Office Depot Hears Latin Beat

Share this content:
Office Depot, Delray Beach, FL, mails its first bilingual direct mail piece this month as part of an integrated marketing campaign for the 2004 back-to-school season.


Because back-to-school is one of the company's largest selling periods, it regularly produces TV and radio spots, newspaper inserts, a back-to-school catalog and other marketing efforts to drive sales in this period.


Recognizing that Hispanic school-aged children and their parents represent an important target group, the company included them in its strategy this year.


"This is the first time that we're doing a bilingual piece, and it's really because of the large representation of Hispanic school-aged children," said Colby Graff, Office Depot's director of North American campaigns.


According to the 2000 U.S. census, Hispanics represented the largest minority group among school-age children between 1998 and 2000. Office Depot has made targeting Hispanic consumers a corporate initiative. It advertises the brand in Hispanic media outlets.


The direct mail piece promises "cool supplies" for students and "affordable prices" for parents. About 500,000 pieces will be mailed to Hispanic consumers, targeting areas where Office Depot has a high number of customers.


The mailer features eight coupons that are good in stores before Sept. 15. They offer discounts on items such as binders, paper and a Hewlett-Packard desktop computer. The piece also touts Office Depot's "5% Back to Schools" program, which lets shoppers choose a school that will receive credits equal to 5 percent of their purchase amount for use toward supplies to be used by the school.


The mailer also communicates that customers can receive up to 10 percent off purchases as part of Office Depot's Advantage Program if they join. Office Depot has registered more than 1.5 million Advantage members since the program began in February.


close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above