case study
Fall 2022 Case Competition ( Berkeley Women in Business ) ( Brand Strategy ) ( 1 deliverable )
Developed a strategic proposal for Zendesk covering brand strategy, lead generation, program application improvements, diversity and equity initiatives, and startup community support as part of a cross-organizational case competition.
in this issue:
xo, T.
Zendesk's startup program needed to increase representation of underrepresented founders, but lacked targeted outreach strategies, competitive brand positioning for diverse startups, and an inclusive application process that could reach beyond traditional channels.
( how Taylor tackled it )
A cross-organizational team from BWIB and EGAL developed a five-pillar strategic proposal: lead generation through campus affinity groups and diversity-oriented conferences, brand strategy improvements benchmarked against HubSpot and AWS, program application redesign for inclusivity, baseline diversity metrics, and community-building initiatives to support startups at every stage.
( presentations ) ( 1 PDF to download )
deliverable no. 01
( presentation ) ( 22 slides )
Comprehensive strategic proposal covering lead generation, brand strategy, program application improvements, diversity baseline metrics, and community support initiatives for the Zendesk for Startups program.
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