Staples boosts holiday PR efforts

FRAMINGHAM, MA: Staples is extending its holiday PR efforts this year with the addition of new social media efforts, including a Twitter Moms contest, and increased outreach surrounding its technology products.

FRAMINGHAM, MA: Staples is extending its holiday PR efforts this year with the addition of new social media efforts, including a Twitter Moms contest, and increased outreach surrounding its technology products.

“When people think about holidays, Staples isn't necessarily top of mind,” said Amy Shanler, director of PR at Staples. “This is an effort to remind consumers that when they're dropping off copies, they can also pick up gifts.”

She added that this year, the company is focusing on sustaining momentum on its holiday buzz throughout December.

“When you think about the media landscape, coverage tends to be about super-saving events like Black Friday and Cyber Monday,” she said. “We're looking to extend that conversation beyond the value-focused days and talk more about the holiday and keep it more top of mind in the December time frame.

This week, the company, working with Duffy & Shanley, launched a contest and a widget with Twitter Moms, offering $100 gift cards to various consumers who spark conversation via stories or tips on making holiday shopping easy.

In December, the team will host mom shopping events in three cities, including Houston, Dallas, and New York, and extend its gift-related outreach efforts throughout the month via an SMT, ANR, and traditional media relations and morning show outreach.

Also new this year, the company leaked its Black Friday and Cyber Monday deals on Facebook and Twitter.

“It's really just about making sure that during the busy holiday season, customers are aware of Staples,” said Annette Maggiacomo, VP at Duffy & Shanley.

In May, Staples retained Duffy & Shanley to handle its holiday PR program for the second year in a row, though it continues to work with Tilson Communications on holiday TV pitching. In 2008, Weber Shandwick had also aided the holiday campaign. While the firm is no longer working on the holiday effort, WS' North America president, Cathy Calhoun, confirmed that it continues to handle various PR efforts for the company out of its Cambridge, MA, office.

“Duffy demonstrated expertise in the social media space," Shanler said regarding its selection of Duffy & Shanley for its holiday PR. "It's where the opportunity lies to reach customers in a meaningful way."

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