+ View Extranet Navigation

Marketing

2019 Fall Balance Transfer Campaign

ALT

Program Overview

The primary purpose of this initiative is to:

  • Test the value of reward points as a call-to-action to transfer credit card balances from competitor products.

Secondary purpose is to:

  • Educate cardholders on the convenience and benefits of consolidating their overall credit card balances to their credit union credit card.
  • Increase overall credit card outstanding balances.
  • Determine if the value of points offered will have a measurable impact on cardholder’s propensity to act or alter the value they transfer.

Project Description

This campaign, structured as a Test & Learn initiative, will allow credit unions to present one of the three offers. To ensure integrity of the test, credit unions will be randomly selected to determine which offer they will be presenting to cardholders. All branches of a credit union will receive the same offer.

  • Group 1: cardholders receive 500 bonus reward points
  • Group 2: cardholders receive 1,000 bonus reward points
  • Group 3: control group, no bonus points incentive for cardholders

Note: All branches within the same credit union as well as merged credit unions and all their respective branches will be part of the same group. The groups will be geographically diverse so that there is no cross-pollination or confusion of different offers.

 

Important Dates:

August 26, 2019 First bulletin to credit unions
August 26, 2019 Campaign overview and FAQs posted to Collabria Connect
September 3, 2019 Campaign Opt-out deadline
September 20, 2019 Announcement of random selection for Groups 1,2 & 3
October 21, 2019 Digital assets delivery
October 21, 2019 Printed collateral delivered to branches
November 1 - 30, 2019 Promotional offer live in branches
November 1 – December 31, 2019 Balance transfer transaction posting period

Offer Summary
and FAQs

2019-BT-Overview-FAQs-
9-6-19.pdf
(907 KB)
 Download File
  View File



Bulletins

September 9th Bulletin
(118 KB)
 Download File
  View File

September 20th Bulletin
(104 KB)
Group 1 
Group 2
Group 3

October 29th Bulletin
(114 KB)
 Group 1
Group 2
Group 3

Creative Assets:

alt

Handout for Group 1 & 2 - English
(361 KB)
alt Download File
alt  View File

alt

Handout for Group 3 - English
(359 KB)
alt Download File
alt  View File

alt

Handout for Group 1 & 2 - French
(312 KB)
alt Download File
alt  View File

alt

Handout for Group 3 - French
(310 KB)
alt Download File
alt  View File

alt

Digital Assets
(2.6 MB)
alt Download File
alt  View File

alt

Email Assets
(4.2 MB)
alt Download File
alt  View File

alt

Conversation Chart - Group 1
(64 KB)
alt Download File
alt  View File

alt

Conversation Chart - Group 2
(64 KB)
alt Download File
alt  View File

alt

Conversation Chart - Group 3
(64 KB)
alt Download File
alt  View File