To ensure its successful market entry, Staples planned a high-profile launch event for influential South Florida business leaders where the COO kicked off the launch. Outreach efforts resulted in media coverage across South Florida and beneficial ongoing relationships. Staples also partnered with Miami Heat star Dwyane Wade on a community park improvement program that engaged residents through voting and awarded funds, generating 52 million media impressions. Additionally, Staples surprised teachers at low-performing schools with breakfast and supplies to build awareness of its educational support and convert teachers into brand enthusiasts. Staples' first green store opening was planned and managed to communicate its environmental commitment and generated 13 million media impressions, helping solidify its reputation in South Florida.

1. To ensure Staples’ market entry was successful, it was essential to build productive relationships
with South Florida leaders. Our team planned and managed Staples’ launch event at the largest
monthly professional gathering in South Florida, where Staples President and COO Mike Miles
kicked off the launch before more than 300 of the most influential business leaders in the
community. Our outreach efforts resulted in media coverage in top news outlets across
South Florida and established beneficial ongoing professional relationships for the
office-products retailer.

2. In addition to opening stores, Staples demonstrated its commitment to the community
by partnering with Miami Heat forward Dwyane Wade to host an online challenge to improve
community parks. Our job was to develop, manage and promote the program from
choosing parks to coordinating grassroots efforts. In two years, community residents cast
more than 500,000 votes for their favorite parks and Staples awarded $114,000 to parks
receiving the most votes. Our public relations efforts secured 52 million media impressions.

3. With education a hot topic in South Florida, we wanted to ensure teachers knew Staples was a
new resource in town and was dedicated to providing educational support. Our team planned an
“Easy” Teacher Planning Day, during which we surprised teachers at 13 low-performing schools
with breakfast and school supplies. Our school visits successfully built store-location awareness,
and converted approximately 1,000 South Florida teachers into brand enthusiasts.

4. The arrival of Staples’ first green store – the first in the entire company – opened to considerable
fanfare. We planned and managed a public relations campaign, identifying key PR opportunities
such as the store’s ground breaking, receipt of LEED Gold certification, and grand opening
to communicate Staples’ commitment to the environment. Our efforts generated 13 million
media impressions, helping solidify Staples’ reputation as a dedicated corporate partner in
South Florida.

5. Two years after entering the market, Staples continued to drive home its community
involvement by hosting a Shop-a-Thon for its non-profit partners. Our team helped plan, manage
and promote an event at which representatives from 20 non-profits had the opportunity to shop
until they dropped. Shoppers were given $1,000 each to buy office and school supplies,
acquiring needed materials for their organizations. Our community relations expertise continues
to reinforce Staples’ commitment to South Florida.