WHAT THEY NEEDED | A CANADIAN PRESENCE
From Office Depot’s inception into Canada in 1999 to their decision to close down their Canadian operation in 2010, Phoenix Agency managed every aspect of the Canadian marketing and advertising budget. Everywhere Office Depot brand was advertised, Phoenix Agency developed and executed the strategic plan behind it.
WHAT PHOENIX AGENCY DID
1| PRINT MEDIA
> Phoenix Agency negotiated all of Office Depot’s Canadian media contracts, obtaining the absolute best media rates possible for print ads. In addition to creating and distributing over 2 million inserts weekly, while incurring no increased paper costs, Phoenix Agency conducted “mapping” exercises for all stores to ensure these inserts were reaching our prime customer target audience, in addition to managing the production, printing, and Canada Post deployment of Office Depot’s catalogue program.
> Over the course of Office Depot’s eleven-year tenure in Canada, our agency secured over $10,000,000 worth of free print media for our client.
2| RADIO & TV MEDIA
> Phoenix Agency produced all creative, obtained media approval, and negotiated contracts and media rates for all of Office Depot’s Canadian television and radio commercials.
> Phoenix Agency was also able to secure numerous free bonus spots for the client.
3| NATIONAL PROGRAMS
> Phoenix Agency launched the highly successful Work Life Reward program by deploying 4 annual mailers; this turned out to be one of the most profitable mediums.
> As Office Depot’s agency of choice, Phoenix Agency was responsible for the preparation of creative, organization of the printing process, and distribution of the mailers through Canada Post.
> We also launched the 5% Back to School Rebate program and successfully built the list of participating schools to over 2,700 Canadian elementary schools.
4| DIGITAL
> Office Depot Canada encountered major challenges in getting the American IT department to implement the Canadian version of the website. In order to minimize delays and avoid losing online sales revenue, Phoenix Agency built and maintained a fully optimized Canadian Office Depot website that offered over 7,000 SKUs. Phoenix Agency managed the digital media program and produced all online ads that directed attention to the Canadian website.
5| STORE SIGNAGE
> Phoenix Agency prepared and organized the printing and installation of all in-store signage.
6| NASCAR CANADA
> Office Depot U.S.A division has a major sponsorship role with NASCAR and drivers Carl Edwards and Tony Stewart. Phoenix Agency was responsible for the preparation of all creative and media plans for the Canadian program and ensured that they were aligned with American contracts.
7| OTHER OFFICE DEPOT INITIATIVES
> Phoenix Agency was responsible for many other initiatives during Office Depot’s eleven years in Canada. These included: development and launch of an online magazine: Worklife; management of the client’s email deployment program; launching of 47 Grand Opening campaigns; execution of all Closing Down campaigns; preparation of a marketing plan for the revitalization of Office Depot’s Hawaiian locations; and finally, the preparation of advertising material for outside sales for the Business Services Division.
