Thursday, August 11, 2016

–Facebook provides international marketing challenge–
NEW YORK  — Marketing EDGE – the only national nonprofit solely committed to affecting the lives of thousands of students and shaping the marketing industry of the future as diverse, inclusive, and highly skilled – has announced the winners of its 2016 Collegiate ECHO Marketing Challenge, a competition for students worldwide, which was provided by Facebook. Altogether, six student teams – three from undergraduate programs and three from graduate programs – were honored for devising a proposed integrated marketing campaign to help Facebook market its selective advertising product, Custom Audiences.
Marketing EDGE awarded $8,500 in scholarships to schools that fielded winning undergraduate teams, including $5,000 to Temple University, which achieved a first place Gold Collegiate ECHO; $2,500 to Hofstra University; which took second place (Silver Collegiate ECHO), and $1,000 to James Madison University, which took third place (Bronze Collegiate ECHO). In addition, $3,500 in cash prizes went to the winning student teams.  Among graduate students, two separate teams from Eastern Michigan University won the Gold and the Bronze Collegiate ECHOs, respectively, a team from Pace University took the Silver Collegiate ECHO award.
Conducted since 1986, the Marketing EDGE Collegiate ECHO Challenge provides college students with marketing project experience by challenging them to create a campaign for a leading marketer of products or services.  During its 30-year history, Collegiate ECHO sponsors have included such prestigious companies as DIRECTV, Domino’s Pizza, SkyMall, Microsoft Bing, and dELiA*s, among others.
This year’s marketing challenge centered on the social media network, Facebook. Each team was challenged to create an integrated marketing campaign with the goal of increasing the awareness and consideration of Custom Audiences with B2C [Business-to-Consumer] marketing decision makers, using an integrated marketing approach and working with a theoretical budget of $5 million. This B2B [Business-to-Business] challenge was a marketing effort – targeting B2C marketers.
“Facebook was proud to partner with Marketing EDGE to sponsor this year’s ECHO Challenge,” said Khurrum Malik, head of North America performance product marketing, Facebook. “We were impressed by the quality and variety of integrated marketing submissions from across the country. I really hope that teams learned from this experience and will use it to enhance their careers as marketers.”
“Who hasn’t heard of Facebook?” said Marketing EDGE President Terri L. Bartlett.  “This well-known social network keeps people connected, while allowing them to engage with their favorite businesses.  We are very pleased to have partnered with Facebook to create this year’s Collegiate ECHO Challenge, and we believe Facebook’s brand recognition helped to generate a 15-percent increase in participation over the previous year’s Collegiate ECHO Challenge.” 
“Through this competition, Marketing EDGE plays a unique role in providing students an opportunity to demonstrate the marketing skills they’ve learned in the classroom with a real-world application,” she said.  “It also provides them with some tangible and useful core competencies when they are first introduced to corporations hiring for advertising and marketing entry-level positions.” 
The winners of the Marketing EDGE 2016 Collegiate ECHO Marketing Challenge are:
1st Place Gold
Temple University 
Victoria Bak, Rachel Gallucci, Robert Hoeft, Niamh Murphy, Finnian Saylor
Faculty Advisor:   Chuck McLeester
2nd Place Silver
Hofstra University 
Elaina Levenson, Jordan Richmond, Dolly Schuttinger, Julia Rondeau
Faculty Advisor:  Songpol Kulviwat
3rd Place Bronze
James Madison University
Mariam Bekele, Corothy Capasso, Allie Hammond, Mitchell Myers, Joseph Scully
Faculty Advisor:   Theresa Clarke
1st Place Gold
Eastern Michigan University
Anna Arends, Anne Swary, Simon Thalmann
Faculty Advisor:   Matthew Sauber
2nd Place Silver
Pace University
Agnes Heringer, Gloria Ou, Robert Rindler
Faculty Advisor:   Harvey Markovitz
3rd Place Bronze
Eastern Michigan University
Devin Jones, David Weight, Bradley Whitehouse
Faculty Advisor:   Matthew Sauber
A landing page featuring selected photos of these winning teams is available here:
The 2016 competition was conducted during the Fall 2015 and Spring 2016 semesters. Student teams from the U.S., Ecuador and Kuwait participated in this year’s Challenge.  There were more than 225 entries in this year’s worldwide competition, which were judged by 58 seasoned professionals across the marketing industry at companies such as Domino’s Pizza, Ernst & Young, Fidelity Investments, The Fossil Group, GlaxoSmithKline, Guthy | Renker, Thomson Reuters, World Vision – and more.  From among 30 semifinalists, Facebook’s judges made the final determinations for 1st Place Gold, 2nd Place Silver, 3rd Place Bronze, and Honorable Mentions.

About Marketing EDGE

Headquartered in New York City, Marketing EDGE works to Educate, Develop, Grow, and Employ college students in the field of marketing.  Now in its 50th year, Marketing EDGE is the only national 501(c)(3) nonprofit organization that impacts the lives of thousands of students annually and shapes the marketing industry of the future as diverse, inclusive, and highly skilled, infusing the industry with dynamic new ideas and the talent our industry needs to thrive in the 21st Century.  Through its programs, a unique intersection between students, academics and corporations exists, bridging the gap between academic theory and the practical knowledge and skills required in the workplace.  Ultimately, its goal is to continue to expand and enrich the pool of market-ready talent in the ever-expanding business of marketing, today and tomorrow.  For additional information, visit:  
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Media Contact for Marketing EDGE
Chet Dalzell

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