Borders Will Honor Educators with Educator Appreciation Week (send gifts)

Educator Appreciation Week is coming up and Borders, for one, is going all out.

Actually, they are doing more than going all out—they actually invented the whole week in the first place. Their intention is to recognize educators and of course create positive PR for the
stores, along with traffic and sales. And
actually, it’s not merely a week--It’s going to actually last days, and all the
locations are participating. And so are
lots of publishers—which is, of course, where you and I come in.

Borders has invited us to send them any little tchotchkes we might have to give as handouts in their stores. One publisher, for example, is sending some nifty magnetic logo’d bookmarks to the stores. It’s a really appropriate gift, sure to be
appreciated by browsers in the stores, and everyone who accepts the gift will
certainly think of the publication whenever they use it.

Borders is doing lots of other things to get people to pay attention as well. They’re going to have a dedicated page on their website; online partnerships; email and direct mail blasts; invitations
sent to schools; signage in the stores; media blasts and PR—the whole nine
yards.

Whatever is going on with Borders—and we’ve heard lots of things from the business press lately—they are not crawling under a rock.
They are reaching out to their customers and all channel partners and
working to create excitement, and energy, and sales.

Good for them! They need it, and magazines need it, and we all need a breath of fresh air about now. Some innovative marketing and good corporate
works and, of course, appreciation of the educators amongst us might be just what
the doctor ordered.