Marketing Campaign Case Study

Client:

United Stationers Supply Co, a leading North American wholesale distributor of office, technology and industrial products with over $4 billion in annual sales.

Objective:

Help United Stationers gain market share by creating and implementing an effective B2B marketing campaign to help their dealer-customers recruit, train, energize and retain an effective sales force.

Approach:

In brainstorming sessions, Grove professionals and United Stationers executives worked together on the difficult task of developing a unique approach and a campaign theme.

After many ideas and much corporate soul searching, the eye-opening “That’s it!” approach became apparent; the key to attracting the best sales associates was to focus on them – not on corporate objectives.

The Solution:

The campaign must address each potential associate’s individuality, unique talents and personal goals, and their need to enjoy life and have fun.

United Stationers executives chose “Talent Track” for the overall dealer campaign theme, and within that theme, individual dealer/stores chose from three recruitment campaign options: “Live A Lot,” “The Grass Really Is Greener,” or “Get a Life.”

Working closely with United Stationers, Grove proceeded with the management, creation, graphic design, copywriting, photography and production of:

• “Talent Track” campaign logo
• Dealer introduction kits
• Dealer strategy guides
• Dealer job fair displays
• Handouts/direct mail recruitment materials
• Benefits package kits

Results:

United Stationers dealers applauded campaign results and responded with stronger sales teams and increased sales. Shown here are a few pieces from the campaign.