Schrader Uses Service to Enhance Bottom Line
- Schrader said the member focus served her well when she was asked her to step in for the outgoing head of marketing.
- She has been instrumental in not only maintaining the trust of members but also helping to grow the credit union’s membership.
- 'Her belief in OnPoint inspires her to help our members realize their dreams.’
Speak to OnPoint Community Credit Union Senior Vice President of Marketing/Member Services Kelly Schrader for a few minutes, and it’s hard not to be inspired to do more.
One of the first things she did when she stepped into the marketing role some four years ago was to put every employee through a brand camp week that consisted of rotating four-hour daily sessions.
"It was important that we help our staff understand who and what we are as an institution from values to what believing in our brand means and what it means to protect that role and the responsibilities that stem from it. That culture starts from within, and members won’t want to be a part of us if we don’t walk our talk," said Schrader.
In addition to leveraging a partnership with local NBC affiliate KGW-TV, Schrader led outreach efforts to the education community and target media to generate coverage and excitement for the campaign. Target media included reporters that cover education, business and philanthropy, as well as real estate reporters, to inform them of the "mortgage paid for a year" reward. Taking a grassroots approach when reaching out to the education community, OnPoint contacted ten of the largest education foundations in Oregon and southwest Washington directly with details of the campaign. Information was then sent to each foundation for posting within the foundations’ communications materials. In addition, principals at each elementary, middle and high school in the Portland Public School District (76 schools) were informed about the campaign. Each OnPoint branch hosted events to recognize National Teachers’ Day and encourage members to nominate an educator for the award.
A Prize for Excellence in Education microsite, www.onpointprize.com, was launched to keep locals updated, and throughout the campaign OnPoint posted Facebook updates and tweeted the latest news on Twitter.