PPB September 2015

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SEPTEMBER 2015 • PPB • 45
MARKET TO MARKET
Students, parents, alumni and employees
love to show off their school spirit, and this
crystal-faced nightlight glows with spirit.
Personalized with a logo or name, the crys-
tal face is mounted on a slim nightlight that
rests flush against a wall. Make it stand out
even more with optional 3D designs, deep
etching and Illumachrome™ stylization.
Crystal D UPIC: CRYSTALD
Show pride in a job
well done by preserv-
ing and displaying
diplomas and certifi-
cates in a leather
Achiever certificate
holder. Strong
Leather Co.
UPIC: STRONG
PPB What unique marketing needs do
colleges have?
Larick “Raising money from alumni; recruit-
ing the most desired students; offering speaker
gifts so that speakers are encouraged to come
back and inspire others to do the same;
bringing alumni back to the schools for dif-
ferent events to strengthen that relationship.”
PPB What types of questions do you ask
your clients?
Larick “What are they looking to achieve?
What would they like to spend? How many
people are they considering? What have they
used in the past? What have they considered
now? How do they plan on distributing these
gifts? Who is in the audience (if it isn’t
apparent)?
PPB What should promotional consult-
ants keep in mind when approaching
colleges and universities for new or
repeat business?
Larick “Many are licensed, and there are roy-
alty fees to be collected and paid, and all
sales must be reported. That logo reproduc-
tion has to be vetted by those that protect
those logos. Universities
sometimes get funding
that requires multiple
bids for any order
over a certain
threshold. (We
find that amount
to often be $2,500). Sometimes there is
cross-referencing between schools; often, very
little. The larger the school, the more decen-
tralized they are.”
Toast to a great year ahead with a classic
party cup in several colors. The 16-ounce
cup features double-wall construction so it’s
safe to use with hot or cold beverages. Top
it with an optional lid. Logomark, Inc.
UPIC: logomark
Good To Know
NANCY LARICK SHARES HER
INSIGHTS ON WORKING WITH
COLLEGIATE CLIENTS
PHOTO BY ASPEN PHOTO/SHUTTERSTOCK