Auctionbytes-NewsFlash, Number 3 - August 19, 2003 - ISSN

OfficeMax Inc. recently launched a multi-media campaign that focuses on the business customer during a season when traditionally retailers focus primarily on Back to School. The office-supply retailer launched a parallel campaign targeting small business customers in addition to a back-to-school campaign targeting students and mothers.

"Just because it is the Back-to-School season, OfficeMax does not want to neglect its core business customer, as many of them are going back to work after vacations," said Michael Feuer, OfficeMax CEO. "This new counter marketing strategy provides values to businesses as they ramp up for the second half of the business year."

OfficeMax said this is the largest scale marketing campaign that the company has ever undertaken. Both campaigns utilize local and national television, including network cable, as well as local and national newspapers, such as USA Today. OfficeMax serves its customers through nearly 1,000 superstores, ecommerce Web sites and direct-mail catalogs.