TNB Promotion Adds 500 Cardholders to One Credit Union Portfolio

TNB’s latest card acquisition promotion was a rockin’ success for East Texas Professional Credit Union. The $334 million credit union, brought in more than 500 new cardholders in July and August through an in-branch promotion designed by TNB, which supported the MasterCard® Roots of Rock consumer card promotion.

TNB provided East Texas Professional and other participating credit unions with a complete promotion-in-a-box marketing kit. The kit contained flashing guitar magnetic lapel buttons, window clings, tent cards, posters, and giveaways for members. TNB also offered card information and training to ensure employees were comfortable marketing the card products. An employee sweepstakes gave every employee a chance to win prizes such as MP3 players, T-shirts, and music downloads, plus a chance at the grand prize, a $1,000 MasterCard gift card.  In addition to the prizes TNB offered, East Texas Professional rewarded two employees each week with cash prizes.

East Texas Professional decorated each of its seven locations 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, as well as to encourage existing cardholders to use their card for a chance to win an all-expenses-paid trip to meet and greet Jon Bon Jovi, Eric Clapton, or Kenny Chesney at a concert. The consumer promotion was sponsored by MasterCard.

“We received a 40 percent increase in the number of new cardholders compared to the in-branch promotion we did during the same time period last year,” said Chris Graham, card services administrator for East Texas Professional Credit Union. “We were pleased with last year’s results, but the results of this promotion really rocked.”

Graham added, “This promotion was successful because TNB made it so easy to implement and manage. We also had a lot of fun with the rock and roll theme. Everybody likes it in some form, whether it is old rock, soft rock, or hard rock. The theme gave employees an opportunity to express their musical tastes and have fun while promoting our credit card.”

Ruth Holden, senior vice president and loan officer for East Texas Professional Credit Union, rocked away with the grand prize. Her name was drawn from among all of the credit unions that participated. She had 62 entries in the contest, representing the number of approved card applications she generated during the promotion.

According to industry sources, the branch is the most cost-effective channel for generating new acquisitions. TNB works with its clients to provide marketing campaigns that boost card promotions. The success East Texas Professional Credit Union achieved with this program demonstrates the power of working with TNB.

About TNB Card Services
TNB Card Services, owned and directed by credit unions since 1976, provides electronic payments processing, as well as an agent issuing solution for credit unions nationwide. Serving more than 550 financial institutions of all sizes and managing more than 2 million cards, Dallas-based TNB enables credit unions to enhance member loyalty through credit union-branded card products. For more information about TNB, go to www.tnbcard.com or call Mark Fenner at 1-800-422-0733 ext. 6655.