Campus Retail Computer Store Communication Plan

Merging campus services created a need for communication with both internal and external audiences—while also creating an opportunity to work with Apple’s amazing branding assets.

In late Spring 2025, one of LSC Marketing’s key retainer partners, the CSU Bookstore, was asked to merge with RAMtech, the campus technology store. From a retail standpoint, this brought exciting new products—including the latest Apple tech—into the CSU Bookstore. But from a campus communication perspective, the merger required a thoughtful rollout, as RAMtech retail operations moved from the Division of IT to the Division of Student Affairs, impacting both staff and campus software acquisition procedures.

This was a unique opportunity for me to bridge internal and external communication and ensure the transition went smoothly. I oversaw an interdepartmental communications team, wrote the communications plan, and designed the central thematic artwork for the project.

The merger announcement happened very late in the semester, so the first look was subtle. I quietly moved Apple products into CSU Bookstore advertising which was already scheduled to run in New Student Orientation publications. Once the decision became finalized, a more robust plan was required.

The promotional team included the following staff and services:

• Laura Carter, Marketing & Communications Manager (communications plan and asset design)

• Natalie Cattany, student graphic designer (signage design)

• Megan Folmar, Director of Communications and Change Management, CSU Information Technology

• Ryan Haynes, LSC Marketing Multimedia Coordinator (photo and video support)

• Jill Jones, LSC Marketing Communications Coordinator (copywriter)

• Tom Lucero, CSU Bookstore, Online Retail Manager (website)

• Hannah Mismas, Student Social Media Coordinator (@csulsc)

• John Parry, CSU Bookstore Director

• Candice Peters, LSC Marketing Graphic Design Coordinator (@CSU_Bookstore)

• JD McConkey,  CSU Bookstore (RAMtech operations lead)

Major Project Milestones

1. Establish scope of services and anticipate campus questions

The first step was arranging a handoff conversation between the Division of IT PR team and our Marketing staff. Sensitive internal considerations included staff realignment and communication with campus departments that relied on RAMtech for licenses and purchases.

Following this, I guided the team in building a resource page with FAQs, which provided technical talking points, promoted new Bookstore services, and linked to out-of-scope resources such as hardware repairs and software licensing. See the live information here: https://www.bookstore.colostate.edu/ramtech

2. Create a public announcement in campus media

The next step was generating a press release in collaboration with campus media. Jill Jones authored and edited the piece, which highlighted the convenience of RAMtech’s integration into the Bookstore. The announcement appeared in the SOURCE campus newsletter: https://source.colostate.edu/ramtech-moves-to-new-location-in-csu-bookstore/

The message was then amplified through a QR code directing to the full webpage.

3.  Create a branded graphics package

To accompany this public release of information, I requested an official CSU unit identification mark through central CSU Marketing, then created a simple but striking graphics package. The visuals featured a white Apple charger on a green background, overlaid with CSU’s branded brushstroke element. This look was applied across channels.

4.  Amplify the message with social media

The SOURCE article was shared by @csulsc and @csu_Bookstore Instagram and Facebook accounts. Posts used a carousel format: photo content in the first position (to drive engagement), followed by branded graphics. A Linktree connection directed audiences to the complete online resource hub.

5.    Activate segmented audience messaging

After the public announcement, I created targeted messaging for incoming students and parents— an audience likely to purchase technology before the semester.

• Parent & Family Programs: We supplied tailored content for their web portal and newsletters to admitted students and families. Graphics and copy highlighted computer sales and RAMtech services.

• Direct Mail Postcard: Using addresses obtained from Admissions, we produced a branded Apple-approved postcard. CSU’s Shipping & Receiving managed indicia and individualized addressing.

6. Support the newly-opened space  

As RAMtech opened inside the Bookstore, our team supported the launch with signage, digital assets, photos, and Instagram reels to showcase the new space.

7. Merge the RAMtech social media footprint into the Bookstore.

I made the decision to sunset the @csu_ramtech accounts. I created Facebook and Instagram graphics announcing the transition and directing followers to the bookstore's accounts.

8.  Close the loop

Once retail operations fully moved, I oversaw signage redirecting foot traffic from RAMtech’s old location. The empty space—at the base of the Grand Staircase—was dressed with backlit pipe-and-drape and repurposed oversized signage to maintain professionalism. This temporary solution invites community input as the space awaits redevelopment.

Looking Ahead

Now that the merger communication is complete, our team is exploring new ways to collaborate with Apple and promote their products within CSU Bookstore’s signature student-focused visual style. This campaign involved more internal stakeholders than any other project I’ve led to date, and I’m proud of how carefully I managed the details while ensuring broad, coordinated messaging.

Next time you need new technology, you’ll find it at the CSU Bookstore!