Increasing Awareness, Leads, and Conversions

Staples rebrands its business account program and doubles its highest-value MQLs, increases monthly conversions 10x, and decreases marketing cost by win 79% with an omnichannel marketing campaign.

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    Staples wanted to rebrand its Advantage program to Staples Business Advantage and make a big splash quickly while combatting competitors in the marketplace. The goal was to reach and increase brand awareness, consideration, and self-serve program sign-ups among small and midsize business decision makers for the new Staples Business Advantage.

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    Goodway Group designed a targeted omnichannel media plan including premium takeovers, social, CTV, video, audio, and display across popular publishers and sites. Advertising messages highlighted key reasons to choose Staples Business Advantage over competitors and encouraged shoppers to visit to sign up for a business account.

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    After the campaign launched, Staples saw impressive results: A brand study showed audio and CTV particularly drove significant gains in brand awareness, message association, and consideration. Staples also rapidly doubled its highest-value MQLs, increased monthly conversions 10X, and decreased its marketing cost by win by 79%.

  • Goodway Group's strategic planning, support, and omnichannel digital campaign helped Staples successfully build its brand presence and deliver a seamless and unified experience across digital channels to meet our customers where they are.



    Since rebranding its business account program and launching this omnichannel marketing campaign, Staples has seen employee satisfaction improve 92% and achieved this:

    MQL increase icon


    highest-value MQLs


    increase in monthly conversions

    icon computer decrease


    decrease in marketing cost by win

    We’re committed to giving every business an advantage.

    After more than 35 years of helping businesses succeed, we understand the daily grit and perseverance it takes to make it. We believe good business means sharing our wisdom and expertise with partners like you every day. That’s why Staples Business Advantage® is committed to setting businesses up for success 365 days a year.

    We start by doing the legwork for you, finding the products and services you need at the right price. We have the smartest selection that’s curated and vetted by our team of product specialists. So, you can be assured that our quality will work for your business.

    We take data to the next level by providing human insight and advice that data alone just can’t predict. With more than 2,000 experts on call, we think outside the algorithm to help you find the right solutions that take your dollars further.

    We move at the speed of business. Simply said, we’re fast. We make next day delivery possible for 98% of the country. And if it’s more convenient, pick up within the hour at our local Staples retail stores.

    Our heritage makes it easy for business: value and quality you can trust, added human insights, and delivery that’s second to none. When they all happen together, that’s the Staples Business Advantage.

    John Lederer

    Chief Executive Officer, Staples

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