GOLD

School: York University – Schulich School of Business

Students: Janis Pethybridge, Brian Wakabayashi, Linda Bruce and Todd Greenwood

Instructor: Alexandra Campbell

Students were asked to create and present a direct marketing campaign for a fictitious publishing company and its struggling magazine, Canadian Family and Home.

A national women’s lifestyle magazine, Canadian Family and Home had been losing money since its inception three years ago. The magazine had repositioned itself in the marketplace to appeal to more professional 30- to 55-year-old women who were married with children and in dual-income families.

The winning marketing strategy blended an innovative combination of stemming a serious attrition problem, reactivating lapsed subscribers and conducting an aggressive acquisition program. Included in the offer were different contests, based on the target audience.

The direct marketing campaign this group developed integrated multiple waves of mail with both inbound and outbound telemarketing, permission-based e-mail solicitation and Web support.

SILVER

School: Mohawk College

Students: Mike Cortiula and Leanne Allard

Instructor: Catharine Ozols

MERIT

School: York University – Schulich School of Business

Students: Janet Spasic, Erin Thomson, Chiesa Chan and Cecilia Yue Wang

Instructor: Alexandra Campbell