Awards
Multiple CUNA Diamond Award winner for marketing excellence
nationwide Y2000. Also multiple Maximum Award winner for marketing
excellence within the state of Virginia Y1999-2000. Selected in
1998 by Virginia Business Magazine as the Maverick Brand Manager
of the Year. Note: Virginia has seventeen Fortune 100 companies
headquartered within the state!
MCIF/Profitable Target Marketing
During the Y1999-2000, through the use of highly targeted
direct mail and the use of internal/external collateral marketing,
household profitability within the 50th and 70th percentile groups
rose from minus $14 [-$14] per household to plus $27 (+$27)! With
only nine highly targeted direct mailings backed by a strategically
designed internal/external marketing program to support each product
target.
Strategic Planning for Profitable Growth
Developed strategies to focus on profitable individual
services. Success results: VISA growth of 44%, CD deposit growth
of 19.5%, over 27% increase in mortgages, refi-auto increased
17.4%. Since arrival in July of 1995, the CU has grown from $146
million in assets to over $264, and from 38,000 households to
now over 75,000. Capital/Asset ratio increased from 7.8% to 10%,
Loan/Share ratio ranging from the lowest of 82% to the highest
98%, averaging 87% over the five years. Net annual income growth
of 30% was achieved while increasing staff only 20%.
Strategic Planning/Multi-State Development
1st Advantage now positioned as the premier financial services
provider in a highly competitive home-market with 72 CU's and
27 commercial banks. With a membership base now located in all
50 states and 27 foreign countries, 90% of membership has been
retained. This was achieved using innovative "pure"
retail marketing, the introduction of new technology services,
e-commerce strategies, increased operational efficiency, introduction
of internal and external communications programs and a very aggressive
and highly successful name awareness/co-branding campaigns.
Marketing Strategies/Membership Focus
Developed and led first name and logo change of current
credit union since 1951. Used membership studies and focus groups
with existing members and potential SEG membership groups to forecast
impact of the name change and its ability to help capture military
and non-military market share. Organized and chaired the committee
of Board of Directors, senior SEG contacts and VIP community officials
to design, organize and implement the March, 1996 name change.
Results by end of 1996 showed a net membership growth of 23% and
first place in name awareness among 72 regional CU's still exists
for four straight years!
Establishment of Sales Culture and Effective
Communication Management
Key motivation behind the development of training, tracking and
on-going education, information and incentive based systems to
develop an internal sales culture from the top down. Annual company
wide incentives based on team and individual goals. December,
1995 a $300 bonus was paid to all employees (renamed colleagues)
for reaching an aggressive net 90 day loan goal. In January 1996
we set aggressive annual goals and announced an employee cruise
to the Bahamas if we achieved goals of 16% in net loans &
net membership. We achieved 23% and 19%. For 1997 and 1998 we
set another aggressive net loan goal of $77 million over 13 months
and awarded all colleagues with a $700 travel voucher which was
used in 1999. Costs all covered in net returns.
SEG Growth Market Strategies
Increased primary SEG groups from 96 to 162 in 12 months,
prior to the bank lawsuit. After the Supreme Court decision 1st
Advantage averaged one new SEG group per week under his direction.
During the bank law suit Mr. Lucas created aggressively marketing
slogans which received national attention such as "Friends
Don't Let Friends Use Banks" and "Better Than Your Bank."
Personally met with congressional leaders, was the focus of a
major article in "Virginia Business Magazine," Virginia's
number one business publication. Successfully established marketing
strategies for continual SEG penetration resulting in penetration
of 31% over five years.
Community Relations/Public Relations
Established short and long term executive and supervisory level
"personal relationship" community plans, and increased
volunteerism among all employees for community and SEG related
activities. Built extensive name awareness through use of multi-media
contacts, community sponsorships and highly effective "relationship"
oriented and on-going PR campaigns. 1st Advantage averaged 14
multi-media mentions/mo. during his tenure.
National Speaking/Articles
Presentations to over 10,000 executives,
graduate students and sales & marketing reps over last four
years. Topics covered URL Branding, Marketing on the Internet,
Retail Target Marketing, Sales Culture, Business/SEG Development,
Negotiation Principals, Yellow Page Marketing to name a few. Mr.
Lucas also contributes, co-authors or writes many articles for
various national publications including
one article published in the Wall Street Journal.
