Issue link: https://resources.demandgen.com/i/1120396
ABOUT THE CLIENT Rivermark was founded in February 1951 by 140 grocery store employees, who formed Safeway Portland Employees Federal Credit Union. In 2004, the credit union was approved for a community charter and changed its name to Rivermark Community Credit Union. Today, the credit union operates seven branches in Oregon and serves more than 90,000 members. Rivermark is poised for growth and has some goals to achieve over the next few years. The company wants to not only add members but achieve higher cross-sell ratios and bolster the credit union's value to its members. "Attracting new members is a key strategic initiative at Rivermark – and the credit union has had success with annualized membership growth of 6.7% the past five years," said David Noble, SVP Marketing at Rivermark. "Our goal for implementing an automation platform was to leverage that rapid growth and further deepen the member relationship by cross-selling the right product at the right time," continued Noble. A Marketing Automation Platform (MAP) could provide the missing data needed to understand customer expectations, but Rivermark didn't have one in place. "Although we were engaged in a fair amount of digital marketing already, we wanted to extend our capabilities by automating key marketing activities and select delivery channels that offered a significant return on investment and improved member experience," according to Noble. Rivermark wanted to increase services per individual and started exploring other marketing techniques. The average services being used per member was about 2.57 – but the team wanted to see that average increase. David suspected digital marketing strategies would help the company match the right services with the right customers and increase adoption. "We took a deeper look at digital marketing – specifically email marketing – and invested in Documatix," Noble said. "After the implementation, we realized a cross-sell ratio increase of 2.3%, moving the average services per customer from 2.57 to 2.63." This slight increase inspired more out-of-the-box thinking, and the credit union began to explore other MAP options. They started small with some very specific goals in mind: u Understand what interests prospects or members u Offer relevant content and financial advice to entice buyers u Automate key delivery channels to improve reach and frequency After exploring several vendors and fine-tuning their strategy, Rivermark selected Marketo as its new MAP. The company also enlisted help from DemandGen to assist with developing an implementation plan and support retainer for achieving their growth goals over the next few years. RIVERMARK BEGINS ITS MAP JOURNEY CLIENT SUCCESS: Rivermark Community Credit Union