When Michigan First Credit Union couldn’t get a lift in its credit card business, the credit union that serves customers in the Wayne, Oakland and Macomb counties knew its loan product was in need of a makeover.

“We had a credit card program for a number of years; it was a plain vanilla credit card ….with flat growth,” Linda Douglas, vice president of marketing, tells Bank Innovation. “There was a great opportunity to relaunch our credit card.”

That’s why the $620 million financial institution partnered with RewardsNOW, a loyalty programs provider, to launch Experience Michigan First Rewards Visa. The program, which launched internally last April, lets users earn 1.5 bonus points for local purchases. Those points, in turn, are accumulated by users to redeem for items at local stores, attractions and charity donations.

“We are dedicated to the community of Michigan,” Douglas says.

Though only a few months old, the new product is already growing at the credit union. Three months into launching, the credit union saw a lift in its credit card business. In fact, within about 90 days, 1,000 new credit card accounts were opened with nearly $1 million in new balances. That number compares with an average of 180 new accounts per 90 days. The goal of this year is to add $5 million in new balances, Douglas says.

“It’s going wonderfully so far,” Douglas says.

To help spread the word, Michigan First Credit Union has initiated a number of marketing efforts, including in-branch merchandising through televisions in its branches and touchscreen kiosks where consumers can choose their customized credit cards.

Douglas tells Bank Innovation that it’s a bit premature to know what type of rewards resonate best with its customers. Nonetheless, she says the product appeals across different demographics, though it does somewhat skew toward a female audience.