EMU students earn second, third, honorable mention in worldwide competition to create integrated marketing campaign

Student projects use social media, e-mail, website and print, with a goal of increasing the number of orders driven through Domino’s Mobile App.

by Geoff Larcom, Published August 06, 2014

YPSILANTI – Student teams from Eastern Michigan University recently won second and third place and an honorable mention in a prestigious marketing contest against other college teams from around the world.

The students, from Eastern Michigan’s master’s degree program in Integrated Marketing Communications, won the awards in the graduate category of the Collegiate ECHO Direct/Interactive Marketing Challenge. Students are challenged to combine their knowledge, research and creativity as they work in teams on a marketing assignment from a corporate leader, their client. Faculty advisors use the Challenge as a teaching tool.


This year’s challenge was to create an integrated marketing campaign using all direct and interactive communication channels, including Domino’s-owned and earned media channels; social media, e-mail, website and print, with a goal of increasing the number of orders driven through Domino’s Mobile App.

“From past wins, I knew the EMU students had what it takes, but the competition is fierce,” said David Marold, an EMU full-time marketing lecturer and the faculty advisor to the second place and honorable mention teams. “I was just thrilled that three of our teams were recognized for their outstanding work.  I am very proud of the EMU student teams who competed, and especially happy for those who won.”

Matt Sauber, an EMU marketing professor and faculty advisor to the third-place team, said, “Our students again demonstrated what it took to win the 2013-2014 Collegiate ECHO challenge at the highest levels. I am proud of their achievements. They worked very hard to make this happen.”

The Marketing Edge "Collegiate ECHO Challenge" is divided into graduate and undergraduate divisions, and more than 200 teams from colleges across the world participated this year. EMU competed in the graduate division, with its students taking IMC 608, Direct Marketing, which is part of the Integrated Marketing Communications Master of Science program at Eastern.

Members of the second place team and their hometowns include Jamie Boyer, Westland; Kenyatta Bynoe, Southfield; Melissa Cohen, Harrisburg, Pa.; and Molly Davis, Omaha, Neb. The third place team included Carey Chesney, Ann Arbor; Naomi Allen, Ypsilanti; Jamie LaRose, Fort Mill, S.C.; and Mary Beth Ronayne-Matherly, Livonia. Marketing professor Matthew Sauber served as the faculty advisor.

The team of Fredrica Crowe, West Bloomfield; Jason Dolder, Gainesville, Fla.; Johnny Mason, Flint; and Patricio Uribasterra, Fort Lauderdale, Fla., earned honorable mention for their media plan.

 Marketing Edge, the educational arm of the Direct Marketing Association, offers the contest annually. The DMA is a leading global trade association of businesses and nonprofit marketers headquartered in New York City.

The Collegiate ECHO award is regarded as one of the top honors for marketing students around the world, with the winners to be recognized at the Direct Marketing Association's annual conference in October. The challenge received over 200 entries again this year.

For more information about the International ECHO Awards, visit



Geoff Larcom



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