Staples Canada is pulling out all the PR stops for the back-to-school season. In July, president Steve Matyas is embarking on a cross-country tour to engage staff and keep a pulse on major markets in Canada. Matyas will visit stores in Vancouver, Calgary, Ottawa, Montreal and Quebec City, as well as some smaller communities, where he’ll lend a hand to prepare stores for the back-to-school season, make himself available to local media, and play a role in ensuring staff are prepared and engaged.
“As stores prepare for the busiest time of year, it is essential for top-tier management to be aware of the happenings, schedules, shipments and overall preparedness that each store is equipped with,” said Craig Taylor, VP of marketing and online for Staples Canada.
“It is also very important for the brand to provide much-needed moral support to management and staff during this time as it can be very stressful and taxing on stores. Remaining personable and down to earth is what helps the Staples brand stay committed to its overall goals.”
To get customers involved in the back-to-school season, Staples launched its “Make 15 Seconds of Fame Happen” contest. People 18+ were invited to send Staples a video of themselves doing the “shopping cart dance.” Participants have the chance to win an appearance in a Staples national back-to-school television ad campaign. The retailer will select up to 40 submissions to be featured in its commercials. The contest closed June 23 and the winners will be announced July 8. Winners will also receive a $250 Staples gift card.
Taylor said the goal is to engage customers in the beginning stages of the back-to-school campaign and position the brand as “fun, outgoing and personable.”
Staples also teamed up with singer Katy Perry to “Make Roar Happen,” a play on Staples’ tagline “Make more happen” and Perry’s hit song “Roar.” The partnership will support students with the 2014 Staples School Supply Drive. Staples is the presenting sponsor of Perry’s Prismatic World Tour and Perry will help Staples raise awareness of how to help students by making a donation to the drive.
Each Staples location, in partnership with a local charity, invites donations at point of sale where 100% of the proceeds or supplies collected will be given to schools and students who most need the assistance.
Torchia Communications handles PR for Staples’ back-to-school campaigns.
