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Collegiate ECHO Challenge

Introduction

The Direct Marketing Educational Foundation, in partnership with Microsoft, announces this year's student challenge with two different direct marketing options

Microsoft’s Collegiate ECHO Challenge to Your Students

Collegiate ECHO Direct/Interactive Marketing Challenge 

Direct Marketing Educational Foundation is pleased to announce this year’s Collegiate ECHO Challenge, in partnership with Microsoft.  Open to all undergraduate and graduate students worldwide!  Bookmark this web page for details and updates!

ÂÜÀòÉç¹ÙÍøt Microsoft

Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential. (microsoft.com)  

ÂÜÀòÉç¹ÙÍøt Microsoft Advertising

Microsoft Advertising provides advertisers and publishers with media, tools and services to drive deep and profitable engagement with their audiences. This includes a global media network of Microsoft properties such as MSN, Bing, Windows Live, Xbox LIVE, and partner properties such as Facebook, WSJ.com and Verizon. (advertising.microsoft.com) 

ÂÜÀòÉç¹ÙÍøt Bing™

On May 28, 2009, Microsoft Corp. unveiled Bing™, a new search engine and consumer brand. Bing takes a new approach to the user experience and has intuitive tools to help searchers make better decisions, focusing initially on four key vertical areas: making a purchase decision, planning a trip, researching a health condition or finding a local business. For additional information about Bing, and the vision behind its development, check out links to the , , or . (bing.com)  

The Challenge (Option 1)

Bing is a relatively new brand on the market. Your challenge is to create a compelling marketing campaign, utilizing a combination of direct/interactive distribution channels that achieve the following objectives:  

  • Increase awareness of Bing & improve Bing brand favorability with target audience
  • Generate 50,000 new purchases through Bing cashback (bing.com/cashback)

To accomplish this, you must have a clear understanding of the products, the target consumers and the marketplace.

The Challenge (Option 2)

The search box was one of the main reasons consumers downloaded toolbars. Now, popular browsers contain an embedded search box reducing the need to download additional toolbars. Your challenge is to develop the next generation of toolbar features that consumers value most and use direct/interactive distribution channels to market the new Bing Bar.  

  • What would the ideal Bing Bar look like, and what would it let you do?
  • How would you position the Bing toolbar so that the target market tries it out?
  • What response rates do you anticipate after launching your marketing campaign?

To better understand the toolbar environment explore some of popular ones on the market and their current functionality: , , , and .

Benefits of Participation 

  • Students will gain hands on experience in digital advertising through a real-world business case study challenge.
  • Professors and students will have the opportunity to learn search marketing and become certified on Microsoft’s adCenter platform for FREE.
  • Students will be encouraged to think about their direct/interactive marketing strategy on an international level.

Participating in this exciting project about the latest cutting edge search technology will be a great differentiator and resume builder. More details and sign-up information for the exciting new Collegiate ECHO Challenge from Microsoft are coming – so bookmark this page and check back! Faculty advisors and student team leaders can for the Collegiate ECHO Challenge.  We really do need everyone’s email addresses to keep you informed about the Challenge (and let you know if you won). Pay special attention to the sections for Faculty Advisors only and the sections for Team Leaders only.

See the Challenges .

Questions?

Sorry – neither Microsoft nor DMEF is taking emails or phone calls – instead, be our fan on Facebook.  That’s where we’ll address all questions, post updates, provide news and spread  additional information about the competition.  Click the link below to find us:

on Facebook

Or, type Collegiate ECHO Challenge in the search box when you’re on Facebook.