Moving cards to the top of the wallet

Directions Credit Union unlocks high campaign returns with FIS PaymentsEdge

At a glance

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PaymentsEdge™ Marketing & Advisory Services

Objective

Improve credit and debit card usage among inactive and low-usage customer segments.

Results

Generated $2 in revenue from 3 debit card campaigns and 9 credit card campaigns, with average ROI of 543% and 731%, respectively.

Impact

In addition to significant monetary lift, the credit union is now equipped to continuously fine-tune their marketing for maximum return.

Reinvigorating debit and credit card activity

Founded in 1953, Directions Credit Union today is a $1B credit union serving more than 100,000 individual and business members from over 20 branches across Ohio and Michigan. As a PaymentsEdge user since 2020, the credit union set its sights on improving usage and revenues among inactive and low-usage debit and credit cardholders. In addition, their objectives included increasing credit card balance transfers.

Over the course of the year, Directions ran three debit card campaigns that garnered $235K in annual projected interchange revenue. On the credit card side, a series of nine campaigns lifted spend by $1.8M.

Learn how FIS Data Integrity Manager can help you streamline reconciliation and manage growing data volumes.

“The PaymentsEdge marketing team makes marketing our Visa cards easy, from campaign creativity to fulfillment. Plus, they provided a detailed analysis of the campaign results and ROI, so we know what is working and what we should continue to focus on. Everyone on the team is very easy to work with, helpful and knowledgeable.”
- Karen Hack, Director of Marketing, Directions Credit Union

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