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The subject of this year’s DMEF Collegiate ECHO Challenge is dELiA*s, a multi-channel retail company comprised of two lifestyle brands primarily targeting teenage girls and young women. Its brands – dELiA*s and Alloy – generate revenue by selling apparel, accessories and footwear to consumers through direct mail catalogs, websites, and dELiA*s mall-based retail stores. Entries are submitted online, with videos and / or PowerPoints in lieu of in-person presentations.

The Challenge provides students with portfolio-building, hands-on learning in developing a marketing plan, and instructors with a ready-made teaching tool. Cash prizes are awarded to the winning undergraduate teams, and scholarship grants go to the marketing departments that produce winning teams. Because at least one month is required to complete the competition, the Intent to Compete deadline (to register for the Challenge) is April 19, with submissions due May 17. Visit for details about prizes, eligibility and deliverables. The Challenge in brief:

For the dELiA*s brand only, create an integrated marketing campaign using all direct/interactive marketing channels available which includes our print catalog, web site, retail stores, web based marketing channels, as well as social and mobile platforms, to expand our brand presence and awareness among our target customers with a particular focus on introducing the brand to 12-14 year olds.

A well designed campaign will leverage all of the different ways our customer can interact with the dELiA*s brand and purchase merchandise. Be creative! This is a fun and exciting target demographic who wants to connect and interact more than ever before. The dELiA*s brand provides the looks and fashions teenage girls across the country want but with only 110 stores we need to ensure that we are top of mind with our customer even if we are not in their local mall by how we can connect with them in many other ways.

Visit for details.