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Moneymover ATM Introduction

Though leading its competitors in deposits, FNB was not perceived as a market leader because it had no automatic teller services. To enchance its image an an innovator, appeal to ATM users, and improve its geographic penetration, FNB introduced ATMs in late 1982. Specifically, the bank wanted to activate 8000 cards and achieve a monthly transaction rate of 4000 by the end of 1982. Employees at all levels received sales training, a personal demonstration of an ATM and a cash incentive for every customer they signed up. Statement stuffers and direct mail announced and explained MoneyMover Cards to customers. Advertising to the general public was done via newspapers, radio and billboards. The results of the campaign showed that 8100 cards had been activated and there were 4500 transactions per month by the end of 1982, and 5500 transactions per month by May 1983. In addition, staffing at ATM locations held constant or was reduced.

Specifically, the bank wanted to activate 8000 cards and achieve a monthly transaction rate of 4000 by the end of 1982.