efollett Goes One-on-One With Students

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To establish its brand identity in the online college textbook, efollett.com is sponsoring the Super Hoops 3-on-3 Basketball Tournament.

The intramural college tournament, which culminates with 16 regional tournaments in March and April, takes place at more than 500 colleges and universities across the country.

The visibility this affords is essential for branding the site, said Elizabeth Conte, national marketing manager of efollett.com in Oakbrook, IL.

"Whenever you can reach students doing something they enjoy doing, where they feel comfortable on their college campus, is a great opportunity," she said.

The parent company of the site Follett Corp. is in the unique position of having already established themselves in the offline world through 600 campus bookstores. The company is using the stores as well as the sponsorships to complete its strategy of "hitting students who are online as well as in our brick-and-mortar stores," said Conte. The Web site's address appears on many bags within the stores as well as on signage throughout.

As part of the deal, the efollett.com name is prominently displayed at the local tournaments and regional games. Merchandise premiums including logoed mini-basketballs, water bottles and t-shirts are distributed at the games, which kicked off in December. The company is also mentioned in on-campus newspapers, signage and other promotional materials at the schools. Saturn Corporation and ESPN.com are also sponsoring the event.

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