CAPS Reveals New Loyalty Punch Card Promotion
Following a period of scrutiny from the student body over not offering comprehensive mental health resources, Northwestern Counseling and Psychological Services, or CAPS, revealed a new marketing tactic this week, a loyalty punch card. Now, after a student attends 10 counseling sessions they will receive a therapy graduation certificate, and no longer receive any more therapy.
Erica Brown, head coordinator of CAPS, cited the recent success of Fran’s Cafe’s 10 milkshake punch card deal as her source of inspiration. “I saw how excited students were getting in line for their milkshakes, with their punch cards in hand, and I really wanted to bring that enthusiasm back to the students attending CAPS sessions”, said Brown. Brown went on to express her vision for the future of CAPS, “There is this sort of, you know dark cloud surrounding seeing a therapist, and I want to create a more sunny outlook towards the whole process of CAPS. I only ever see students walking out of a session with a smile, and I think it is time they start walking in with one”. So now, once a student fills up their punch card, all full with happiness, they don’t need to see a therapist ever again! Right?... right?”
Choosing a new promotion strategy was not easy according to Brown, as they had many other ideas to pick from. The top runner ups included a free motivational poster with each session deal, a BYOP (pillow) campaign, a customer referral incentive program, and a social media contest. “My personal favorite was the social media idea”, said Brown, including, “we were going to have students add us on Snapchat and post stories with the hashtag #SnapsForCAPS to enter a raffle contest to win CAPS merch. I actually came up with that fun little hashtag and I’m just so depressed we didn’t get to use it.” According to Brown, no students were actually consulted while the new promotion was being discussed, as to “avoid any leaks to ensure maximum surprise and excitement about CAPS surrounding their new campaign.”
The new punch card promotion is set to take place immediately for all those currently attending counseling. For students looking to start seeing a therapist, a week or two after an initial phone consultation with a CAPS clinician, participants will receive their punch card at the end of their first session. All therapists have been given hole punchers with different fun shaped cutouts.