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TNB Card Services In-Branch Promotion Drives Card Acquisitions for Credit Unions

TNB Card Services two-month in-branch promotion allowed credit unions to capture new cardholders, with Shell Federal Credit Union, for example, bringing in more than 500 new accounts.

Dallas, TX, June 16, 2010 --( The Hottest Star Around In-Branch credit card promotion, sponsored and managed by TNB Card Services in February and March, increased new cardholders 112 percent over the same time period in 2009 for participating credit unions. Through employee training, incentives, and executive support, the two-month in-branch promotion allowed credit unions to capture new cardholders, with Shell Federal Credit Union, for example, bringing in more than 500 new accounts.

The Hottest Star Around promotion is one of many specially designed in-branch marketing programs TNB offers its credit union clients to help them effectively cross-sell their MasterCard and Visa credit cards. Participating clients receive in-branch kits that include promotional collateral such as posters, tent cards, employee buttons, and giveaways. TNB also provided employee training materials, webinars, and a promotional blog where credit unions could share their success stories.

Shell Federal, of Deer Park, Texas, has a track record of success with in-branch promotions, but took its in-branch efforts to new heights this year when it implemented the Hottest Star Around promotion.

“For the first time ever, we exceeded our promotion goal, bringing in 510 new cardholders,” said Sharon Hicks, manager of credit card services for Shell Federal Credit Union. “Our employees were highly engaged in this promotion, driven partly by the incentives offered.”

Employees from Shell FCU and all other credit unions participating in the promotion each received one entry per approved card application for a drawing for prizes. The prizes, provided by TNB Card Services, ranged from movie tickets and gift cards to a grand prize of $1,000.

Shell FCU gave employees $20 for each approved card application they received – up to 25 – giving each employee a chance to pocket an extra $500 in cash on top of the prizes provided by TNB. Employees qualified for the $20 bonus once they had signed up at least five new cardholders.

“On average, we bring in about 150 new cardholders a month without doing anything special,” said Hicks. “This promotion just proves that giving employees a little extra incentive can go a long way in boosting your card portfolio.”

The $730 million Communication Federal Credit Union in Oklahoma used the promotion to jump-start its 2010 card sales, resulting in a gain of 222 new cardholders directly related to the Hottest Star Around promotion.

“We used this promotion to get our employees talking about our cards,” said Christina Titterington, electronic services manger for Communication Federal. “Once our employees discovered how our cards compared to the competition, they were eager to sell them to members.”

Titterington noted, “Once we began telling our members about our cards, we started seeing a flurry of new accounts. As members began showing interest in the card, our employees became more motivated to talk to them about our card products.”

The Hottest Star Around promotion is one of many in-branch marketing promotions TNB offers for its credit union clients each year. TNB works closely with clients to tailor these promotions by developing strategies and ideas that motivate employees and engage them in the sales process.

About TNB Card Services
TNB Card Services, owned and directed by credit unions since 1976, provides electronic payments processing for credit unions nationwide. TNB delivers exceptional processing services for credit, debit, and ATM transactions and provides portfolio consulting and marketing programs that increase card usage and grow card programs. TNB enhances member loyalty through credit union-branded card products and services, including card personalization products and loyalty solutions. For more information about TNB, go to or call Mark Fenner at 1-800-422-0733 ext. 6655.

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TNB Card Services
Kristine Tanzillo

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