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L.L. Bean
Challenge: Seeking to increase awareness of L.L. Bean's brand and products among younger consumers under the age of 35, L.L. Bean turned to EdVenture
Partners for targeted research insights and innovative Integrated Marketing Communication (IMC) strategies from university students throughout the
country. L.L. Bean did not want to reinvent its venerable brand, but wanted to see how Gen Y could best re-express it to be relevant and resonate
with this audience.
Solution: Students enrolled in a marketing class formed an ad agency for L.L. Bean. They generated IMC plans that included market research, a positioning
message, advertising creative, media schedule with budget allocations and testing and validation of concepts and ideas.