OfficeMax launches BTS campaign, renews partnership with Payless

NAPERVILLE, Ill. OfficeMax announced the launch of its back-to-school marketing campaign for the 2010 season designed to capture the excitement and opportunity the new school year brings to parents, teachers and students.

The company's campaign includes television spots that will highlight a new back-to-school promotion each week and are supported by OfficeMax's official back-to-school website, the company reported. Designed to support parents and teachers with all their back-to-school supply needs, the website offers useful tools including a zip code search for weekly local promotions and recommended school supply lists for each grade level, according to the company.

OfficeMax said it also created a special back-to-school tab on its Facebook fan page that includes a "Can you make the grade?" quiz that allows viewers to test their grade school knowledge or give out kid-centric status stickers such as TMI, Cat Lady or The PA System to friends.

"Many families and educators approach this time of the year with mixed emotions ranging from excitement to anxiety as they try and get everything together by the first day of school," said Ryan Vero, EVP and chief merchandising officer for OfficeMax. "Our strategy is to celebrate the start of a new year and to dispel a common perception that once the deals and the inventory are gone, they are gone for the season. We have a wide assortment of products and competitive weekly local promotions throughout the back to school shopping season that parents and teachers can take advantage of when they are ready to shop."

OfficeMax also announced that it has partnered with Payless for a second year to offer shoppers the opportunity to get new shoes and back-to-school supplies with additional savings this summer. By visiting an OfficeMax or Payless retail location, shoppers will receive a coupon at checkout to use at the other respective retail store. From July 27 to Sept. 6, OfficeMax stores will print a coupon for $5 off a $25 purchase at Payless that will be valid until Sept. 27. Alternatively from July 25 to Sept. 11, Payless retail stores will print a coupon for $10 off a $30 purchase at OfficeMax, which will be valid until Sept. 18.