July 30, 2008

To Whom It May Concern:

I have been made aware of an opening in your company thru the Palladium Item and believe that my education,
skills and work experience would transition well into the position of Director of Communications and
Marketing for Indiana University East.

As VP of Marketing for Perfect Circle Credit Union (PCCU), the largest credit union in Wayne County Indiana,
I am responsible for the efficient and effective operations of the marketing and public relations functions
including visionary marketing, strategic focus on customer value and the use of customer information as the
driving force behind successful marketing plans and initiatives.

With the expansion of our field of membership in 2003, the need to distinguish our selves more clearly to the
general public became the opportunity of a lifetime for a marketer----brand overhaul. Unable to change our
name, I created a new brand image including shortening our name to ‘PCCU’ in all communications, a new
logo, tagline, and signage. In 2007 PCCU celebrated 75 years of serving its members. I further developed our
brand to drive public awareness by utilizing the five senses which included a new color scheme, infamous ‘bald
guy’ spokesman, new website, branch televisions, Warmglow snicker doodle candles to all new members,
snicker doodle scent air machine in branch lobbies and snicker doodle cookies. My efforts resulted in 4.5%
member growth while the credit union industry as a whole showed negative growth in 2007.

It seemed almost simultaneous with my branding campaign I began seeing IU East’s name popping up all over
town, even on interstate 70. While our industries may be miles apart our efforts towards brand recognition are
text book marketing. Along with your recent addition of collegiate sports in the NAIA division, branding is
even more crucial to build your rosters with quality student athletes.

While I enjoyed developing and implementing a branding campaign from scratch, the idea of taking the work
of what my would-be predecessor has begun and continuing the evolution process would be a career choice I
would be passionate towards. My ability to provide effective and successful deliverables is directly related to
my thoughtful and creative work. Over the past seven years, I have researched, created, designed and produced
multi-media advertising campaigns and programs to successfully generate increased public awareness and
knowledge of the credit union philosophy and the value proposition it has to offer.

I have also executed a number of community and corporate focused events that reinforced strategic goals to
gain end results while including creative ideas to draw attendance and awareness. I am creative, highly
organized, and make wise decisions after careful thought. The freedom afforded me by my current employer to
work independently and to make high-level decisions is an example of the trust and confidence that I have
gained through a strong work ethic and integrity.

I bring to the table an abundance of energy and excitement, as well as a wealth of experience and knowledge in
the areas of advertising, marketing, building business-to-business relationships, customer relationship
management, sales, contract negotiation, and community relations. I look forward to learning more about IU
East and discussing how I can make a contribution to its future. My interest in marketing IU East is genuine
and I am committed to my objective.

Sincerely,

Carma Parrish
765.478.5342