Office Depot Launches Hispanic ‘Back to School’ Initiatives.

Office Depot announced the launch of the company’s first Hispanic-focused, integrated marketing communications campaign. The campaign, which will support Office Depot’s multifaceted “Back to School” program, capitalizes on retail marketing and direct marketing, catalog, e-Commerce and public relations, in addition to advertising.

“Office Depot is committed to delivering the highest quality products and services to our Hispanic customers,” said Rachelle Franklin, Vice President of Integrated Brand Marketing at Office Depot. “Our intent is to develop and implement marketing programs, event sponsorships and philanthropic activities that build relationships with the Hispanic community and drive awareness of our brand.”

Franklin noted that Hispanics represent 20% of all school-aged children, are the largest ethnic minority (making up nearly 13% of the U.S. population) and comprise the fastest growing group – with a combined buying power of nearly $600 billion(1).

Helping Children Be Successful In School

Office Depot’s television and radio commercials illustrate how shopping early helps parents prepare their kids for school. The advertisements, in both English and Spanish, highlight Office Depot’s product and service offerings, such as having school supply lists in store, creating an easier shopping experience, offering Best-in-Class supplies at guaranteed low prices, providing specially designed furniture for children’s home workspace and selling prepackaged technology solutions at a value price.

“Parents want their children to be successful in the new school year,” Franklin noted. “Our advertising leverages this insight and shows how shopping at Office Depot helps children be better prepared for the first day of class and increase their chances for success.”

Television

Office Depot’s Hispanic Back to School advertising will be supported by a multi-million dollar media plan and will be seen across a variety of TV programs, including the Univision’s Despierta America, Primer Impacto and various Novelas. The campaign will also be showcased on Galavision and Telemundo.

The :30 Spanish-language commercial, which debuts today, is one in a series of three new humorous TV spots (the other two are English language ads). It contrasts a mother’s fantasy of how well her son might do in school with the reality of kids being kids.

Radio

The new :60 Spanish-language radio spot highlights the desire of families to help their children do well in school – even if it means attending class with them.

Additionally, Office Depot has signed a multi-platform deal with Hispanic Broadcasting Corporation (HBC) to launch the company’s first major foray into Hispanic radio.

The campaign kicks off today with Office Depot as a key sponsor of “Tu Dinero Con Julie Stav,” a one-hour, financial advice program hosted by best-selling author, Julie Stav (“Get Your Share,” and “Fund Your Future”).

Other radio highlights include CNN Radio Noticias and Bloomberg Negocios.