USAA-American Legion
Auxiliary Program Review
October 2012
Ellen Roeder, Director
Glenda Oakley, Account Manager
CONFIDENTIAL: Must not be duplicated, shared or printed without USAA EMG approval.
WHO WE ARE
USAA MISSION
The mission of
the association is
to facilitate the
financial security
of its members, associates,
OUR CORE
VALUES
and their families through
Service
provision of a full range of
Loyalty
highly competitive financial
Honesty
products and services; in so
Integrity
doing, USAA seeks to be the
provider of choice for the
military community.
CONFIDENTIAL: Must not be duplicated, shared or printed without USAA EMG approval.
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American Legion Auxiliary Program
Five year agreement with a Credit Card launch date of April 2012
Credit Card Compensation Benefits for ALA:
Credit Card Benefits for Members:
* Each new active account
* No annual fee or membership fee
* Each account renewal
* Reward points
* A portion of the retail spend on eligible purchases
* Free travel and retail benefits
CONFIDENTIAL: Must not be duplicated, shared or printed without USAA EMG approval.
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Credit Card Designs
“Poppy Card”
COMING SOON!!
“Classic Red Card”
“AMEX Poppy Card”
“Patriotic Flag Card”
CONFIDENTIAL: Must not be duplicated, shared or printed without USAA EMG approval.
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Marketing Efforts
~2.8M Total Marketing Impressions
Direct Mail 650K
Email
28K
Magazine Ads 1.4M
Banner Ads 745K
From April 2012 – September 2012
CONFIDENTIAL: Must not be duplicated, shared or printed without USAA EMG approval.
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ALABAMA
ALASKA
ARIZONA
ARKANSAS
BRITSH COL
CALIFORNIA
COLORADO
CONNECTICUT
DELAWARE
FLORIDA
GEORGIA
IDAHO
ILLINOIS
INDIANA
IOWA
KANSAS
KENTUCKY
LOUISIANA
MAINE
MARYLAND
MASSACHUSETTS
MICHIGAN
MINNESOTA
MISSISSIPPI
MISSOURI
MONTANA
NEBRASKA
NEVADA
NEW HAMPSHIRE
NEW JERSEY
NEW MEXICO
NEW YORK
NO CAROLINA
NORTH DAKOTA
OHIO
OKLAHOMA
OREGON
PENNSYLVANIA
RHODE ISLAND
SO CAROLINA
SOUTH DAKOTA
TENNESSEE
TEXAS
UTAH
VERMONT
VIRGINIA
WASHINGTON
WEST VIRGINIA
WISCONSIN
WYOMING
Credit Card Counts
ALA Credit Card Counts by State
80
70
60
50
40
30
20
Total
10
0
CONFIDENTIAL: Must not be duplicated, shared or printed without USAA EMG approval.
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ALABAMA
ALASKA
ARIZONA
ARKANSAS
BRITSH COL
CALIFORNIA
COLORADO
CONNECTICUT
DELAWARE
FLORIDA
GEORGIA
IDAHO
ILLINOIS
INDIANA
IOWA
KANSAS
KENTUCKY
LOUISIANA
MAINE
MARYLAND
MASSACHUSETTS
MICHIGAN
MINNESOTA
MISSISSIPPI
MISSOURI
MONTANA
NEBRASKA
NEVADA
NEW HAMPSHIRE
NEW JERSEY
NEW MEXICO
NEW YORK
NO CAROLINA
NORTH DAKOTA
OHIO
OKLAHOMA
OREGON
PENNSYLVANIA
RHODE ISLAND
SO CAROLINA
SOUTH DAKOTA
TENNESSEE
TEXAS
UTAH
VERMONT
VIRGINIA
WASHINGTON
WEST VIRGINIA
WISCONSIN
WYOMING
(blank)
Credit Card Retail Spend
ALA Net Retail Spend by State
90000
80000
70000
60000
50000
40000
30000
20000
Total
10000
0
CONFIDENTIAL: Must not be duplicated, shared or printed without USAA EMG approval.
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Program Results
913
Active Credit Cards
$878K
Credit Card Retail Sales
Total Compensation
From April 2012 – September 2012
$50K
CONFIDENTIAL: Must not be duplicated, shared or printed without USAA EMG approval.
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Looking Forward
• Gain Unit Level Engagement & Endorsement
• Increase Marketing Opportunities & Awareness
• Promote Credit Card Utilization
• Continue Relationship & Advocacy
STAY TUNED: Poppy Bags!!
Visit usaa.com/ala or Call 855.291.8252
CONFIDENTIAL: Must not be duplicated, shared or printed without USAA EMG approval.
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