OfficeMax ImPress Launches National Marketing Campaign Anchored By Printing and Binding of 28-Page Wall Street Journal Insert
January 15 2007 - 1:02PM
PR Newswire (US)
NAPERVILLE, Ill., Jan. 15 /PRNewswire/ -- OfficeMax(R) (NYSE:OMX),
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. About OfficeMax Incorporated
OfficeMax Incorporated is a leader in both business-to-business
office products solutions and retail office products. OfficeMax
delivers an unparalleled customer experience -- in service, in
product, in time savings, and in value -- through a relentless
focus on its customers. The company provides office supplies and
paper, print and document services, technology products and
solutions, and furniture to consumers and to large, medium and
small businesses. OfficeMax customers are served by approximately
35,000 associates through direct sales, catalogs, the Internet and
nearly 900 superstores. OfficeMax trades on the New York Stock
Exchange under the symbol OMX. To find the nearest OfficeMax, call
1-877-OFFICEMAX. For more information, visit
http://www.officemax.com/ . Media Contact Bill Bonner AND Paul
Maccabee/Gwen Chynoweth Senior Director, External Relations
Maccabee Group PR OfficeMax(R) 612-337-0087 630-864-6066
DATASOURCE: OfficeMax CONTACT: Bill Bonner, Senior Director,
External Relations, OfficeMax(R), +1-630-864-6066; or Paul Maccabee
or Gwen Chynoweth, Maccabee Group PR, +1-612-337-0087 Web site:
http://www.officemax.com/ http://www.officemax.com/arcade
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