Promo results in 40% hike in new cardholders

FARMERS BRANCH, Texas (11/19/08)--East Texas Professional CU's summer promotion for its card products "really rocked." It brought in more than 500 new cardholders in July and August through its in-branch promotion.

The Mastercard "Roots of Rock" consumer card in-branch promotion was designed by TNB, and a number of credit unions participated, said the Texas Credit Union League (LoneStar Leaguer Nov. 18).

The $334 million asset credit union, based in Longview, saw a 40% increase in the number of new cardholders compared with an in-branch promotion it offered last year, Chris Graham, card services administrator, told the league.

The credit union used TNB's kit, which contained flashing guitar magnetic lapel buttons, window clings, tent cards, posters, and member giveaways. TNB also offered card information and training to ensure employees were comfortable marketing the card products.

An employee sweepstakes offered every employee a chance to win prizes such as MP3 players, T-shirts and music downloads. The grand prize was a $1,000 Mastercard gift card. East Texas Professional CU also provided rewards to two employees each week during the promotion.

The credit union decorated its seven branches with vintage rock music posters and inflatable guitars. Members were treated to rock-themed events each Friday, in which they received "Roots of Rock" simulated tattoos, root beer served in themed cups and popcorn bags carrying the Roots of Rock logo.

The events were used to solicit members to apply for the credit union's credit card and encourage existing cardholders to use their card for a chance to win a trip to meet Jon Bon Jovi, Eric Clapton or Kenney Chesney at a concert. The consumer promotion was sponsored by Mastercard.

Ruth Holden, senior vice president and loan officer for the credit union, won the grand prize. She had 62 entries in the contest, representing the number of approved card applications she generated during the promotion.

courtesy of cuna.org