As part of a strategic plan first introduced last year, Staples is pursuing a renewed emphasis on addressing the needs of small and mid-sized businesses and enterprise customers, and has recently launched a branding campaign to support it. The Framingham, Massachusetts-company participates in the promotional products industry as distributor Staples Promotional Products (PPAI 108945) and the promotional products market has been folded into what the company now refers to as “Pro Categories.”
The branding campaign, built around the tagline “Staples – It’s Pro Time,” is the fourth brand campaign in the company’s history and the first to reach beyond retail customers. Frank P. Bifulco Jr., Staples’ chief marketing officer, says, “At its core, ‘Staples – It’s Pro Time’ is a celebration of work ethic, of people being professional in their everyday work lives. Throughout the campaign, we believe our customers will see themselves—office managers, small-business owners, janitors, consumers, facilities managers, purchasing managers, IT experts and assistants. The campaign is a reminder that with the right supply-set, skill-set and mindset, people can achieve anything.”
In a recent news release, Shira Goodman, Staples’ CEO, explained the company’s actions: “Based on our success growing categories beyond office supplies, we’re intensifying our focus on several key growth categories including facilities supplies, breakroom supplies, furniture, technology solutions, and promotional products. We’re pursuing this opportunity from a position of strength as we bring together the products, services, and expertise to provide a differentiated offering to business customers of all sizes.”
The introduction of Pro Categories aligns the company’s offerings in technology, facilities, furniture, print and marketing services with the “It’s Pro Time” branding. In an earnings conference call following Staples’ announcement of its first-quarter results last week, Goodman noted that the emphasis on Pro Categories will include hiring sales and product specialists, adding new products to its catalogs and developing the online experience for the business customers.
