Caples Student Campaign of The Year

Share this content:

For the inaugural Caples Student Cam­paign of the Year competition, students were asked to create a direct marketing campaign using at least two different media — one of which had to be direct mail — to build awareness and increase purchases of Pentel's Recycology line of products within the college-aged demo­graphic. This year's winning team was Daniel McCoy and Erica Swallow (pic­tured above), both students at New York University's Stern School of Business. The team seized the challenge, producing a quality campaign.

The campaign, “Spin the Pen, Save the Planet,” featured four tactics that promoted the fun one can have with the product and its eco-friendly features.

The team retained the services of expert pen spinners, featuring their handiwork on a microsite. Postcards were mailed to on-campus environmental groups and distributed by hand to promote the cam­paign, and a Facebook page and YouTube channel promoted online conversation. The video of the pen spinners at work with Pentel's Recycology products dem­onstrated not only the fancy finger-work, but also the functionality of the pens.

The honorable mention goes to Saman­tha Brewer, a student at Johnson & Wales University in Charlotte, North Carolina, for her “Write the Future” campaign. Brewer created a targeted postcard leading students to a personalized URL where they could register to win a $5,000 college scholarship. A corresponding Facebook challenge invited entrants to compete to win a moped, considered a more environmentally friendly form of transportation.

Judges were impressed by the style of the mail piece, which was produced to look handwritten - a good message for a campaign focusing on pens. The competi­tion also asked contestants to handwrite an essay describing their future goals.

The panel of judges included:

John Duch, Eastern Regional Manager, Pentel of America Ltd.
Elizabeth Hellman, VP, Corporate Marketing, Alloy Media + Marketing
Andy Belth, SVP, Direct Marketing, Alloy Media + Marketing
Lauren May, Corporate Marketing Coordinator, Alloy Media + Marketing
Lauren Murphy, Advertising Account Executive, Columbia Chronicle – student judge
Cara Wood, Editor-in-Chief, DMNews
Julia Hood, Editorial Director, DMNews
Patrick Fultz, President, John Caples International Awards


Next Article in Caples Awards

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above