Ideas, information and industry news for collegiate retailers

For the University of Pittsburgh Stores’ Steven Wilson, events are a powerful college store marketing tool. He manages The Pitt Shop, one of the University of Pittsburgh’s two standalone apparel stores. Situated on a main thoroughfare that links the university and downtown Pittsburgh, The Pitt Shop attracts students, faculty, staff and city-dwellers looking for the latest in Panthers attire. We sat down to talk to Mr. Wilson about marketing bookstore events for a wide range of customers.

For Vincennes University Bookstores' Director Karen Faulkner, collegiate retail is about putting students first. She and Marketing Director Aimee Cummings regularly host bookstore events that draw hundreds of students, drive word of mouth and nurture the bookstore’s reputation as a lively campus hub. We sat down with Ms. Faulkner and Ms. Cummings to ask about what makes events successful, how they affect campus bookstore marketing and why fun events can never really fail.

Navarro Community College Bookstore Director, Terri Mitchell, knows how to host a successful campus event. Her bookstore organizes celebrations that promote the school, raise scholarship funds, bring prospective students to campus and foster deep ties with the college’s Texas community. This year, she co-led a talk about campus store events at the MEGA conference in Reno, Nevada, called “Food for Thought: What is your store worth to your campus and community?” It focused on creative ways to demonstrate your store’s value. Ms. Mitchell and her co-leader earned a standing ovation.

Adjunct and part-time faculty make great evangelists for a campus store, because they are responsible for much of the undergraduate teaching on U.S. campuses. A temp-friendly faculty sale event is a fun way to win loyal customers and increase your campus profile.

Creating opportunity for interpersonal contact is one of the best ways for campus stores to increase faculty engagement. Here, you’ll find a marketing plan template for two kinds of event that are sure to attract teachers, faculty readings and a faculty appreciation night. Events like these can burnish your store’s reputation among faculty and nurture positive word of mouth in the campus community.

Collegiate retailers know that performing well on a chemistry final depends on many factors, including whether you’ve eaten well. As students prepare for finals this season, remind them your store is an excellent place to find healthy food that fuels academic achievement. Host a Finals Fuel Sale Event, highlighting the snacks and convenience foods your store offers that nurture the whole student — body, heart and mind.

The college store is more than just a bookstore. It can be a total support system for the entire campus. Innovative stores create opportunities to better serve their campus community. Recently, we sat down with University of Minnesota Bookstores’ Marketing Manager Kari Erpenbach to discuss how their Tech Time courses have helped engage the campus community and increase store traffic.

It is that time of year again. Seniors are getting ready to take their final tests as undergraduates. The college store has been part of their higher education experience from their first year to their last. Make sure your college store is prepared to give these students the send off they deserve.

Creating DIY game day fashion is a fast, easy and fun way for students to personalize their outfit for big games. Popular DIY designs can range from simple to elaborate, but they all have one thing in common: They’re an affordable way for students to update their wardrobe. Help students embrace their creativity with a fun, spirit-boosting DIY t-shirt event.

College stores depend on keeping a steady stream of student foot traffic throughout the year. Regular, well-planned bookstore events and sales can increase student and faculty engagement while positioning the store as a campus social hub. We recently sat down with Carissa Drake, bookstore coordinator at Riverland Community College, to discuss bookstore events and the best ways to reach the entire campus community.