Torque articulated Follett’s value proposition around “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.
