On Friday, March 31, Spring Collegiate MAXI contestants will gather at Quad Graphics in Alexandria, VA, to present direct marketing pitches to the MAXI judges. Competitors from the marketing departments of the University of Maryland, George Mason University, Christopher Newport University, and Radford University will create a full-scale integrated marketing communications strategy. Each participating college/university is invited to bring two teams.
To enter the 2017 Spring Collegiate MAXI competition, download the challenges and entry forms cited below.
The Case Competition will be held Friday, March 31, 2017.
This Spring’s challenge comes from the American Red Cross.
Interested? Here’s the challenge students will undertake:
Many people associate The American Red Cross with only large scale disaster relief. That is, of course, a large part of the work the organization supports. However, the American Red Cross also supports individuals and families across the country in “local” disaster relief such as home fires, floods and other localized natural or weather related events. While these incidents may not attract media attention, the American Red Cross and its volunteers are there, supporting families. In fact, the organization responds to over 65,000 of these types of events every year.
Many donors who respond to a “high profile” disaster, such as an earthquake in Haiti or Superstorm Sandy, may be motivated to give that initial gift to the American Red Cross. However, it can be difficult to convert that donor from a one-time giver in the heat of that disaster relief, to ongoing support of the organization and their tireless work in “everyday” disaster relief.
Design a marketing campaign to educate these large scale disaster donors, as well as new potential donors, about the wide-reaching work of the American Red Cross. Utilize a mix of appropriate direct marketing channels with the goal of creating a pool of loyal and ongoing donors to support the American Red Cross and the hundreds of thousands of individuals and families they support.
Click on this links to download the complete case study details.