OfficeMax
You wouldn’t throw a dart without taking aim, you wouldn’t cross the road without looking, and you certainly wouldn’t jump into business growth without clarity of judgement .
When OfficeMax approached us to help them grow their business within the SMB market, we knew we had to start with the basics: understanding their target audience and buyer story. Our detective work revealed that OfficeMax, along with their competitors, had been targeting the wrong group: top-level male business owners. In reality, the decision-makers were often female office managers and admin assistants who were overworked, underpaid, and undervalued.
We took this insight and built a brand refresh around it, with a new tone of voice, retargeted messaging, and new media channels to better reach this audience. We even created a bespoke typeface exclusive to OfficeMax. By making the hero of the story the focus and addressing their pain points, we were able to help OfficeMax gain significant market share and achieve their best sales in a decade.
Our approach was anchored in research, insight, and empathy. By shedding the misconception that business owners were the key decision-makers within SMB companies, we were able to revolutionize the way OfficeMax marketed their business. This project was completed by BallantyneTaylor, the B2B marketing agency founded by our director Steve Ballantyne and Greg Taylor.
