Category Archives: Intro to Multimedia


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 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. 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.


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 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.

Social Media Never Closes

ImageSocial Media is open 24 hours a day, seven days a week. It never closes, not even on holidays. It might even be more popular on holidays. This means brands have to be available. Social media postings and responses don’t fit only into the 9 to 5 workplace. For the sake of an employee’s sanity, I think the classic way is better. It’s hard to be constantly on and plugged into social media. People are lodging complaints at all hours of the day and they want responses.

For the customer’s sake, the social way is better. They have the ability to receive customer service the moment they need it, but not all brands have the ability to monitor conversations around the clock. I think customers need to understand that fact and put themselves in that same position. They need to think about how they would feel about answering feedback at midnight when they’ve already worked a full day’s work. Even though this article is more about personally disconnecting from Facebook, it is also hard to disconnect from your brand’s social media when on vacation.

For most of my time at the LPGA, I’ve had the task of answering fan feedback that comes in via email from our website. I know first-hand how much feedback a company can get, most of it being negative. Even though most of the emails didn’t need immediate responses, I felt the need to respond as soon as I could so that I could wow our fans with my customer service. The response they gave back after being answered so quickly was always satisfying. I wanted to quickly turn their negative image and bad feedback into a positive with a quick response whether I could solve the problem or not. This attention and availability is taxing and at times I would question if it was worth it or not. I think it is much easier for large corporations to complete this type of availability when they have a group of staff in place to handle it.

When it comes to the language being used on social media, I’m all for the new social way of relaxed messaging. I feel like ever since I’ve been in the working world the language has been less formal, so I can’t truly speak about how copy and content was written previously. It seems like the old classic way would’ve been much harder. Someone could come up with great text but it didn’t fit with a company’s strict guidelines, then it wouldn’t be utilized. It’s sad to think of the great ideas that went to waste.

Today I feel like almost anything goes, except for profanity, when it comes to the style of language being used on social media. I’m all for this shift. Consumers don’t want to be spoken down to or read forced messaging. They are going to respond better when they can relate to what is being said. It also is better for brands when responses and personal messages don’t sound like they are coming from the brand. Messages need to be humanized. There were several points made in this article, 5 Common Brand Messaging Mistakes by Marketers, which speaks to this fact. It brings up not relying heavily on buzzwords as well as not messaging by committee.

I think all social media channels apply when it comes to my analysis of availability and language.