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April 2005 News and Views:
Meet Tené Wells: IABC Minnesota's First Excel Award Recipient
by Anne Rodenberg
When WomenVenture president Tené Wells meets with a prospective donor, volunteer or partner, chances are they already know about the agency and the work it does to help women start businesses and manage careers. But it wasn't always that way.
When she became president of the nonprofit economic development agency in 1999, Wells inherited an organization that didn't have a clear vision of what it was. This, coupled with the lack of a consistent brand, meant WomenVenture was unable to clearly articulate its purpose and programs to potential clients, funders, volunteers and contributors. Consequently, the strategic development of a new market brand was one of her first priorities.
Within three weeks of starting at WomenVenture, she began a rebranding process in partnership with Waters Molitor, a local branding firm. When completed in 2000, the new brand positioned WomenVenture as a future-focused leader whose strategies and initiatives empower women to transform their lives.
 The rewards reaped from the rebranding included a 2001 appearance on The Oprah Winfrey Show, when Wells was awarded a $100,000 Use Your Life Award. Beyond the international exposure garnered by the Oprah award, WomenVenture's branding initiative has achieved dramatic financial results for the agency. Self-generated revenue has increased dramatically - with a two-fold increase in the last two years. Contributions from the annual WomenVenture Conference, which serves as the agency's major fundraiser, have shown a ten-fold increase since the brand was unveiled at the conference in 2000.
Wells' success in rebranding WomenVenture also earned her the honor of being named IABC Minnesota's first Excel Award winner this January. The award, which is given to leaders who demonstrate excellence in communications, is part of the chapter's ongoing commitment to highlight Minnesota leaders who successfully utilize communication strategies and resources.
Dori Molitor, president and CEO of Waters Molitor, has said of Wells: "There is no doubt that Tené's insight and vision led the entire branding strategy and process. Not only did she have her position as WomenVenture's president, but she was also a WomenVenture client earlier in her life. This first-hand experience gave her insight into the differentiating benefits of WomenVenture and its potential to serve our community. She brought her marketing savvy, intuition and imagination to finding an ownable and memorable voice for the agency."
WomenVenture continues to build its story and reputation by serving nearly 5,000 clients every year through its career and business development classes and consulting services.
Sue Lindgren of WomenVenture will be making a very interesting presentation at the State Conference, titled, "Success as an Independent Consultant." On November 11, WomenVenture also will be hosting its 10th Annual Conference, "Emerging with Intention," at the Minneapolis Convention Center. We invite you to check out WomenVenture and conference at www.womenventure.org.
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