Expand Sisterhood´s B2B and B2G customers through a new impact-driven marketing strategy to support abused women

Purpose and goal:

The project aimed to partner with a PR agency to establish a robust market presence and appeal to both B2B and B2G customers. Through this initiative, Sisterhood identified insurance companies as a new market segment, facilitating swifter dissemination of its services to a wider array of businesses. Furthermore, feedback from early interviews prompted a review of the graphic identity, resulting in a more inclusive approach.

This led to the development of a new, gender-neutral app design and revised pricing structure that caters to all employees within organizations. Expected results and effects: The results of the project include:

- Identification of insurance companies as a new market segment. We are currently in active discussions with three potential customers where Sisterhoods could be integrated into their EAP offerings and reach thousands of end users. -Revision of the graphic identity to adopt a more inclusive approach.

- Establishment of new services including HR support

- Introduction of a revised pricing model suitable for integration into an EAP offering and for individual distribution. Approach and implementation:

After identifying the new market segment, an active dialogue with insurance companies was initiated to verify the need for Sisterhood and explore integration and pricing possibilities. This phase involved contacting and meeting with insurance companies to present Sisterhood´s services and discuss how we can integrate into their EAP offerings. At the same time, an analysis of existing products on the market targeting healthcare was conducted.

It was assessed that the app should be improved to adopt a more inclusive approach, which was also verified by insurance companies.