Content That Provides Real Solutions
Staples needed to support their field sales force in building and maintaining relationships with businesses across the country. Our omnichannel blitz sparked crucial conversations around how to make workplaces more productive and connected, and positioned Staples as a provider of products and services that inspire colleagues to do their best creative work.
Building Relationships With Business Owners
As part of Staples’ brand refresh, one of the new objectives for the company was to showcase the people behind the brand. Content showcased internal Staples SMEs to highlight their expertise alongside rock-star business thought leaders. At the center of the omnichannel content program was a new print magazine, supplemented with online content that allowed the sales team to forge ties with prospects and customers.
A Tactile Experience
Worklife magazine, a quarterly, 68-page, high-quality print publication, was distributed to more than 500,000 current and prospective customers. It featured advice, resources and solutions-based content that addressed the pain points and needs of businesses. In a world of digital clutter, Worklife was a way to stand out, giving the sales team a physical magazine that forged stronger one-on-one relationships. Reader surveys showed the magazine helped shift perceptions of the Staples brand and even increase sales.
An Omnichannel Program
We built an array of Worklife assets, including interactive infographics for the website and social channels. A content hub included magazine articles as well as video interviews featuring business thought leaders.
Measurable Impact
64%
increase in web traffic
67%
better cost per lead than Facebook benchmark
27%
higher click-to-open rates in the first two months
What Our Clients Say
“Put simply, our business customers are looking for ways to improve their work lives. They told us they want solutions to be more productive and connected at work. At Staples, we’re uniquely positioned to bring together solutions to millions of working professionals and to bring a sense of community to work. We’re here to better work lives, whether in an office or anywhere else — that’s why we’re introducing Staples Worklife.”
