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
