ACU Asterix Blog

From a business point of view, the ultimate goal of launching a new line of credit cards was two-fold; to retain as many ACU members as possible by getting them to switch to the new credit card offering, and to increase general sign-up for the credit card to increase use and ACU membership. From a more holistic point of view, ACU wanted people to feel good about ACU and the products it offers and be matched with the credit card that is best for their situation. From a marketing point of view, ACU wanted to create a stronger awareness of its credit card product offering in the general public and to its membership. ACU went from the old credit card portfolio where 75% of cards were to the new portfolio where the card types had a much stronger mix based on member needs – the most common card (the free card) went from 75% of mix to 59% of mix because people understood the benefits of the different cards and how to match the right member with the right card. During the campaign, ACU achieved 164% of its objective. Through branch contests and emphasis on training ACU reached its five-month goal in half the time. ACU employees and members understood the new product offerings and felt they had enough information to make the right choice for them.

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Assiniboine Credit Union
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