mstore Back to School Campaign
Get with your program.
The 2013 mstore back to school campaign had a lot to accomplish. The store had to introduce its new brand and had been tasked with generating more revenue in the product categories of Things That Are Not Textbooks. Tall order.
Student-led research had shown that 63.3 per cent of students described mstore as for the “sole use of purchasing necessary school supplies." Only 15.3 per cent of students reported ever purchasing branded clothing, and only 2.9 per cent reported purchasing branded giftware
This campaign aimed to show students that mstore was more than textbooks and to increase sales of branded merchandise and clothing. The positioning called on the students' school spirit and spoke to their need to fit in as part of the MacEwan community.
Sales of branded clothing and giftware from September 1 to October 15 increased 10.8 per cent overall compared to the same period in 2012, exceeding the 10 per cent goal. The increase was especially pronounced in giftware, which increased by 16.3 per cent. The clothing category increased by 9.8 per cent.
It's also worth noting that this campaign won an IABC Capital Award of Excellence in 2014.
A bookmark advertising a sale during a typically slow period, handed out with each purchase during rush.
Copy and design by Jill Scheyk
Front and back view of the receipt keeper, a booklet with a pocket for holding student textbook receipts, given away with every textbook purchase.
Copy and design by JIll Scheyk
Inside view of the receipt keeper.
Copy and design by Jill Scheyk
Full page ad promoting MacEwan University branded clothing and merchandise.
Copy and design by JIll Scheyk.
Full page ad promoting Griffins Athletics branded clothing and merchandise.
Copy and design by Jill Scheyk
Window display with campaign taglines.
Merchandising, copy and design by Jill Scheyk
A full view of rotating content in windows.
Copy and design by Jill Scheyk
