DELRAY BEACH, Fla.--(BUSINESS WIRE)--July 14, 2003--
Integrated Media Campaign Highlights How Office Depot
Helps Parents Prepare Their Children for School
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
"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
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
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
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:
(1) Statistics according to numerous studies, including the U.S.
Census Bureau and Selig Center for Economic growth.
CONTACT: Office Depot, Delray Beach
Brian Levine, 561/438-2895
SOURCE: Office Depot