The Campaign
Follett Higher Education Group needed boots on the ground for welcome week, the narrow annual window when new and returning students form their first impression of the campus bookstore. Rent A Human built street team activations timed to move-in and the first days of fall classes, deploying teams of up to four staff per activation across campus quads, dorm corridors, and pathways leading to bookstore locations. Over the 2017-2018 academic cycle, the program ran 61 activations spanning six markets, including multi-day pushes at University of Michigan in Ann Arbor, MI and University of California Berkeley in Berkeley, CA, alongside welcome week activations at campuses in St. Louis, MO, San Marcos, TX, Ames, IA, and Athens, GA. The archived event record documents 24 distinct campuses touched over the run, from Purdue University and Iowa State University to Texas State University, Virginia Tech, Texas Christian University, Auburn University, New York University, and Florida State University, with activation dates stretching from August 18, 2017 through late September 2017. Programs followed a repeatable cadence, typically three activations per campus timed to peak foot traffic during the first week of the term, with staff positioned to direct students toward bookstore promotions and welcome week offers. Teams typically ran three staff per shift, scaling to four at larger campuses, and the University of Michigan relationship carried into the spring semester with a return series of Ann Arbor activations in January 2018. The scale of coordination, dozens of campuses run on a tight seasonal calendar, let Follett maintain a consistent on-the-ground presence at the exact moment students were forming buying habits for the year.
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