OfficeMax is a brand that has a wide profile across many vertical segments that purchase office supplies.
OfficeMax as a wholesaler/retailer supplies these organisations and businesses across this diverse market place – from Schools to small and medium businesses of all shapes and sizes. The weakness inherent in this scenario is the brand stretch of OfficeMax’s brand, leaving it vulnerable to vertical specialists in sectors like Early Learning and Aged Care.
THE CHALLENGE
To position OfficeMax as an expert in supplying Early Learning Centres with their specific supply needs (more than office products).
THE STRATEGY
We kicked this challenge off with a strategy workshop with sales and marketing teams. Prior to the workshop, we created a spectrum of positioning territories based on the brief. What transpired was an unearthing of new information and clarified focus.
Key insight: OfficeMax was already the supplier of choice for Guardian and Good Start, so weren’t they already trusted? Yes, they were and had developed specific expertise.
Creative strategy: To leverage this experience and expertise gained through relationships with the leading players in the industry, by positioning OfficeMax as tried and tested in Early Learning Centres.
THE OUTCOMES
We came up with the creative idea “Tried and tested by experts” to demonstrate OfficeMax’s existing expertise and as a charming way of showing industry affinity.
We brought this idea to life through a series of images featuring children using the products (as only they can) that OfficeMax specifically supply to Early Learning Centres. We then executed a fully integrated campaign across sales collateral, online and advertising aimed at opening up new distribution opportunities within the sector.
