Building Relationships With Small to Midsize Businesses

Client

Industry

B2B

This magazine-driven thought leadership content program helped change the perception among customers and prospects for this B2B brand.

64% increase in web traffic after Worklife launch

Outperforming Facebook benchmark cost per lead (CPL) by 67%

23% and 27% October and November click-to-open rates, much higher than previous months

The Background

In January 2019, Staples needed to support its field sales force in building and maintaining relationships with small to midsize businesses throughout the country. The company needed an omnichannel approach that would reach fast-growth small business owners and decision-makers in an ever-competitive landscape. So the program needed to stand out while reaching the audience members where they were.

The Challenge

Staples started a brand transformation in 2019. As part of this effort, Staples sought to launch a new print magazine and online content to support its sales team and small to midsize business customers. The Worklife content program would embody the company’s new brand values as an inspired and proactive ally to small business customers. Additionally, Staples sought to position itself as a thought leader and a curator of inspiring content relating to life at work — regardless of industry or profession.

The Solution

In partnership with Imagination, Staples launched Worklife magazine, a quarterly, 68-page, high-quality print magazine distributed to more than 500,000 current and prospective customers. The magazine features advice, resources and solutions-based content that address the pain points and needs of small to midsize businesses. Additionally, a number of digital complementary assets, including monthly static and interactive infographics, are created for use on Staples’ website and atomized for social media channels. Finally, a quarterly full-length Q&A video with the featured business owner, celebrity, or expert in the current magazine issue and monthly online-only articles appear on the Worklife Resource Center content hub. The magazine also supports Staples’ in-person Worklife events and other initiatives.

The Result

The Worklife content marketing program helped to change the perception of Staples among customers and prospects to be seen as a thought leader, drive increased loyalty/share of wallet among the most valued small business customers, and drive sales through one of the three sales channels: retail, direct sales and online. “The second issue of Worklife looks fantastic! Thanks to the entire Imagination team for your great work! I was reading an online review of the cable show Handmaid’s Tale and the reviewer, who is leaving at the end of the season, said it would be interesting to see how the new reviewer would find new ways each week to say, “Elisabeth Moss is really good.” That’s how I feel about Imagination: I’m always trying to find new ways to tell you how much we appreciate and love your work. You are the Elisabeth Moss of marketing agencies!” —Naomi Fujimoto, Marketing Program Director, Staples

The Details

Worklife uses thought leadership content to build a content ecosystem that provides inspiration and practical know-how to innovative solvers. In doing so, the omnichannel program connects a community of like-minded individuals, bridges industry-leading ideas with action-oriented solutions, and leads challenging but necessary conversations about the world of work. Through a strong thought-leadership-driven content program, small to midsize business owners are sent the message that Staples is an inspiring, proactive ally.

Key Services Involved

Program and project management
Editorial calendar development
Editorial management
Social content
Visual storytelling and immersive experiences
Print and digital design
Digital development
Program and channel strategic planning
Print magazine production and mailing