Office Depot & OffceMax Pitch

Movement

Presented by Ada Wong, Chieh Yang, Jamie Kirschner 1

“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

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Our mission

We create ideas that inspire desirable actions.

To communicate the authentic truth of brands

with the world, and make it universally

accessible and desirable.

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We believe in

•  Authenticity

•  Passion

•  Innovation

•  Transformation

•  Inspiration

•  Commitment

•  Integrity

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creative philosophy

-- ROI •  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 promise.

•  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.

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services

•  account services

•  research

•  creatives

•  studio

•  planning & project

•  interactive production

•  media

•  interactive production

•  broadcast

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Industry experience •  Computers, Electronics & Software/ Office

Equipment •  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

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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?--

ADA

CHIEH

JAMIE

"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

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Planning methods

•  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 market

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About you

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Office Depot & OfficeMax

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

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Current situation:

•  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


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The leading global provider of workplace products and solutions The brand falls into the following General Categories: •  Furniture

•  Office & home furniture •  Home decor

•  Office Supplies •  Paper products •  Stationery •  Office equipment and instruments

•  Electronics •  Computers •  Printing, copying, scanning & fax services

•  Household Supplies •  Cleaning supplies

•  Foods, Appliance & Groceries


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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


The leading global provider of workplace products and solutions

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Your vision &mission

Vision “Delivering Winning Solutions That Inspire Worklife”

Values •  Integrity

•  Innovation •  Inclusion •  Customer Focus

•  Accountability

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Your Marketing objective

To convert Office Depot & OfficeMax’s high

awareness and favorability into increased sales as

one brand

Your objective is now our objective.

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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.

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Analyzing the market: economy

Aspects affecting the US economy

•  Shrinking European economy and Euro-zone (Russia, Italy,

Germany)

•  Ongoing political unrest in Ukraine

•  Expectedly increasing interest rates from Federal Reserve

Despite this …

•  The real GDP, the best measure of economic standing, is

increasing.

What does that mean to Office Depot & OfficeMax? 18

Analyzing the market: economy

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

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Analyzing the industry: office supplies

Annual Industrial Growth from 2010-2015:

- 4.4%

Reasons includes:

•  Falling demand

•  Changing digital landscape

•  Fierce external competition

•  Increasing labor costs

Source: IBIS world Market Realist

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Analyzing the culture:

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.

3. Price-consciousness

•  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

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Ecommerce

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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.

5. Customization

•  Customers are expected higher degree of customization not only the products’ design, but also the

service from retailers. 23

6. Sustainability and Cost-saving

•  When it comes to design, offices are going (and staying) green by using recycled fabrics and products that

emphasize sustainability.

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).


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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.


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Analyzing the competition

Staples •  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

Wal-Mart •  Sales: $476.53B •  Stores: 4,203 stores Wal-mart US segment •  Positioning: ubiquitous budget retailers Amazon •  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 officemax.com.

•  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.”

Benchmark

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

Worklife™

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Closer look at the competition

Staples •  Positioning: We make it easy to make more happen. •  Focus on convenience

Wal-Mart •  Mission: We save people money so they can live better.

•  Focus on price Amazon •  Positioning: Amazon.com provides a combination of extraordinary convenience,

low prices, and comprehensive selection. •  Focus on variety and customized service

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Identifying your current target

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

occupations 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.

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Source: MRI+ 2013

Psychographics Characteristics

•  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)

Life Habits

•  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

Identifying your current target

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Meet Robert – The Small Restaurant Owner

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•  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. •  Hobbies: 1. Golfing with colleagues. 2. Watching movies on Friday night. •  Pet peeves: Meet a client with an unkempt appearance in a

formal meeting.

•  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 James Noe.

•  Migrating Small Business Customers to Online and to Other Competitors •  From an article from Business Insider dated on February 5,

2015, •  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.

After all, We see a situation…

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… but We also see an opportunity

A growing need and demand for office

supplies in large corporations to feed

their expansion plans either nationally

or globally.

“… analysts say the merged firm should be able to keep, or even strengthen, business serving larger firms directly… “

– Business Insider, February 5, 2015 32

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

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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 target customers

•  value

•  efficiency & convenience

•  quality & cost worthiness

•  price

•  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

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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 individual.

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Brand truth

What Office Depot &

OfficeMax really is,

a Business Solution, and

also a Personal Solution at

work.

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Creatives

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Advertising objectives

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

How: •  Define “values” = the amount of money that

something is worth (Merriam Webster) •  Show the users benefits in our communication

supported by product features

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Creative strategy 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

Creative strategy

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 &

OfficeMax •  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

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Positioning statement

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.

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big ideas #1 -Life is better

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Life is better

•  Concept: people are different when they

have Office Depot & OfficeMax, especially

your boss

•  Focus: problem solving

•  Tone: funny

•  Execution:

1.  TV

2.  Digital

-Interactive billboard

-Web banner

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Tv spot #1

Your boss & colleagues become happy again.

You give them Office Depot & OfficeMax supplies,

The story started with yelling boss & colleagues, showing with exaggeration.

Situation set-up could be daily operation, asking for a raise, asking help

from colleagues:

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Digital #1-1

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

Interactive Billboard

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Digital #1-2

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

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big idea #2

- Big success comes with small parts

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Big success comes with small parts

•  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 •  Execution:

1.  TV 2.  Digital:

-Microsite -Social media -Outdoor guerrilla marketing

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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.

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Digital #2-1

●  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

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Digital #2-2

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

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big idea #3

- I Want more

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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 them.

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Digital #3-1

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

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Digital #3-2

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

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Media plan

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Media plan rationale

Major Medium (according to MRI+)

●  Magazine

●  Newspaper

●  TV

●  Internet

●  Outdoor

Budget allocation: $30 million

Duration: 3 months

Source: MRI+ 2013 58

Media vehicle

Magazine •  Business magazine •  The Economist, Bloomberg Businessweek, Entrepreneur, Forbes

Newspaper •  New York Times, Wall Street Journal

TV •  Geographical segmentation: Southern and Western part of US, based on stores distribution of Office Depot &

OfficeMax •  Times: Prime time

Internet •  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 Outdoor

•  Billboard and bus shelter in financial districts

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Media plan

Budget allocation

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We are

Movement

Thank you

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