DMAWEF

DMAW Educcational Foundation

The Winning Teams

GOLD:
American University
Jim Doyle, Faculty Advisor
Student team:
Maria Fufidio
Emily Groffman
Arina Polukhina
Walter Josue Levia Bonilla

SILVER:
Christopher Newport University
Dr. Lisa Spiller, Faculty Advisor
Student team:
Kevin Cavanagh
Brendan Heisler
Lindsey Devore
Kiara Girkins

BRONZE:
Salisbury University
Dr. Howard Dover, Faculty Advisor
Student team:
Laura Allahiari
Sarah Cibelli
Andrew Kirchner

BRONZE:
Salisbury University
Dr. Howard Dover, Faculty Advisor
Student team:
Ryan Dailey
Mark Priebe
Margaret Johnson

HONORABLE MENTION:
Salisbury University
Dr. Howard Dover, Faculty Advisor
Student team:
Brittney Frankel
Wesley Peterson
Jessica St. Sulme
Eron D. Wrublik

_____________________________

On a recent beautiful spring day, three universities were honored at a reception in historic Hubbard Hall at the National Geographic Society headquarters. After months of hard work and faculty advisement the students traveled from Virginia, Maryland, and the District of Columbia to accept their well-deserved Collegiate MAXI Awards.

American University’s students won the DMAW-EF’s Collegiate MAXI Spring 2010 Competition’s Gold Award. The Spring 2010 challenge, sponsored by the National Geographic Society, required students to create a marketing plan incorporating both direct and interactive distribution channels that increase awareness of and purchase of National Geographic’s books for children.

The American University team’s marketing plan was innovative, scalable and built to expand on an NGS communication program already running on its digital media platform called the DogEared Book Blog. Jim Doyle, longtime direct marketing practitioner and adjunct faculty at American University, coached his team to success.

Christopher Newport University won the Silver Award for its carefully researched plan. The entry proposed an interactive on-line world called the Explorers' Society. Professor Lisa Spiller and her team presented a relevant, creative, and broad-spectrum media approach to the challenge.

Salisbury University entered the Collegiate MAXI Competition for the first time this year. Led by Assistant Professor Howard Dover, Salisbury University's three teams won two Bronze Awards and an Honorable Mention. The first Bronze Award went to the team that created the Children Are Our Future: Educate to Inspire marketing plan. The Cooper the Kangaroo marketing campaign took the second Bronze Award with its engaging mascot. The Honorable Mention was awarded to the team responsible for It’s Not What You Think, a campaign that repositioned the children’s book product and the National Geographic Society as well.

The Collegiate MAXI Competition is a challenge offered to professors throughout the mid-Atlantic region by the DMAW-EF. Each year a sponsor is chosen and a marketing challenge is created. Professor Marilyn Liebrenz-Himes, Associate Professor of Global Marketing and DMAW-EF board member, helps the sponsor develop the challenge. Sponsors provide a recognition event and trophies/certificates.

The collegiate marketing competitions have been gaining increased prominence in and involvement by universities and colleges throughout the country. The tight job market and increased emphasis by employers on experience have resulted in a growing participation in competitions that are solidly based on real-world situations.

2010 Collegiate MAXIs Winners



Collegiate MAXI Gold winners from American University take a bow. Jim Doyle, Faculty Advisor, and student team Maria Fufidio, Emily Groffman, Arina Polukhina, Walter Josue Levia Bonilla.




The Silver winners come from Christopher Newport University. Dr. Lisa Spiller, Professor, Department of Management and Economics, and Faculty Advisors Dr. Matthew Hettche and Dr. Michael Clayton, shown with student team Kevin Cavanagh, Lindsey Devore, Kiara Girkins, and Brendan Heisler.




The Bronze MAXI winners from Salisbury University include Dr. Howard Dover, Faculty Advisor, and student team Mark Priebe, Margaret Johnson and Ryan Dailey.




More Bronze MAXI winners from Salisbury University were Dr. Howard Dover, Faculty Advisor, and the student team of Andrew Kirchner, Laura Allahiari, and Sarah Cibelli.