The IDM Student Direct Marketing Competition - 2002

PAGE

I INTRODUCTION 2

1. The Sponsors

A. The Institute of Direct Marketing 2

B. Lowe Live 2

C. Orange 3

2. The Competition 4

A Background 4

B Competition outline 4

C Competition features 5

D Teaching direct marketing 5

3. Key Dates 6

II ENTERING THE COMPETITION 7

1. Who may enter? 7

2. How many teams per university/college? 7

3. How to enter the competition 7

III SUBMITTING AN ENTRY 8

1. How to submit an entry 8

2. Completing the Official Entry Form 9

3. The Presentation Manual 10

A. Overview of contents 10

B. Presentation format 10-11

C. The binder and its contents 11

4. Questions regarding the campaign 11

IV JUDGING PROCEDURES 12

1. Overview of judging procedures 12

2. Causes for disqualification 12

3. Notification procedures 13

V AWARDS AND PRIZES 14

VI ADDITIONAL INFORMATION 15

Sample Evaluation Form 15-16

Sample Official Entry Form 17-18

Sample Intention to Compete Form 19

SECTION I: The Institute of Direct Marketing Competition

Introduction

1. The Sponsors

The IDM Student Direct Marketing Competition is an annual event which is underwritten by the Institute of Direct Marketing and sponsored by a major direct marketing agency and client.

A. The Institute of Direct Marketing

The Institute of Direct Marketing grew out of the Direct Marketing Centre, Europe’s largest education and training organisation for direct marketing. Now in its fourteenth year the Institute continues to fulfil its mission as the standard bearer of professional excellence for the profession. A major part of this role is to encourage and support the development of direct marketing education within universities and colleges. This role is carried out through the IDM’s Graduate Services Department.

The IDM Graduate Services Department was set up to create and manage a full programme of educational activities designed to support direct marketing teaching and research within universities and colleges. In conjunction with Royal Mail it has developed a comprehensive Modular Direct Marketing Teaching Programme, hundreds of academics have attended IDM training courses about the theory and practice of direct marketing and the department has run a number of highly successful Educators’ seminars.

B. Orange

Orange is one of the world’s leading communications companies. Today, Orange is number one in the UK and France and, in terms of footprint, the second largest mobile operator in Europe. Orange group companies have been awarded next generation (UMTS) licences in the UK, the Netherlands, Germany, Italy, Austria, Sweden, Switzerland, Portugal, Belgium and France.

Orange involves itself in key areas such as education, environment, and volunteer services; and we believe in taking a responsible role in community affairs can help make a brighter future for us all. Education plays a key role in any community, bringing it together. At the same time it encourages an appreciation and understanding of the wider world. Education is also closely related to Orange?s main aims, developing the power of communication, which is why we have become involved in several educational initiatives.

C. Lowe Live

In March 2001, the Lowe Group created a standalone network of relationship marketing specialists named Lowe Live.

The main hub offices for the network are London, New York and San Francisco all chosen for their experience in relationship marketing, with Paris, Amsterdam, Stockholm and Hong Kong operating as service offices. Lowe Live in London – previously Lowe Direct established in 1996 – is the European hub of the network.

The network was created in order to establish itself as the pioneer in customer centric, digitally enabled and creatively-driven relationship marketing - enabling strategies and best practice to be shared around the world.

The philosophy supporting the naming of the new network is that Clients now have living relationships with their customers and these living relationships are critical to their business. These relationships require living communications that operate in realtime – hence, Lowe Live. Coming from disciplines such as consulting, direct, digital and database marketing, Lowe Live has experience delivering brand communications across a variety of media, both analogue and digital. In London, 25% of the business is already digital and is expected to continue to grow.

Since its start up as Lowe Direct in 1996, Lowe Live (London) has won over 40 creative and strategic awards, and most recently, claiming gold at Precision Marketing Awards 2001 for Agency of the Year.

Local and global Clients across the network include:

British Airways, Egg, Heineken, HSBC, Johnson & Johnson, Merrill Lynch HSBC, Norwich Union, Orange, Saab, Shell, 3Com and Unilever Bestfoods.

Founded in 1981, the Lowe Group now ranks 4^th among the world’s top marketing communications agency groups, with billings of more than US$12 billion, with offices in over 80 countries. As a standalone network, Lowe Live’s billings are in excess of US$450 million.

For more information visit www.lowelive.com

2. The Competition

A. Background

The IDM Student Direct Marketing Competition is modelled on a highly successful competition in the United States which is co-sponsored by the Direct Marketing Educational Foundation and by the US direct marketing industry. In the US, the American Collegiate Echo Competition (as it is called) has been successful for the past fourteen years and typically receives some 350 entries from more than 85 Universities/Colleges.

The IDM has developed a series of programmes which add significantly to the quality and variety of direct marketing teaching in universities and colleges throughout the UK. One of these was the introduction of the IDM Student Direct Marketing Competition.

We would like to thank Orange and Lowe Live for their sponsorship and the provision of the case study for this year’s competition.

B. Competition outline

The Competition is designed to give UK students the opportunity to apply theory to practice by developing a ‘live’ direct marketing campaign. Students are challenged to combine their knowledge, research, skills and creativity to solve a real direct marketing problem. This experience is extremely beneficial because it enhances the student's learning process and helps them to build direct marketing skills (decision making, interpersonal, communications, creativity, etc.) in preparation for entry into the business world.

Lecturers are welcome to take advantage of the competition as a learning tool. As such, the case study and brief can be used as an integral part of the teaching while the students develop their presentation papers for entry to the competition. For the purposes of the competition, lecturers become the Project Supervisor supervising the students’ work and ensure that each team keeps within the Competition Rules and Regulations. Entries come through the Project Supervisors and awards are also given to the supervising lecturer and to the university of origin of the winning team.

C. Competition features

· The case study and the brief have been produced by Orange and Lowe Live with the assistance of the IDM.

· The competition is open to both undergraduate and postgraduate students.

· Students will be provided with a full case study and detailed brief to base their presentation on.

· They will work in small groups to produce their written presentations.

· Student entries will be judged by the sponsoring client and agency with full support from the IDM and senior members of the direct marketing profession.

· Funding for the competition is shared between the agency and the client.

· All student presentations will be seen and evaluated by senior direct marketing professionals.

· Feedback on all presentations will be copied to the team’s Project Supervisors.

· The top teams in each category will have the opportunity to pitch their ideas to the sponsors and selected judges in person.

· Major prizes will be awarded to the teams with the best presentations based on a strict judging procedure.

· Further awards will be given to the Project Supervisor of the winning team and their university.

· Significant publicity will be enjoyed by the winning students and their lecturers/ universities.

All materials are covered by copyright and cannot be copied or used for anything other than the purposes outlined in the Rules and Regulations without the express permission of The IDM, Client and Agency. All the materials provided are confidential and are only for the use of academics and students in the context of the competition and for teaching purposes.

D. Teaching direct marketing

Although those entering the competition do not need to be studying the subject, knowledge and understanding of this area will obviously be an asset. Those lecturers with limited knowledge in this area can obtain a wide range of teaching materials and support from the IDM. For access to these resources contact the Graduate Services Department on 020 8614 0272 or e-mail education@theidm.com

3. Key Dates

1 March 2002

Closing date for approximate team numbers to be provided to the IDM.

Interim Deadlines

It is recommended that interim deadlines be set by individual Project Supervisors for completion of separate phases of the competition, e.g. completion of market research, marketing strategy or plan, creative etc. This will allow time for necessary revisions and review of entries by Project Supervisors before submission to The IDM

17 May 2002

Presentation Manual and creative samples for each team due. Must include signed Entry Form for each team and include the unique team code on every page*. All entries must be postmarked by this date

May/June 2002

Judging of presentation manuals

July 2002

Notification of results and feedback summaries

July 2002

Awards Presentation - details to be confirmed

* See Section II.2

SECTION II: Entering the Competition

1. Who may enter?

The IDM and the Sponsors wish the competition to be open to as wide a range of UK and Republic of Ireland business students as possible. Here are the basic requirements:

i) The 2002 Competition is open to full-time third and fourth year undergraduates and full-time Masters degree students attending UK and Republic of Ireland colleges and universities. Team members do not have to be at the same level, in the same year, or course.

ii) A maximum of four and a minimum of three students are allowed, each team must have a Project Supervisor. Project Supervisors can manage a number of teams.

iii) Students do not have to be enrolled in a direct marketing course, but team members must be enrolled in a business-related course. This project is good for use as an assignment in direct marketing, marketing communications or advertising classes or modules.

iv) The campaign must be prepared solely by students with no outside help. Student teams are forbidden to make use of outside consultants, agencies, typesetters, design studios, etc.

v) Project Supervisors may guide in the manner of teaching, but they must not develop the marketing strategy, the creative plans, or make final decisions regarding the campaign.

2. How many teams per university/college?

i) There is no limit to the number of entries per college or university. Limitations are based on the realistic number of teams that can be managed by any given Project Supervisor.

ii) The competition may be completed as a required class project/assignment, as a self-directed study project, or as an advertising/marketing club activity. If the Supervisor wishes, marks may be given as part of the activity. However, the rules of the competition must be upheld and the approach of the Supervisor must comply with 1iv) and 1 v) above.

3. How to enter the competition

i) Project Supervisors will receive one copy of the Rules & Regulations and the case study which can be copied and distributed to each team or accessed on the website www.theidm.com/studentcomp . It is the responsibility of the Project Supervisors to ensure that all teams understand these Rules and Regulations.

ii) Project Supervisors will also receive a copy of the support materials and entry form for copying and distribution to the teams.

iii) Estimated number of teams per university is required from lecturers by 1^st March 2002. This is to ensure that sufficient judging resources are available.

SECTION III: Submitting An Entry

1. How to submit an entry

i) Each team will be required to complete and submit an Entry Form signed by all team members and the Project Supervisor. This form must be included in the presentation manual.

ii) Project Supervisors should collect and check all entries prior to posting in bulk to the IDM.

Please note: Project Supervisors are not allowed to review entries

for the purpose of making changes/improvements to the teams’

presentations prior to their entry into the competition.

iii) The deadline for submission of team entries is 17 May 2002. The entries should be postmarked by this date to be eligible. All submissions should be sent to:

The Graduate Services Department

Student Direct Marketing Competition

The Institute of Direct Marketing

No. 1 Park Road

Teddington

Middlesex

TW11 0AR

For those studying direct marketing in Semester One entries can be accepted earlier than the above date.

iv) All student teams are advised to retain a full copy of their presentation for their own records. The Institute of Direct Marketing and the Sponsors cannot be held responsible for any presentation materials that are lost or damaged ‘en route’ to the IDM.

v) The team competition code must be on each piece of presentation material.

vi) Any materials submitted for the competition cannot be returned.

vii) All team members and the Project Supervisors must agree that all entries become the property of the IDM, the Client and the Sponsors, for any use whatsoever and that no compensation for services will be made now or in the future. Agreement will be so stated on each Entry Form.

2. Completing the Official Entry Form

i) A fully completed and signed Official Entry Form will be required with EVERY team entry. Please see section VI for the form. The Entry Form will be sent to project supervisors for distribution. It may be easier to fill in certain details before copying i.e. supervisor name, address etc.

ii) Prior to distribution to each team, the Project Supervisor must complete the Team Code box in the top right hand corner of the Official Entry Form. Failure to do so will result in the disqualification of their team(s). The first four digits of the code will be provided by the Competition Organisers. This is the Project Supervisor’s unique code. To complete the full team code, the second three digits must be added by the Project Supervisor. For example, the first team’s code should be XXXX/001, the second team’s should be XXXX/002 and so on. Only seven digit codes will be recognised.

Project Supervisors must ensure that all of their teams understand that entries will only be considered if they have a full seven digit team code on every page. All pages and exhibits submitted by a team must have their full seven digit code to be considered by the judges. Any item submitted without the code will not be looked at.

iii) All team members must be named on their team’s Official Entry Form. A contact address, telephone numbers and e-mails must also be provided. Students and their Project Supervisors must ensure that the addresses and telephone numbers provided on the form will enable the Competition Organisers to contact them during June/July 2002.

Where doubts arise regarding the feasibility of this or where students choose to elect otherwise, the Project Supervisor’s address may be given. In these cases this must be with the express permission of the Project Supervisor and the Project Supervisor must accept full responsibility to ensure that the relevant students can be contacted.

iv) The Project Supervisor and all team members must sign the Official Entry Form in order for the entry to be valid. Failure to sign or the falsification of a signature on an Official Entry Form will result in the disqualification of the entry as a whole (see Section IV.2. )

All those signing the Official Entry Form will be agreeing that they have complied with, and will continue to, comply with the full Rules and Regulations of the IDM Student Direct Marketing Competition for 2002 and will be agreeing fully with the conditions set out on the Official Entry Form.

3. The Presentation Manual

A. Overview of contents

i) Each entry should have a contents page.

ii) Students are expected to produce the following. They must follow the order outlined below:

Objectives

Brand Strategy

Communications Strategy

Database and Fulfilment Strategy

Media Plan

Creative Plan

Budget

All areas must be properly addressed by the students in their presentations.

iii) All presentation manuals must be typed/word processed. A minimum of size 12 type should be used. Laser print is preferred over dot matrix print. The entry must be easy to read or it could be disqualified.

iv) The text must be double-spaced. Charts and graphs may be used where appropriate.

v) Students may prepare their own artwork (colour or black and white) including

computer graphics.

Please note: Computer graphics are acceptable if produced by a student on the team. Teams will not be penalised for submitting “roughs”.

vi) Photography done by team members is also permissible.

B. Presentation format

i) The presentation manual must not exceed 20 sides (size A4). Anything over 20 pages sides will not be read by the judges. If more room for explanations is required, the appendices can be used, which can be referred to by the judges.

ii) Content should cover all areas outlined in 3.A.ii) above.

iii) Presentations must be concise and substantive without going into lengthy,

unnecessary explanations. The judges will focus on quality not quantity!

iv) The team code* (see Sections III.2.ii) must be printed on the top right hand corner of each page.

v) All pages must be numbered. The entry form, title pages and tab sections do not count as pages.

vi) Creative samples may be included in a separate package submitted at the same time as the presentation manual. All items in the creative samples pack must be clearly labelled with the team code as allocated by the Project Supervisor.

C. The binder and its contents

i) All entries must be placed in a black, A4, two-ring, loose-leaf binder with the team code visible on the outside.

ii) Place the completed and signed Entry Form immediately before the title pages and tab sections. Do not forget to complete both sides of this form.

iii) The title page must contain the following information (in the order listed below).

· Team Code

· Name of Campaign

· Team name (if any see note below)

Please note: If a team decides on a name (e.g. a fictitious agency

name) it should not contain the name of the college/university.

The rules of the competition require that each entry be judged ‘blind’.

Individual’s names should NOT appear anywhere on the presentation.

iv) All internal college/university assessment forms must be removed prior to
submission of the entry. Failure to do so may result in disqualification.

4. Questions regarding the campaign

· Any questions regarding the case study or rules should be directed to the department below.

The Graduate Services Department

National Student Competition

The Institute of Direct Marketing

No. 1 Park Road

Teddington

Middlesex

TW11 0AR

Telephone: 020 8614 0272

Facsimile: 020 8943 2535

e-mail: education@theidm.com

The sponsors must not be approached about the case study.

· Wherever possible enquiries should be made by the Project Supervisor. If you write or call always refer to the IDM Student Direct Marketing Competition and give your name and university/college. A reply will be given as quickly as possible.

SECTION IV: Judging Procedures

1. Overview of judging procedures

i) Project Supervisors are encouraged to submit entries as early as is practicable, please note however that ALL judging will take place in May/June.

ii) All entries will be evaluated by a panel of direct marketers drawn from the industry, the IDM, the Client and Sponsors.

iii) Entries will be judged on the criteria listed on the evaluation sheet enclosed.

Answering the questions posed by the client in the brief will be a critical factor in the judging.

iv) Only the top 10 scoring entries from each of the two judging rounds will go to the final judging. Based on the results of this final judging, the Gold and Silver winners will be selected where the quality of entries is appropriate. The competition organisers may choose to alter the pattern of awards to reflect the quality of the entries. Project Supervisors will receive feedback from the judges on each team’s performance.

v) Judges will evaluate each entry for excellence achieved in the categories outlined in the sample score sheet attached. Entries will be given a score for creative and the quality of the presentation manual.

vi) In addition to Gold and Silver Awards, Merit Awards may be given to those teams demonstrating excellence in individual categories.

2. Causes for disqualification

By entering the Competition it is understood that the Project Supervisor and all team members have read and agreed to the Rules and Regulations governing the competition.

Any questions regarding the Rules and Regulations should be submitted as soon as possible to avoid possible delays in completion of the campaign.

Any violation of the rules will result in disqualification, such violations include:

a. An ineligible person on your team

b. False research or plagiarism

c. Soliciting or accepting outside help

d. Failure to submit presentation manual by the deadline (17 May 2002)

e. Failure to include team code (see Section III.2.ii) on all submitted materials

f. Failure to properly complete and sign, or to falsify information on, an Official Entry Form

g. Failure to follow format for Presentation Manual or Creative Sample Package

h. Incomplete manual or too lengthy manual

i. Use of professional art or typesetting (even if this is available free of

charge on campus)

j. Inclusion of extraneous internal administrative and assessment forms with entries.

3. Notification procedures

i) Notification of the results will be sent within one month of the final judging..

ii) Winners (students and Project Supervisors) will be notified in writing at

the contact addresses provided to the IDM on the Entry Form.

iii) No results will be provided before the dates indicated in this document.

SECTION V: Awards and Prizes

Two main categories will be awarded in post and undergraduate categories. The values of prizes in these categories are as follows:

· GOLD - £1,000 team prize divided between the team.

- Trophy & Certificate (for each team member)

SILVER - £750 team prize divided between the team.

- Trophy & Certificate (for each team member)

Additional prizes may be awarded by the Sponsors. Gold and Silver winning teams will be invited to a special Award Ceremony in London to collect their prizes.

MERIT AWARDS Each team member will receive:

- Certificate

- Other Prizes

PROJECT SUPERVISORS

The UNDERGRADUATE GOLD team Project Supervisor will be given the opportunity to attend the DMA Conference in San Francisco.

The POSTGRADUATE GOLD team Project Supervisor will be given the opportunity to attend the IDM Royal Mail Symposium in May 2002.

UNIVERSITY/COLLEGE

The UNDERGRADUATE GOLD winning team’s university or college library will be awarded a set of Marketing and Direct Marketing books to the value of £500 for the use of the faculty.

Please note: Full details of the Prizes and Award Ceremony will be

released at a later date

SECTION VI: Additional Information

IDM Student Team Code

Competition 2002

Assessor/ Judge Evaluation Form

(please circle the level of each element as appropriate and enter this score in the relevant box)

I. Overall Direct Marketing Strategy

Incomplete or Unimaginative Standard Innovative, Complete, Imaginative

1 2 3 4 5 6 7 8 9 10 SCORE

II. Brand Strategy

Amateurish or Basic Competent Sophisticated, Professional

1 2 3 4 5 6 7 8 9 10 SCORE

III. Acquisition, Retention Strategy & Campaign Development

Poor, Inappropriate Concept Competent Professional, Adding Real Value

1 2 3 4 5 6 7 8 9 10 SCORE

IV. Database Planning

Poor or Basic Competent Sophisticated or Professional

1 2 3 4 5 6 7 8 9 10 SCORE

V. Fulfillment & Management Planning

Inappropriate Competent Professional & Adding Real Value

1 2 3 4 5 6 7 8 9 10 SCORE

VI. Creative Plan and Samples

Amateurish or Unexciting Competent Breakthrough

1 2 3 4 5 6 7 8 9 10 SCORE

VII. Budget

Illogical or Not Optimised Standard Refined, Comprehensive, Professional

1 2 3 4 5 6 7 8 9 10 SCORE

VIII. Overall Quality of Presentation

1 2 3 4 5 6 7 8 9 10 SCORE

TOTAL

IDM Student Competition

ASSESSOR/JUDGE EVALUATION FORM (continued)

Please ensure that you have completed both pages of this form

Please use the space below to make further comment(s) on this entry

Your name: _____________________________________________

Signature: _____________________________________________

Date: ______________________________________

Thank you for completing this form.

Please return the entries using a secure method to:

The Graduate Services Department

National Student Competition

The Institute of Direct Marketing

1 Park Road, Teddington

Middlesex TW11 0AR

Telephone: 020 8614 0272 e-mail: education@theidm.com

If necessary contact the Institute and we will

arrange for a courier to collect them from you

TEAM CODE _ _ _ _ _ _ _

OFFICIAL ENTRY FORM

(please complete in BLOCK capitals)

Please note: Both parts of the above team code must appear on all team documentation

Project Supervisor’s Name:

Job Title:

Department:

University/College:

Address:

Telephone: Fax: Post Code:

Name of Team (if applicable)

	TEAM MEMBERS (Title, First Name, Surname)	CONTACT ADDRESS (postal & e-mail addresses where students can be reached during May/June/July ’02,)
1
	University e-mail address: Personal e-mail address:
2
	University e-mail address: Personal e-mail address:
3
	University e-mail address: Personal e-mail address:
4
	University e-mail address: Personal e-mail address:

Course Title incl level (i.e.BA, MA etc):

We the undersigned agree to the Terms and Conditions of the Entry detailed overleaf:

SIGNED	DATE
Project Supervisor:
Team Member 1:
Team Member 2:
Team Member 3:
Team Member 4:

NB: see notes and Terms and Conditions attached to this form

Official Entry form notes, terms

and conditions

NOTES

One Entry Form to be completed and signed in full for each team entering the competition.

The Deadline for the Entry Form and Presentation Manual is 17 May 2002. The package must

be postmarked by this date. They should be posted to:

The Graduate Services Department

National Student Competition

The Institute of Direct Marketing

1 Park Road

Teddington

Middlesex

TW11 0AR

TERMS & CONDITIONS (please read carefully before signing overleaf)

1. We have read the Rules and Regulations governing the 2002 IDM Student Direct Marketing Competition set forth in the guidelines and understand that failure to comply will result in disqualification of the entire team.

2. We agree that all entries become the property of the Institute of Direct Marketing and the Sponsors and will not be returned.

3. We understand that we will not be compensated now, or in the future for any services rendered in connection with this competition.

4. We have not received any outside help of any kind from professionals.

REMINDER CHECKLIST – Before Submitting Entries

HAVE YOU:

· Put the entry into a black ring binder?

· Clearly labeled all pages of the entry including creative work with the team code?

· Numbered all pages of the report?

· Removed all internal assessment forms?

· Included a Contents page?

· Submitted Entry Forms and presentation manual TOGETHER by 17th May 2002

TEAM CODE _ _ _ _ _ _ _

INTENTION TO COMPETE FORM

(to be completed by Project Supervisor)

The competition organisers need to have a good indication of the number of teams competing in order to ensure sufficient judges/assessment resources. Please give a good indication of the number of teams intending to submit entries to the competition.

Full Name (Project Supervisor) _________________________________________________________________

Title __________________________________________________________________________________________

College/University _______________________________________________________________________________

Address _______________________________________________________________________________________

_______________________________________________________________________________________________

__________________________________________________________ Postcode ____________________________

Telephone: _____________________ Fax: _____________________ E-mail: _____________________________

ESTIMATED NO. OF TEAMS: POSTGRADUATE UNDERGRADUATE

COURSES STUDENTS ARE STUDYING FOR:

COURSE AND/OR MODULE	START	FINISH

Once completed please return by 1^st March 2002 to:

The Graduate Services Department

National Student Competition

The Institute of Direct Marketing

1 Park Road,

Teddington,

Middlesex TW11 0AR