• by Tanya Gazdik , June 6, 2018

Barnes & Noble College has added Tom’s of Maine to its roster of clients.

BNC will help Tom’s of Maine increase brand awareness among Gen Z college consumers via an integrated, back-to-school in-store and digital campaign. BNC is a Barnes & Noble Education company that connects brands with the coveted Gen Z consumer where they live, learn and socialize — at campus bookstores nationwide.

Tom’s of Maine, founded in 1970, became part of the Colgate-Palmolive family in 2006. The brand is committed to forging relationships with college students as they explore brands that might differ from those they used growing up, says Nancy Pak, vice president and general manager of Tom’s of Maine.

As the Gen Z demographic is committed to social good and companies that are purposeful corporate citizens, the fit for the Kennebunk, Maine-based natural personal care products company on U.S. campuses is a natural. 

The natural toothpaste and deodorant company donates 10% of profits to nonprofit organizations committed to health, kids, and the environment. Company employees can donate 5% of their time —one full day each month — to volunteering in their communities. The company's philanthropic legacy is one Gen Z consumers embrace.

“Like Millennials before them, Gen Z is scrupulous about the companies they support,” Pak tells Marketing Daily. “They demand transparency and to know that their hard-earned dollars are supporting companies committed to making this world a better place. We are excited for this opportunity to introduce Tom's to collegiate students looking for natural, purpose-driven brands.”

BNC is the flagship business of Barnes & Noble Education. Barnes & Noble Education was spun off from Barnes & Noble Inc. in August of 2015. The company creates activations for brands at 750+ college and university campuses nationwide including Clif, Target, HBO, DirectTV, GEICO, Verizon, M&M/Mars, The New York Times and Clinique.

Customizing campus bookstores, creating e-marketing campaigns with the students, and creating experiences on campus are among the ways BNC helps brands reach college consumers.

Under BNC CMO Lisa Malat’s watch during the past 12 months, BNC partnership sales have doubled year-over year via the execution of 71 marketing programs for 41 brands. Marketing program renewal rate is 64%. 

Malat also is leading the fast-paced growth of the company’s proprietary research platform, Barnes & Noble College Insights, which provides the data that drives strategic integrated-marketing programs. These insights have attracted new clients and helped brands deliver their campus programs with precision. 

BNC’s recent College Grad Guide revealed the industry sectors where the Class of 2018 plans to spend discretionary funds (cars/travel/electronics) and created a roadmap for marketers looking to get their brands to the top of grad gift lists. The report discovered where grads will live, what they’ll do, and where and how they will spend.