ST. PETERSBURG, Fla.-Fox Communities Credit Union has had a lot of success with the numbers 399.
The Wisconsin-based credit union has used 3.99% as its offer on card refinancing promotions, and its mortgage department has touted $399 closing costs on morgages.
"We alternated the two messages, so it's 399 that keeps sticking with Fox," said Dave Thone, VP-internal operations with the $800-million CU.
Thone told the CSCU Solutions Conference that one change it made during its 2012 card marketing efforts was to target three areas: Members who had a high available balance; those who had its card but weren't using it; and those who did not carry its card.
With the first group, it reminded them of the low rate. With the second, it had its lending officers talk about raising those balances. And with the third, it targeted members who had a strong checking relationship with FCCU plus strong credit score, to whom it sold the card benefits.
"Many of our members go online, an average of 11 times per month, but never come into branch," said Thone. "So we targeted them, too, with online messages."
When members came into the branch software flagged members for the tellers, who were given scripts to follow.
