OfficeMax Celebrates Moms (and Mother Earth)

Among recent circular promotions, OfficeMax offered gift suggestions for Mother's Day (on May 9), including digital cameras from Canon, Kodak and Nikon and GPS devices from Nextar, TomTom and MiTAC International Corp.'s Magellan. The chain dangled a free digital photo keychain with purchase of advertised cameras. (See Images at right.)Other recent promotions: in a feature that leveraged Earth Day on April 22, a free reusable bag made from recycled materials with purchase of an OfficeMax-brand ream of recycled paper, and 25% off recycled products from [IN]Place and Ascend. It also promoted OfficeMax, Avery Dennison Corp., 3M Co.'s Post-it and other brands in a feature that invited consumers to "celebrate Earth Day's 40th anniversary at OfficeMax." (See Image at right.) 100% back in MaxPerks rewards (see "Marketing at OfficeMax" in Related Articles) with purchase of private-label legal pads, Newell Rubbermaid Co.'s Uni-ball gel pens and [IN]Place file folders and binders. extra MaxPerks rewards of $30 to $70 on select Brother printer purchases. up to $70 in MaxPerks rewards with purchase of select Hewlett-Packard, Lexmark and Samsung printers and HP and Brother ink and toner. In-store headers supported. (See Image at right.) a free eight-pack of Procter & Gamble's Duracell batteries with purchase of $40 in HP ink. 3M's Scotch Magic tape for $1, OfficeMax binders for $3, Post-it notes for $5, and other similarly priced deals in a "maximize your dollars" feature. Pentel of America's R.S.V.P. pens for $1, OfficeMax binders for $3 and other related items in an "essentials for last-minute tax filing" feature. a $25 Apple iTunes gift card with purchase of $100 worth of HP ink. a coupon for 30% off any five office supplies. (See Image at right.)Elsewhere, circulars continue to employ the "Good News, Great Deals!" tagline that the chain first unveiled in January. (See "OfficeMax Field Report: Jan. 4, 2010" in Related Articles.)Cause MarketingOfficeMax is partnering with Viacom's Simon & Schuster Children's Publishing for this year's "A Day Made Better," the chain's ongoing awards program to support the numerous teachers who self-fund their classrooms. The companies will surprise selected teachers throughout the year with approximately $1,000 in supplies. The awards will be presented by OfficeMax employees and children's authors (such as Sarah Rees Brennan and Scott Westerfeld), who will also donate copies of their latest books.Since 2007, OfficeMax has presented approximately 3,500 teachers with classroom materials and helped garner donations for approximately 10,000 classrooms through nonprofit partner Adopt-A-Classroom, according to a press release.

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