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Aramark Expands Jam Loyalty Program

Aramark Higher Education has expanded its Jam Rewards customer loyalty program for college students. The program engages students through prizes, online games and social networking, and rewards them for dining on campus.

Participating students receive a card with a unique code for every qualifying purchase made during specific promotion periods. They can enter the code online at or via text message, for a chance to win prizes, play games online or earn sweepstakes entries. Sample prizes include gift certificates to popular national retail stores, video game systems, song downloads, a mountain bike and a laptop computer.

"Based on the positive feedback from students, we are excited to expand our Jam Rewards program as an integrated component of our overall e-commerce strategy," says Karen Parker, associate vice president of marketing for Aramark Higher Education. "Beyond rewarding students, this loyalty program allows us to capture information about their meal and lifestyle preferences that can help us create special offers and adapt meal plans for them the following year."

Aramark is using social networks and tell-a-friend features, as well as street teams, a mascot and on-campus events to generate excitement and enrollment for Jam Rewards. Ongoing campaigns via email, text messages, POS signage, and collateral keep members engaged and educated about the program.

A Jam Rewards participant can earn additional sweepstakes entries for playing online games, referring a friend, taking a short survey, opting to receive emails and texts, or buying a meal plan. They can also enter by mail without purchase. Throughout the school year, there are bonus promotions for more entries, including spotting the Jam mascot on campus.

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