For CoastHills Federal Credit Union, CSCU Marketing Resources Lead to Substantial Business Growth


TAMPA, Fla. (January 31, 2013) CoastHills Federal Credit Union of Lompoc, CA has taken full advantage of the suite of marketing resources available to it as a CSCU member, thus experiencing year-over-year growth in all areas of its business, including: account base growth (31%); total outstanding growth (22%); volume growth (42%); and overall revenue per account growth (32%).  CoastHills’ success story demonstrates how executing multiple enhancements to a card program improves a credit union’s bottom line, while increasing the benefits offered to its members and strengthening member loyalty. 

CoastHills Federal Credit Union employed these CSCU marketing campaigns with impressive results:
Win-Win employee incentive program: CoastHills Federal Credit Union implemented CSCU’s Win-Win employee incentive program to encourage MSOs (member service officers) to promote product sales and increase card account penetration.  After using the turnkey Win-Win promotion kit, its greatest indicator of improved MSO-engagement is the addition of 1,500 more active cards as well as cross-sell attempts skyrocketing from 28 in 2011 to more than 3,000 in 2012. 

ScoreCard Rewards: The ScoreCard Rewards program allows credit unions to capitalize on consumers’ (both members and employees) interest in rewards by implementing a loyalty program that incentivizes cardholders’ activation and usage vis-a-vis reward points and cash back.  CoastHills took an industry-leadership approach to counteract Durbin by also offering rewards on its debit card program.  As a result, CoastHills has fostered member loyalty by issuing three times as many reward points than in past years. 

“By using CSCU’s promotions in tandem, our well-managed card portfolio has proven to be a revenue generator and has helped position us for substantial growth,” said Joe Mayhew, Consumer Loan Manager, CoastHills Federal Credit Union.  “We’ve used these marketing resources as tools to educate and reenergize our MSOs and incentivize them to focus more heavily on member engagement.”

Credit unions can access CSCU’s complete suite of marketing resources at www.cscu.net/marketing.