The 60,000-member, $690 million CoastHillsFederal Credit Union said it has improved its card program on awide variety of fronts after implementing several differentmarketing and management strategies.

As of the end of 2012, the Lompoc, Calif., credit union had aportfolio of more than 12,000 card accounts with outstandingbalances of $28.8 million.

The credit union processes its card payments on the FIS platformand drew upon CardServices for Credit Unions, the association of credit unionsthat process on FIS, for assistance with the changes.

The credit union reported it had year-over-year growth in allareas of its card business, including account base growth (31%);total outstanding growth (22%); volume growth (42%); and overallrevenue per account growth (32%).

In particular, CoastHills reported success with a program thathelped motivate staff to cross sell its credit card and by addingrewards to both its credit and debit cards.

CoastHills used a CSCU-developed approach to incent its staff tocross sell and open 1,500 new card accounts and to see its recordof cross selling attempts climb from 28 in 2011 to 3,000 in2012.

“By using CSCU's promotions in tandem, our well-managed cardportfolio has proven to be a revenue generator and has helpedposition us for substantial growth,” said Joe Mayhew, consumer loanmanager at CoastHills.

“We've used these marketing resources as tools to educate andreenergize our MSOs and incentivize them to focus more heavily onmember engagement,” Mayhew said.