Whether your bank’s goal is to acquire new card accounts or boost usage from your existing cardholders, marketing plays a key role. No marketing means stagnant portfolios and low revenue.

Bankers tell me all the time that they don’t have easy to use resources to promote their card products. Some tell me they don’t know where to begin and fear the cost would be too much. And we know bankers wear many hats and sometimes it is tough to prioritize product marketing. For card marketing and promotion, ICBA Payments has a solution.

Our answer is the Marketing Playbooks and Toolkits accessible on our website, www.icbapayments.com. We recently worked with Visa to develop free, easy-to-use digital marketing resources for banks in need of promoting their Visa credit and/or debit products without the concern of using designers to create materials from scratch.

There are four kits in total:

Contactless Cards – By now, most banks have added contactless functionality to their card plastics. Promoting contactless cards brings increased card transactions, a better customer experience at the point of sale, and improved access to a growing global trend.

Small Business – Small businesses are the backbone of community banking. Attracting more businesses to carry your card can be a profitable solution for your bank. And boosting more activity from this business segment is a win-win.

eCommerce Expansion – Fueled by the Covid-19 pandemic, online spending has exploded in the last few years. Both debit and credit cardholders are more confident in making online purchases with their cards.

eCommerce Security – With the growth of online shopping comes the need to be vigilant about the use of cards online. This toolkit helps banks explain the measures already in place to safeguard cardholders such as Visa’s Zero Liability Policy and continuous fraud monitoring efforts.

What do you get with each toolkit?

  • Messaging Guides that give you background information on the toolkit and what each kit provides.

  • Custom Marketing Materials where you can drop in your bank’s specific messaging and logos.

  • Market Ready Materials that are generic if your bank chooses not to customize.

  • Each kit has the following assets available for downloading:

    • ATM screens

    • Banners for your website

    • Branch posters

    • Sample emails

    • Digital signage

    • Sales sheets for your staff

    • Social media posts

    • Tent cards

As 2024 starts to wind down and your bank is beginning its budget planning for 2025 be sure to include funding for card marketing. Organic growth and new account acquisitions will help you boost profits and create “stickier” customer relationships. Include the materials in the toolkits as part of your marketing strategy. Since the creative designs are already done for you, your bank will save time and money.

Please visit our website at www.icbapayments.com for more information. If you have specific questions about the kits, contact us at [email protected] or 800-242-4110.