Monthly Archives: September 2013

Ready to work for the Orange & Blue

I’ve bled orange and blue since I became a freshman at the University of Florida in 2000. I still have the same passion for the Florida Gators today as I did 13 years ago. My dream would be to steer the digital and social strategy for the University Athletic Association for the University of Florida. There’s an electric feeling when you’re in The Swamp with 100,000 of your closest friends, and I want to bring that same feeling to the Gators digital and social platforms every day.

I graduated from UF with a degree in Advertising in 2004 and am now in my second semester of grad school at UF getting my Masters in Mass Communications with a specialization in Social Media.

My accomplishments:

  • Increased traffic of a major website by 13 million page views and seven million unique visitors
  • Successfully redesigned a high-traffic website and switched content management systems
  • Improved level of content being published and created editorial calendar
  • Launched a mobile website, iPhone, iPad and Android app that is being enjoyed by almost a million fans

You can see from my entire Pinterest profile I’m a very creative person and like to work in an area where I can let my creativity flow. Working in digital and social media allows me to create through content. Some specialized Pinterest board ideas that could be applied for the Gator Nation are Gator apparel, tailgating food and Gator inspiration.

My talents:

  • Strong Leader
  • Creative ideas
  • Passion for the Gators
  • Strong knowledge of digital and social media

Allow me to share my passion and bring the Gator Nation into people’s lives on a daily basis.

Connect with me!

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Does Office Depot Push or Pull?

Office Depot is solely in the industry of selling office supplies and that’s very apparent right when visiting OfficeDepot.com. It has a great navigation bar to help consumers find what they need easily. The home page is comprised of different areas that highlight specific products and deals. There’s not much going on with this site outside of selling products.

ImageThe only pull techniques I could find being utilized were signups for email newsletters, text messages and a rewards program. It did promote its own social media channels from the footer but I find that a poor attempt at pulling consumers into a social space. When it comes to push marketing, it’s utilizing the same areas that were used to pull customers in. Once people have signed up, they can be pushed messages through emails, text and a rewards program.

It’s apparent that this office supply company doesn’t find content useful, because I only found one section of content and it wasn’t easy to find. From the home page you can click a link to find all the content surrounding Office Depot’s One Direction Together Against Bullying Campaign. Within that section there’s great content but the site isn’t utilizing it in an effective way. It almost seems hidden on the website, when this same content is front and center on its social media channels.

ImageOfficeDepot.com is extremely mobile friendly. If visited from a mobile device, you’re taken to a separate mobile site but there is a full site option in the footer if one prefers. There were no social sharing buttons to be found. I found this very odd. Why wouldn’t Office Depot want people to “like” or “share” products they found on the website. Not all social sharing buttons would apply, but I think specifically the like and share buttons make perfect sense. In regard to SEO, it seems Office Depot is working on it but doesn’t quite have it mastered. I’m sure the office supply industry is extremely competitive and it would be hard to constantly keep a high search ranking. I did a couple of tests and each time it was ranked on the first page but not within the first few listings.

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My recommendation to Office Depot would be to develop content. Add a blog to the site that utilizes office supply content. Organizational articles could be written and shared across many channels. Products can be incorporated into the content but shouldn’t be the main focus. I also think it would benefit from incorporating social media into the website. Let your customers know which social media channels you are a part of and give direct links to those spaces. Allow customers to easy share products. Social feeds would make a great addition to the website, to help the site not only be about selling products. A customer could come to the site to buy a ream of paper but see tutorials and other types of content that keeps them coming back even when they aren’t in the mindset to purchase something.

Consistency is Key for Campaign Messages

611ee8799da373e9698c87d2f8e30273 copyCreating a marketing campaign is more involved now that there are so many communication channels to choose from. Companies need to know their audience and the best way to reach them. Once they know what areas to target, a message needs to be created that can be carried out consistently through all the areas. That’s the key to an integrated marketing campaign. Messages can be altered to fit the medium, but consistency is the key.

The brand I picked to research was Office Depot. I wouldn’t say it’s my favorite brand but it is one company I noticed was doing well with integrated marketing. It seems that they utilize all the media channels they can to reach their audience. The messages they are disseminating are cohesive. This benefits them because their customers will see consistency. The more consistency, the faster the message will seep in and make a difference with the consumer.

The reason I chose Office Depot was because of a recent direct mail piece I received. When presented with this assignment, it got me thinking about what company to choose. I wanted to see how well Office Depot did among the other channels, if they still found direct mail to be successful.

When it comes to mainstream advertising, I’m not sure where they are buying TV commercials but I was able to find one of Office Depot’s most recent back to school commercial message on YouTube. This is the same back to school message I’ve seen in many of the other mediums. Their One Direction campaign was also tied into the commercial and can be seen prevalently across all channels.

Customers can sign up for a rewards program on OfficeDepot.com and opt in to receive their email blasts or text messaging. I wasn’t receiving the emails previously but I am now. The first one I received was more introductory information based instead of being a marketing campaign message.

Facebook In terms of social media, Office Depot has it covered. They can be found on Facebook, Twitter, Instagram, Pinterest, YouTube and Google+. While not all the posts are the same, the content is on the same track. Most recently they’ve focused on back to school messages and the campaign with One Direction. While they post some of the same things across all the social platforms, it was great to see that they tailor other content to relate with the specific social platform.

Office Depot uses Facebook to entertain customers. They’ve posted funny videos that don’t quite relate to office products but will garner engagement and create conversations. I liked to see that they don’t post much more than once a day and the photos chosen were very engaging. Most of what I saw Office Depot post to Google+ was similar to Facebook. I don’t know enough yet about Google+ to say if that is a good or bad thing.

TwitterOn Twitter, a lot of the content was about the One Direction campaign which is consistent. There weren’t many days when they had more than three posts. Content that they utilized outside specific campaigns was retweets and promotional coupons. With Pinterest content, they keep up with the trends and post content that is popular on Pinterest. They’ve found ways to integrate their messages as well as create boards that closely relate to office products. A few of my favorite boards are the office humor, holiday and expression tape boards.

PinterestWith Instagram, they are also playing off what is popular and engaging content. The One Direction campaign was heavily used, as well as offering supply solutions and quotes. Their YouTube channel is another place where the One Direction campaign resides along with TV commercials and behind-the-scenes videos.

While Office Depot can be seen in all spaces, it’s not a bad thing since they are doing it well. None of their social media channels are being left behind. They are all being updated consistently and utilized in great ways.