Loyalty One

Loyalty in the Public Interest

Our strategies deepen the impact of existing program budgets while respecting the unique sensitivities of clients who are responsible to government and, ultimately, the public.

LoyaltyOne has led the way in exploring how the cost-efficient capabilities of loyalty marketing can extend beyond traditional consumer relationships into the public arena. We're actively exploring social marketing initiatives with a wide range of government organizations, public-sector agencies and not-for-profits.

Through close collaboration with these partners, we've honed our understanding of the unique business context in which public-sector clients operate, from RFP and reporting requirements to the challenges of navigating complex decision-making structures. Above all, we understand the fiscal pressures facing all publicly funded organizations – and we provide solutions designed to stretch those dollars further than ever.

• We've partnered with organizations across Canada – from energy utilities and transit authorities to health awareness and waste diversion agencies – on socially beneficial programs that have won broad support. Through our recently launched AIR MILES for Social Change business, we offer public-sector clients very attractive terms on the country's most widely accepted loyalty currency. Working within existing social marketing and rebate programs, we provide new loyalty-based tools to accelerate program growth and maximize return on investment.
• For example, we've partnered with the Ontario Power Authority (OPA) to cost-effectively reach more than two-thirds of provincial households with a pledge campaign that rewards utility customers for conserving energy. When it was launched in 2010, The Power Pledge increased participation levels more than seven-fold – for half the cost of the OPA's previous pledge program.
• Working with the Toronto Transit Commission, we created the Metro Discount Plan, rewarding riders who purchased annual transit passes – and driving incremental sales of 57 percent. Our experience has demonstrated how a rewards currency can be offered as an incentive for switching to long-term passes, for adopting electronic smart cards or even for shifting daily commutes outside of peak times.
• Similarly, we're showing waste management agencies how they can use cost-effective loyalty techniques to reward residents who make reduction pledges, adopt recycling protocols or participate in disposal campaigns. And we've partnered with health authorities to reward people who become more physically active, improve their eating habits or participate in preventative programs.
• LoyaltyOne's public-sector clients benefit from the proven effectiveness of our marketing strategies, analytics and program expertise. Many take advantage of the powerful incentives and unrivaled reach of our established loyalty coalition. All place a high value on our commitment to pursuing sustainability on all fronts – within our organization, in partnership with respected standard-bearers and in the wider community of socially conscious consumers that we're helping to build.
• We can work with both government-owned and privately held utilities to design standalone loyalty programs or establish sponsorship roles within existing, consumer-focused loyalty coalitions. However we apply our knowledge and experience, the goal is the same: to extend the power of loyalty into a whole new realm of customer engagement and positive social change.