2009 ECHO Award - AMDIA

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DMEF LEONARD J. RAYMOND COLLEGIATE ECHO DIRECT/INTERACTIVE MARKETING CHALLENGE 72 H ABOUT DMEF eadquartered in New York City, the Direct Marketing Educational Foundation (DMEF) works to attract, educate, and place top college students in the business of direct/interactive marketing, and thereby, expands and enriches the talent pool of trained, market-ready direct marketers. Since its founding, thousands of students – many of whom are today’s direct marketing leaders – have taken advantage of DMEF’s educational programs, including Collegiate ECHO Direct/Interactive Marketing Challenge, established in 1986. For additional information about the DMEF, its mission, and its programs, visit www.directworks.org. THE 2009 CHALLENGE This year’s Collegiate ECHO challenge was to create a $300,000 innovative and integrated multichannel campaign, targeting the parents of school-aged children in grades 3-6, that included web and viral marketing, blogs, social networks or other media. To help enhance the overall learning experience for the students, DMEF partnered with NextMark to provide the competing teams with free access to their List Research System. This system, used by practitioners and major businesses, is a list selection tool that is used for direct marketing campaigns. Since 2004, more than 2,600 students have used the system. SPONSORING THE 2011 CHALLENGE DMEF is looking for the next sponsor for our Collegiate ECHO Challenge. Join the ranks of companies like American Express, HBO, ING DIRECT, Pitney Bowes, and now Microsoft in providing students with a unique opportunity to learn about your business and to work on the real-world marketing challenges you face. “Students really are the experts when it comes to digital marketing today,” said Terri L. Bartlett, DMEF president. “DMEF’s Collegiate ECHO Challenge is the opportunity to tap into this wealth of knowledge. It offers innovative solutions, fresh ideas, and real-world business experience that go beyond the classroom.” Past sponsors of the challenge have been pleased by the quality of work the students have produced. “Their presentation demonstrated great knowledge of the industry and identifi cation of the target market. The media plan was thought out and well defi ned. Creative was on brand and on target. With these young profession-
als being trained for the marketplace, the entire industry can only benefi t and we are proud to have been able to participate in this DMEF challenge.”– ING DIRECT The work is agency quality. “DMEF’s Collegiate ECHO Awards competition provides an outstanding and challenging real life learning opportunity for students in Eastern Michigan’s Integrated Marketing Communication’s master’s degree program,” said David W. Marold, faculty advisor to Eastern Michigan University’s winning graduate team. “Having worked in direct marketing for more than 25 years and been an ECHO award judge, I can vouch that the campaigns developed by many of the student teams are on par with major agency campaigns. On behalf of the students, myself, and Eastern Michigan University, we thank DMEF for sponsoring this invaluable competition.” The competition bridges your company to future talent. “The challenge encouraged and guided the students to think strategically in this world of interactive marketing,” said Jooyoung Kim, faculty advisor to the University of Georgia’s winning team. “We are so appreciative to DMEF for making this opportunity available to students.” A HISTORY The DMEF Collegiate ECHO Direct/Interactive Marketing Challenge is named for the Leonard J. Raymond, founder of Dickie-Raymond, the agency that became The DR Group, and is now RAPP COLLINS WORLDWIDE. Often referred to as the father of direct marketing agencies, Leonard J. Raymond created the basic rules of direct mail marketing and saw its potential as a medium for sophisticated sales and advertising. 2009 COLLEGIATE ECHO AWARDS COLLEGIATE GOLD ECHO AWARD CAMPAIGN NAME: The One Who Jams! SCHOOL: University of Georgia School TEAM: Evan Cobb, Auzelle Epeneter, Megan Powell, Lee Taylor FACULTY ADVISOR: Jooyoung Kim GRADUATE COLLEGIATE GOLD ECHO AWARD CAMPAIGN NAME: Study Jams! Where Fun and Learning Collide SCHOOL: Eastern Michigan University TEAM: Courtney Bliznik, Stacey Folsom, Kristen Gaither-Aben, Dianne Koval Butler Faculty Advisor: David Marold FORMING THE BAUM AGENCY, the student team of Evan Cobb, Auzelle Epeneter, Lee Taylor, and Megan Powell provided a winning campaign to DMEF. The challenge was to bring new target parents of school children in grades 3-6 to subscribe to a new online math and science tutoring product. The positioning portrayed the product as a resource that would distinguish a student, help them achieve academic success, and allow them to have fun at the same time. Advertisements showcased students who improved their knowledge by using a tool that celebrated their uniqueness and creativity. The $300,000 campaign used direct mail, print advertising in parenting and teaching magazines, online advertisements on popular parenting websites and blogs, and summits for teachers. A predicted 28% of free trial users would convert to loyal subscribers. THE OVERARCHING THEME for the winning graduate campaign–“Where Fun and Learning Collide,” presented a comprehensive IMC marketing mix strategy. Leveraging both traditional and non-traditional marketing tactics, the campaign met four key communications goals by using email, public relations, points promotion, blog insertions, online advertising, search advertising, corporate and internal partnerships, affi liate programs and internet strategies. Ideas for alternative language offerings, accessibility, database marketing and movie advertising were explored. Collegiate ECHO Judges were particularly impressed with the team’s competitive analysis, choice of target audience, and use of media budget. 73
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