“This is our first Harland Clarke card. But if the ‘cool’ translucent card stock is any indication, I think it will not be our last. This is something we can have fun with.”
Vice President of Marketing,
Landmark Credit Union
Landmark Credit Union, a 75-year-old, 13-branch credit union with $1.1 billion in assets, more than 300 employees, and approximately 127,000 members throughout nine counties in Southeast Wisconsin, faced tight margins in a highly competitive marketplace. Most financial institutions in its area offer free checking, competitive lending rates and higher-than-average rates on savings accounts. To differentiate itself, Landmark had to think outside of the box.
Reward programs have been one facet of its strategy. Landmark recently launched a card program that targets 18- to 24-year-old college students and offers no annual fee, rewards for good grades, and one point for every dollar in purchases. With a significant number of members in that age group—and growth in the segment moving at twice the national rate—Landmark needed a ‘cool’, appealing card. Harland Clarke created a useful, trendy design on translucent (see-through) card stock.
Landmark plans to track acquisition and usage of the translucent card, comparing those statistics with the other card types in its credit card portfolio. It is too early in the program for the credit union to have quantifiable results on this card program, but Landmark has been so pleased with the distinctiveness of the translucent stock that it is considering using the see-through design for its other card offerings. Landmark expects its members will want to show off the translucent card, thereby increasing usage.