DMEF Launches Direct Marketing Leadership Development Program to Prepare Tomorrow's Leaders
Goodman&Company, Harte-Hanks, Scholastic and Wunderman
Sponsor Inaugural Year
New York City, May 17, 2007 — Continuing education advocate Newton D. Baker once said, “The man who graduates today and stops learning tomorrow is uneducated the day after.” The Direct Marketing Educational Foundation (DMEF) today announced the launch of a program that addresses that observation in a powerful way.
Since 1966, DMEF has worked to take direct marketing to US college and university campuses. Now, with the launch of its Direct Marketing Leadership Development Program, DMEF takes a big, innovative step forward.
Program’s Inaugural Sponsors and Residents
Sponsored by Goodman&Company, Harte-Hanks, Inc., Scholastic, and Wunderman, the new DMEF program is designed to offer four college graduates a rich, on-the-job opportunity to translate their classroom knowledge into real-world experience, all while learning the latest advancements in multichannel direct marketing.
In its inaugural year, which will kick off on July 16, four exceptional university graduates will rotate residencies — three months at each of the sponsoring companies — where the young professionals will hone their marketing craft. Through a restricted grant to the DMEF, the sponsoring companies will pay salaries, benefits, and program costs.
The DMEF’s 2007 residents, who were selected after meeting with DMEF President Terri L. Bartlett and staff, as well as representatives of the sponsoring companies, are:
· Francisco Alberini of Los Angeles, CA, who double-majored in marketing and international business at NYU Stern, New York University
· Andrea Derricks of Mechanicsburg, PA, who obtained a bachelor’s degree in American studies at Columbia University
· Kelly Lewis of Warrenton, VA, who double-majored in English and Spanish at the University of Virginia
· Nicole Lombardo of Englishtown, NJ, who earned a bachelor’s degree in marketing and international business from Villanova University
‘Classroom-to-Boardroom’ Program Is a ‘Win-Win-Win’
“Since 1966, the DMEF’s core mission has been to take direct marketing to colleges and universities across the nation,” commented Markus Wilhelm, DMA chairman and member of the DMEF Board of Trustees. “The Foundation has done this in a number of ways, including programs designed specifically for students as well as those designed to reach directly to marketing professors. Now, with our new Leadership Development Program, we’re introducing what you might call a ‘classroom-to-boardroom’ initiative that brings the recently graduated students to us.”
According to Wilhelm, the new DMEF program is a “win-win-win.” “The program’s residents get a crash course in direct marketing, which is the future of all marketing; the sponsors get to draw on fresh talent; and, ultimately, the greater direct marketing community will benefit,” he said.
Allen W. Dyon, DMEF chairman and DMRA chief marketing officer, agreed and added, “The Foundation’s new program is a bridge of sorts — connecting the theoretical world of the classroom with the nuts-and-bolts real world of direct marketing. When these four residents have completed this year-long program, they will be able to go into the marketing world with a significant advantage. We are confident that our 2007-2008 residents — and their successors in the years to come — are the business leaders of tomorrow.”
“We’re seeing a new generation of communications professional that understands the potential held by direct marketing,” said Becky Chidester, chief operating officer for Wunderman New York. “Today’s students are actively seeking the opportunity to work across communications channels with personalized one-to-one marketing. So it’s really our privilege to take these new professionals and show them how to apply this in real-world situations.”
“Scholastic is proud to be part of this important program that bridges the gap from the classroom to the direct marketing arena,” stated Seth Radwell, president of E-Scholastic & Scholastic At Home and member of the DMEF Board of Trustees.
The university professor who recommended resident Nicole Lombardo for the program praised the DMEF initiative. “What’s fantastic about this program is its diversity of workplace experiences,” said John C. Kozup, assistant professor of marketing and director, Center for Marketing & Public Policy Research, at Villanova University’s College of Commerce and Finance. “It’s the direction in which I see the professional training for students evolving. Giving people a breadth of opportunities is what they need. This gives them an edge in the marketplace.”
“I think this program will give me a great insight into how different companies approach marketing solutions,” resident Kelly Lewis said. “It’s more of a bird’s-eye view of the field. After I complete this program, I’ll be able to add more value to a specific company, because I can draw from so many different experiences.”
Goodman&Company (www.goodmancompany.com) creates unique value by bridging the gap between management consultants and marketing agencies. Their collaborative approach, informed by expertise spanning the major marketing disciplines and channels, successfully aligns marketing investments with the best opportunities for growth and increased profitability. Goodman&Company has built a track record of success with Global 2000 clients by partnering with senior marketers and line of business executives to create measurable return by optimizing customer-facing channels to drive acquisition and retention, leveraging the power of insights to increase customer lifetime value, and accelerating the marketing organization's ability to innovate.
About Harte-Hanks, Inc.
Harte-Hanks, Inc., (www.harte-hanks.com) is a worldwide, direct and targeted marketing company that provides direct marketing services and shopper advertising opportunities to a wide range of local, regional, national, and international consumer and business-to-business marketers. Harte-Hanks Direct Marketing improves the return on its clients’ marketing investments with a range of services organized around five solution points: Construct and update the database, access the data, analyze the data, apply the knowledge, and execute the programs. Expert at each element within this process, Harte-Hanks Direct Marketing is highly skilled at tailoring solutions for each of the vertical markets it serves.
Scholastic Corporation is the world’s largest publisher and distributor of children’s books and a leader in educational technology. Scholastic creates quality educational and entertaining materials and products for use in school and at home, including children’s books, magazines, technology-based products, teacher materials, television programming, film, videos, and toys. The company distributes its products and services through a variety of channels, including proprietary school-based book clubs, school-based book fairs, and school-based and direct-to-home continuity programs; retail stores, schools, libraries and television networks; and the Company’s Internet site, www.scholastic.com.
Wunderman is the original and most diverse marketing services network in the world. Its powerful creative campaigns reach customers wherever they are-online, on-the-move or in their homes or offices-and incite action, lifelong relationships and measurable business results. Since 2002, Wunderman work was recognized with 22 Lions at the prestigious International Advertising Festival-Cannes Lions, including the coveted Direct Grand Prix two years in a row. In 2006, the Wunderman network was recognized with nearly 300 awards. This year, the Wunderman network ranked 4th in Advertising Age's Top 10 Digital Agencies and our expertise is acknowledged regularly in the press and by industry analysts. Wunderman is a member of the WPP Group. For more information, visit www.wunderman.com.
About Direct Marketing Educational Foundation (DMEF)
Headquartered in New York City, the Direct Marketing Educational Foundation (DMEF) works to attract, educate, and place top college students by continuously improving the teaching of world-class direct/interactive marketing and, thereby, expanding and enriching the talent pool of trained, market-ready direct marketers. Established in 1966 by members of the Direct Marketing Association (DMA) who wanted to give something back to the community, DMEF is today a separate, 501(c)(3) nonprofit corporation that is supported solely by tax-deductible contributions from individuals, companies, and regional clubs and associations. Funds raised go toward a broad range of world-class educational programs.
Since its founding, thousands of students have taken advantage of DMEF’s educational programs, entering the field with the competitive edge of being “workplace-ready.” Many have gone on to become today’s direct marketing leaders, an indication of the Foundation’s success. In addition, more than 1,800 professors have participated in DMEF programs. Thanks in significant part to the Foundation’s four decades of work, today approximately 250 colleges and universities offer courses in direct/interactive marketing, 20 of which now offer specific direct marketing degrees and certificate programs. For additional information about the DMEF, its mission, and its programs, visit www.the-dmef.org.
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