ATLANTA, GA (December 12, 2018)
– With more consumers beginning their holiday shopping through mobile and social platforms, IMG College Licensing developed a series of videos and shoppable graphics to target fans and keep college top of mind during the gift-giving season.
As part of the “Spread Cheer with College Gear” campaign, IMG College Licensing worked with the creative team at Endeavor to produce four “snackable” school-specific videos and graphics, as well as a detailed content calendar, for participating institutions to engage with their fans through social media and web posts. The four digital pieces include an online shopping themed video
, a holiday packing themed video
, a holiday travel themed video
, and a 360-degree image
that highlights some of the top college items for this year’s holiday season. Each piece encourages consumers to “Bring It” when thinking about college merchandise as gifts.
“Our goal is to promote college gear as the gift everyone wants this holiday season by connecting consumers to their favorite universities where they live—on their phones and digital devices,” said Nicole Armentrout, vice president of Marketing for IMG College Licensing. “We routinely take a mobile-first approach to our marketing strategies, but this year’s Holiday Cheer campaign focuses on quick, attention-grabbing content that our partner institutions can use throughout the season.”
According to “Shopper-First Retailing,” a study from Salesforce, approximately 70% of Black Friday weekend shoppers started their holiday shopping on a phone, with Facebook and Instagram driving 94% of all social traffic to retail sites, supporting the need for colleges to focus on social and digital marketing to capture holiday sales.
The blitz primarily drives sales to online team fan shops via Fanatics, Barnes & Noble, Dyehard Fan Supply, and independent bookstores, as well as local retailers. The ultimate goal, however, is to get consumers thinking college wherever they shop.
Currently, IMG College Licensing tracks more than 93,000 retailers across the country that sell college product.