiring Women in Hospitality.
PROJECT
Our journey with Inspiring Women in Hospitality began by delving into the heart and soul of the brand. We aimed to understand IWH’s “why” and the role that IWH aspires to play in the hospitality industry.
We then conducted an exhaustive analysis of the target personas. Four distinct global personas emerged: Persona 1: Starting Out, Persona 2: Mid-Position, Persona 3: Senior Position, Persona 4: Entrepreneur. Each persona was meticulously scrutinized, mapping out their unique user journeys and identifying key touchpoints to better grasp their needs and expectations.
Having gained a comprehensive understanding of Inspiring Women in Hospitality's mission and the characteristics of its personas, we got into the core aspects that make IWH human. This step was fundamental in crafting a communication strategy that resonated authentically with the audience while remaining true to IWH's essence.
Next, we embarked on a detailed analysis of IWH's competitive landscape. To our delight, we discovered that there was truly nothing quite like Inspiring Women in Hospitality.
The project successfully culminated with a thorough review of the initial project goals, their prioritization, and the creation of a meticulously tailored action plan. This plan was designed to ensure that Inspiring Women in Hospitality could confidently move forward in its mission to empower and inspire women in the hospitality industry with a clear, powerful, and authentic brand strategy to guide the way.
