Question

Topic: Branding

Need Creative Name For Women's Affinity Group

Posted by Anonymous on 8/6/2015 at 2:48 PM ET 250 Points
Looking to rebrand a women's affinity group at a private law firm. Ideally would like to convey something that demonstrates business value, not just social chatter. It's currently called the "Women's Initiative" - but that doesn't really tell who they are or what they do. We need something that will be a value-add to the law firm and show the men that the women have business value if they market strategically.
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  • Posted by mgoodman on 8/6/2015 at 2:55 PM Moderator
    So who is the target audience and what do you want them to do/know? Why would they care if there is a women's affinity group? What's the benefit for them? What is the "business value" you want to demonstrate?

    I'm not sure I understand who this group is or why they exist? Maybe you can help us out with more detailed information. Surely there's a value, but you haven't told us what it is.
  • Posted on 8/8/2015 at 6:44 AM Accepted
    Skirts :)
  • Posted by dalcid on 8/9/2015 at 10:32 PM Accepted
    Fem Pro Quo
  • Posted on 8/12/2015 at 7:03 AM Author
    Hi -- in response to the question above, the target audience is two-fold. This is both an inward-facing organization and an outward-facing org. So it needs to communicate a message/mission within the law firm and to external clients/potential clients that it is committed to the acquisition, retention and development of women attorneys. It also needs to communicate internally that is a marketing and business development resource - a valid business tool - not just a group who will get together and write a list of complaints about the office. When companies engage law firms, they want to know that the firm is diverse and that it is committed to diversity, so this is an important group. I hope that helps!
  • Posted by mgoodman on 8/12/2015 at 7:22 AM Accepted
    Is there any evidence that having gender diversity in a law firm results in better outcomes? As a prospective client, why would I care that the firm has gender diversity? We need to get to the core benefit.
  • Posted on 8/12/2015 at 7:27 AM Author
    You care because you, the client, have a commitment to building diverse workforces, so you aren't going to engage a third-party vendor that doesn't demonstrably share your values. If you are a federal contractor, you are obligated to engage diverse, third-party vendors or you lose federal money.
  • Posted by Jay Hamilton-Roth on 8/12/2015 at 8:38 AM Accepted
    [Aside: Your message sounds more like a negative for women ("we want women to ensure we satisfy our client's checklist") than a positive ("studies prove women are better at .... ").]

    A simple name suggestion: Lady Justice (or Ladies For Justice).
  • Posted by Shelley Ryan on 8/14/2015 at 10:25 AM Moderator
    Hi, everyone. I'm closing the question at the request of the asker. Thanks for participating!

    Shelley Ryan
    MarketingProfs
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