IDM challenges students to propose strategy for Young Persons Railcard
Released 15 December 2005: This year’s IDM Student Competition sees the Institute join forces with Young Persons Railcard and agency Craik Jones Watson Mitchell Voelkel. The brief, a current, real-life marketing issue, challenges UK marketing students to devise a detailed direct marketing strategy for Young Persons Railcard and is expected to draw more than 100 entries from the UK universities which teach direct marketing. The majority of those universities will also incorporate the brief into their syllabi as part of the IDM Education Programme, giving an estimated 2,000 students the opportunity to work on a live brief.
The brief has been launched to all UK universities which include direct marketing as part of their course offering. Under the direction of their tutors, students are asked to submit an integrated marketing plan with the primary objective to increase the penetration of Young Persons Railcard among 16-25 year olds and mature students. The secondary objective is to increase the average number of journeys made by cardholders.
Andrew Robertson, Head of Marketing for Young Persons Railcard says: “The decision to team up with the IDM for this year’s competition was an easy one! Having seen the quality of the entries from previous years, we’re actually very excited at the opportunity to put a real brief in front of these bright young minds, many of whom have first hand experience of the product. We’re looking forward to seeing their proposals and gaining some valuable insight.”
The IDM National Student Direct Marketing Competition was launched in 1998 for final year marketing and business students. It is designed to give students the opportunity to apply the theory they have learned to a live direct marketing campaign and enable them to take this experience into the job market. The winning entries also stand a real chance of being incorporated into the sponsors’ actual marketing plans. Last year’s competition, won by Northumbria University, was supported by Guinness and agency Tullo Marshall Warren, while previous sponsors have included BMW/Evans Hunt Scott, Orange/DraftWorldwide and Nestle Purina/KLP EuroRSCG. Entries are assessed by the IDM and senior members of the direct marketing community, with final judging by the commissioning agency and client.
The deadline for entries to the 2006 competition is 24 April and prizes will be awarded to the winning teams and their tutors at a prestigious Gala Dinner in central London on 6 July 2006. More information along with the full competition brief can be found at the IDM’s dedicated student website www.think-direct.com/studentcomp.
Notes to Editors
For more information contact Juliet Hilditch at juliethilditch@theidm.com.
