Staples Brand Accelerator Media Products

MEDIA!
INNOVATION
MEDIA!
INNOVATION!

1. WHY WE’RE HERE
2. PROCESS
3. STRATEGY
4. EXECUTION
5. CONCEPTS
2

CREATE THIS PERCEPTION:
4
“Staples Makes it Easy with Every Product
Businesses Need to Succeed”

GOALS
Acquisition:
• Drive SMB acquisition
• Drive traffic to e and m-com
• Drive footfall to retail
Evolve brand perception:
From: source for “office supplies”
To: provider of “office solutions”
5
PRIMARY
SECONDARY
conversion
repeat visits
!
willingness
to recommend

!
Ed Gorman
Keri Demarino
Liz Johnson
Kevin Ward
VCs: “ﬁlter”
TEAM COMPOSITION
Jason Newport
Michael Liu
Haydn Davies
Jay Poropatich
!
4 Team members
8 Team members
!
4 Team members

Gil Beyada
Genacast Ventures
Founder & Managing Partner
genacast.com
Roger Ehrenberg
IA Ventures
Founder & Managing Partner
iaventures.com
Chris Fralic
First Round Capital
Partner
firstround.com
Eric Hippeau
Lerer Ventures
Managing Director
lererventures.com
Joe Medved
Softbank Capital
Partner
softbank.com
Karin Klein
Bloomberg Beta
Partner
bloombergbeta.com

FROM A POOL OF MORE THAN ONE THOUSAND…
11
WE CHOSE THREE…
WITH YOUR HELP…

Multi-Screen
Engagement
Audience
Taxonomies
Cross-Screen Retargeting
12

13
!
TIMELINE
APRIL MAY JUNE
WK 1 WK 2 WK 4WK 3 WK 1 WK 2 WK 1 WK 2 WK 4
AEGIS, CARAT: Send STAPLES-
approved brief to VCs
!
VCs: Respond to client briefs
(please follow instructions
provided in the email
accompanying the brief) with
two portfolio companies best
equipped to solve for the brand
challenge.
AEGIS, CARAT:: STAPLES account teams
meet with CLIENT to assess submissions.
Client team selects two startups to work
with.
AEGIS: On behalf of CARAT
account teams and CLIENT,
AEGIS announces STARTUPS
selected. All VCs will be
contacted.
AEGIS, CARAT &
STARTUPS:
Co-creation phase
begins. 3-hr kick off
meeting hosted by
AEGIS.
CLIENTS: Client leads from STAPLES meet
jointly with AEGIS, CARAT & STARTUPS to
receive progress report/status update
from build teams, and to provide
feedback.
WK 3
AEGIS, CARAT & STARTUPS:
Collaboration continues.
!
AEGIS to facilitate structured joint
sessions.
!
In addition, meetings may happen
intermittently as needed.
AEGIS, CARAT & STARTUPS:
Collaboration continues. Teams
may meet as often as necessary.
CLIENTS: Client leads from STAPLES meet
jointly with AEGIS, CARAT & STARTUPS: to
provide ﬁnal feedback before “Demo
Day”.
WK 4 WK 3
PROTOTYPE REVEAL
DEMO DAY

PEOPLE
Before they are your
customers, they are
consumers. Before they are
consumers, they are people.
People do not widely believe
advertising is inherently and
consistently valuable.
BUSINESS TECHNOLOGY VALUE
TURN MARKET NOISE INTO MARKET SENSE
15
Your products, services,
solutions and brand are
worthless — until they
intersect with situations and
scenarios where they can be
meaningful to people.
Anticipating and getting
ahead of new demand
patterns driven by
technology will secure
competitive advantage.
Aiming to change consumer
behavior is futile.
We must adopt a modern
marketing mindset where value
exchnage achieves normalcy:
“Embrace the behavior,
enhance the experience.”
!
!
!
K G ` j

GET OUT OF THE FOG.
!
EXPLORE THE CORNERS OF TECHNOLOGY IN
COLLABORATION WITH BEST-IN-CLASS PARTNERS
TO DISCOVER HOW TO…
!
PLAY A MORE VALUABLE ROLE IN CONNECTING
SMALL BUSINESS OWNERS TO STAPLES.
16

Design services and solutions around the situations
and scenarios where Small Business Owners would
welcome Staples — so long as you’re meaningful.

18
“What need is revealed when we
consider people and their context
together?”
!
!
“What value or service can we
offer that will ﬁll that need?”
!
!
“What messages or content must
we create to deliver that value or
service?”
REBOOT

VALUEENTERTAINMENT
Entertainment is the primary
driver of time spent with
mobile and driving
engagement.
SELECTION utility
20
PILLARS
Showcase the breadth of
selection available at Staples
Spotlight free overnight
shipping and rewards to
ensure business owners
understand the true beneﬁts
Embrace the behavior,
enhance the experience.
!
Create usable media.
!
!
!

21
Create new and deliberate economic value
for small business owners through digital,
mobile and social.

22
BENEFIT WITH STAPLES DATA WITHOUT STAPLES DATA
Dynamic Product Retargeting
Cross Screen Dynamic Retargeting
Media & Device Attribution
Media Optimization
Robust Targeting and Segmentation
Identify Lower Funnel Opportunities
the value of your data

STAPLES
SOCIAL RADAR
Give SBOS a multiscreen utility that aggregates
consumer behavorial patterns in the vicinity of
their business.
Point of entry for the SBO is with Media Ads that
offer a preview of the experience after tapping.
The User has ongoing access to an HTML5
geo-aware tool that pinpoints consumer locations
and their intent via hashtags and photos.
Possibilities abound, including the ability for the
SBO to intercept the user or track path to purchase
and redirect them with a specil offer, or a
conquesting promotion.
This is a modern, social, real-time mobile circular
that empower the SBO to drive footfall to retail.
All powered by Staples - a tool that blends the
virtual and real to enable SBOS to
“Make More Happen”.

Type in Your Reply:
@AromaEspressoBar
@TFunke n
@BobLoblaw /
@Maeby f
@Gob g
@KittySanchez l
@George_Michael 4
@BustersHand f
@EveHolt l
@LucilleB 4
@DoctorFishman g
@TonyWonder &
STAPLES
SOCIAL RADAR
1. Draw & Search
Search your location and draw
around the area you want to
view the most recent/populated
hashtags. The app can be added
to your device and revisited at
any time. Staples Daily Deals Ad
is directed to targeted users.
0. Invitational Banner (320 X 50)
Call to Action - Prompting SBO to explore the
Staples Social Radar HTML5 downloadable app.
3. View All Networks
See the social conversations
across all the network platforms.
The SBO can then direct a
targeted message direct to all
those individuals.
4. Socially Network
SBO’s can then communicate
with these groups of localized
hashtaggers. And Staples can
collect all of this info back
about the SBO’s to better
interact with them.
ADD TO DESKTOP
+ADD TO DESKTOP
+
2. Choose Topic
Search your location and draw
around the area you want to
ﬁnd the most recent/poluated
hashtags.
ADD TO DESKTOP
+
#Coffee #Coffee Users
< Back to Map
Send everyone a message now:
ADD TO DESKTOP
+
FIND OUT WHAT YOUR CUSTOMERS ARE
SAYING NOW.
Draw a circle around your
work location.
See what people are
talking about in your area.
GO!
n/fgl4&
#GrandCentral
Station
#tbt
#Coffee
#selﬁe
#42nd
#NYC
#love
The bigger the circle, the
more the topic is trending.
Tap on a topic to explore
and communicate with
your community.
GO >
< Back
Save Search New Search
@all If you love #coffee ,
come visit us before 3pm
and get a free cookie!

TARGETING
RICH MEDIA
RETARGETING
FUNCTIONAL ROLES
• Targeting Small Business Owner (SBO)
• Demo
• Location
• 3rd Party
• Identifying trending clusters
• Determine products to display based
on segment data
• Ingest location data for contextual
targeting
• Develop HTML5 dynamic multi-screen
(desktop, mobile, tablet rich media
unit)
• Ad serving
• Ongoing hosting of HTML5 web app
• Integrate third party API keys for each
social feed
• Collect and classify speciﬁc interactions
with ad unit
• Upon user interaction/tap/click on ad
unit:
• Personalize ads based on user
behavior (searching, browsing,
abandoned carts, etc)
• Feature “trending” products within
given category
• Product deep-linking into
staples.com mobile site or app (or
any Staples-owned digital asset
partner
breakouts

STAPLES
Spread brand awareness with a fun and
engaging game experience that familiarizes
users with Staples’ unique small business
inventory. In this cross-platform unit, users
must slingshot popular Staples products into
a moving shopping basket as a countdown
timer ticks away. The end state displays the
total list of items flung, highlighting the ones
that successfully landed in the cart. Users
can click items to see product details and
click out to Staples.com to “Shop Now” or
can play the game again.
This experience runs as an expandable unit
on desktop, tablet and a fullscreen unit
on mobile.

POWERED BY ADCADECARAT | STAPLES 2
EXPANDABLE
02
Users are instructed to launch
the products into the basket.
03
Users will drag the products back
into the slingshot and take aim
to launch them forward into the
moving basket.
01
After a brief animation, users can
click to expand the unit.

EXPANDABLE
05
After the game ends, a
scoreboard appears including all
of the products launched in the
game with icons to indicate hits
and misses.
06
Tapping or clicking the product
name brings the user to a product
information panel which includes
more details and allows them to
click out to Staples.com to shop.
04
As the user shoots, new products
slide in quickly, challenging
the user to work fast to get as
much as possible into the basket
before time runs out.

STAPLES
To showcase the savings small businesses can
leverage at Staples, this experience allows
users to find out how much they can save with
Staples Rewards and Free Shipping. Users
can calculate their savings using an interactive
calculator. This interface has been designed
with bleeding edges and simple design to
make it blend with nearly any site and create a
widget-like experience.
These units will run on desktop, tablet
and mobile.

EXPANDABLE
01
After a brief animation, users can click to
expand the unit.
02
Scrolling text on the calculator screen
instructs users to enter their supply budget.
The copy will animate in and out until the
user clicks or taps a number.

EXPANDABLE
04
When the user hits the “Less” button, a
savings calculation along with Staples Free
Shipping and Rewards messaging is shown.
The user can then click out to Staples.com to
sign up for the Rewards program.
03
The user enters a budget and can now
click or tap the “Less” button to calculate
potential savings.

STAPLES
Spread brand awareness with an engaging
workspace environment that showcases
Staples’ wide selection of inventory. This unit
features a workspace where users can navigate
around the room, click on hotspots to view
product details and ultimately click-out to shop
the featured products on Staples.com.
This experience runs as an expandable unit on
desktop or tablet and as a fullscreen unit on
mobile.

EXPANDABLE
01
The unit opens to an instructional
message on screen.
03
Upon the details overlay screen,
users can click out to shop the
product on Staples.com.
02
Users can navigate the space by
hovering (desktop) or tilting the
screen (mobile, tablet). Users can
click on a hotspot to view details.

OVERALL HOTSPOTS

STAPLES
BUSINESS OWNERS CARD
The Staples "Owners Card” (Staples OC) is a membership organization created by Staples to meet the unique needs of small business founders,
CEOs, presidents, and other members of the entrepreneurial small business community.
MEMBERSHIP BENEFITS
1. Value benefits including FREE OVERNIGHT SHIPPING and 5% REWARDS are largely parity with benefits any Staples shopper could
experience with today (should they be aware) without having the card.
2. Utility benefits focus largely on convenience. The card is always within reach, giving members easy access to their “card”. Membership
credentials (e.g; the card) are 100% mobile and digital and managed by members from the device(s) they specify:
On each member’s mobile device in the form of a web app: accessible via shortcut on member’s home screen
In the form of a widget/browser extension easily accessible on their computer’s desktop
It is important to note the importance of the functional and also promotional value possibilities to explore here. For example, the
card could become smarter over time based on the user’s spending behavior, where they’ve been, what activities they have done,
how much they have spent at Staples and otherwise, etc — in the near term it could be leveraged as a promotional canvas offering a
STAPLES OC DEAL OF THE DAY positioned as a reward to cardholders/members…. This reward would be visible each day starting
at 12:01am and expiring at midnight on the same date. Offers customized by segment initially, and then through behavioral analysis
as time passes.
3. Visually Stunning: “premium”/platinum/diamond/black card aesthetic... In a digital wrapper... Must be beautiful, ornate, digital
“detailing”... Offer members options to customize their digital SOC with different skins, colors, material (e.g; steel, plastic, onyx),
iconography, user photos/their business’s logo, etc).

WHY BOTHER CREATING THE PROGRAM IF THE BENEFITS OF BEING A STAPLES OC MEMBER HAVE NO INCREMENTAL VALUE?
We have learned from many sociology, ethnography and economic studies through the years (as well as from performance data of
other club and community-based membership programs) that whether physical or digital, visual evidence of professional and
socioeconomic status (particularly among populations of entrepreneurs operating at a local level where status beyond normalcy/
status quo is rare) has a positive impact on enrollment in brand loyalty and CRM programs.

STAPLES
BUSINESS OWNERS CARD
Invitational Banner (320 X 50)
STAPLES OWNERS CARD
SOCIAL RADAR APP
SAVINGS CALCULATOR
DAILY DEALS
OWNERS CARD! 5% REWARDS!
FREE OVERNIGHT SHIPPING! Join Now!

PHASE 2:
X-SCREEN RETARGETING IN ACTION
43

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USER VISITS STAPLES SITE OR APP

PERSONALIZED RICH MEDIA CREATIVE
Merchandise personalized based on
user behavior (searching, browsing,
abandoned carts)
!
In addition to personalized products,
“Trending” Products within a category
are featured
!
Banner animates and expands
!
Products deep-link into Staples.com
mobile site or app
46

Staples Brand Accelerator Media Products

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