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Presented by Ada Wong, Chieh Yang, Jamie Kirschner
“I see brands as people. They are never static, not even when they sleep. Brands should
know well enough about themselves to evolve, change, and innovate before the market
takes action. Moving ahead the ﬂow is always the key. ”
-- Steve McNally, Founder of Movement
We create ideas that inspire desirable actions.
To communicate the authentic truth of brands
with the world, and make it universally
accessible and desirable.
We believe in
• Result -- We never create things that deviate from
our campaign’s objective.
• Opacity -- Digging deep into brands, audience,
and market to reveal the hidden truth make us
who we are today. Success won’t change, we
• Interaction -- One-man show is not what we are
doing. We value communication with our clients
and the audience.
As a client, you may see ROI as Return On
Investment. Congratulations, you come to the right
place. Above all, client’s prospect always comes ﬁrst.
• account services
• planning & project
• interactive production
• interactive production
• Computers, Electronics & Software/ Office
• Commerce/ Management Consulting & Finance
• Automobile/ Automobile & Auto Electronics
• Home Supplies/ Furniture & Home Decoration
• Consumer Packaged Goods/ FMCG
• Healthcare/ Health Insurance
• Travel & Hospitality/ Theme parks &
International Hotel Chains
59 regional, 40 national, 23 global brands
A taste of
Who we are
"Don't ever let someone tell you, you can't do something. Not even me.
You got a dream, you got to protect it. People can’t do something
themselves, they want to tell you you can’t do it. You want something, go
get it. Period. All right?” – The Pursuit of Happyness
--What’s your favorite movie line?--
"Don't tell me I can't do it; don't tell me it can't be done!"
– Howard Hughes, The Aviator
“Balance my darling, is not letting anybody love you less than you love
yourself.” – Eat Pray Love
• Secondary research
1. online informational search
2. news, books & articles
• Primary research
1. store visits
2. mysterious shopping
3. personal interviews
Objective: explore all means that would lead us closer to Office
Depot & OfficeMax, your competitors, your customers, and the
Office Depot &
Office Depot Inc.
• Founded in Florida by Pat Sher, Jack Kopkin and Stephen
Dougherty in 1986.
• Merged with Viking Office Products, a public company and the
world's leading direct mail marketer of office products in 1988
• Merged with OfficeMax in 2013
• Became a global provider of products, services, and solutions for
every workplace – whether your workplace is an office, home,
school or car to make customers more productive, including the
latest technology, core office supplies, print and document services,
business services, facilities products, furniture and school essentials
• Acquired by Staples, Inc. in April 2015
• Annual sales of approximately $16 billion
• Hires more than 56,000 employees all over the world
• Has over 1,100 retail stores in North America and over 400
stores either company-owned, licensed or franchised, in
other parts of the world
• Operates under several banner brands: Office Depot,
OfficeMax, OfficeMax Grand & Toy, Reliable and Viking
• Exclusive product brands include TUL, Foray, DiVOGA,
Ativa, WorkPRO, Realspace and HighMark
Office Depot &
The leading global provider of workplace products and solutions
The brand falls into the following General Categories:
• Office & home furniture
• Home decor
• Office Supplies
• Paper products
• Office equipment and instruments
• Printing, copying, scanning & fax services
• Household Supplies
• Cleaning supplies
• Foods, Appliance & Groceries
Office Depot &
The brand falls into the following Positioning Categories:
• Low-Cost Provider
• Deal center, Cash Rewards, Complimentary shipping
• Customer Intimacy
• Exceptional user shopping experience
• Personalized customer services
• Performance & Service Excellence
• Large variety of brands and product options
• Fast delivery services
• Specialized division for business services (Business solutions center)
• Low Risk & Domain Expert
• It is one of the top brands that customers know and trust in the category
Office Depot &
The leading global provider of workplace products and solutions
To convert Office Depot & OfficeMax’s high
awareness and favorability into increased sales as
Your objective is now our objective.
So we pretty much talked all the stuff that you may have already known.
-- Office Depot & OfficeMax seems to be doing a pretty good job. But can Office Depot & OfficeMax do better?
Let’s go back to the ultimate question: Why are we here today?
You want something out from us, which you don’t currently have that right now. Probably later, but not now.
Otherwise, we have no reason to be here.
Like we said earlier, we move ahead the ﬂow. Your marketing objective is our objective now. We are here to assist
Office Depot & OfficeMax to move forward and grow bigger.
We see more in Office Depot & OfficeMax.
So here we go, the real stuff.
Analyzing the market:
Aspects affecting the US economy
• Shrinking European economy and Euro-zone (Russia, Italy,
• Ongoing political unrest in Ukraine
• Expectedly increasing interest rates from Federal Reserve
Despite this …
• The real GDP, the best measure of economic standing, is
What does that mean to Office Depot & OfficeMax?
Analyzing the market:
The US will perform well even if the rest of the world doesn’t
• Over 90% of Office Depot & OfficeMax’s business would beneﬁt
Increasing consumer spending
• “Nearly 3 million jobs in 2014 were set to add in 2014— the biggest increase since 1999. The burst
in job creation, expected to continue in 2015, is sure to fuel consumer spending” – Jeffry Bartash,
VP, Summit Investment Advisors
• Consumer spending is likely to grow in pace with the economy
• “McDonald's joins Wal-Mart, Gap, other cos. in raising wages” -- U-T San Diego, April 1, 2015
Increasing business spending
• Expansion are expected from businesses, either nationally or globally
• “Salesforce.com plans another Chicago expansio” -- Crain's Chicago Business, April 23, 2015
• “US ﬁrm promises 100 jobs in Waterford expansion” -- RTE.ie-Apr 24, 2015
Analyzing the industry:
Annual Industrial Growth from 2010-2015:
• Falling demand
• Changing digital landscape
• Fierce external competition
• Increasing labor costs
Source: IBIS world
1. Digital and Online Shopping (Ecommerce)
• Most of the customers are purchasing office supplies online instead of visiting the stores
• informational search may sometimes be performed on mobile devices such as phones and tablets
2. Time-saving and Convenience
• With the fast-paced economy and evolving technology of retailers such as one-click purchase,
customers favored retailers that could provide quick and convenient purchasing methods.
• Customers were reported to generally shop office supplies for the best price, especially for business
customers as cost saving would aggregate while they buy in bulk
4. Integration of technology in office
• With increasing adoption of technology in the office, owning office furniture and supplies that
accommodates different technologies is imperative. Workstations with cable management, storage
for components and removable backs provide stationary workstations a clean and clutter-free look.
• Professional integration of new visualization and multimedia technologies into meeting rooms is
becoming ever more important. Standardized installation solutions for cabling, presentation and
networking are state-of-the-art.
• Customers are expected higher degree of customization not only the products’ design, but also the
service from retailers.
6. Sustainability and Cost-saving
• When it comes to design, offices are going (and staying) green by using recycled fabrics and products that
7. Collaborative Working Environment and Mobility
• Laptops, portable desktops and tablets that enable employees to move freely in and around the office not
only offer a healthier alternative to traditional working environments, but also ensure constant workﬂow
and productivity regardless of how the landscape of your day shifts.
• Short stand-up discussions: with the support of high tables and stools – do not only make sense from an
ergonomic point of view, but also have a positive impact on communication itself. Studies show that they
are generally more targeted than standard, seated, discussions (e.g. study by the University of Missouri on
the growing signiﬁcance of stand-up meetings).
8. Increasing emphasis on design and creativity in office
• The big IT companies are setting an example, and more and more ﬁrms are jumping on the bandwagon.
Whether at Google in Zurich or Microsoft in Vienna: all the senses are set to work and dusty old
perceptions of offices are abandoned. At times, meetings may take place in a cable car or talks may be held
in a comfortable lounge. This extravagance is not, however, an end in itself but serves a higher objective:
innovative energy needs social friction in a creative environment.
• Varied and distinctive colors and materials are expected from customers for office supplies.
• Sales: $23.11B
• Market share: 38.2% (2014), 40.6% (2013)
• Stores: 1575 locations in USA and totally 2281 stores in whole world
• Vision: to establish Staples as the single-source product authority for
millions of businesses
• Sales: $476.53B
• Stores: 4,203 stores Wal-mart US segment
• Positioning: ubiquitous budget retailers
• Sales: $74.45B; Results of Complete.com analysis show that 1.1M
shoppers considered an office supply product on Amazon. To put
that number in context, the number of unique Amazon office supply
shoppers is equivalent to 48% of the total unique shoppers to
• Mission: “Our vision is to be earth's most customer centric
company; to build a place where people can come to ﬁnd and
discover anything they might want to buy online.”
Office Depot & OfficeMax
• Sales: $11.49B
• Market share: 31% (2014), 33% (2013)
• Stores: operated 1,912 stores, and the OfficeMax
merger added 823 stores to its lineup.
• Vision: Delivering Winning Solutions That Inspire
Closer look at the
• Positioning: We make it easy to make more happen.
• Focus on convenience
• Mission: We save people money so they can live better.
• Focus on price
• Positioning: Amazon.com provides a combination of extraordinary convenience,
low prices, and comprehensive selection.
• Focus on variety and customized service
Source: MRI+ 2013
Article: Office Depot seeks unique identity from competition. March 2, 2014, Sun Sentinel
Demographics (Combining OfficeMax & Office Depot)
• Gender: Both Males and Females
• Race: Asian > White > Black/ African American
• Age: 35-64 (The elder, ‘Gen X”, buy more than the younger)
• HHI: $40,000-$150,000+ Disposable Income (Across Middle Class to Upper Class)
• Education: College or above
• Occupation: Mainly-Professional, Management, Business and ﬁnancial related
1. Primary: Small Business Owners ( “Small business is a key customer for
Office Depot”- Jaynie Smith, a Fort Lauderdale consultant)
2. Secondary: Individuals for school supplies
• Region: Midwest and West part of U.S.
• Marital Status: Now Married
• Media Preference: Magazine and Internet
• Sport Preference: Golf, Tennis, Boating, Running and Bicycling.
Source: MRI+ 2013
• Well-educated entrepreneurs
• People person with strong social and communication skills.
• Travel addicts
• Moviegoers & Event-goers
• Tech-savvy users
• Apple fans (Heavy Macbook and iPhone users)
• Pay attention on business/ﬁnancial trends and daily news
• Live in healthy lifestyle
• Seek practical info online to solve their life problems (eHow/
Answers.com/ Wiki frequently)
• Crave aesthetic and beauty
• Do online shopping occasionally
Meet Robert – The Small Restaurant Owner
• Age: 40
• Education: MBA degree
• Occupation: An Italian restaurant owner recently is planning to
expand two more stores in San Francisco and Seattle.
• Marital Status: Married with 2 children.
• HHI: $100,000
• Lives in Los Angeles.
• Recent goals:
1.Buy a Bottega Veneta suit for the upcoming suit and tie party.
2.Plan a family trip to Germany and France for this summer..
• The most important things in life: Health, money and IPhone.
1. Golﬁng with colleagues.
2. Watching movies on Friday night.
• Pet peeves: Meet a client with an unkempt appearance in a
• Declining demand for office supplies
• “There’s a big shift in the landscape within this industry,
particularly because there’s less need for these office products
now that everyone’s going digital,” said Sageworks analyst
• Migrating Small Business Customers to Online and to Other
• From an article from Business Insider dated on February 5,
• Kean, the owner of a property broker that employs 10
people in the Chicago suburb of Park Ridge, said he
stopped shopping regularly at the nearby Office Depot
(&OfficeMax) years ago and only buys from Staples
when they advertise a really good deal.
• "For normal stuff like paper, pens, folders and ink, I go
to Costco and Sam’s …I think most small business guys
do the same thing," Kean said.
We see a situation…
… but We also see an opportunity
A growing need and demand for office
supplies in large corporations to feed
their expansion plans either nationally
“… analysts say the merged ﬁrm should be able to keep, or even
strengthen, business serving larger ﬁrms directly… “
– Business Insider, February 5, 2015
Tiffany joined IBM as a Junior Global Procurement Professional
Assistant 2 years ago after she graduated from Boston College.
She is mainly responsible for assisting purchasing items for the
organization including Technology Products, Software, and office
supplies etc. Ordering office supplies always goes to the last item
of her to-do list but bothers her the most because, currently she
followed her previous superior to order supplies from several
vendors for cost and beneﬁts considerations. But she found this
process very inefficient and time-consuming, and the quality of
the supplies varies.
She talked to her supervisor about that and the team agreed with
the problem. But they are too busy to do the research from
scratch and come up with a solution.
Outside of work, she loves hiking and kickboxing to release some
stress from her tense job.
Meet tiffany – The Multitasking Young Working Professional
What we know about
the target customers
• They are busy.
• They purchase supplies for their organizations instead of personal use.
• Due to a given company’s budget on office supplies, they look for good deals
from suppliers, but also value quality, service, and convenience of purchase.
• They work hard and strive to climb up the ladder.
• Pleasing their boss and fellow colleagues would be a means to an end. 34
What matter to the
• efficiency & convenience
• quality & cost worthiness
• customer services
⇒ A solution that can solve their problems at work, which could
free them to spend the time on the other more important issues
What the target customers
think of you
They see Office Depot & OfficeMax as a brand for individuals who care quality over cost but
not for a large corporation, as it is more expensive. So Office Depot & OfficeMax never come
into the picture when they are performing initial stage of research for supplies of the company.
Indeed, they failed to realize the amortized cost reduction and the beneﬁts of better-quality
office supplies, both for the corporation that they are representing, and for themselves as an
What Office Depot &
OfficeMax really is,
a Business Solution, and
also a Personal Solution at
To help Office Depot & OfficeMax communicate to
customers and prospects that it is the one-stop
destination for businesses to ﬁnd the best values, that
solve their problems at work, showing by increasing
3% sales growth from larger customers in 3 months
• Deﬁne “values” = the amount of money that
something is worth (Merriam Webster)
• Show the users beneﬁts in our communication
supported by product features
Why are we advertising at all?
• Office Depot & OfficeMax sales are stabilizing, affected by declining
demand, changing digital landscape, and ﬁerce competition
What is the advertising trying to achieve?
• To convince people who are working for medium-sized and large
companies that we are the one-stop destination to ﬁnd the best values
and assist them to achieve success at work
Who are we talking to?
• The Tiffanys of the nation
What do we know about them?
• Tiffany is ambitious at work and she is opened for anything that could
help increase efficiency at the office. She is active out of work and is
aware of market news 40
What’s the main idea we need to communicate?
• Office Depot & OfficeMax is the ultimate one-stop solution, that helps
business to achieve their objectives and allows customers to achieve their
personal goals at work.
What is the best way of planting that idea?
• Communicate that Office Depot & OfficeMax cares for individuals at a
medium/ large corporation
• Focus on showing Office Depot & OfficeMax as a tool to meet career goals
• Highlight ways in how people use and beneﬁt from Office Depot &
• Convey that when people are looking out for supplies on behalf of the
corporation, Office Depot & OfficeMax is their one-stop destination
• Associate Office Depot & OfficeMax with career and business success
To convince 25-35 year old males and
females who are seeking office supplies for
their corporations that Office Depot &
OfficeMax is the ultimate solution for office
supplies because it always comes with
quality, efficiency, and satisfaction.
Life is better
• Concept: people are different when they
have Office Depot & OfficeMax, especially
• Focus: problem solving
• Tone: funny
Tv spot #1
Your boss & colleagues become
You give them Office Depot &
The story started with yelling boss &
colleagues, showing with exaggeration.
Situation set-up could be daily operation, asking for a raise, asking help
How it works:
Use smartphone to feed angry boss/ colleagues with Office
Depot & OfficeMax’s supplies and bring them back as the
normal happy person
Web banner & Search Engine Marketing
● Placement of the web banners would be:
Bloomberg.com, Wall Street Journal
● Banners will appear when people search keywords, such
as, “annoying boss” and “office furniture” at Google
- Big success
• Concept: revealing the reason behind the big
success of international giants, i.e. Office Depot &
OfficeMax, by showing the high quality of our
products and user beneﬁts
• Focus: efficiency
• Tone: funny
-Outdoor guerrilla marketing
Tv spot #2
The story will end with happy clients
meeting. It shows why the successful
businesses can able to earn tons of proﬁts
and become successful.
After all employees leave the company, Office
Depot & OfficeMax supplies come alive to
help the team to work. We plan to display
the latest products of Office Depot &
OfficeMax and demonstrate the high quality
of our products.
The plot will start at a normal day in an
international & successful corporation.
● People are invited to take a quiz to determine which type of
supplies they are at a office (implying the function/ role that they
are playing at the office)
● An interactive game will be design to let people to design their
personalized office supplies characters
Microsite & online mini-game
How It Works
● When people search for keywords such as printer, office supplies, or office
furniture, an interactive animation, i.e. one of the characters from our TV
spot, will appear as one of the product suggestion from Google
● When people click onto the ads, they will be directed to the Office Depot
& OfficeMax’s page for product details
Search Engine Marketing
Tv spot #3
Story will start with a normal day at the
office. A staff handed a pen he brought from
Office Depot & OfficeMax to his supervisor.
And he then go crazy about the pen
because it is too good to use.
“I WANT MORE!!” said the supervisor.
The story will end with a chaos at the office
when everybody are so amazed by the
products from Office Depot & OfficeMax
and start chasing for the people who have
How it works:
● Invite people to post any office supplies with a boss face on
Instagram, Facebook, or Twitter with a hashtag
#ODOMIWANTMORE to receive discounts
Social media campaign
Banner ads about the social media campaign will be placed on digital
newspapers app such as WSJ, NYT, and Bloomberg, to invite people to join
and enjoy the discounts.
Mobile Application Banner Ads
Media plan rationale
Major Medium (according to MRI+)
Budget allocation: $30 million
Duration: 3 months
Source: MRI+ 2013
• Business magazine
• The Economist, Bloomberg Businessweek, Entrepreneur, Forbes
• New York Times, Wall Street Journal
• Geographical segmentation: Southern and Western part of US, based on stores distribution of Office Depot &
• Times: Prime time
• Google banner ads: USA Today, eHow.com, wsj.com, nytimes.com
• Search Engine Marketing at Google and Yahoo
• keywords: office supplies, good quality office supplies
• Billboard and bus shelter in ﬁnancial districts
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