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How this Ivy League shop turns social posts into revenue

What's In Store: Issue #100

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The Harvard Shop, an entirely student-run business has sold apparel, souvenirs, and gifts to students, alums, and Ivy League enthusiasts worldwide since 2001. For the 100th edition of What???s in Store (yay!), we dropped in on 1 of their 3 Harvard Square locations to chat with Marketing Manager Christi Lee about how the staff uses Instagram Ad Campaigns through MailChimp.

The Harvard Shop is run by a team of 12 student managers who are undergraduates. All have specific management roles for that fiscal year, including overseeing a staff of more than 100 stock, web, and sales personnel. The managers work to transition and train the next year of student managers. The Harvard Shop is one of several businesses that are a part of the Harvard Student Agencies (HSA), the largest student-run company in the world.

Working under the model, ???for students, by students," the HSA acquired the shop from its original owner, a Harvard alum, in 2001. Despite 17 years of student-run success, Christi says one of the biggest challenges for the Harvard Shop on the e-commerce side is to keep a consistent brand identity since the marketing managers keep changing every year.

According to Christi, one of the best tools for keeping that consistency is reaching their customers with the apps they???re already using.

???One really big thing we???ve accomplished this year is increasing our social media presence on Instagram and on Facebook,??? she says. ???A lot of the students on campus are a younger audience. We find that???s one of the better ways to stay in touch with them.???

???One of the biggest perks of using Instagram Ads is that our main target audience is people who are interested in Harvard, and typically younger???current college students, people who are aspiring to go to Harvard or are recent alums,??? Christi says.

To that end, the Harvard Shop marketing team realized that since they???re already present on Instagram sharing photos of products it was time to take their efforts a step further.

[…]

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