Peek Inside: Tri Counties Bank’s Marketing Department

Assets: $$2.18 billion (as of the fourth quarter of 2011)
Area served: Central Valley, California (Editor’s Note: Tri Counties Bank is now headquartered in Chicos, Calif.)
Website: www.tcbk.com

Number of customers: 250,000+

Number of branches: 68
Members per branch: 3,676

Number of total employees: 800
Ratio of customers to employees: 312:1

Number of campaigns run every year: 4-8 major campaigns

Number of employees in marketing department: Five (0.6% of total workforce)
Top marketing executive: Nicole Johansson, VP Marketing Manager

• One VP/Marketing Manager – Responsible for marketing strategy, planning and managing staff. She writes press releases and performs some PR and media relations functions. Additionally she interfaces with internal clients and senior staff on bigger picture goals and objectives.
• One Marketing Specialist – Assists Marketing Manager. Handles production/traffic coordination, department budgeting, invoice reconciliation, media buying. Manages donations and events. Liason with vendors and internal clients for special projects. She also writes copy and helps with online strategy… and about a million other things.
• One Creative Services Manager – Run the gamut of creative deployment across a wide variety of advertising/ marketing disciplines/channels ( TV, Radio, Print, OOH, Online, Environmental design, copy writing.) Generate creative strategy for internal and external clients. Communicate and facilitate our creative direction and brand position to a wide audience. Mentor and collaborate with other creatives internally and externally.
• Two Creative Services Specialists (Graphic Designers) – Work in conjunction with Creative Services Manager and internal clients juggling multiple projects, execute creative strategy across multiple mediums and platforms. Print buying. Manage budgets and deadlines and a host of other skills.

Data as of the fourth quarter of 2011.