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DMEF S 2005 COLLEGIATE ECHO WINNERS ANNOUNCED
NEW YORK, July 12, 2005 – The Direct Marketing Educational Foundation (DMEF) today announced the winners of the 2005 DMEF Collegiate ECHO Competition, sponsored by ING DIRECT. The competition was conducted during the Fall 2004 and Spring 2005 semesters and attracted more than 150 entries from undergraduate and graduate colleges nationwide.
Now in its 20th year, the competition allowed teams to submit direct marketing campaigns that focused on customer acquisition for two ING DIRECT products. Challenge I focused on the Orange Mortgage, which features great rates, guaranteed closing costs, and no points. Challenge II focused on customer acquisition for the Orange Savings Account, featuring one of the nation’s highest rates with no fees or minimums.
Challenge I Winners:
· Gold (1st place): University of South Carolina (undergraduate)
· Gold (1st place): Zicklin School of Business, Baruch College (graduate)
· Silver (2nd place): Creighton University (undergraduate)
· Silver (2nd place): Loyola University, Chicago (graduate)
· Bronze (3rd Place): The University of Georgia (undergraduate)
Challenge 2 Winners:
· Gold (1st Place): Christopher Newport University (undergraduate)
· Gold (1st Place): Loyola University, Chicago (graduate)
· Silver (2nd Place): University of South Carolina (undergraduate)
· Silver (2nd Place): Zicklin School of Business, Baruch College (graduate)
· Bronze (3rd Place): University of South Carolina (undergraduate)
· Bronze (3rd Place): Zicklin School of Business (graduate)
“We were impressed by the strategic thinking that went into these very professional campaigns that all the teams presented in answering our challenge to attract new Orange Savings Account and Orange Mortgage customers,” said Vic Wolff, Head of Marketing, ING DIRECT. “The winning teams presented campaigns that best touched upon ING DIRECT’s value proposition and how these products can help people save their money.”
The Gold ECHO tm winners for Orange Mortgage acquisition were Brooke Talbert, Cara Kistler, and Mike Thomas from the University of South Carolina. Judges recognized this team for its in-depth analysis and spot-on competitive review, as well as extensive knowledge of the industry and identification of the target market.
In the Orange Savings challenge, Gold ECHO tm winners were William Burnette, Brian Cotter, Nicole Hruska, and Katherine Vico from Christopher Newport University, recognized for a campaign that provided excellent market research, an innovative marketing strategy, a well thought out media plan that reflected insights into the target audience, and sophisticated creative that would persuade potential customers to save their money with ING DIRECT.
Gold Award-winning team members will be presented with trophies on October 18 at The DMA International ECHO tm Awards ceremony, which will be held at the Georgia World Congress Center in Atlanta. The prize includes transportation, accommodations, and attendance at DMA 05, The Direct Marketing Association’s Annual Conference & Exhibition. Only undergraduate teams are eligible for prizes other than trophies.
Past sponsors during the 20 years of the Collegiate ECHO competition have included Advanta Corporation, Mazda North American Operations, Bank One, BMG Direct, Ford Motor Company, Hallmark Cards, Pitney Bowes, Publishers Clearing House, U.S. Postal Service, and Upjohn (Rogaine).
“Companies that sponsor the Collegiate ECHO advance knowledge of our field at the university level, which helps the industry as a whole,” said Laurie Spar, vice president and general manager, DMEF. “Professors receive an invaluable teaching tool, and students gain practical experience through a hands-on project in direct marketing. Dozens of student teams generate new ideas for our sponsors.
"So, the competition builds bridges and benefits direct marketers, students, and professors. And, it’s a way of giving back to the industry,” Spar said. “Corporate sponsors also benefit from recognition at the ECHO tm Awards Ceremony and on the ECHO tm Web site.”
For additional information, visit www.the-dma.org/dmef.
About ING DIRECT
Headquartered in Wilmington, Del. with offices in New York, Philadelphia, Los Angeles and St. Cloud, Minn., ING DIRECT is the operating name of ING Bank, fsb (Member FDIC), a federally chartered savings bank offering the Orange Savings Account and other high-value financial products including the Orange Mortgage. ING DIRECT is part of ING (NYSE:ING - News), one of the largest financial services organizations in the world. ING has been operating in the U.S. for over 100 years, with more than 11,000 employees working for ING companies. ING DIRECT USA has 3 million customers and more than $48 billion in assets. ING DIRECT USA is one of eight direct banks operated globally by ING; the other locations are Canada, Australia, France, Spain, Italy, the United Kingdom and Germany (where ING DIRECT is known as ING DiBa), with a total worldwide customer base of 13.5 million (including U.S. customers). For product information or to open an account, visit ingdirect.com or call 1-800-ING-DIRECT.
Style note to Editors: ING DIRECT is always capitalized and never referred to as ING.
About ECHO tm
Introduced in 1930 as the “Best in Direct Mail” contest, The DMA International ECHO tm Awards honor excellence in creativity, strategy, and response results in direct marketing campaigns. With more than 1,000 entries submitted by direct response agencies worldwide, The ECHO tm Awards recognize every type of media used in direct and interactive marketing industry campaigns.
About Direct Marketing Educational Foundation
Established 40 years ago, DMEF is a nonprofit organization affiliated with the Direct Marketing Association. The DMEF sponsors a broad range of programs for professors and students that bring direct and interactive marketing education to the college classroom.
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