The document details a marketing strategy overhaul at First Tech Credit Union aimed at transforming the marketing department from a service provider to a strategic driver. It outlines the Marketing Delivery Process (MDP), which includes a structured project management approach to enhance execution, accountability, and creativity. Results indicated improved member growth, employee morale, and project delivery efficiency, with significant increases in key performance metrics.

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]