Q and A with ... David Eldred.

• Position: MARKETING EDGE: TAP INTO THE NETWORK - Interview

[ILLUSTRATION OMITTED]

David Eldred

Senior Vice President / Marketing & Product Management

LibertyBank

Eugene, Oregon

Asset Size: $903 million

Number of branches (locations): 16

Q. What led you to bank marketing?

I worked as a teller while getting my degree in English writing. After graduating, the bank I worked for hired me as the investor relations coordinator and marketing assistant, then sent me to the ABA School of Bank Marketing and Management. I was hooked on the variety: from branding to public relations, direct mail to the Internet, there is always something new in bank marketing.

Q. What do you consider to be your area of greatest marketing expertise?

Direct marketing: from direct mail to on-boarding and the Internet, I've lead initiatives that integrate all this data with strategic solutions and tactical executions that net to the bottom line.

Q. What was one of your biggest marketing successes?

Creating and launching Choice Checking, our internally developed version of a reward-style checking account for which we opened 1,300 accounts and $40 million in deposits within the first six months.

Q. What was one of your biggest marketing mistakes?

Not providing enough training for staff prior to the launch of Choice Checking. This account had more nuance than any account I've developed, and I underestimated the complexity of the client experience.

Q. In your opinion, what is the biggest challenge marketers will face in the year ahead?

Differentiating their bank from the crowd of other banks, credit unions and alternative providers, without undermining the public perception of industry strength and resilience during this time of economic crisis.

Q. Where are you most likely to be found on your day off?

As the cubmaster for our son's local Cub Scout pack, scouting activities are a weekly fire drill. For fun and recreation, backpacking, Olympic fencing, reading, writing fiction, and...