Ohio Savings Bank Relies on MarketingPilot To Keep Marketing Initiatives on the Money

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In 2003, the eight-person marketing team at Ohio Savings Bank launched a search for a management system that would support promotion and branding efforts designed to capture the hearts and wallets of consumers in three states. The Cleveland-based institution wanted a solution that would centrally store, track and cross-reference all marketing-related tasks, contacts, media buys, creative assets and expenses, as well as provide reporting and complete project histories, without excessive user overhead or extensive customization. Their choice: MarketingPilot, a user-friendly marketing application that facilitates efficient project execution and analysis.

In 2003, the eight-person marketing team at Ohio Savings Bank launched a search for a management system that would support promotion and branding efforts designed to capture the hearts and wallets of consumers in three states. The Cleveland-based institution wanted a solution that would centrally store, track and cross-reference all marketing-related tasks, contacts, media buys, creative assets and expenses, as well as provide reporting and complete project histories, without excessive user overhead or extensive customization. Their choice: MarketingPilot, a user-friendly marketing application that facilitates efficient project execution and analysis.

Database Deficits

Before Ohio Savings Bank adopted MarketingPilot, marketing campaign information was entered into a Microsoft Access database that had been tailored to accommodate marketing data. The system could track open jobs and associated expenses, but it lacked critical capabilities such as task management, storage of contact data and digital assets, the ability to associate jobs with campaigns, easy searching, and simultaneous use by multiple users. "Our Access database tracked only at the job level, so we were unable to see that a certain kiosk poster was related to a larger checking campaign, for example," recalled senior marketing assistant Megan Gerstenfeld. "We needed a more sophisticated solution that would allow us to see the big picture as well as give us tools to operate more effectively."

Banking on MarketingPilot

Most marketing resource management systems evaluated by Ohio Savings Bank were too complex and too expensive for the institution's needs. MarketingPilot's clear user interface, broad out-of-the-box functionality, and price of roughly $2,500 per user for the application’s Interbase Professional Edition with media buying capabilities carried the day. In early 2004 the software was installed on an existing Windows server and eight workstations belonging to the senior VP of marketing, two product managers, two graphic designers, two marketing assistants, and promotional coupon booklet manager. Customization of codes for job and expense tracking to match the bank’s internal conventions took just a few hours and was done by Gerstenfeld herself without the need for programming.

Central Information Deposit

With MarketingPilot, every new project is entered into the system by the project manager, whether it's a 10-second radio spot to run after a Cleveland Indians game or a multi-part campaign focusing on Internet banking services. The manager supplies project descriptions, deadlines, quantities, delivery instructions and other vital data using fields and dropdown menus that have been fine-tuned to meet the bank’s requirements. As work progresses, all contacts, documents, media buys, artwork and expenses are added and linked to the appropriate project for easy retrieval. Each team member has instant access to his or her personal to-do list as well as any data, document or image in the system. "Before MarketingPilot, we had to consult our Access database for expenses, our spreadsheets for advertising schedules, our graphic designers to obtain creative files, and so on," Gerstenfeld said. "Having everything in one place saves an enormous amount of time."

Integrated Expense Tracking

Another key benefit for Ohio Savings Bank is MarketingPilot's robust expense management functionality. The bank utilizes the software's expense coding capabilities to track each job by a series of numbers representing the department, the department's marketing account, and the specific job. Expenses are also linked directly to jobs, vendors, media buys and other relevant categories. As a result, it takes just a few clicks to display total ad purchases, total spending with a particular media outlet or vendor, total marketing expenses by department, all expenses associated with one job or a complete campaign, and more. Campaign cost versus budget and campaign ROI can be determined with equal speed. There is no need to input expenses in a separate application or spreadsheet - and no limitation on how expenses can be sorted - because expense management is fully integrated.

The 'Buck' Stops Here

MarketingPilot is also playing an important role in strategic management of the bank's marketing efforts, thanks to the visibility and insights available through the system's ability to meticulously document marketing activities. The team prints a status report on open tasks every two weeks to help keep projects on track, and detailed reports on other subjects ranging from media purchases to campaign results can be produced in minutes. The bottom line: complete control. "Without a tool like MarketingPilot, a lot of information simply is not available, and that makes it difficult both to see where you're going and to measure results," Gerstenfeld noted. "Over time, we expect that MarketingPilot will help us get more done as well as generate a higher return on our marketing investment." For a financial institution, that is a compelling attraction indeed.

Client

-Ohio Savings Bank

-35 locations in Ohio; 21 in Florida and Arizona under AmTrust Bank division

-Nearly $13 billion in assets

-One of the 20 largest mortgage lenders in the U.S., with a full range of personal and commercial financial products

Marketing Environment

-8-person marketing staff

-Separate campaigns for all products, including mortgage, home equity loans, checking, savings, CDs, credit cards, Internet banking and more

-In-branch signage, newspaper ads, radio spots, direct mail, statement inserts, website content, regional coupon books

Challenges

-Replace inadequate tracking system with comprehensive marketing info database

-Store all creative assets in the same repository for easy access and shared use

-Provide at-a-glance reporting, including rollup of all jobs related to any campaign

-Permit concurrent use by multiple users    

Solution

-Integrate all data in MarketingPilot

Benefits

-All campaign data/creative in one spot

-Fast field-driven data capture

-Instant to-do list for each team member

-Total visibility into team activities

-Point-and-click status and analysis

-Increased productivity and control

About the MarketingPilot System

MarketingPilot is the first and only integrated marketing information system for managing the marketing process. Designed by marketers for marketers, it consolidates all of an organization's marketing knowledge for central access and provides collaborative tools to manage campaigns, events, projects, jobs, media, collateral, budgets and expenses. MarketingPilot enables marketing teams to improve productivity, reduce costs, and track and improve results.

About MarketingPilot LLC

Founded in 1999, MarketingPilot Software LLC is dedicated to fostering marketing best practices by bringing the entire universe of marketing data into one application for complete control and comprehensive analysis. The company's software is used by corporate marketing teams, financial services customers, major hotels, mail houses and others to maximize the effectiveness of marketing initiatives.

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Chris Rodgers
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