DELRAY BEACH, Fla.–(HISPANIC PR WIRE – BUSINESS WIRE)–July 14, 2003–Office Depot (NYSE:ODP) today announced the launch of the company’s first Hispanic-focused, integrated marketing communications campaign. The campaign, which will support Office Depot’s multifaceted “Back to School” program, capitalizes on retail marketing and direct marketing, catalog, e-Commerce and public relations, in addition to advertising.
“Office Depot is committed to delivering the highest quality products and services to our Hispanic customers,” said Rachelle Franklin, Vice President of Integrated Brand Marketing at Office Depot. “Our intent is to develop and implement marketing programs, event sponsorships and philanthropic activities that build relationships with the Hispanic community and drive awareness of our brand.”
Franklin noted that Hispanics represent 20% of all school-aged children, are the largest ethnic minority (making up nearly 13% of the U.S. population) and comprise the fastest growing group – with a combined buying power of nearly $600 billion(1).
Helping Children Be Successful In School
Office Depot’s television and radio commercials illustrate how shopping early helps parents prepare their kids for school. The advertisements, in both English and Spanish, highlight Office Depot’s product and service offerings, such as having school supply lists in store, creating an easier shopping experience, offering Best-in-Class supplies at guaranteed low prices, providing specially designed furniture for children’s home workspace and selling prepackaged technology solutions at a value price.
“Parents want their children to be successful in the new school year,” Franklin noted. “Our advertising leverages this insight and shows how shopping at Office Depot helps children be better prepared for the first day of class and increase their chances for success.”
Office Depot’s Hispanic Back to School advertising will be supported by a multi-million dollar media plan and will be seen across a variety of TV programs, including the Univision’s Despierta America, Primer Impacto and various Novelas. The campaign will also be showcased on Galavision and Telemundo.
The :30 Spanish-language commercial, which debuts today, is one in a series of three new humorous TV spots (the other two are English language ads). It contrasts a mother’s fantasy of how well her son might do in school with the reality of kids being kids.
The new :60 Spanish-language radio spot highlights the desire of families to help their children do well in school – even if it means attending class with them.
Additionally, Office Depot has signed a multi-platform deal with Hispanic Broadcasting Corporation (HBC) to launch the company’s first major foray into Hispanic radio.
The campaign kicks off today with Office Depot as a key sponsor of “Tu Dinero Con Julie Stav,” a one-hour, financial advice program hosted by best-selling author, Julie Stav (“Get Your Share,” and “Fund Your Future”).
Elements of the deal with HBC include in-store appearances by Stav as well as participation by Office Depot representatives on her radio show. In addition to Back to School, Office Depot will also offer tips for small business owners, with these vignettes airing on all 62 HBC radio stations in 15 of the top U.S. Hispanic markets. An on-line presence, through netmio.com, and e-mail blasts are also included.
Other radio highlights include CNN Radio Noticias and Bloomberg Negocios.
Integrated Agency Support
According to Franklin, the Hispanic advertising program was made possible through the integration of several Omnicom agencies currently servicing Office Depot. BBDO New York created the television spots, including “Future,” which was subsequently adapted in Spanish by Omnicom’s Hispanic agency, Dieste, Harmel & Partners. Dieste also created print and radio advertising to accompany the television campaign. OMD, Omnicom’s media services agency, planned and negotiated the integrated media initiative and was instrumental in facilitating the partnership with Julie Stav.
“5% Back to Schools” and Star Teacher Programs
Additionally, the TV and radio spots support and extend the messaging around Office Depot’s “5% Back to Schools” and Star Teacher programs. These programs reward schools and teachers with discounts on everyday school supply purchases.
Now in its fourth year, the company’s “5% Back to Schools” program enables shoppers to select a local school to receive a 5% credit for qualifying back-to-school purchases. In 2002, more than $3 million in merchandise credits were awarded to schools around the country.
The Star Teacher Program, which launched this year, rewards educators with special “teacher-only” savings of 5% off school supplies and 15% off copy/printer services year-round.
“Office Depot has established these programs to help alleviate some of the financial burden teachers experience when purchasing school supplies with their own personal income,” Franklin said.
In addition, Office Depot will again offer free backpacks – more than 200,000 of them — as part of its National Backpack Donation program. The program is designed to make a difference in communities around the country and help underprivileged children with the tools they need to start off the school year.
About Office Depot:
Office Depot is the world’s leading reseller of office supplies, with annual sales of nearly $13 billion. The company, founded in 1986 and headquartered in Delray Beach, FL, conducts business in 22 countries and employs nearly 50,000 people worldwide.
Office Depot is an industry leader in every distribution channel – from retail stores and contract delivery to catalogs and e-commerce. The company is the world’s number two online retailer – on target to generate $2.5B in sales for FY’03.
In North America, Office Depot has more than 870 retail stores in addition to a national business-to-business delivery network supported by 24 delivery centers, more than 60 local sales offices and 13 regional call centers.
The company’s common stock is traded on the New York Stock Exchange under the symbol ODP and is included in the S&P 500 Index.
Additional press information can be found at: http://mediarelations.officedepot.com.
(1) Statistics according to numerous studies, including the U.S. Census Bureau and Selig Center for Economic growth.
Office Depot, Delray Beach