Project
Overview
Objective & shape of the work
A collaborative training and services engagement between Innovation Federal Credit Union and MeclabsAI LLC. The work begins with education, research and tools running in parallel, moves through a senior-led value proposition workshop, and then shifts into live coaching so that MECLABS methodology moves from theory into the credit union’s day-to-day marketing practice. Priorities may be adjusted from time to time by mutual written agreement.
To assist Innovation Federal Credit Union in improving conversion for their marketing funnel.
Engagement timeline
The engagement is structured as a sequence of three phases. The first phase runs several workstreams in parallel — education, research and tools — so that the value proposition workshop is grounded in real customer and competitive insight. The workshop then becomes the pivot point, after which coaching sessions begin to embed the learnings into IFCU’s daily practice.
Education, tools & research
Immediate, simultaneous activation of the curriculum, AI tutor, research workstreams and supporting materials.
- CourseMEC100 On-Demand certification begins
- TutorAI-Powered MECLABS Tutor deployed
- BooksMarketer as Philosopher shipped
- ICPIdeal Customer Profile research
- CompCompetitive analysis
Value Proposition Workshop
A live two-hour training event with Dr. Flint McGlaughlin, using the research and education from Phase 1 to shape IFCU’s value proposition.
- EventThe Power of the Value Prop — 2 hours, virtual
- OutputShared framework for appeal, exclusivity, clarity & credibility
- InputICP and competitive findings inform the workshop
Coaching & implementation
After the workshop and first phase of education, live coaching begins to apply the methodology and insights to IFCU’s own materials and campaigns.
- CoachUp to 6 live coaching sessions (2 per month)
- ApplyReview pages, emails, funnels and test plans
- ReinforceTutor and MEC100 remain available throughout
Dates are shown relative to Project Launch. The exact timing of the Value Proposition Workshop and coaching sessions will be confirmed with the client team; priorities may be modified by mutual written agreement.
Major deliverables
MEC100 On-Demand — Digital Blockchain Certification
1Access to the MEC100 On-Demand curriculum for designated team members: a structured, self-paced digital marketing program built on decades of MECLABS research, with modular sessions, exemplars and application guidance.
- Fundamentals: landing page optimization, customer profiling, value proposition construction, effective calls-to-action.
- Application: translating conversion principles into IFCU’s specific offers and funnels.
- Common language: shared vocabulary and mental models across teams for future experiments and planning.
- Format
- On-demand, self-paced
- Outcome
- Digital certification (blockchain encrypted)
AI-Powered MECLABS Tutor
2A configured and deployed AI Tutor Agent acting as an embedded guide to the MECLABS methodology for the internal team, with three months of access.
- On-demand explanations of key concepts and how they relate to IFCU’s work.
- Practical answers about applying the methodology to campaigns, assets and experiments.
- Structured review of headlines, landing pages, emails and test plans.
- Short-form teaching sessions for internal “lunch and learn” micro-classes.
- Knowledge base
- MECLABS-approved content + IFCU-approved materials
- Access
- MeclabsAI platform, designated users
The Marketer as Philosopher — Journal Edition
3Three signed copies of The Marketer as Philosopher — Journal Edition by Flint McGlaughlin, each personally signed. Intended as working tools rather than books: for reflecting on the philosophy behind marketing decisions, connecting research-based heuristics to personal insight, and capturing notes and experiment ideas in a durable format.
- Quantity
- 3 signed copies
- Distribution
- At IFCU’s discretion — leaders or internal library
Training Event with Dr. Flint McGlaughlin
4A live, two-hour training event — The Power of the Value Proposition — focused on the role of the value prop in IFCU’s marketing and enrollment strategy.
- The core MECLABS value proposition framework: appeal, exclusivity, clarity and credibility, and how they combine to influence conversion.
- Applied to IFCU’s current offers and funnels using real examples provided by the client team.
- A practical decision-path for evaluating existing value propositions and designing new offers.
- Duration
- 2 hours, delivered virtually
- Requirement
- Appropriate stakeholders present
Live Coaching Sessions
5Recurring live sessions facilitated by a MECLABS instructor to support practical application of the methodologies and tools covered in MEC100 and related training.
- Answer questions arising from course content, experiments and live campaigns.
- Review in-progress work products — pages, emails, funnels — with structured feedback grounded in MECLABS heuristics.
- Design and prioritize tests, interpret results, and turn learnings into repeatable practice.
- Frequency
- Up to two sessions per calendar month
- Participants
- Core stakeholders designated by IFCU
How the engagement runs
Term
Minimum term of three months from Project Launch.
Delivery
Training and coaching are delivered virtually. IFCU ensures appropriate stakeholders attend so sessions can influence strategic and tactical decisions.
Participants
Core IFCU stakeholders plus other team members designated by IFCU and reasonably approved by MeclabsAI.
Flexible priorities
Actual priorities may be modified from time to time when both parties agree to the same in writing.
Tutor evolution
As campaigns and experiments run, MeclabsAI may refine the Tutor’s configuration to incorporate new learnings and improve relevance.
Letter of Agreement dated 21 November 2025 · executed by both parties 11 December 2025 · minimum term three months from Project Launch.
Key contacts
Innovation Federal Credit Union
| Name | Role | Contact |
|---|---|---|
| Vishnu Singh | VP Marketing & Analytics · working contact | vishnu.singh@innovationcu.ca |
| Abhishek Bose | — | abhishek.bose@innovationcu.ca |
| Peter Ashwin | — | ashwin.peter@innovationcu.ca |
MeclabsAI
| Name | Role | Contact |
|---|---|---|
| Dr. Flint McGlaughlin | Managing Director · training event lead | director@meclabs.com |
| Steve Beger | CTO | steve.beger@meclabsai.com |
| Quin McGlaughlin | Senior Solutions Engineer | quin.mcglaughlin@meclabsai.com |
| Jose Montanez | Project Manager | jose.montanez@meclabsai.com |
Client address: 198 1st Ave NE, Swift Current, SK S9H 3X3. Additional MeclabsAI team members and session facilitators will be listed here as they are assigned.