Four students at New England School of Communications at Husson University received an honorable mention for innovation and market research in the Collegiate ECHO Marketing Challenge national marketing competition that included 200 entries from universities throughout the US. The challenge was to create an integrated marketing campaign to help DIRECTV increase refer-a-friend program participation among its existing customers.
Senior Marketing Communications students Kendra Jackson, Kaity Patnode, Emily Pinneo and Video Production student Nicholas Maney formed Team DIREKKT. The team’s approach was to identify a new target market for DIRECTV and then create COMMUNITV, a mobile gaming application that would allow people to play a trivia game, win prizes, and easily refer friends to DIRECTV. Their submission included a 60 second video advertisement. The 2015 competition was conducted during the fall 2014 and spring 2015 semesters.
“We were impressed with the quality and level of strategic thinking presented among the entries which clearly demonstrated an understanding of integrated marketing,” said Sondra Wellmerling, senior director of marketing at DIRECTV. “A job well done to all of the participants and special congratulations to the finalists.”
The winners of the Marketing EDGE 2015 Collegiate ECHO Marketing Challenge can be found here.