In September 2007, the academy launched the Yard Card program, a card-based system branded for the colloquial name given to the Annapolis campus by students. Designed exclusively for midshipmen and staff, the Yard Card provides a convenient way to pay for purchases on campus. Now, beginning with the 2008-2009 school year, the Yard Card will also be usable at the Mid Store and the gift shop, Textbooks and Uniforms. The program has already been in use in the Drydock Restaurant, Steerage, the Officer’s Club and various coffee houses located on campus.

About 25% of the student base signed up for the program last year and with the expansion of the participating locations, an increase in enrollments is expected. The Yard Card will also be included in the “Induction Day” materials distributed to all incoming Midshipmen. The cards will be initialized and customized for each midshipman, plus a $5 bonus will be added to the card as part of the Yard Card program expansion celebration.

In the expanded program, the web will also play a prominent role. Parents will now have the ability to visit www.navyonline.com to refresh the balances on their midshipmen’s card, as well as request notifications of when the card balance falls below a certain dollar amount.

Visible Results, a marketing organization that produces turnkey loyalty programs, was selected by the academy to execute the Yard Card program.