Follett Higher Education

Challenge 

Follett Higher Education Group, the 135-year-old market leader in college textbook sales and university bookstore management services, engaged Torque as agency of record, to develop a multi-year marketing initiative, to bring its business to new levels of competitive performance.

Solution 

Torque articulated Follett’s value proposition as an experience, and wrote the tagline “Selling Experience.” We then developed an integrated communications plan, including sales collateral, trade show programs and displays, direct mail, advertising, and a business-to-business website, templated for 650 university bookstores.

The result is a clean brand identity, a long-term marketing vision, and a cohesive family of communications materials that have captured attention in the marketplace. Bottom line, new store contracts have continued and increased under the revitalized brand program, and Follett has reinvigorated its leadership position.