Western Kentucky University Bookstore has the backing of the WKU president Dr. Gary Ransdell in a unique promotion tied to textbook reservations. Shawna Cawthorn, bookstore director, creates return business, community links and student goodwill in the process!
Freshmen are sent an email to reserve books. The boxes that the books are packed in are virtually free to the store since all sides and even the inside flaps of the box are paid advertisements from local vendors and from the store's own vendors using co-op dollars.
At the end of the semester, the students can redeem the box for a free t-shirt spoofing Dr. Ransdell - from his years as a student in the 70's to his "homeboy" status! The t-shirts are not available for sale in the store, hence the exclusivity and word of mouth campaign for text reservations. In addition to the t-shirt, the students also are entered into a drawing to win free textbooks for the next semester. With all the issues around textbooks these days, it's nice to see a store have fun with books! Well done, WKU Bookstore.
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