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Marketing EDGE Announces 2014 Collegiate ECHO Winners


Post Date: August 6, 2014
By: Susan Taplinger

International Marketing Challenge for Students Provided by Domino’s Pizza

August 6, 2014 – Marketing EDGE, the only national nonprofit of its kind solely committed to engage professors and college students in the business of marketing, has announced the winners of the 2014 Collegiate ECHO Marketing Challenge, a competition for students, which was provided by Domino’s Pizza. Altogether, six student teams – three from undergraduate programs and three from graduate programs – were honored for devising a proposed integrated marketing campaign to help Domino’s market a mobile application to prospects and customers.

Marketing EDGE awarded $8,500 in scholarships to schools that fielded winning undergraduate teams, including $5,000 to the University of Georgia, which took first place and a Gold Collegiate ECHO; $2,500 to University of Wisconsin-Whitewater; which took second place (Silver), and $1,000 to James Madison University, which took third place (Bronze). In addition, $3,500 in cash prizes went to the winning student teams. Among graduate teams, a group of students from Pace University won the Gold Collegiate ECHO, while separate teams from Eastern Michigan University took the Silver and Bronze awards.

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 Domino’s, a recognized world leader in pizza delivery, with a significant business in carryout pizza. Each team, using an integrated marketing approach and working with a theoretical budget of $250,000, was challenged to create an integrated marketing campaign using direct and interactive channels including Domino’s-owned and earned media channels; social media; e-mail; website; broadcast; and/or print with a goal of increasing the number of orders driven through the Domino’s Mobile App.

“Pizza continues to be a staple in students’ diets, with Domino’s likely being on their speed dial – or in this case, an app on their phone – which we believe is one of the reasons this year’s Challenge generated a 42% increase in participation over the previous year’s Collegiate ECHO Challenge,” said Marketing EDGE President Terri L. Bartlett. “This competition epitomizes the unique role Marketing EDGE plays in providing real-world opportunities to students eager to showcase the skills and knowledge they’ve achieved during their college career. It also provides perhaps the first introduction to corporations looking for worthy candidates to fill their entry-level positions.”

The 2014 competition was conducted during the fall 2013 and spring 2014 semesters. Student teams from the U.S., Canada, and France participated in this year’s Challenge.

The winners of the Marketing EDGE 2014 Collegiate ECHO Marketing Challenge are:

Undergraduate: 

1st Place Gold
University of Georgia

Jordan Ben-Hanania, Casey Elliott, Page Kelley, William Looney
Faculty Advisor: Jooyoung Kim

2nd Place Silver 

University of Wisconsin-Whitewater
Veronica Havard, Hannah Jean, Marshall Klein
Faculty Advisor: Andy Dahl

3rd Place Bronze 

James Madison University
Lauren Crain, Dan Froehlich, Shawn Misar, Haley Svadeba
Faculty Advisor: Theresa Clarke

Graduate:

1st Place Gold
Pace University

Alisha Frederick, Amy Hashem, Scott Levine, Xinyuan Wu
Faculty Advisor: Harvey Markovitz

2nd Place Silver 

Eastern Michigan University
Jamie Boyer, Kenyatta Bynoe, Melissa Cohen, Molly Davis
Faculty Advisor: David Marold

3rd Place Bronze
Eastern Michigan University

Carey Chesney, Naomi Allen, Jamie LaRose, Mary Beth Ronayne-Matherly
Faculty Advisor: Matthew Sauber

“Wow… 1st place GOLD!,” said Professor Jooyoung Kim, Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication at The University of Georgia, and advisor to the winning undergraduate team. “I am so pleased to see their sleepless days of effort have finally paid off. DomiYEAH [the winning team’s name] had truly worked as one team. While this also is great news for me personally, the team’s result would not have been possible without their previous years of training and education at our school.”

“Domino’s is proud to have been the subject of the 2014 Collegiate ECHO Challenge conducted by Marketing EDGE,” said Amber Gadsby, director, digital marketing, at Domino’s Pizza. “We were pleased with the broad participation, and we were very impressed with how comprehensive many of the campaigns were. The winners especially communicated innovative strategies, relevant creative and sound research. I hope the teams had fun and more importantly, learned a great deal.”

Over its 28-year history, Collegiate ECHO sponsors have included such prestigious companies as dELiA*s, SkyMall, ING DIRECT, Mazda North American Operations, Hallmark Cards, Microsoft Bing, and charity: water.

About Domino’s

Founded in 1960, Domino’s Pizza is the recognized world leader in pizza delivery, with a significant business in carryout pizza. It ranks among the world’s top public restaurant brands with its global enterprise of more than 10,800 stores in over 70 international markets. Domino’s had global retail sales of over $8.0 billion in 2013, comprised of nearly$3.8 billion in the U.S. and over $4.2 billion internationally. In the fourth quarter of 2013, Domino’s had global retail sales of over $2.5 billion, comprised of over $1.1 billion in the U.S. and nearly $1.4 billion internationally. Its system is made up of franchise owner-operators who accounted for over 96% of the Domino’s Pizza stores as of the fourth quarter of 2013. The emphasis on technology innovation has helped Domino’s reach an estimated $3 billion annually in global digital sales. Domino’s generated approximately 40% of sales in the U.S. from its digital channels in 2013, helped by the introduction of ordering apps for iPhone®, Android™, Windows Phone 8® and Kindle Fire™. Domino’s ordering apps now cover nearly 95% of the U.S. smartphone market. Continuing its focus on menu enhancement, Domino’s established itself as a player in the pan pizza market with the launch of its Handmade Pan Pizza, featuring fresh, never-frozen dough, in October 2012.

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 510(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, visit: www.marketingEDGE.org.

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