So, you’ve decided to add ScoreCard to your credit card plan. Now what? While your Relations Representative and Account Executive are helpful, they aren’t there helping you run your institution and put the ScoreCard program into action on a daily basis. Certegy Card Services has developed a comprehensive ScoreCard Marketing and Operations Manual to help, but here are a few ideas that will start you on the path to a successful ScoreCard campaign:
Statement Messages and Inserts
A few months before your ScoreCard program actually begins, your cardholders will receive ScoreCard teaser statement messages and inserts in their monthly statements announcing the program. There is a series of statement messages that have been created to introduce and promote the ScoreCard Bonus Point and CashBack programs. But, if your institution has a special promotional idea, you are able to create a custom statement message at any time using the form found in the back of your ScoreCard Manual.
Certegy has also developed a series of inserts designed to generate interest in the program and then encourage them to continue using their ScoreCard credit card to earn valuable Bonus Points or CashBack. After the program launch, cardholders will receive statement inserts at least six times each year. ScoreCard Rewards and Travel Rewards Catalogs will be included once each Spring. These constant reminders will ensure that ScoreCard is always on the mind of your cardholders.
Each institution that signs up for the ScoreCard program receives a ScoreCard Welcome Kit. This kit includes a Bonus Point or CashBack poster, a take-one stand with an insert and a tabletent to display in your lobby. These coordinating pieces will help announce the ScoreCard Program and remind cardholders of the features of their card. Another way to market ScoreCard and add new accounts is to customize a credit card application to use with your take-one stand. Contact your Certegy Relations Representative for details.
At your ScoreCard launch or when the new ScoreCard Rewards Catalogs come out, consider purchasing some of the merchandise offered and displaying it in your lobby. This will generate interest with ScoreCard and non-ScoreCard cardholders alike. Put new applicants’ names in a hat and draw for the prizes at the end of your promotion.
Put together a direct mail campaign targeting current and/or potential cardholders who do not have a credit or debit card with your institution. There is a sample direct mail letter and postcard in your ScoreCard Manual or you could use Certegy’s Direct Mail Program to customize an offer just for your institution.
Newsletter and E-zine Articles
Write a story about ScoreCard for your newsletter or on-line newsletter. You can promote the new gift and travel catalogs when they come out in the spring. You can find a cardholder who has redeemed their ScoreCard Bonus Points for a high-end gift or an interesting vacation. You can provide an overview of the ScoreCard program. Article ideas and sample stories can be found in your ScoreCard Marketing Manual or by calling your Relations Representative.
The more you can do to promote your ScoreCard program, the more successful it will be. And that creates a win-win situation for you and your cardholders!