National Office Week…Gorgeous Marketing

August 29, 2008 at 11:55 pm Leave a comment

National Office Week ran from 12th-16th May 2008 for the first time – a real integrated campaign that set a new standard for the industry.

Initiated by Debi Arnold from Tomorrow’s Business, publishers of Unlimited magazine, National Office Week proved that marketing is more than a week-long campaign by building an engagement programme centring around the week in May but generating year-round conversation about brands in the office products market. This is not to mention the 23 million opportunities to see the campaign messages, hear about the promotions, learn about the brands and engage with the on-line tools during the focal period of the programme in 2008.

The effective use of online activity and social media tools such as a blog for PA’s and Office Managers to share tips and experiences in their lunch hour, has delivered the on-going engagement of the target audience as National Office Week morphs into the ongoing ‘Gorgeous Office’ guise. This allows for the programme to continue throughout the year, developing a real community feel and peaking during the campaign week in May.

However, to prove that traditional media is still alive and kicking, the online and social media activity has driven up subscriptions to the printed magazine.

A success all round for offices, stationery purchasers, the brands associated with the campaign – and proof that there is a growing role for social media tools in the stationery industry.

So congratulations to all involved and let’s look forward to offices continuing to engage with gorgeous stationery brands!


Entry filed under: Communities, Marketing, New Media, Office Products Market. Tags: , , , , , , .

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