MRM Webinar Part 2


Published on

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
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • 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
  • MRM Webinar Part 2

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