Behind the Madness: Follett’s Winning Strategy for College Basketball’s Biggest Season

March Madness is more than just a thrilling time for basketball fans—it’s a pivotal moment for the athletes and fans who get an opportunity to battle it out in the tournament. For Follett, it’s an opportunity to give students, alumni, and fans an opportunity to connect with the teams they love and show their pride. Behind the scenes, a well-coordinated team of experts ensures that we meet the demands of this high-pressure season with precision and agility.

Here’s an exclusive look at how we gear up for one of the most dynamic times of the year:

Early Planning

Follett’s ability to react quickly to sports victories is a key differentiator. The concept of “hot market”—quick-turn products tied to specific events—is at the core of this strategy. The merchandising team explains:

“Hot market is all about quick-turn products with a date or event significance. For March Madness, it’s ensuring that merchandise like championship T-shirts or locker room hats is live on our website and in stores the moment a team wins. If they lose, the order is canceled. It’s all contingent on the outcome, and we have to be ready for anything.” – Margo Boland, Senior Buyer, GM Apparel & Gifts

The groundwork for success starts long before the tournament begins. Merchandising teams anticipate trends, strategically plan assortments, align with vendors, and track rankings to ensure every Follett campus is primed for the action.

When the moment arrives, Follett moves fast. A wide network of vendor partners helps deliver fresh graphics, apparel, and memorabilia that capture each school’s identity. Contingency orders are in place for rapid overnight shipping, and seamless coordination among campus contacts, store teams, and athletics ensures fans get what they want—when they want it.

Execution and Engagement

The athletics marketing team manages the critical rollout process, coordinating immediate actions across multiple departments as soon as a game ends.

“The back-end planning for basketball actually starts right as the last football is kicked. On average, over the past three tournaments, we supported 28 schools and 44 teams in the tournament. When the buzzer hits zero, our team activates immediately to ensure everything—from e-commerce to in-store displays—is ready to go.” – Zachary Fisher, Athletics Marketing Manager

Timing and precision are crucial, ensuring fans have immediate access to the products they want—whether online or in-store. This seamless coordination is central to Follett’s success.

Beyond traditional initiatives, Follett goes above and beyond with unique, out-of-the-box initiatives to elevate the fan experience:

Purdue University: Follett set up a pop-up shop in the alumni hotel for the Big 10 tournament in Minneapolis, a huge success that was replicated for the Sweet 16 in Detroit.
Villanova University: The Villanova University Shop has historically traveled with the Alumni Association, setting up pop-up shops in alumni hotels from the Big East Tournament to the Final Four, ensuring fans could commemorate each step of their journey.
Iowa State University: Follett partners with ISU to host a unique pop-up experience at the Marriott Downtown Kansas City, where the team stays. This fan-favorite activation enhances the game day experience, giving supporters exclusive access to team merchandise right where the excitement is happening

These experiences not only drive merchandise sales but also create immersive experiences that connect fans with their teams in meaningful ways, setting Follett apart from competitors.

Marketing Expertise

Follett’s marketing approach authentically connects fans with their campuses and teams. The consumer marketing team crafts strategic email campaigns, social media outreach, and digital advertising designed to strengthen fan engagement and drive sales to the school’s official store. The revenue campuses earn from store sales goes on to power scholarships, athletic programs, and more.

A great example of Follett’s strategic approach was Purdue University’s 2024 March Madness run. As Purdue remained a top contender throughout the season, Follett enhanced its efforts to support the Boilermaker community, increasing visibility through targeted marketing and exclusive merchandise offerings. Fans had access to timely, high-demand products both in-store and online, ensuring they could celebrate each milestone—including Purdue’s historic Final Four appearance, their first in over 40 years.

To further boost fan engagement, Follett supported Purdue’s Naismith Award-winning Player of the Year, Zach Edey, through NIL initiatives. This multi-layered approach significantly elevated revenue and fan interaction, deepening Follett’s longstanding 50+ year partnership with Purdue University.

Cinderella and Success Stories

One of March Madness’s most thrilling aspects is the emergence of “Cinderella stories”—unexpected victories by underdog teams. Follett celebrates these moments wholeheartedly

“When schools like Saint Peter’s make an upset, we go all in to make sure they get their moment in the sun. These unexpected victories create incredible energy among fans, and we move fast to deliver the merchandise and experiences that help them celebrate the history-making moment.” – Robert Jacko, Marketing Vice President

Special merchandise captures these unique moments, allowing fans to commemorate historic achievements.

At the same time, Follett demonstrates unmatched capability in supporting powerhouse programs during high-pressure tournament runs. Purdue’s recent journey highlights Follett’s capacity to deliver immediate fan engagement and superior merchandise availability. These successes underscore the exceptional communication, planning, and teamwork across all Follett business units.

Coordinated Efforts Across Teams: One Team, One Goal

The success of Follett’s hot market strategy is built on our foundational value of operating as one team, where cross-departmental collaboration ensures every school and fan gets the best possible experience. Each team plays a vital role, working in lockstep to execute quickly and efficiently:

Merchandising: Curates and sources timely and appealing merchandise assortments.
Athletics Marketing Specialists: Aligns efforts across multiple touchpoints to ensure a seamless fan experience.
Marketing: Develops compelling messaging and targeted advertising to drive engagement and excitement.
E-Commerce: Maintains real-time updates of product listings and web content, ensuring immediate availability.
Campus Store Teams: Leverage local expertise to activate timely, impactful events and pop-ups.

With this unified approach, we turn strategy into action—reacting in real time, meeting campus needs, and creating unforgettable moments for fans, ensuring every tournament milestone is met with precision, energy, and an unwavering commitment to our partners and customers.

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March Madness exemplifies how Follett brings expertise and passion together. Whether celebrating a championship or highlighting a Cinderella moment, we’re dedicated to helping fans commemorate the memories that matter most.