Client Business Objective

  • Bring the University of Michigan Ross School of Business brand to market to increase overall brand exposure to current and prospective Students, Faculty and Alumni.

Context/Challenge

  • U of M merchandise items are to be sold both online and in both brick and mortar retail stores located on campus.
  • All U of M branded merchandise must be officially licensed with the Collegiate Licensing Corporation (CLC) guaranteeing compliance with U of M social and safety standards.

Marketing Approach & Solution

  • Mercury designed the U of M Ross School of Business branded “MarketPlace” webstore for online sale of the merchandise to be compatible with the university’s intranet and purchasing systems. 
  • Mercury sourced 60+ merchandise items reflecting a high-quality image fitting of the prestigious reputation of the Ross School of Business:
    • A wide selection of items appeal to various types of shoppers, including:  current students, parents of students, executive education participants, alumni and faculty. 
    • All items are licensed from CLC compliant manufacturers.
  • All items are labeled, hang tagged and either stored at Mercury’s fulfillment house for on-demand ordering from the eStore, or shipped to the on-campus stores for retail sale.

Results

  • Within the first few months of launch, U of M reported brisk Ross School of Business merchandise sales throughout the local campus community, as well as from alumni and faculty located all over the world.