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Baruch Student Teams Take Top Prizes in Direct and Digital Marketing Competitions

New York, NY – Aug. 6, 2008 – Graduate students from the Zicklin School of Business are continuing their winning streak after once again snagging the top prize in the 2008 Collegiate Echo Award competition. This marks the fifth time that Baruch students have gone home with the gold award.

Organized by the Direct Marketing Educational Foundation (DMEF) and sponsored this year by Pitney Bowes, the challenge required students to develop a direct marketing campaign promoting a new desktop postage machine. The promotion was aimed at small businesses.

For their winning entry, the Baruch students did a project called, "Turning Your Home Office Business Green." They focused on the fact that the new stamp machine was ecofriendly because it utilizes a thermal cartridge and paper that already has ink embedded on it. (Traditional ink cartridges need to be frequently replaced and recycled.) The students also developed personalized stamps, or "creatives" for various types of businesses.

Their enterprising project earned Angelique Wing, Imanuel Eltanya, and Aditi Solanki the top prize of $4,000, to be divided among the three students.

Microsoft Digital Marketing Challenge

In another competition, one that was created by Microsoft specifically for Zicklin graduate students, the challenge was to develop a direct marketing plan that would incorporate digital--primarily internet and e–mail--and traditional channels for a particular Microsoft product.

Eleven teams of two to five students competed. According to Microsoft, teams were judged on how well they chose and engaged their target audience, which tools they utilized, and the choice of marketing tactics employed. One of the goals of the competition was to give students hands–on experience in the field as well as learning tools of the trade.

The winning team consisted of students Sol Medvidofsky, Caitlin O’Halloran, Manish Singhal, Mihir Vasa, and Amy Veiga. Together, they created a comprehensive digital marketing plan for the Windows Live suite of products, which include Hotmail, Windows Live Messenger and others. According to O’Halloran, the objectives for the campaign were to "increase the downloads and subscriptions for the products and increase brand awareness." The students accomplished this by coming up with a proposal that included a "search, display, e–mail, video, podcasting, RSS feeds and online PR."

Each member of the winning team received various types of Microsoft entertainment products, as well as a dinner with key Microsoft personnel.


Barbara Lippman
Office of Communications and Marketing

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