The credit union previously offered its members a classic credit card like many other credit unions; however, with no incentives or rewards programs in place its credit portfolio had become stagnant. In the fall of 2006, Delta County introduced a platinum card at 5.9 percent, along with double ScoreCard® points for the first nine months. Cardholders were also awarded 1,000 bonus ScoreCard points at enrollment. Within one year, Delta County saw a 32 percent increase in total number of cards and a 61 percent increase in outstandings.

With such positive results, Delta County decided to add the ScoreCard program to both their classic credit and debit card programs.

“We saw so much success by adding ScoreCard in 2006, that we figured why not add it to our classic and debit,” said Lesa Martineau, Visa coordinator. “We’ve never had a more cost-effective program with such exceptional performance.”

By 2009, Delta County had doubled their number of total cards and nearly tripled their outstandings. With the success of the other card programs, Delta County saw another opportunity to grow – by offering a Business Visa with ScoreCard.

“We are convinced – ScoreCard works!” said CEO Brenda Lippens. “By offering ScoreCard on credit, debit and business Visa, Delta County is one of the few credit unions that can household ScoreCard points for all three programs. It gives us a tremendous advantage.”

After attending Card Services for Credit Unions®’s 2010 Annual Meeting, Lippens and Martineau returned home with a CAMEO Award and some fresh ideas for their next marketing campaign. Armed with recent data from their Card Services for Credit Unions® portfolio consultation, the two met with their marketing manager, Jessica Drazkowski, to develop a plan that would best promote their competitive edge.

“We wanted to raise awareness that Delta County doesn’t just compete with local banks, but we actually offer more benefits and better rewards programs for our members,” Drazkowski said. 

Delta County developed and implemented a marketing campaign for their ScoreCard program based on the classic Wrigley’s Doublemint® tagline. The “Double Your Pleasure® for the Necessities of Life” campaign included billboard, radio and TV ads, along with their own credit union inserts and newsletters. Through the new program, Delta County offered members double ScoreCard points for any gas, food, clothing and medical purchases.

In only four years, Delta County Credit Union has established itself as a leader in loyalty programs and credit card issuing. By combining their creativity and ingenuity with resources from Card Services for Credit Unions®, they have turned their credit card portfolio into the No. 1 earning asset in the entire credit union.

About Card Services for Credit Unions®

More than 3,000 member credit unions trust Card Services for Credit Unions® with their credit and debit card portfolios. Card Services for Credit Unions® gives credit unions access to the latest industry trends, responsive service and complete card processing solutions. As the nation's largest card processing association, Card Services for Credit Unions® is a trusted partner for insight, education and proven tools that grow and strengthen credit unions.