Office Depot

Recycling Rules Program

Challenge

Office Depot's Recycling Rules, a free small electronics, toner, and ink cartridge recycling program for schools, allows teachers to collect recyclables and redeem them for Office Depot gift cards that can be used to purchase supplies for their classrooms. Office Depot needed public relations support to launch the program nationwide and raise awareness in key market segments to encourage teacher sign-ups.

Response

(add)ventures developed a compelling messaging strategy that positioned Recycling Rules as an interactive way for teachers to educate their students about the importance of recycling, while decreasing their out-of-pocket classroom expenses, which average more than $900 annually. 

(add)ventures developed comprehensive media kits, which included a press release, fact sheet, high-quality photos, spokesperson bio and an overview of participating schools in each market. The media kits were packaged in Recycling Rules boxes and mailed to the top 20 major media outlets in Chicago, New York City, and Miami with additional email distribution to education, environment, and retail trade beat reporters. (add)ventures executed aggressive follow-up to secure coverage for the program around timely events such as "America Recycles Day" and "Back to School" in early January. The press release was also distributed on Business Wire and a post was crafted for Office Depot's Facebook Fan Page.

Outcome

The Recycling Rules program received significant online impressions generated by the Business Wire distribution, as well as social media and blogger mentions. (add)ventures secured stories on the South Florida Business Journal blog, the Miami Herald website, and an on-site NBC 6 Miami segment which profiled how one South Florida school was implementing the program. The public relations outreach resulted in significant impressions for the program, as well as a dramatic increase in teacher sign-ups.