January 31, 2011, 4:30 PM

Only geniuses need apply for Follett’s marketing competition

The textbook retailer invites college students to create a $1 million marketing plan.

Bill Briggs

Senior Editor

Lead Photo

Follett Higher Education Group is seeking college students to develop a major marketing campaign. The assignment: Create a national, $1 million marketing campaign through the company’s Marketing Genius Competition.

The winning team will receive a paid internship, including free housing, this summer at the college textbook retailer’s corporate headquarters in Chicago.

Entrants will submit campaigns that stress the benefits of course material choices at Follett bookstores, including new and used books, textbook rentals and books in digital formats available through the company’s eFollett.com e-commerce site. Follett seeks campaigns that can be used to drive sales at more than 850 college bookstores. “We are looking for new and innovative ways of communicating with students in unexpected ways,” the company says.

“Because our business supports higher education, we believe it is important to offer educational experiences for students,” says Tom Christopher, president of Follett Higher Education Group, No. 55 in the Internet Retailer Top 500 Guide.

Interested student teams must submit their intent to participate in the program by Feb. 5 at FollettsMarketingGenius.com. Completed marketing proposals are due March 26. Teams that qualify for the presentation round will be notified and flown to Chicago on April 25 to present to a panel of judges made up of marketing professionals from Follett Higher Education Group and its public relations and advertising agencies. The winning team will be announced following the presentations.

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