CHALLENGE:

As the multi-generational, family-owned retailer moved into a new, much larger location, we were tasked with a re-branding effort that freshened Co-Op's identity and strengthened its image--both critical to fending off increased local competition from national booksellers.

STRATEGY:

Co-Op has strong, 75-year ties to the LSU campus and community--but the store isn't affiliated with the school. So our approach couldn't feature an "official LSU bookstore" tie-in. Instead, we gave the logo a "vintage cool" update and applied it consistently to everything from store receipts to koozies. We followed the ID update with a clever, humorous and entertaining ad campaign than ran across various media, from print and radio to bus stops and billboards. Ads in the LSU Reveille, LSU Alumni Magazine and other publications helped reinforce the purple-and-gold connection by featuring the store's massive selection of Tiger gear and apparel.

RESULTS:

Retail sales increased 98% for the company's 2004-05 fiscal year. Co-Op successfully grew brand awareness and maintained customer loyalty--even during down economic cycles and facing larger, better-funded national competition. And the Advertising Federation of Greater Baton Rouge recognized multiple components of our campaign for creative excellence.