OfficeMax ImPress Launches National Marketing Campaign Anchored By 28-Page Wall Street Journal Insert
Press release from the issuing company
NAPERVILLE, Ill., Jan. 15 -- OfficeMax, a leading provider of office products and services, has launched an aggressive multimedia marketing campaign to support the introduction of OfficeMax ImPress(TM) -- the company's new identity for its print and document services operations that serve businesses and consumers through direct sales, online service and inside all OfficeMax retail stores nationwide.
The marketing campaign's feature element is an OfficeMax ImPress-printed 28-page custom-bound special section of the January 28 issue of the Wall Street Journal that demonstrates to customers what OfficeMax ImPress can do. "We're in the business of creating a company's best image," states Harold Mulet, executive vice president for OfficeMax. "If we can print and bind a portion of one of the most prestigious business publications in the world, imagine what OfficeMax ImPress can do for customers and their documents!"
OfficeMax ImPress national network radio and newspaper advertisements make their debut in mid-January. The 30-second radio spots, created by DDB Chicago Advertising, feature humorous announcements referring to stereotypical characters in need of reputation makeovers, such as loan sharks, repo men and "hotel heiresses named after large European cities." The commercials can be heard on Westwood One's CBS News, Business Radio Network, In the Marketplace, Pro Bowl and Super Bowl; Premier's Rush Limbaugh, Female Focus, FOX News and Pearl; MediaAmerica's The Weather Channel, Music Data and Lia; ABC's FM Connection and Hot FM; and Dial-Global's AM and PM Drive Network. Similar television commercials will appear in four select markets: Chicago, Las Vegas, Cleveland and Orlando. In addition, OfficeMax ImPress is sponsoring National Public Radio's All Things Considered and Morning Edition. The media schedule was planned and purchased by PD Chicago.
"The OfficeMax ImPress campaign will also make a sizeable splash on the Web with advertising on Yahoo, MSN and allbusiness.com -- and with engaging online games," states Julie Krueger, vice president of advertising and sales for OfficeMax. "Our research shows that online gaming is extremely popular with the people who make decisions regarding printing and document management."
Along with banner ads and marketing emails, online gamers will discover OfficeMax ImPress games that make light of workplace frustrations over copying and printing. For example, a player might have to make 10 double-sided copies and find the right machine to do that while facing obstacles like paper jams, fires and co-workers who won't stop talking. The games can be found at http://www.officemax.com/arcade .
Another component of the multimedia campaign is a targeted business-to- business initiative involving direct mail and promotions for current OfficeMax customers. The marketing initiative is also supported by public relations and direct mail to small and mid-size business customers.
"The new technologies in which we're investing make OfficeMax ImPress a dynamic business whose quality and service exceed those offered by other popular print and document management services," concludes Mulet. "We launched this comprehensive marketing campaign to build awareness of our new brand among current and prospective customers -- it's very exciting."
OfficeMax ImPress offers solutions for the full range of OfficeMax customers -- from the largest of businesses to home-office and retail consumers. For large business customers, OfficeMax ImPress streamlines the document management process and improves tracking and control for greater cost savings and security. Mid-to-small businesses and consumers will find quality and value through the OfficeMax ImPress online submission and in-store printing, copying, binding and document production services.
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