Loyalty Card Briefing
Link Health and Community (Link) sought to find ways to engage their brand and services with residents living in nearby public housing estates. Our group proposed the creation of a loyalty card program designed solely for public housing residents, ‘Link Rewards,’ to engage them within the recreational community classes of Link.
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The key inputs of the program were:
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Research into the effectiveness of loyalty card in creating long-term customer engagement
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The creation of Link Rewards brief document that was presented to the client. This document was inclusive of:
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Recommendations for implementation and initial set-up of loyalty card program
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Recommendations in organising an initial test group period for the program.
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Recommendations for tactics in creating awareness with target publics.
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A detailed, proposed structure of a two-tier loyalty card program.
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Recommendations for incentives and rewards in creating an effectual brand journey for target public.
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The proposed graphic design of the loyalty cards.
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An outline of identified potential issues in implementing the program.
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A comprehensive presentation to the client about the program.
Outputs
Our proposed program was well-received when we presented our brief to the client, with the client being particularly impressed in our research, our recommendations of an initial test group period and in the two-tier structure of the program. The client was impressed in that within the two-tier loyalty card structure, we identified an ongoing brand journey that appealed to both newly aware customers and already engaged customers.
The key outputs of the program were:
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Well-received and enthusiastic client response
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The client deciding to bring forward our proposed brief to their board meeting, for potential implementation of the program in the organisation.
