Catering to what student’s care about most: Value

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ASEQ | Studentcare, founded in 1996, is the only organization in Canada that specializes exclusively in student health. Twenty years later, they are the leading provider of student health care in Canada. They serve over 750,000 students at over 75 student associations, while representing 50 institutions, including McGill University, the University of Toronto, and the University of British Columbia. Their three founding principles, which extend through all of their activities are equitability, accessibility, and sustainability. Direct Marketing They provide a valuable full suite of coverage for students that include health, prescription drugs, dental, vision, and travel insurance. They are a full service specialist who operates an advanced Plan member support system based on delivering high quality support through the medium of student’s choice: telephone, internet, live chat, or email. This allows students the opportunity to be supported through a medium that they are comfortable with. All of their communications are done in house, with no agency help. Over ASEQ | Studentcare’s twenty year span, they have learned that they need to cater to what students care about most, and that is value. It is important for them to focus not solely on the low cost of the Plan, however the benefits of the plan as well. By combining both, they are gaining the ability to show students how much they can get for how little. They strive to show students how their Plan will affect them directly by including a video on how and what to use the Plan for, a section highlighting their Networks, which save students money by offering discounts on certain health-care services. They write in second person, addressing the student directly as “you” while using phrases such as “manage your coverage” and “7 reasons to stick with your plan.” This concept will resonate with students as it allows them to take a sense of ownership over their health benefits and empower them to take action.ASEQ Student Care Email campaigns can be difficult given declining open rate and competition for inbox space. ASEQ combats this by writing informative and engaging subject lines, ensuring the content of their emails are useful and necessary, placing the most important information above the fold, and that their language is direct and friendly. ASEQ believes that these practices have helped maintain students’ trust in their email communications. What gives ASEQ a big leg up in declining open rate and competition for inbox space, is that they work closely with their partner student associations which gives them permission to email students on their behalf. The results of their campaign were measured by looking at the open, click, and unsubscribe rates recorded by their email system. Both their open and click rates were well above industry averages, while their click rate was around 5%-10% higher than the equivalent emails that were sent the previous year. Out of the 18,500 students who received these emails, only 8 unsubscribed which shows that students truly see the value of ASEQ | Studentcare’s services. ASEQ Student Care was a finalist in the Direct Marketing category for our 2016 CAMP Marketing Awards. About Author:

Cory GeorgiadisCory is a recent graduate from the University of Guelph, Bachelor of Commerce, Marketing Management program. He is currently interning for CAMP, learning the tools to becoming a sophisticated marketing professional. He can be reached directly by email at or through twitter @corygeorgiadis. 

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