Memorabilia seller Jostens names company vet as Prez
Larson most recently served as senior vice president and general manager of the Minneapolis-based company’s Memory Book business division.
A Jostens veteran, he kicked off his career as an intern, training sales representatives, students and educators. He has since held a variety of leadership positions in general management, technology, e-business and marketing.
Larson became senior vice president and general manager of Jostens’ Memory Book business in 2005. As general manager, he was responsible for all functions of the business including sales, manufacturing, finance, human resources, marketing and technology.
Jostens provides products, programs and services that include school yearbooks and memory books and scholastic products like class rings, graduation supplies and products for school athletes and fans.
DailyVista spoke with Jostens
representative Richard Stoebe about the company’s marketing strategy and its brand awareness initiatives.
Stoebe said that one of the company’s marketing initiatives involves working directly with schools by utilizing a group of independent sales representatives that help facilitate things like graduations and yearbooks.
“We also work directly with affiliation groups like sports. We work with championship sports teams like Super Bowl champion teams—Jostens has done 27 of the 41 Super Bowl rings,” he said. “And then we also market to colleges through our sales reps working with registrars and through partnerships with college bookstores and certainly online.”
Stoebe said that at this point, he can’t comment on the company’s future marketing plans and that Jostens’ short-term marketing strategies have yet to be communicated externally.
“We certainly value the role we have with our responsibilities and opportunities with schools, and also the growing importance of our online presence,” he said.
Stoebe said that Jostens’ brand recognition opportunities are abundant when students are presented with class rings, when they distribute yearbooks and ultimately when they graduate, because the company’s name is attached to these milestone events.
Jostens is not conducting an open search for an agency and has not submitted a request for proposal. Stoebe said he is unsure if that is going to change in the future.
According to The List database, Jostens does not currently have any agency relationships.
Interested agencies should put Jostens on your short-term prospect list. Come up with ways to increase recognition of the brand, perhaps suggesting sponsorship opportunities. This could be a good opportunity for events marketing firms or even public relations firms to help get the Jostens name out there in the future.
3601 Minnesota Drive
Minneapolis, MN 55435
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