Campaign Overview
Leading North American textbook distributor, Nebraska Book Company, Inc., (NBC) wanted to integrate mobile marketing into its national college bookstore marketing strategy.

Campaign Objectives
1. Provide NBC’s 280 college bookstores with mobile marketing solutions
2. Drive traffic to its retail locations and strategically increase sales
3. Appeal to a younger interactive mobile demographic
4. Build exclusive NBC mobile subscriber lists to send promotions and discounts

Marketing Tactics
In August 2008, NBC launched its mobile marketing channel to support its online promotions, bookstore calls-to-action and traditional marketing outlets in school newspapers, radio, campus fliers and billboard advertisements. The campaigns include mobile coupons for textbook and general merchandise purchases, incentives to sell back textbooks and subscription messaging for future promotions.

Analysis
Nebraska Book Company, founded in 1915, combines traditional marketing channels with the immediacy of mobile marketing. Creating mobile channels, NBC can target young consumers who have agreed to receive college bookstore mobile coupons, discounts and promotions in real-time. With Msgme’s management tools, reporting and analytics, NBC can collect and analyze campaign activity and sales.

For more information on Waterfall Mobile or mobile marketing, please contact sales@waterfallmobile.com.