I am a Marketing Specialist for Latah Credit Union in Moscow, ID. I am an analytical thinker by nature and love numbers. My methodology for growth marketing is to analyze, strategize, and optimize. I use this process to set and track KPI’s, measure growth, and increase efficiency of existing systems. I have successfully used this method in my current position and consulting experience, and have included examples of my work throughout my website. Thank you for checking out my website portfolio, I hope this gives you a good idea of my overall marketing and business experience.

Analyze Strategize Optimize

In 2023 I completed a comprehensive analysis of LCU’s historical data from the past decade. This included membership growth trends, demographics, individual branch analytics & more. Not everyone is a numbers person, so in my reporting I always include various charts & graphs to create a visual representation of the data.

After analyzing our data, I was able to identify a variety of things such as:

• Our most popular loan product by location
  
• Busiest & slowest times of day for each branch
• Membership by generation
• Growth trends for the past decade (monthly/yearly)
• Average transactions per day & branch
• Average account growth by branch
• Average call length/amount per month by branch
• Product usage improvements/trends

e-mail templates

We regularly send out e-mail communications to our membership, including statement notifications and welcome emails to new members. We had a very generic e-mail template, with no advertising or promotion for our products. I was able to build an e-mail template with our branding that promotes our products/services. Each advertisement is directly linked to the corresponding page on our website. This was a great opportunity to improve our current systems and increase the functionality of our generic notification e-mails.

• 5% click-through rate, 5x higher than the industry standard of 0.98%
• 45% open-rate, 59% higher than the industry standard of 26.46%
  

When it comes to optimizing systems, it’s important to take a look at what you already have as a resource. Some of our branches have drive through lanes, which can include a camera/screen which shows the teller and member. The screens would only turn on when a teller was present, otherwise they were turned off.

I was able to figure out how to play advertisements on our screens when they were not in use. So while our member was waiting to complete their transaction for a couple minutes, the screen would be playing several minutes of advertising on loop. This was a very lucrative improvement as it targeted our current members using screens we already had, at a very low cost.

Forms & applications

quarterly newsletters

One of my first projects at LCU was fixing our reader boards - no one could figure out how to put animation or images on them. The most we could do was text and a plain color background, which didn’t garner much attention. It would cost a pretty penny to replace them, so I set out to solve this issue. I was able to figure out how to get animation and images on our boards, and also create custom animations to market our products and services. I was able to do this with software we already had, and no costly replacements or repairs were necessary.

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