Women’s Enterprise Organizations of Canada (WEOC) supports a diverse membership of organizations across Canada that directly impact the growth and success of women entrepreneurs. WEOC’s flagship National Loan Program offers flexible, reduced-barrier loans to women business owners. To reach its ambitious initial goal of disbursing significant growth capital to 491 majority women-owned businesses by March 31, 2025, the organization needed to significantly increase awareness and conversion. Barriers included low visibility of gender-specific loan options, misconceptions about eligibility, and hesitancy around debt.
6P developed a multi-phase national campaign tailored to regional differences and grounded in behavioural insights. The strategy included a robust paid digital media mix (Google Search and Display ads, social platforms, audio, and native ads), plus print advertising in Northern and Rural regions with typically lower digital engagement.
Practical and authentic messaging acknowledged entrepreneurial challenges while encouraging growth investment. Those looking to apply for a loan were encouraged to work with Regional Loan Fund Partners who helped them assemble a successful application. Website content was modified to clarify the multi-step process and direct users to the regional partners for support.
Additional materials equipped regional loan partners with tools and training support to help increase understanding and conversions.
The campaign generated unprecedented lead volume and online engagement which exceeded typical industry averages for financial products. Demand was so strong that marketing activities were reduced in certain regions as the loan fund partners did not have capacity to process requests. The goal to disburse all the funds by the end of the campaign was reduced to retain available funding into the new year, and we met the revised goal of 400 active business loans. The campaign created meaningful momentum, revealing a strong need for the accessible, gender-focused business financing WEOC offers.
