60 Projects at a Time Marketing Process

getting results: 60 projects at a time Deborah Colby VP, Marketing & Business Development October 2008

first tech credit union ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

marketing structure VP Marketing Marketing Director Sr. Marketing Specialist Communications Specialist Graphic Designer Marketing Coordinator Marketing Agency

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

three years ago Strategy Change Service Provider VP Marketing Marketing Director Marketing Coordinator Marketing Coordinator Marketing Coordinator Marketing Coordinator Graphic Designer Graphic Designer

business problem Fundamental Problem: Volume and lack of structure affected execution and fulfillment of core purpose Move Marketing from “Service Provider” to “Strategic Driver” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

business solution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Central was huge part of our solution. BAM (Brand Advocacy Manager)

ftcu mdp ,[object Object],[object Object],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

phase one Phase 1 Project Scope Define Project Scope Prepare Project Brief Prepare Project Implementation Plan Setup Phase 2 Schedules ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

phase three Phase 3 Copy Development Copy Development ,[object Object],[object Object],[object Object],[object Object],[object Object]

phase four Phase 4 Design & Production Complete Design MarComm Review Business Unit Review ,[object Object],[object Object],[object Object],[object Object],[object Object]

phase five Phase 5 Execution QA the Project ,[object Object],[object Object],[object Object],[object Object]

phase six Phase 6 Finance and ROI Enter Project Results Enter Project Expenses Prepare Project Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

phase seven Phase 7 Archive Archive Project ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

questions Deborah Colby Vice President Marketing and Business Development First Tech Credit Union 503.350.4505 [email_address]

60 Projects at a Time Marketing Process

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