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Baruch Wins Top Awards in 2006 Direct Marketing Competition

Baruch graduate teams won both first and second-place awards in the 2006 Leonard J. Raymond Collegiate ECHO Competition, organized by the Direct Marketing Educational Foundation (DMEF). The nationwide competition, sponsored this year by the U.S. Postal Service, included more than 120 teams from 20 schools, representing nearly 350 students.

Since the program’s inception in 1986, Baruch has won more direct marketing awards from the DMEF than any other school. This is the fifth year that the College has competed, and the fourth in which it has won top honors.

The Collegiate ECHO Competition is a multi-channel, direct/interactive marketing campaign competition for college and graduate students across the country. Each year a corporate sponsor challenges students to propose solutions to its real world marketing needs. The student teams develop a marketing strategy, creative campaign, media plan, and itemized budget. This year’s competition focused on improving the image of direct mail in the marketing and advertising marketplace.

The 2006 Graduate Gold ECHO was awarded to Elena Bambozzi, Emily Fernandez, Szu-Chun (Cathrine) Lei, and Katherine English Mankoff for their Be Direct and Get Personal campaign. The second-place team, consisting of Stephen Chen, Jeff Lipson, Lindsay Lifrieri, and Yana Lyubovitsky, won the Silver ECHO for Your Premiere, The Sequel, which targeted the film industry.

In addition, three Zicklin graduate teams made it to the semifinal round of judging: Naina Bhatia, Alyson Bradbury, Ya-Wei Ku, and Nidhi Pandya for Give Your Customer a Feel for Your Product; Victoria Neiman, Mary Elizabeth Whited, and Linda Gharib for Building Relationships Everyday; and Faisal Ahmed, Emmanuel Gerbier, and Christopher Hundley for Modern Mail Campaign.

Harvey Markovitz, adjunct professor of marketing at Baruch and CEO of HBM Associates, a direct marketing consulting firm, has been faculty advisor to Baruch students in the competition since 2002. Says Markovitz of this year’s program, “In order to develop strategic plans, our Baruch direct-marketing scholars studied the competitive environment for the USPS including other media alternatives to direct mail, segmented targeted markets, and lifestyle behavior of the market decision-makers. They were able to accomplish this using the Baruch Direct and Interactive Marketing Resource Laboratory, in the Newman Library. We have a wonderful and practical learning experience for our students, where they are able to put classroom theory into practice and win national awards while they are at it.”

According to Myung-Soo Lee, chairman of the Department of Marketing and International Business at Baruch, "I believe that our continuous success in the prestigious ECHO competition demonstrates the quality of direct-marketing programs at Baruch. Participating in the competition is all about hands-on learning and real-world experience while taking classes at Baruch.”

Marina Zogbi
Communications and Marketing


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