Rewards Card Design

Client: Moov-it! LLC

Challenge: How do we …

increase attendance at events?

promote the brands of our local partners?

build Moov-it!’s brand awareness and credibility on campus and in the community?

Process:

  • Modeling off of the success of Northwestern University’s Wildcat GeoGame that awarded winners free pizzas for answering all questions correctly, we partnered with a hot new coffee bar to use winning a free beverage of their choice as an incentive for students.
  • Who doesn’t love a cute rewards card?

  • In exchange for going to three Moov-it! promoted events, participants could win a free beverage of their choice.
  • Working with Carleton College’s new Makerspace team, I designed rubber stamps and 3-D printed handles to distribute to event venues.

  • First Results Checkpoint: After two months of this rewards card program in place, there was no significant change in participation.
  • While there could have been many reasons for this, I noticed that participants would forget to stamp their cards at the event, or would leave their rewards card at home.

  • New Challenge: How to…

Encourage participation based on observed behavior at events?

Promote Moov-it!’s new social media channels?

  • New and improved rewards cards! But make them vouchers instead of rewards cards
New and improved vouchers for free beverages at Little Joy Coffee Bar
  • After reading about a psychology study about the effectiveness of “random” rewards, I distributed these free drink vouchers at “random” events pre-stamped to “activate” them
  • Students only had to hold onto the cards from the time they attended the event to when they went into the coffee bar the next morning!
  • Also on these cards were Moov-it!’s new social channels to promote Moov-it!’s growing brand.

  • Takeaways: The latest voucher design was implemented March 7, 2020. There was only one weekend before the pandemic shut everything down and not ample time to test the effectiveness of this method. However, building brand awareness was key. Otherwise, how do students trust that the voucher is legit? We later built brand awareness for Moov-it! on two college campuses, by distributing flyers with Tootsie rolls to 500 random mailboxes with a note to “pick up your rewards card” at the student activities offices. Moov-it!’s partnership with the student activities offices to promote events was game-changing. This was the most effective method, in the end!