Through Every Door A New Story: An Advertising Campaign for Francie & Finch Bookshop

Authors

Aislinn T. Sullivan, University of Nebraska-LincolnFollow

First Advisor

Valerie Jones, PhD

Second Advisor

Brian Hubbard

Third Advisor

Kelli Britten, MA

Date of this Version

5-2025

Document Type

Thesis

Citation

Sullivan, A. 2025. Through Every Door a New Story: An Advertising Campaign for Francie & Finch Bookshop. Undergraduate Honors Thesis. University of Nebraska-Lincoln.

Comments

Copyright Aislinn Sullivan 2025

Abstract

More and more of our world is run by algorithms. What we see, what we buy, and what we share. Online retail has sent ripples through the book-selling industry, but the algorithms can’t replicate the feeling of tangible discovery and shared experience.

As more free time is taken up by digital entertainment, moms are seeking to create personally resonant experiences for those they love. This campaign strives to introduce Francie & Finch as the stage for the target market, moms ages 35-50, increasing brand awareness.

These moms remember the things that tightened their bond with their loved ones like reading aloud with their toddlers or sharing a favorite book with each child. As digital interactions replace intentional shared moments, moms strive to create new experiences.

To increase brand love, Francie & Finch must show the target that they are there to help them build these deep experiences by providing an opportunity to discover new family favorites and start new conversations with loved ones.

The Through Every Door a New Story campaign will place Francie & Finch at the forefront of building strong community through tangible tactics to bring back that sense of physical discovery.

By the end of the campaign, the target will see Francie & Finch as the place to discover...