California Success Story

By Melby, Todd | Independent Banker, February 2009 | Go to article overview

California Success Story


Melby, Todd, Independent Banker


AT BUTTE COMMUNITY BANK, CREDIT CARD SALES SOAR THROUGH AGENT PROGRAM

Chico Mall sits at the edge of the Sacramento Valley in Chico, a Northern California city of 60,000 residents. And as is the case at most American shopping centers, credit card use is ubiquitous here. Whether people patronize J.C. Penney, See's Candies, Outback Steakhouse or any of the dozens of other retailers or restaurants, they primarily pay with plastic.

Butte Community Bank, a subsidiary of Community Valley Bancorp and the area's largest independent financial institution, has 15 branches and about $600 million in assets. The community bank wants to capture its share of the credit card market, and in recent years it has certainly achieved that goal.

Credit card applications at Butte Community Bank, which is headquartered in Chico and located in Butte County, Calif., soared 30 percent between 2006 and 2007. And the bank anticipated, as of last fall, another double-digit increase in applications for 2008.

Julia Wilson, Butte Community Bank's electronic banking manager, isn't taking all the credit for those new account sales. Instead, she cites the bank's partnership with ICBA Bancard and its subsidiary, TCM Bank N.A., as the driving force behind its rising number of credit card accounts.

"TCM offers us a complete package," Wilson says. "They give us everything we need to create a successful product. The customer sees us as a full-service bank."

Behind the Curtain ...

Here's how the TCM Bank program works: As one of more than 550 community banks on the Total Card Management program, Butte Community Bank receives Visa credit card marketing materials, custom application forms (personalized with the bank's logo) and compensation plans that are based on the bank's exposure to risk.

"Banks don't have to worry about management or compliance," says Katherine Worley, vice president of marketing at TCM Bank. "They have their staff focus on promoting the program, and in turn they can see it grow."

Even though TCM Bank supplies the plastic, Butte Community Bank's approved customers receive a card that features the bank's logo, thus making all the backroom support invisible.

"It's not about TCM," Worley says. "It's about the community bank. The entire program is to help out the community banker and have their brand reinforcement at the time of purchase."

The Power of Cross-Selling

TCM's support frees Butte Community Bank's employees to focus on their main goal-signing up customers. The bank does that by cross-selling to new account holders and actively participating in promotions and joint marketing efforts that are organized by TCM and Visa.

Every autumn, ICBA Bancard offers special Visa promotions to help its community banks acquire new customers and increase card usage.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

California Success Story
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.