Linking People to Empower Change Together
2017
Women Will, a global initiative by Google, is dedicated to fostering women's economic empowerment by leveraging technology to enhance skills, encourage entrepreneurship, and facilitate networking opportunities. In Indonesia, Google collaborates with women's organizations and communities, particularly those emphasizing economic self-sufficiency, to deliver targeted training, high-impact events, and advocacy programs that promote gender equity.
To optimize the program's effectiveness, Google sought to engage nonprofit women's organizations, many of which had limited prior experience in corporate partnerships. Communication for Change (C4C) then provided strategic expertise in communication and stakeholder engagement, facilitating meaningful connections between Google and relevant organizations to drive sustained impact.
Our Approach: A Strategic Communication Framework
Seeing Google's objectives, we developed a tailored engagement strategy designed to bridge communication gaps and align with the missions of both corporate and nonprofit stakeholders. Our approach emphasized:
Crafting messaging that resonates with each organization's core mission.
Highlighting benefits such as access to training, networking opportunities, and advocacy platforms.
Leveraging Google's global influence as a leader in technology and social impact initiatives to the potential organizations.
By integrating these elements, we created a cohesive strategy that facilitated productive collaborations.
Implementation & Outcomes: A Structured Engagement Model
Before developing further engagement strategies, to ensure consistency across communications, we refined key messages that underscored the advantages of collaboration:
Empowerment: Enabling women to use technology for business growth and financial independence.
Education: Showcasing Women Will's structured learning programs, including Women Will Offline Class and GAPURA.
Publicity: Elevating partner organizations by associating them with a globally recognized company.
Organization's Value: Strengthening organizations' credibility and reinforcing their commitment to member development through capacity building initiatives.
After defining the key messages, we developed the first strategy: the partnership matrix. We categorized potential partners into distinct groups such as major women's civil society organizations, women entrepreneurs' networks, industry-specific business associations, university-based SME incubators, and leadership-focused women's associations. By making this segmentation, we crafted a targeted outreach strategy tailored to the unique priorities and operational frameworks of each group.
Furthermore, realizing that trust-building is fundamental to successful partnerships, we facilitated structured multi-phase meetings between Google and potential collaborators. This approach enabled organizations to develop a comprehensive understanding of Women Will's objectives while exploring opportunities for meaningful engagement.
As a result of our efforts, Google successfully identified and onboarded strategically aligned partners for Women Will. The resulting collaborations have significantly contributed to enhancing the entrepreneurial and digital literacy skills of women across Indonesia.
We Connect Clients with the Right Partners
Beyond strategy, building strong alliances with relevant organizations is also a key to success. That's why the C4C team specializes in connecting clients with the right partners and fostering meaningful collaborations.