"I mustache you a question"

As an employee of the Marquette Bookmarq, I see a lot of advertising targeted at students my age.  Over the past year, the campaign has changed quite a bit. 

 One year ago, renting textbooks was the center of the marketing ploy.  The "Rent-A-Text" program was aimed at students who didn't want to pay full price for textbooks, which often totaled upwards of $700 per semester.  Since the program had only started, posters were everywhere explaining what it was and how it worked.
 
 After one year of textbook rentals, a large number of Marquette students are now in the rental program..  The Rent-A-Text posters are still displayed, however are much more sparse than in the past.

Today, the signage in the Bookmarq takes a much different tone.  Instead of coming right out and saying something, all of the posters have a humorous and almost an indirect tone.  Even the associates were given t-shirts saying, "I mustache you a question." 

Upon my arrival at the end of Summer, I was unsure of what to think.  Quite honestly, I didn't even understand half of it, much less comprehend what the company was trying to say.  In addition to the shirts, customers were given sticker sheets of mustaches! (Which I do still see time to time on the sides of random buildings and bus shelters).

To this day I still cannot figure the marketing campaign out and feel as if my coworkers have little understanding either.  There too are other signs  around the store that are a bit less strange, but not by much.

They are interesting to look at, however I don't believe that the campaign is hitting its target audience. The signage seems to be better suited for a younger age group, perhaps middle school students. Many Marquette students are going to the bookstore to purchase their Organic Chemistry or Analytical Engineering Systems textbooks. For them, the signs are not amusing and appear to be immature.