Sully—In Print Again!

Sully Article CoverMichigan Tech’s Merchandising Operations Manager (Campus Store/University Images) Shane “Sully” Sullivan, was interviewed for an article in the July/August Issue of The College Store Magazine, published by the National Association of College Stores. The article, titled “Reaching Freshman before they’re Freshman” (page 54), explored ways campuses have reached out to students before they move onto campus, during their first few weeks as students, and maintaining a relationship with students once they begin their courses. In the article, Sully explains his department’s “opt-in” strategy for notifying customers of the store’s services, sales, and promotions. Having customers voluntarily sign up for the marketing email service (Google group HuskyDeals-l) instead of forcing customers to opt-out guarantees that the customers are agreeable to receiving the emails and makes it much more likely that they will use the promotions and purchase products. Sully goes on to say that his department limits the amount of marketing emails sent to customers to two per promotion event; a main promotion announcement and a reminder that’s sent out a couple weeks later. Ways that Sully and his staff spread the word about their opt-in email list include mentioning the service in meetings with other department members, adding promotional flyers highlighting the service to customer’s bags at check-out, and engaging new students as they are on orientation campus tours. Sully and his staff are happy to engage students and staff in the store or around campus and are always looking for feedback as to how they can improve their services and cater better to their customers.