Strategic solutions

Best in class brands continue to leverage the power of the Barnes & Noble College Media Network to connect with the college audience. Learn how we drive successful outcomes for our brand partners.

Case Studies

See case study

Cosmopolitan: Bringing Beauty, Style, and Excitement to Campus

THE CHALLENGE

Cosmo Magazine wanted to increase awareness and favorability for its own brands as well as for their sponsors L’Oréal Paris, and Ann Taylor. Garnering loyalty among the 18 to 24-year old female audience is critical as these brands are looking to build lifelong loyalty.

THE IDEA

We partnered with Cosmo to select 10 high traffic stores that gave them access to the college female demographic. The omnichannel program, based around a campus tour, took place in the Fall for Back- to-School.

Women were thrilled the day of the event to receive make-up, and style tips, and free samples. They were encouraged to use the hashtag #CosmoCampusTour to enter into an Ann Taylor sweepstakes.

THE IMPACT

Cosmo and its sponsors received over 104MM impressions, and were able to generate 4000 names for Cosmo’s lead database. Overall engagement goals were exceeded and feedback indicated that perception of the sponsors was greatly improved.

See case study

Visa Checkout: The "IT" Way To Pay

THE CHALLENGE

Visa Checkout was looking to grow customer acquisition among the 18 to 24-year old college demographic. Attracting college students and building their trust was elemental to Visa’s strategy of changing checkout behavior and acquiring lifelong loyal customers.

THE IDEA

We partnered with Visa Checkout to offer students $30 off plus free shipping on Barnes & Noble College online orders of $100 or more throughout 2016.   The integrated campaign included dedicated emails to students (and their parents), online advertising, social media posts, custom content on our student blog, The College Juice, as well as in-store promotion and signage.

THE IMPACT

The campaign resulted in nearly 50K new customer activations for Visa Checkout.  Emails received attention with a 34% open rate. Overall, Visa Checkout was pleased to hear that 82% of students surveyed about the product intended to use VCO again in the future.

See case study

Chevrolet: Graduates Get a New Ride

THE CHALLENGE

Chevy wanted an exciting way to reach and influence graduating seniors before they ventured on to their post-college lives and began shopping for vehicles. Their goal was to drive awareness and engagement for their College Discount Program, while also building their lead database.

THE IDEA

We worked with Chevy to launch the Drive of Your Life Sweepstakes on 550 campuses, just prior to graduation with a comprehensive omni-channel program. The in-store campaign elements included signage, TV, and collateral distribution. Digital components included social media posts, display ads, and dedicated student emails with playful messages like: Graduate To That New Car Smell and Graduating Seniors, Need A New Ride?

THE IMPACT

Over two and a half months, Chevy achieved its objective of engaging directly with graduating seniors via 32MM impressions, 75,000 sweepstakes entries, and 635 vehicle test drives. Chevrolet benefited from incredible email click through rates of 13.8%, 21.3%, and 29.4% across 3 email blasts.

See case study

Shutterfly: Gifting Made Easy

THE CHALLENGE

Shutterfly was looking to increase app downloads and drive usage among students. Once students realized how easy and affordable it was to use Shutterfly, their loyalty would follow.

THE IDEA

Shutterfly offered unlimited free photo prints and a $20 coupon towards customized items and greeting cards when students downloaded their app.

To appeal to this demographic, the messaging such as “Go ahead and print to your heart’s content” and “Take a moment to remember and make a gift they won’t forget” emphasized the social aspect of Shutterfly’s products. We distributed 3MM dedicated emails to students nationwide and placed collateral in 500K bookstore order boxes.

The campaign spanned summer months and back to school moments, while at the same time started the conversation about the holidays.

THE IMPACT

Shutterfly’s emails achieved blockbuster success with open rates of 40.86% and CTR of 5.94%.

See case study

Money: Gathering Insights from Students and Parents

THE CHALLENGE

Money Magazine needed to conduct its “Value of College” survey to hear directly from current students, parents of students, and parents of recent graduates, so they turned to Barnes & Noble College. For its Best Colleges issue, the magazine was looking to gather fresh data regarding the attitudes of these groups.

Money chose to partner with us because of our unmatched access to these groups through Barnes & Noble College Insights, our well-vetted panel of 10,000 students and 5,000 parents of college students.

THE IDEA

For the “Value of College” survey, we gathered information directly from 1,100 current U.S. four-year college students ages 18-24, 1,580 parents of current U.S. four-year college students, and 770 parents of recently graduated four-year college students.  Parents were able to provide their views on facing years of tuition, additional living expenses, and the overall burden of parenting a college student.

 

THE IMPACT

Money gained insights to incorporate in its impactful Value of College feature section, which parents and students use as a guide as they are making life-changing financial decisions.

See case study

goodnessKNOWS: Goodness Goes a Long Way On Campus

THE CHALLENGE

goodnessKNOWS Snack Squares wanted to increase awareness and build loyalty among the 18-24-year old college crowd as part of its national rollout. The company needed to deepen its understanding of this demographic’s unique preferences, while building brand awareness and paving the way for future sales in our college bookstores.

THE IDEA

goodnessKNOWS partnered with Barnes & Noble College to implement an efficient, yet thorough sampling and research initiative during the busy Back-to-School timeframe. Elements included hand-to-hand sample distribution and signage along with in-store live intercept surveys to help the brand engage directly with college students as they shopped for textbooks, groceries, and dorm items.

 

THE IMPACT

During the program that spanned 4 months, nearly 1MM samples were distributed across 116 of our top stores and more than 300 live intercept surveys were completed. Overall, goodnessKNOWS boosted product awareness with 4.3MM total impressions from in-store signage and social media posts.

Get Started

Create experiences that drive brand awareness and acquire new customers for your brand.

Get Your Brand On-Campus