61 welcome week activations across 24 campuses
Welcome week is the only window that matters for a campus bookstore. Students form their habits in the first ten days and then stop looking. Follett Higher Education Group needed street teams on the ground in that window, on 24 campuses at once, and College Marketing Co. put 188 staff into the field to cover it. Teams worked the quads, the dorm corridors, and the walking routes into each bookstore, timed to move-in day and the first classes of fall, with multi-day pushes at schools including the University of Michigan and the University of Colorado. Sixty-one activations, one academic cycle, six markets.
Campus Marketing
Retail
Aug 2017 - Jan 2018