In September, Visible Results launched a landmark card-based loyalty program on behalf of the Naval Academy Business Services Division (NABSD) at the United States Naval Academy, Annapolis. The Yard Card — branded for the colloquial name given to the Annapolis campus by students — was designed exclusively for midshipmen and staff and was provisioned as a convenient stored value payment facility.
Visible Results’ Graphicard(TM) was selected by NABSD as the platform for their on-campus program due to the wide range of functionality and the high level of excitement created by the unique and dynamic card. The Graphicard platform also allows the Yard Card program to instantly reward members for frequenting on-campus auxiliary restaurants and coffee concessions with items such as free coffee, $1 off coupons, free pizza and more.
The Yard Card has multiple functions. Primarily, it’s a stored value or cash holding card. However the rewritable face of Graphicard(TM) provides an opportunity to display new messages to the card holder each time it is used. The sophisticated software running behind the Yard Card includes a customizable gaming feature which provides an extra incentive for students and staff to consolidate their spending on- rather than off-campus.
Each purchase made using the Yard Card, at any of the participating stores, represents an opportunity for the cardholder to play the classic naval combat game, Battleship. This game of chance is made possible by a unique thermochromic process. With each transaction, the Yard Card is swiped through the Graphicard(TM) terminal which erases and reprints the information and images on the face of the card.
With each ‘swipe’ (transaction), the face of the Yard Card is re-imaged and a new game graphic informs the cardholder of a ‘hit’ or ‘miss.’ When a ship is ‘sunk,’ an instant prize is awarded to the midshipman or staff member.
George Stevens, General Manager of Visible Results USA commented, “The students love it! A ‘losing’ graphic provides just as much fun with messages displayed on the cards ranging from ‘Miss … Target Practice Required’ to ‘Miss … You Aim Like Army.'”
One of the most highly valued features of the Yard Cards is the ability to deposit money to the cardholders account and have that value available as credit on the card.
“The re-loadable feature is incredibly convenient to members as it is faster than using a credit or debit card and there’s nothing to sign. It’s also more secure than cash because Yard Cards can be promptly replaced if lost or destroyed.
An added feature in the program allows family and friends to add funds to an existing Yard Card account quickly and easily over the phone or through emailing the Yard Card Admin office.
As a program service, email notifications are also sent to past depositors when a member’s Yard Card account balance falls below $25, encouraging them to deposit additional monies into that account.
About Visible Results(TM). Visible Results(TM) is a leading developer of unique loyalty marketing programs that provide innovative relationship marketing solutions for retailers and other consumer-facing branded businesses. Visible Results’ global organization supports a broad spectrum of clients across the specialty retail, mass merchandising and shopping center sector in Australia, New Zealand, USA, UK, Asia and the Middle East. Visible Results is the exclusive global provider of the unique Graphicard(TM) solution.