The Background

Originally founded as a student textbook buyback program, BookFool was shifting its approach to partner with college and independent bookstores for buyback programs instead of competing with them. We were hired to develop a marketing strategy to help BookFool get in front of this market and build these affiliate relationships. Following marketing strategy development, we served as its outsourced marketing department to execute a number of projects.

Our Approach

All of BookFool’s materials – including its website and social media outlets – were geared toward encouraging students to sell their books directly to BookFool. We helped BookFool change its messaging to speak directly to bookstores to show why partnering with BookFool was a smart business decision.

We rolled out a new website, company video and series of collateral materials to take on the road to industry trade shows. We also secured a number of media placements to tell the BookFool story.

The Results

While we were working together, BookFool’s awareness within its target market increased significantly. The company also began to receive more interest and qualified leads from its website and at trade shows. BookFool has since been acquired by Ingram Books, which was one of the ultimate goals for the company.

Services Used:

  Marketing strategy development

  Website re-design

  Website video

  Collateral materials for tradeshow

  Media relations

  Email marketing

  Facebook promotions


What the Client Says

“Our company, BookFool, has greatly benefitted by bringing in Blue Kite Marketing to help us think through and execute on our marketing ideas, our customer retention and support strategies, and almost everything else under the BookFool sun. Being a David in a Goliath industry, we needed somebody like Laura to take a holistic and aggressive view of key areas, be able to adapt with us and be able to execute on the ideas quickly and effectively. Before Laura, we were “Ready! Fire! Aim!” With Laura we are “Ready, Aim, Fire!” That makes all the difference.”

– Kris Lange
Founder of

See More Projects

Hollins Raybin & Weissman

Refreshed lawfirm website generates more leads

National Pro Fastpitch

Social media training

EZR Management

Updated management website and marketing


Website redesign and social media marketing