Download CSU Rent Digital Social Media campaign

California State University’s Rent Digital Program
Marketing/Messaging Guidelines for CSU Bookstores
August 2014
Background:
The CSU's Rent Digital program offers students savings of 60 percent or more off the cost of new print
textbooks through the rental of e-textbooks. The CSU has agreements with CafeScribe, Cengage
Learning, CourseSmart, YUZU by Barnes & Noble, Schlager Milestone Documents, VitalSource
Technologies and W.W. Norton. These partners provide CSU students access to more than 50,000
popular e-textbooks which they can purchase through their campus bookstore or the bookstore’s ecommerce site.
Students have access to their CSU Rent Digital e-textbooks for the length of the academic term through
laptops, desktops, tablets and other devices. Students can use their e-textbooks online or offline and etextbooks have interactive capabilities including printing, note-taking and highlighting.
The Rent Digital program is part of the CSU’s Affordable Learning Solutions initiative designed to provide
students a range of choices in low-cost and affordable course materials to help them succeed in their
learning and advance to their degree.
Role of Bookstores in Marketing Rent Digital
Bookstores are key partners in marketing the CSU’s Rent Digital program to students. Faced with a
variety of choices in books and course materials, students can benefit from the expertise and guidance
of bookstore personnel in understanding the savings and choice the Rent Digital program offers.
The following guidelines can assist bookstores in marketing the Rent Digital program to students:
Key Message Themes:
 Cost savings: Rent Digital options provide students 60 percent or more off the cost of new print
textbooks.
 Choice: Students can choose from among 50,000 Rent Digital e-textbooks when purchased
through the campus bookstore.
 Ease of use: Rent Digital e-textbooks have interactive capabilities including printing, note-taking
and highlighting.
 Convenience: Students can access Rent Digital e-textbooks through laptops, desktops, tablets
and other mobile devices, online and offline.
Rent Digital Tagline:
 CSU Rent Digital: Save lots. Learn More.
Tactics:
 Social media campaigns: Incorporate the key message themes into existing Facebook,
Instagram, Twitter, YouTube, Tumblr and Snapchat campaigns during fall and spring terms and
throughout the academic year.
 E-mail campaigns: Use the enclosed Rent Digital e-mail banners and incorporate the message
themes below into a targeted e-mail campaign to students. Consider freshmen a primary target
to indoctrinate them early into the Rent Digital program.
 Print collateral: Templates for flyers, posters and banners are available along with Rent Digital
logos for use in print and digital communications that can be customized by the bookstore and
used with the message themes.
Sample CSU Rent Digital Messages for Students:
 Don’t Go Without the Textbooks You Need to Succeed. Save 60% or More on CSU Rent Digital etextbooks available at your campus bookstore…
 Would you like 60 percent or more off your textbook? Visit Your Campus Bookstore and Choose
CSU Rent Digital e-textbooks.
 Your Music is Digital, Your Movies are Digital, Why Aren’t Your Textbooks?
 Lighten Your Load and Save a Wad of Cash—CSU Rent Digital e-textbooks, learn more at your
campus bookstore.
 Start a trend: Choose CSU Rent Digital e-textbooks and save a lot of cash-Savings of 60% or
more!
 CSU Rent Digital interactive e-textbooks: highlight, take notes, print and more!
 CSU Rent Digital e-textbooks let you use your laptop or other mobile devices
 CSU Rent Digital Over 50,000 Popular Textbook choices available through your campus store at a
Savings of 60% or more!