NORTH CANTON, Ohio –What do you get when you combine an automated teller machine (ATM)/check card with a campus identification card? A multipurpose card that provides tremendous convenience and marketing opportunities for everyone involved.
“Savvy marketers know that what college students lack in savings account balances they more than make up for in relationship potential,” says Bradley J. Stephenson, general manager, Diebold Card Systems. “Becoming part of a campus card system offers financial institutions access to, and the potential loyalty of, a powerful demographic market.”
With the help of the North Canton, Ohio-based Diebold, Incorporated, many of the nation’s campuses, from Stanford University to Texas A & M and the University of Buffalo, have transformed the student ID into a multi-use card enabling students, faculty and staff to do everything from open doors to borrow books and purchase meals. But the most dramatic change in the student ID is the addition of banking capabilities, made possible with Diebold’s CS Gold™ card system and partnerships with major financial institutions.
“When we started our campus card system we wanted to get students away from having to carry six cards in their wallet,” says Jim Clinton, operations manager at University of North Carolina at Chapel Hill. “Today, you can’t survive on campus without the UNC One Card.”
That’s because the UNC One Card is a student’s official ID, library card, meal ticket, door key and now, a Wachovia Bank card.
“Adding banking services to the card was a high priority for students and we wanted to be responsive to that input,” says Carolyn Elfland, associate vice chancellor for auxiliary services at UNC. Wachovia, the fourth largest bank holding company in the country, responded by developing a special package of services for UNC’s students and employees.
Now, UNC One Card cardholders can access their Wachovia accounts at on-campus ATMs to withdraw and deposit funds, or transfer funds to their university stored value account. And with the help of software interfaces specially designed by Diebold, students can access their accounts online and use their One Card at off-campus retailers.
“Students like the ability to use the card both on campus and at the mall,” says Clinton. “And they also like the fact that their parents can make online deposits directly into their accounts.”
With the success of the UNC One Card, Wachovia and Diebold have partnered on three more campus card programs in North Carolina, Georgia and Virginia.
“Diebold has helped us build a great card product that offers more choices and conveniences to the students and faculty at the institutions we serve,” says Wachovia Corp.’s Buck Claussen, senior vice president, Retail Strategies Group.
Eliminating the need to carry cash and keys and making campus life easier for students is just one of the benefits of the combined campus/bank card. Universities also realize cost savings from reduced cash handling and the consolidation of card programs, as well as increased revenue—not only do users tend to buy more with the card than they would with cash, merchants are often willing to pay transaction fees to gain access to student customers.
“Plus, each time a card’s magnetic stripe passes through a card reader, an audit trail is generated, which provides the host institution with extensive reporting capabilities on everything from traffic patterns to spending habits,” says Stephenson.
As a leading provider in the 30-year-old campus card system business, Diebold serves more than 400 college and corporate campuses, from Brigham Young University—the largest card system in the nation with 170,000 card accounts and millions of transactions each year—to Skidmore, a small New York liberal arts college and its 2,200 students.
After extensive research on card system vendors, Skidmore chose Diebold because the CS Gold system would operate on its existing Oracle® database and easily integrate additional applications in the future.
“We like the fact that Diebold operates on a very open system,” says Joe Sims, assistant director of Financial Services at Skidmore. “We also like that it’s a nationally recognized and publicly-held company.”
In Santa Ana, Calif., the Orange County Teachers Federal Credit Union jumped at the chance to better serve its members who work or study at California State-Fullerton by becoming part of the university’s TitanCard program.
“We saw the campus card program as another opportunity to strengthen our relationship with the university and to bring remote and on-campus financial services to our members,” says Gordon Howe, the credit union’s senior vice president, Corporate Development. “We believe it’s important to serve our student members as they go through their college years and beyond.”
The average student at Cal State Fullerton is 23 years old, employed, and if not already a member of the OCTFCU, a great prospect.
“When we began looking into campus card systems seven years ago, Diebold, because of its reputation in the industry, was the only vendor we considered,” says Howe. “Diebold is on the cutting-edge of incorporating state-of-the-art technology into campus card systems.”
According to Stephenson, Cal State Fullerton is headed in the direction that all universities and colleges want to go today.
“Replacing independent, non-cooperative systems that produce multiple cards with a common platform capable of issuing one multipurpose card is a comprehensive solution,” Stephenson added. “Every college needs to have at least a piece of this technology because schools compete for students and students want the convenience of this service.”
Diebold, Incorporated is a global leader in providing integrated self-service delivery systems and services. Diebold employs more than 13,000 associates with representation in more than 88 countries worldwide and headquarters in North Canton, Ohio, USA. Diebold reported revenue of $1.76 billion in 2001 and is publicly traded on the New York Stock Exchange under the symbol ‘DBD.’ For more information, visit the company’s Web site at http://www.diebold.com.
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