Christine Aguilera
Terri Bartlett

MESSAGE FROM THE CHAIR & PRESIDENT

GOLDEN: Yes, as we approach 2016 all of us at Marketing EDGE are considering what it means for the organization to cross the 50th year mark. Some aspects of our work — our core mission — have never changed over the decades. We remain solely committed to bringing great, college-prepared students to the marketplace. Our FY2015 Annual Report gives you insight into how we ensure some of the most-talented students are drawn to careers in marketing.

In 2013, to reflect the dynamic changes both in marketing and education, the name of the organization was changed to Marketing EDGE (Educate, Develop, Grow, Employ), an outward sign that this nonprofit organization would continue to evolve and remain relevant in the constantly changing world of marketing.

GOLDEN AGE OF MARKETING

In January 2015 lead McKinsey researchers suggested that “we are on the cusp of a golden age of marketing, in which great storytelling and more scientific approaches come together in exciting ways.” To achieve this, they say that mastery is required in five key areas: science, substance, story, simplicity, and speed. As we all know, leading marketers are approaching marketing with creativity, quantitative rigor, and cohesive teamwork that are defining this new age. In light of these warp-speed changes, we at Marketing EDGE are following suit in our commitment to provide faster, more streamlined programs that deliver on our unique proposition to you:

We develop programs that bridge the gap between academic theory and the practical knowledge and skills required in the workplace.
Students from across the country gathered at Google's Mountain View Headquarters for the 2015 Collegiate Summit | Digital (formerly called I-MIX).

Students from across the country gathered at Google's Mountain View Headquarters for the 2015 Collegiate Summit | Digital (formerly called I-MIX).

Clearly, the landscape is shifting, and the executives who make up our Board are acutely aware of the changes and challenges.  Living true to our new name, in the past year the Board approved a streamlined approach to our programs all with a singular focus to bring you, our industry partners, the most talented, market-ready students eager to step into your intern and entry-level positions.

READY FOR THE NEXT HALF-CENTURY

Through education, career preparation, scholarships, and corporate partnership opportunities to provide access to top students nationwide, Marketing EDGE continues to focus on impacting the lives of students — in fact, 6,294 in the 2014/2015 school year alone. But, that’s not enough to meet the needs in the marketplace. With an eye on 2020, we’ve regrouped to exponentially increase those numbers as we work to meet the growing demand of industry.

Demonstrating our continuing record of success, the past year’s achievements build on our legacy of success. Thanks to Domino’s, we completed our 31st annual Collegiate ECHO Marketing Challenge, with close to 1,000 students participating in the competition. Facebook is our next confirmed sponsor and students are already lining up.

Clearly, the challenging economic climate is reflected in the more than 800 students applying for our Scholarship program. Thanks to our contributors, scholarship awards were presented to 38 students to help alleviate their financial burdens of higher education.

And, perhaps our most promising and dynamic program continued its positive trajectory as 70 of our top-performing students gathered at Google’s headquarters for our summer immersion programs: I-MIX and I-MAX. These programs, perhaps more than any others, will reflect some of the most dynamic changes in the years ahead. We look forward to telling you more.

Throughout the decades academics have — and continue — to be our go-to partners. Whether it’s teaching, research or a combination of the two, we remain vigilant in our commitment to serve as a bridge between industry and academia, promoting and disseminating leading-edge knowledge so critical to our industry’s evolution. Look no further than our world-renowned Journal of Interactive Marketing® to realize the scope of Marketing EDGE’s touchpoints, and closer to home we have the Direct/Interactive Marketing Research Summit, as well as our Shankar-Spiegel Best Dissertation Proposal Award Competition.

Team challenges are just one of the ways Marketing EDGE allows students to put education theory into practice, as illustrated by this student team at the Collegiate Summit | Digital.

Team challenges are just one of the ways Marketing EDGE allows students to put education theory into practice, as illustrated by this student team at the Collegiate Summit | Digital.

FINANCIAL STABILITY IN A VOLATILE WORLD

As we closed the fiscal year in June 2015, the economic climate both nationally and globally was rocky. Clearly we’ve seen the impact firsthand. While predictions for the remainder of 2015 and into 2016 are moderately positive specifically in the US, caution remains throughout the rest of the world with Europe and China on close watch.

That being said, all our initiatives depend upon the financial health of this organization. Marketing EDGE continues to benefit from the sound fiscal stewardship of our Board. This stewardship includes taking steps to ensure the continued accountability that has kept this organization strong since 1966, and look forward to telling you of continued developments as they take shape in the coming year.

WE’RE IN THIS TOGETHER

As we report our results from the last fiscal year, we invite you to look deeper and realize that Marketing EDGE’s success is only as strong as the lives we impact. We are proud of the paths we help pave for young men and women in cities large and small throughout the US. Thanks to you, we’re able to deliver day in and day out. Our success is possible only because of the support, encouragement and thought-leadership from marketing leaders and academics who share the vision that motivated this organization’s founders nearly a half-century ago.  As we prepare for the next decade... or dare we say the next half-century... we remain hopeful and committed to evolve and grow to meet the industry’s needs for years to come. 

Sincerely,