JMU Wins Top Honors at MAXI Case Competition

A team of JMU students took top honors in the Fall 2016 Collegiate MAXI Case Competition, sponsored by the Direct Marketing Association of Washington’s Educational Foundation (DMAW/EF). The JMU team won the First Place Gold Award and a $600 cash prize for their integrated marketing communications plan for the Humane Society of the United States. They are donating the cash prize to animal sanctuaries associated with the organization. 

Coached by marketing professor Theresa B. Clarke, the JMU team of Lynn Radocha (Team Captain), Nicole Carothers, Briana Cifelli, and Bryce Pangman created a multi-channel marketing campaign that included direct mail and e-mail communications, digital advertising, social media and other relevant channels to create awareness of the organization and drive donations from younger markets. Their creative platform was built around measurable goals in regard to the team’s proposed marketing efforts.   

Radocha and Carothers prepared and delivered the team’s presentation at Quad Graphics in Alexandria, Virginia, to a panel of judges representing the direct and interactive marketing industry. They competed against 11 other teams from five states in the mid-Atlantic region.  

The students spent many hours outside of their regular classes researching the work of the Humane Society and understanding the organization’s mission and goals while finding a way to effectively reach and engage their target market. Their final pitch included a creative theme, media plan, budget and projected return on investment. 

“This competition is a large undertaking and is in addition to your classes, but it is well worth the extra effort to work with a real client,” Radocha says. “The competition allows you to express your creative ideas in a team atmosphere, while also building resilience and perseverance, and most of all gives you the skills that will be applicable in the future.” 

Carothers adds: “From this competition I gained confidence in the work I am doing and what I am learning in my classes here at JMU. I know that the skills and talents that I am gaining in my marketing classes are going to be competitive in the marketplace, and that I can deliver quality, detailed and succinct marketing campaigns.” 

To participate in the spring 2017 DMAW/EF Collegiate MAXI, please contact Dr. Clarke at clarketb@jmu.edu.