We've spoken with Moroccan women, as well as leaders who have started up projects to support women in Morocco. These are the best methods to go about marketing.

PLACES TO ADVERTISE:

• The mosque, youth structures that are local organizations that provide social and cultural training in each neighbourhood, community centres, government funded buildings, neighbourhood centers civil funded, and other religious structures.
• For each city we're working in, we ask the minister of youth to give a list of community centers and we can contact them.

→ Do this through posters, advertisements, word of mouth marketing, website for customers

→ The wifi & computers we provide are also very attractive to women. They don't need a membership to use wifi (if they have their own device) or socialize in the lobby area of the cafe. If they want to use our laptops, participate in workshops, and be apart of the mentorship program they need to pay the monthly membership fee.

→ Created the social aspect of the cafes to be appealing to women who are not yet empowered to pursue a career

TARGET AUDIENCE: Analyzing our ideal customer

• Women between the ages of 20-45 living in Urban Morocco.

Why?

Women aren't doing well in economic participation, and make up a low amount of labor force. Women in morocco are affected by the digital divide further than men. In morocco, when it comes to participation there's an urban and rural divide. In rural morocco, women come from different ethnic backgrounds, they don't speak arabic and struggle to learn another language. If you live in urban morocco, whether it's the capital rabat, or other cities, the social norms when it comes to women are not the same if you lived in rural morocco. In urban morocco, girls and women have more freedom in terms of their mobility, etc. There's some variation depending in each cities. We want to pilot this in urban parts of morocco, & start in the more advanced cities, such as Rabat. As you move away from the cities, the mindset is more patriarchal- women in the cities have better access to education and opportunity. They are no longer expected to get married, but need to work and support themselves and their families (husband and kids or siblings). Over the last few years when the Moroccan government was dominated by the islamic party, they were trying to infuse their ideology across different parts of morocco and advocate for a more confined woman's role, that women should pursue more orthodox careers. This ideology has been slowly disappearing because the political game has been changing. Bigger, more vibrant, urban cities encourage women's freedom, mobility. The majority of these women work in not as "hardcore" study jobs but still in basic jobs (and they're more active). The women will have a strong sense of belonging and love for community with the help of Femé.

SOCIAL MEDIA:

If we diversify the recipients of the information, we will be able to get the word out better

"As of January 2021, Morocco registered approximately 22 million social media users, up from 18 million in the preceding year. WhatsApp was the most popular platform used."

→ Whatsapp & Facebook Groups are the best way to advertise in Morocco

Here's a good resource to use: https://www.letsgoconvert.com/international-marketing/advertising-to-morocco

• Goal would be to induce viral marketing and make the cafes THE place to be for Moroccan women. It's a safe women-only space :)