2013 Collegiate ECHO Winners Announced

Monday, August 5, 2013

International Marketing Challenge for Students Provided by dELiA*s

New York, NY – Marketing EDGE (formerly Direct Marketing Educational Foundation) today announced the winners of the 2013 Collegiate ECHO Marketing Challenge, whose content was provided by dELiA*s.  Marketing EDGE awarded $7,500 in scholarships to the University of Georgia, which took both first and second places, and $1,000 in scholarships to Ithaca College, which took third place. In addition, $3,500 in cash prizes went to the winning undergraduate student teams.  

Conducted since 1986, the Marketing EDGE Collegiate ECHO Challenge provides college students with real-world experience by challenging them to create a marketing campaign for a leading marketer of products or services.

This year’s marketing challenge centered on dELiA*s, a multichannel retail company targeting teenage girls and young women by selling apparel, accessories and footwear through direct mail catalogs, websites, and dELiA*s mall based retail stores.  Each team, using an integrated marketing approach and working with a theoretical budget of $500,000, was challenged to target new customers and to increase purchases by existing customers — especially through dELiA*s print catalog, web site, retail stores, web-based marketing channels, and social and mobile platforms.

“Given the excitement exhibited by young consumers for the dELiA*s brand, we’re not surprised to see an increase in participation for this year’s Collegiate ECHO Challenge”, said Marketing EDGE President Terri L. Bartlett. “Faculty and student interest were piqued around the dELiA*s campaign. Becoming versed in this kind of marketing allows students to demonstrate their knowledge and expertise making them stronger candidates as they prepare to enter the competitive marketplace. Providing the experience of a real-world project is one way that Marketing EDGE works with organizations in this industry to educate and develop the marketers of tomorrow, and to deliver tangible opportunities for students to stand out.  I encourage those professionals looking to hire entry-level talent to take note of this year’s participants.”

The 2013 competition was conducted during the fall 2012 and spring 2013 semesters, and included entries at the undergraduate and graduate levels.  Student teams from the U.S. and Canada participated in the Challenge.

The winners of the Marketing EDGE 2013 Collegiate ECHO Marketing Challenge are:

Gold: University of Georgia
Faculty Advisor: Jennifer Griffith
Team Members: Jamie Pettit, Rachel Mintz, Jennifer Kim, Kelsea Purpura
Silver: University of Georgia
Faculty Advisor: Jennifer Griffith
Team Members: Samantha Baker, Chelsea Pope, Colin Butler-Mayes
Bronze:  Ithaca College
Faculty Advisor: Adam Peruta
Team Members: Sarah Parker, Kait Sessler, Olivia Consol, Massiel Miliano

Gold: Pace University
Faculty Advisor: Harvey Markovitz
Team Members: Esther Farber, Scott Levine, Soheb Hasan Syed Mohammed
Silver:  Indiana University South Bend
Faculty Advisor: Monle Lee
Team Members: Ming Zhen Liang, Robin Hayden, Victor Joseph Gaj, Greg Monberg
Bronze:  Baruch College
Faculty Advisor: Linda Gharib
Team Members: Noa Ecker, Carly Strom, Juliette Vasilyev, Yoni Sebagh

“Not only was I really pleased with the work my teams did, I was also impressed as I watched my male students gamely spend their capstone campaigns class delving into the minds and buying habits and media use of teenage girls,” said Senior Lecturer Jennifer Griffith, faculty advisor to the Gold-winning undergraduate team at the University of Georgia. “Behind each of our campaigns is a story of how students came together to solve a problem. Some of these students stretched themselves in ways I don’t think they’d ever stretched before, and I feel lucky to have been along for that ride.  Now it is pure pleasure to sit back and see them enjoy their success!”  

“dELiA*s was extremely pleased to be the subject of this year’s Collegiate ECHO Challenge conducted by Marketing EDGE,” said David Diamond, Senior Vice President of Human Resources at dELiA*s and a member of the Marketing EDGE Board of Trustees.  “With the number of entries soaring, this year’s Challenge was more competitive than ever!  Every school and group that participated put an enormous amount of time and effort into this project, which was clearly evident by the research they conducted to compile professional reports and offer solutions to propel our products forward.  We hope the students got as much out of it as we did.”

Over its 27-year history, Collegiate ECHO sponsors have included such prestigious companies as SkyMall, ING DIRECT, Mazda North American Operations, Hallmark Cards, charity: water, and Microsoft Bing.

About Marketing EDGE

Headquartered in New York City, Marketing EDGE works to “Educate, Develop, Grow, and Employ college students in the field of marketing,” thereby expanding and enriching the talent pool of market-ready professionals. In June 2013, in response to the shifts within the marketing field, the organization changed its name from Direct Marketing Educational Foundation (DMEF) to Marketing EDGE. The name better reflects how it is serving the dynamic field of marketing; connecting with students, academics, career centers, corporations, and independent professionals; and streaming top talent into the industry.

As a 501(c)(3) nonprofit organization, tax deductible contributions from individuals and corporations are the lifeblood of Marketing EDGE. Today, we are recognized as the only nonprofit organization solely dedicated to students through scholarships, education, career development and job placement, empowering the next generation of marketing leaders. For additional information about Marketing EDGE, its mission and its programs, visit: www.marketingEDGE.org.

About dELiA*s
dELiA*s, Inc. is a multi-channel retail company primarily marketing to teenage girls. It generates revenue by selling apparel, accessories and footwear to consumers through its website, direct mail catalogs, and mall-based retail stores.  Visit: www.delias.com.

Susan Taplinger


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