On Campus Marketing built its business around direct mail and online sales for consumer durables sent to college students from their loving parents. A whole host of care package options populated their website and catalogs, to a nationwide reach and impressive revenue.

Then Amazon rocked their world.

They came to myself and my team with a brand problem, asking how they could stand out in a crowded and competitive marketplace. We gave them an answer that first challenged them then delighted them and won the business.

We told a package company that it wasn’t about what was in the package. It was about what the package meant to their customer.

Audience research revealed that to parents and their college-age kids, the 4 years at university is a one-way door, creating a bittersweet distance as part of the natural change in life. OCM’s products and services serve as a way to remind families of their shared love and memories - THAT is what the brand is about, and that is what they’re selling.

The client loved the concept and we loved their business, over 350K YTD.