DOVER, N.H.--(BUSINESS WIRE)--When Michigan First Credit Union came to RewardsNOW in 2011 they had a unique vision for their new locally focused rewards credit card. Michigan First wanted to offer a rewards program that featured Michigan-based gift cards, restaurants, tourist destinations and charities for redemptions, and higher spend awards for shopping within the state. With the new Experience Michigan First Rewards Visa®, members could choose from Michigan-made products or popular Michigan destinations when they redeemed points.
“In light of the economic times and the pride we’re sharing in Michigan’s recovery, we thought it would be great to offer a program that somehow ‘gave back’ to the local economy,” said Linda Douglas, Vice President of Marketing at Michigan First.
RewardsNOW offers boutique style loyalty programs and was a perfect fit to take the Michigan First concept into reality. RewardsNOW built the custom loyalty program that offers many selections for Michigan based items. Examples include:
- Gift cards to popular tourist destinations such as Bronners, The Detroit Zoo, Michigan’s Adventure, The Grand Hotel, and The Henry Ford.
- Gift cards to favorite restaurants and retail outlets such as Buddy’s Pizza, Andiamo’s, Cliff Bell’s, Twelve Oaks Mall, and Great Lakes Crossing.
- Charitable donations to the Special Olympics of Michigan, CARE of Southeast Michigan and many others.
The RewardsNOW program was also the perfect complement with a custom designed rewards website featuring the unique Michigan-based theme. The rewards website was developed to mirror the credit union’s overall design. “We are adept at delivering enterprise-wide loyalty programs that have the flexibility to be customized to an individual institution’s goals and objectives,” said Steve VanFleet, President/CEO of RewardsNOW. “The Michigan First program is a great example of how community-centric a loyalty program can be by putting focus on the local merchant and redemption that are relevant in the member’s community.”
Three months after launching their program in April, the new Experience Michigan First Rewards Visa saw an uptake of more than 1000 new credit card accounts with nearly $1 million in new balances in 90 days (compared to a previous average of approximately 60 accounts per month or 180 on average for three months). “We’re shooting for a total of $5 million in new balances by year’s end,” said Douglas.
Individuals who use the Experience Michigan First Rewards Visa earn 1.5 bonus points for local purchases and build up rewards points toward statewide and national travel, shopping and attractions or to make contributions to local charities. “We wanted to create a rewards credit card that encouraged supporting Michigan – it gives our members, consumers and our institution a way to show off their passion and pride in the state,“ said Michael Poulos, President/CEO.
The card campaign showcases a number of statewide attractions including the Mackinac Bridge, The Grand Hotel, The Henry Ford, Detroit Zoo and Michigan’s Adventure theme park, to name a few. “Card users can continue to buy local and be rewarded for it,“ Poulos added. “Michigan is making a comeback because local institutions and leaders are partnering with the state as a result of Experience Michigan First.” The credit union is putting out the call to other Michigan-based business via an ongoing broadcast media campaigns on local radio, cable and internet in an effort to get other Michigan-based businesses to participate as rewards-providers in the program. “We expect program participation as well as the rewards offerings to continue to grow,” said Douglas.
About Michigan First Credit Union
Founded in 1926 by a small group of Detroit teachers, Lathrup Village-‐based Michigan First Credit Union (MichiganFirst.com) has grown into a $620 million financial institution serving more than 86,000 individuals and local businesses in Wayne, Oakland and Macomb counties. An industry leader in consumer‐focused technology and dedicated customer service, the credit union is also significant supporter of local financial education and community organizations through the Michigan First Foundation, which donates $100,000 to more than 75 local nonprofits each year. For the latest news, and events, Follow Michigan First on Twitter at http://www.Twitter.com/MichiganFirstCU or "Like" Michigan First on Facebook http://www.Facebook.com/MichiganFirstCreditUnion.
About RewardsNOW, Inc.
Loyalty programs generate incremental profits from increased customer retention and acquisition, increased product usage, and a higher level of customer engagement. As the premier provider of turnkey loyalty programs, RewardsNOW and its exclusive Extended Rewards Networksm (ERNsm) encompass all the critical elements for a customer loyalty program to be successful. This includes design, implementation, analysis and reporting, marketing and rewards offerings and redemptions as well as 24/7/365 customer service. For more information, visit www.rewardsnow.com. Follow us on twitter @Rewards_NOW