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DMEF Collegiate ECHO Direct / Interactive Marketing Challenge
sponsored by Scholastic
Intention to Compete Form Link for Students | Intention to Compete Form Link for Faculty Advisors
StudyJams! is a premium web-based subscription online learning experience for children in grades 3-6. Developed by Scholastic and a team of leading nationally recognized educators, the goal of StudyJams! is to help children develop a strong foundation in math and science through an enjoyable and interactive experience. We present our math and science content through a variety of multimedia including: Animated videos, Step-by-Step instruction, Karaoke, slide shows and quizzes. Students also receive “Jam Points” for each instructional component they work with.
The Challenge
Your challenge is to create a campaign, utilizing non-Scholastic distribution channels that will attract and acquire 15,000 new StudyJams! subscribers. To accomplish this, you must have a clear understanding of the product, the target consumers and the marketplace.
Your target audience for this campaign is parents with children in grades 3-6. You may also choose to target 3-6th grade teachers (without using Scholastic channels).
Scholastic Channels Include:
- Book Fairs
- Book Clubs
- Scholastic Email Marketing
- Scholastic Retail Locations
- Scholastic Websites
Based on the nature of the product and the budget provided, we anticipate that you will concentrate your efforts on the web. Creativity is important with this challenge, so you may consider any of the following or add something of your own:
- Web marketing
- Viral Marketing
- Blogs
- Social networks
Additional Considerations
Pricing Solution
What is the right offer for these parents? StudyJams! offers more than one pricing option and is available as a monthly or annual plan.
How do you best incentivize the solution and maximize total revenues?
Scholastic Brand
The Scholastic brand is revered by parents and teachers alike. Keep in mind that whatever you do must both reflect positively on Scholastic and at the same time be an accurate and fun representation of the StudyJams! brand and product.
Our Business Objectives are the following:
1. Increase the number of StudyJams! paid subscribers using non-Scholastic channels.
2. Leverage both traditional and non-traditional marketing tactics.
3. Present the StudyJams! brand as a best-in-class premium educational website.
4. Understand the key financial drivers of the marketing plan so as to deliver a cost-effective customer acquisition program.
5. The target CPA for a new subscriber is $20 or under.
Budget
You will have a hypothetical budget of $300,000 to implement your campaign.
Selection of Winning Teams
After the semester, Scholastic will test elements of the top three teams’ plans for a limited period. The team whose plan does the best will be the Gold winner, second best, Silver winner, and third best Bronze.
Reference websites
Final Deadlines for Entries
Due to the time-sensitive nature of the testing period for this competition, unfortunately this year, deadline extensions will not be granted to any school for the submission of entries.
- Fall Semester: December 19, 2008
- Spring Semester: April 7, 2008
Are there Prizes? Yes - the top 3 teams' members split cash prizes:
Gold splits $4,000!
Silver splits $2,000!
Bronze splits $1,000
Plus the Gold Team members and their faculty advisors will be flown to San Diego in Oct 2009 to receive their award at the International ECHO Awards ceremony (the Clios of D/I Marketing) and attend DMA09 - the world's largest direct/interactive marketing conference.
Intention to Compete Form Link for Students | Intention to Compete Form Link for Faculty Advisors
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