Case Study - UniText

UniText is a student bookstore that services York University in Toronto, Ontario but UniText is not located on campus. UniText was faced with the challenge of creating positive brand recognition to all students as they often defaulted to the bookstore on campus because UniText was unknown to them. Linda Campbell, Unitext's owner, decided that student handbooks would be a viable advertising option. Since their first handbook advertisement in 1998, UniText's sales revenue has increased by 25%. Although handbook advertising was successful, Unitext only began to see tremendous results in 2003 when Kalendar Productions Inc. assumed the role of producing the official handbook of York University, the York Federation of Students Handbook. Unitext had advertised in this official handbook for several years before Kalendar Productions Inc, yet Linda Campbell was not completely satisfied with the process. Linda Campbell was not only impressed with the revised media booking system but also with the improved product quality.