Efollett.com Breaks Back-to-School Push

Share this article:
Efollett.com, one of the three leading online retailers of textbooks and other college merchandise, earlier this month debuted a $10-million back-to-school ad campaign that runs through the end of the year.


The push covers magazines, radio, sponsorships, syndicated broadcast programming and network and cable TV. Tom Reilly Advertising, Evanston, IL, handles the account.


The thrust of the campaign is to create "awareness, traffic and sales, and to continue to establish efollett.com as the leader in this space," said Tim Dorgan, senior vice president of Internet marketing at Follett Corp.'s Follett Higher Education Group, Oak Brook, IL.


As part of the campaign, the company has formed alliances with cable channels ESPN and Fox Sports Net to sponsor college football telecasts. Starting this fall, efollett.com will be the exclusive sponsor of the "Lineman of the Week" feature in live telecasts on the two sports networks.


While media plans for spots on radio, TV and syndicated shows were not firm at press time, print ads broke earlier this month in such titles as ESPN The Magazine, Rolling Stone, Mademoiselle and YM - all media that reach efollett.com's audience of college and university students.


The campaign appeals to college students' desire to be different.


The 4-year-old company has relationships with more than 800 colleges and universities, and has more than 16 million new and used book titles that can be shipped directly or picked up at parent Follet Corp.'s more than 600 brick-and-mortar bookstores in the United States and Canada.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.