22 September 2008
The University of Sydney Union (USU) has beaten many outstanding entrants at the 2008 Australian Marketing Institute State Awards, to take out first place in the categories of Loyalty Marketing and Relationship Marketing for its Access Benefits Program.
The Access Benefits Program was introduced by the USU to address the potentially disastrous loss of compulsory fees. As the USU is a not-for-profit entity, the challenge was immense and the results have been exceptional.
The program is an effective and creative loyalty membership program that links USU’s existing member programs and support of 200 Club and Societies to a new member identification card.
The card is the gateway to benefits, services and discounts, including access to 55 specially selected business partners. Business partners are able to track and measure the results of the program, with feedback from some partners suggesting it is the most successful sales program they are involved in.
In 2007, membership targets were exceeded by 60%. In 2008, USU has over 9000 highly active members.
‘The University of Sydney has consistently worked with the USU to create great opportunities to ensure that the best student experience in Australia is available right here in Sydney, at the University of Sydney. The USU looks forward to attending the National Awards for Marketing Excellence in October’, said USU President, Ruchir Punjabi.
‘I congratulate the staff involved in creating this program and making it such a success. They have worked hard to combat the effects of voluntary student unionism. In creating the Access program, they have strengthened the USU’s capacity to provide co-curricular activities for students into the future’, said Paul McJannett, CEO of the USU.
The Australian Institute of Marketing invited Dr Robert Kozinets, international online communities and branding expert, and visiting professor at the University of Sydney’s Faculty of Economics and Business, to give the keynote address at Friday’s function. Dr Kozinets spoke about the power consumers have and the way the barrier between producers and consumers has fallen.
For more information on the Acess Benefits Program, visit www.accessbenefits.com.au