Going Back To School

Brandweek, April 3, 2000 by Bob Francis

The day-to-day drudgery of purchasing paper clips, pens, paper and other office products is about as exciting as high school math, particularly to office personnel overburdened with catalogs and office supply stores vying for their business. But, when office supply stalwart Boise Cascade searched for a promotion to differentiate itself from the pack of larger competitors and to build name recognition in the face of brick-and-mortar competition such as Staples and Office Depot, it decided to take its customers back to school.

Specifically, Boise Cascade and its agency Momentum, St. Louis, took the target audience of 18- to 49-year-old female secretaries and administrative assistants back to high school in 1964, the year the company was founded. Unlike the '60s of tie-dyed, T-shirted hippies caterwauling folk songs of peace, the year 1964 was closer in spirit to the '50s than the tumult usually associated with the stereotypical '60s.

And it was the promotion's Happy Days-like atmosphere that caught on, providing sales representatives with clever brand awareness sales tools, reinforcing the company's core competencies and experience to its target audience and driving traffic to its Web site. Nothing sophomoric about that.

The effort also earned Boise Cascade its second consecutive Reggie for business-to-business promotion, after an award last year for a promo centered on the '70s.

"We've done so well that it's become a real challenge to top ourselves, and that's a great motivator for our team," said Matt Parsons, manager of promotions and marketing development.

Boise High's promotion centered on a fictional 1964 high school yearbook from Boise High and a romance between head cheerleader Judy Morehead and her football captain boyfriend, Steve Gerald. Judy's senior yearbook was the promo's defining prop.

Sent to customers, it included a paper Boise High pennant (suit-able for cubicle posting), an eye-catching centerfold cheerleader pop-up of Judy and key Judy mementos, such as ticket stubs, report cards and pressed flowers. Customers also received a "Dress Steve and Judy" magnet set, perfect for office refrigerators, to keep interest in the promo going during coffee breaks. Office products offered by Boise Cascade were also featured in the yearbook.

To aid sales reps, Boise sent out a life-size, poseable cheerleader Judy instant cameras and Boise High Pep photo frames. End users had their photo taken with "Judy" and then received the photo in the frame. As an incentive to the sales reps, they were given the opportunity to win one of 50 Boise High letterman jackets. The sales reps obviously lettered in selling, because they enthusiastically embraced the campaign.

"Boise High latched onto something entertaining, not only to our customers, but also to our sales representatives. They found it a way to speak with our customers about not just the promotion, but Boise itself," said Parsons.

At the company's Norfolk, Va., location, the sales force held an open house with a homecoming theme and tailgate party. That was a boost that went beyond expectations for the Boise High promo team. "The sales force isn't usually that involved in promotions, so it was great they did this. It gave them something to talk to customers about and it really worked. It wasn't just 'How many paper clips do you need today?' It was 'What do you think about Steve and Judy?'" he said.

Using Steve and Judy's blossoming romance as the hook, Boise Cascade then lured customers to the company's Web site. There, the romance between Steve and Judy became a 13-week mini-soap opera, a Boise High 63130, so to speak. Unlike their Beverly Hills brethren, Boise Cascade customers could vote on four possible outcomes to the digital drama. Suffice it to say, Judy did not get in a terrible accident, get amnesia and move to the south of France, but instead lived happily ever after with her high school sweetheart, Steve. Both, by the way, ended up working at [ldots] where else? Boise Cascade.

Boise Cascade lived happily ever after as well. Visitors to the Steve and Judy romance were gently reminded about weekly product specials. The results were a happy ending for Boise Cascade. The office supplier saw $31 million on sales of promoted products, an increase of 44% versus the year-earlier period. It also claims a $5.5 million return on investment, far exceeding the goal of $3 million ROI.

The Steve and Judy saga was so successful, Boise Cascade's marketing department even got e-mails from end users thanking them for the promo. Enthusiasm also prevailed at higher echelons in the company. "We knew it was working when one of our vice presidents started asking us about the Steve and Judy story," said Parsons.

Even president/CEO Christopher Milliken got a role to play: His photo was used as the principal at Boise High. No doubt, he's pleased with his students.

CATEGORY: Business to Business Promotion

PROGRAM: Boise High

MARKETER: Boise Cascade Office Products Itasca, Ill.

AGENCY: Momentum, St. Louis