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MRM Webinar Part 2

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Part 2 of a case study on marketing resource management software which covers a case study and detailed processes which produce results.

Part 2 of a case study on marketing resource management software which covers a case study and detailed processes which produce results.

Published in: Business, Health & Medicine

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  • Not always been this way. Three years ago, we were a service provider within the company. Company wanted marketing to be a strategic driver in the company’s overall business strategy
  • Transcript

    • 1. getting results: 60 projects at a time Deborah Colby VP, Marketing & Business Development October 2008
    • 2. first tech credit union
      • $1.9 billion institution
      • Headquarters: Beaverton, Oregon
      • 420 employees
      • 155,000 members
      • Serve high tech, telecom, government, and education
      • 17 branches across OR/WA
      • Asset growth: 107% - 2001 to 2007
    • 3. marketing structure VP Marketing Marketing Director Sr. Marketing Specialist Communications Specialist Graphic Designer Marketing Coordinator Marketing Agency
    • 4. integrated marketing communications core purpose statement We will be a member-centric, performance-driven business unit that delivers value to the organization by: Acquiring new members Retaining existing members Increasing member loyalty Not where we were three years ago
    • 5. three years ago Strategy Change Service Provider VP Marketing Marketing Director Marketing Coordinator Marketing Coordinator Marketing Coordinator Marketing Coordinator Graphic Designer Graphic Designer
    • 6. business problem Fundamental Problem: Volume and lack of structure affected execution and fulfillment of core purpose Move Marketing from “Service Provider” to “Strategic Driver”
      • Inconsistent process flow  haphazard execution
        • Project management inconsistencies  regulatory concerns
        • Ill-defined touch points  discouraged accountability
        • Last minute timelines  impeded creativity
        • Vendor integration lacked structure
        • Vertical project view did not incorporate BU’s
    • 7. business solution
      • Marketing Delivery Process (MDP) that:
      • Views every job as a “project”; regardless of size
      • Identifies project scope consistently
      • Addresses horizontal and vertical BU integration
      • Creates key touch points and accountability at every stage
      • Allows the time to be creative
      • Automates and centralizes the work flow
      • Integrates outside vendors
      • Is disciplined yet flexible
      Marketing Central was huge part of our solution. BAM (Brand Advocacy Manager)
    • 8. ftcu mdp
      • Redefines “project deliverables”
      • Success not solely defined by component delivery
      Phase 1 Project Scope Phase 2 Establish Project Phase 3 Copy Development Phase 4 Design and Production Phase 5 Execution Phase 6 Finance & ROI Phase 7 Archive
    • 9. phase one Phase 1 Project Scope Define Project Scope Prepare Project Brief Prepare Project Implementation Plan Setup Phase 2 Schedules
      • Phase Objectives
      • Set the project up for success
      • Establish project parameters
      • Identify key players
      • Achieve consensus
      • Identify project timelines
      • Phase Timelines
      • 5 days to 12 weeks depending on project type
      • BAM schedule template for major projects
      • Manual overview for minor projects
    • 10. phase one steps
    • 11. phase two Phase 2 Establish Project Setup project in BAM Conduct Creative Brief Meeting (if app) Develop Concepts Present Concepts Present Media & PR Strategies (if app)
      • Phase Objectives
      • Setup automated workflow (65 templates)
      • Integrate agency
      • Agree on concepts and media strategy
      • Phase Timelines
      • 1 to 15 days
      • Note responsibility transfer to MC
    • 12. phase two steps
    • 13. phase three Phase 3 Copy Development Copy Development
      • Phase Objectives
      • Formalize copy development & approval process
      • Store copy in central location for designer access
      • Phase Timelines
      • 1 to 21 days
    • 14. phase three steps
    • 15. phase four Phase 4 Design & Production Complete Design MarComm Review Business Unit Review
      • Phase Objectives
      • Formalize design and production processes
      • Formalize vendor integration
      • Phase Timelines
      • 1 to 30 days
    • 16. phase four steps
    • 17. phase five Phase 5 Execution QA the Project
      • Phase Objectives
      • Ensure quality execution
      • Phase Timelines
      • 1 to 5 days
    • 18. phase five steps
    • 19. phase six Phase 6 Finance and ROI Enter Project Results Enter Project Expenses Prepare Project Summary
      • Phase Objectives
      • Evaluate project performance
      • Audit expenses
      • Communicate results
      • Phase Timelines
      • 2 weeks to 6 months
    • 20. phase six steps
    • 21. phase seven Phase 7 Archive Archive Project
      • Phase Objectives
      • Tie up all loose ends in BAM
      • Verify “final” document versions
      • Officially close the project
      • Phase Timelines
      • 2 to 5 days
    • 22. phase seven steps
    • 23. results
      • employee
      • Improved morale; less frustration
      • Ownership in constant evolution
      • Increased BU collaboration
      • Fair/consistent accountability and measurement
      • “ Time” to be creative
      • core purpose
      • Project delivery: 98% on time
      • Member growth: 6% Industry: 1%
      • DM response rate: 2.2% to 4.6%
      • Member cross-sell: 2.81 SPH to 3.24 SPH
      • Net Promoter Score: 52% to 68%
    • 24. questions Deborah Colby Vice President Marketing and Business Development First Tech Credit Union 503.350.4505 [email_address]