Staples Wants Teens to 'Do Something'

Staples this month adds a cause to its back-to-school activity by asking shoppers to "help a student in need."The retailer partners with non-profit community service organization Do Something for a campaign dubbed "Do Something 101." Featuring singer Jordin Sparks as spokesperson, the campaign encourages shoppers to donate school supplies at stores to benefit local educational and non-profit organizations. Shoppers can also donate $2 at checkout to "benefit local teens in need." The initiative runs through July and August. The campaign is communicated on window posters, upfront stanchions and signs at checkout counters. The effort also includes TV and radio spots. Strategy and public relations firm Tilson Communications, Boca Raton, FL, pitched the idea to Staples and handles the initiative along with the chain's in-house marketing team.Do Something, which has previously partnered with Aeropostale and other retailers (see Related Articles), helps teens "convert ideas into positive action."Meanwhile, Staples on July 8 officially launched its back-to-school campaign, dubbed "Yes! It's All Here." Dedicated floorstands merchandising back-to-school supplies line store power aisles and direct shoppers to related aisles.The campaign, which sports an orange-and-green color scheme, also plays out on endcaps, ceiling banners and pallet displays. Staples promotes private-label products on some displays, while national brands including Casio, Pilot, LockerMate, and Brother P-Touch contribute account-specific displays.Additionally, the retailer is targeting college students in a "Campus Center" identified by an archway near furniture departments. The center merchandises such products as storage crates, desk lamps and chairs.Staples, Framingham, MA, operates 1,773 stores in the U.S. and Canada.

Staples Wants Teens to 'Do Something'

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