staples brand accelerator media products

MEDIA ! INNOVATION

MEDIA ! INNOVATION !

1. WHY WE’RE HERE 2. PROCESS 3. STRATEGY 4. EXECUTION 5. CONCEPTS

2

WHY WE’RE HERE

3

1

CREATE THIS PERCEPTION:

4

“Staples Makes it Easy with Every Product Businesses Need to Succeed”

GOALS

Acquisition: • Drive SMB acquisition • Drive traffic to e and m-com • Drive footfall to retail

Evolve brand perception: From: source for “office supplies” To: provider of “office solutions”

5

PRIMARY

SECONDARY

conversion

repeat visits !willingness to recommend

PROCESS

6

2

!

Ed Gorman Keri Demarino Liz Johnson Kevin Ward

VCs: “filter”

TEAM COMPOSITION

Jason Newport Michael Liu Haydn Davies

Jay Poropatich

!4 Team members

8 Team members

!4 Team members

!

PARTNERS

Gil Beyada Genacast Ventures Founder & Managing Partner genacast.com

Roger Ehrenberg IA Ventures Founder & Managing Partner iaventures.com

Chris Fralic First Round Capital Partner firstround.com

Eric Hippeau Lerer Ventures Managing Director lererventures.com

Joe Medved Softbank Capital Partner softbank.com

Karin Klein Bloomberg Beta Partner bloombergbeta.com

FROM A POOL OF MORE THAN ONE THOUSAND…

11

WE CHOSE THREE…

WITH YOUR HELP…

Multi-Screen Engagement

Audience Taxonomies

Cross-Screen Retargeting

12

13

!

TIMELINEAPRIL MAY JUNE

WK 1 WK 2 WK 4WK 3 WK 1 WK 2 WK 1 WK 2 WK 4

AEGIS, CARAT: Send STAPLES-approved brief to VCs

!VCs: Respond to client briefs (please follow instructions provided in the email accompanying the brief) with two portfolio companies best equipped to solve for the brand challenge. AEGIS, CARAT:: STAPLES account teams

meet with CLIENT to assess submissions. Client team selects two startups to work with.

AEGIS: On behalf of CARAT account teams and CLIENT, AEGIS announces STARTUPS selected. All VCs will be contacted.

AEGIS, CARAT & STARTUPS: Co-creation phase begins. 3-hr kick off meeting hosted by AEGIS.

CLIENTS: Client leads from STAPLES meet jointly with AEGIS, CARAT & STARTUPS to receive progress report/status update from build teams, and to provide feedback.

WK 3

AEGIS, CARAT & STARTUPS: Collaboration continues. !AEGIS to facilitate structured joint sessions. !In addition, meetings may happen intermittently as needed.

AEGIS, CARAT & STARTUPS: Collaboration continues. Teams may meet as often as necessary.

CLIENTS: Client leads from STAPLES meet jointly with AEGIS, CARAT & STARTUPS: to provide final feedback before “Demo Day”.

WK 4 WK 3

PROTOTYPE REVEAL

DEMO DAY

STRATEGY

14

3

PEOPLE

Before they are your customers, they are

consumers. Before they are consumers, they are people. People do not widely believe advertising is inherently and

consistently valuable.

BUSINESS TECHNOLOGY VALUE

TURN MARKET NOISE INTO MARKET SENSE

15

Your products, services, solutions and brand are

worthless — until they intersect with situations and scenarios where they can be

meaningful to people.

Anticipating and getting ahead of new demand

patterns driven by technology will secure

competitive advantage.

Aiming to change consumer behavior is futile.

We must adopt a modern marketing mindset where value

exchnage achieves normalcy: “Embrace the behavior,

enhance the experience.” !!!

K G ` j

GET OUT OF THE FOG. !

EXPLORE THE CORNERS OF TECHNOLOGY IN COLLABORATION WITH BEST-IN-CLASS PARTNERS

TO DISCOVER HOW TO… !

PLAY A MORE VALUABLE ROLE IN CONNECTING SMALL BUSINESS OWNERS TO STAPLES.

16

Design services and solutions around the situations and scenarios where Small Business Owners would welcome Staples — so long as you’re meaningful.

18

“What need is revealed when we consider people and their context

together?” !!

“What value or service can we offer that will fill that need?”

!!

“What messages or content must we create to deliver that value or

service?”

REBOOT

EXECUTION

19

4

VALUEENTERTAINMENTEntertainment is the primary

driver of time spent with mobile and driving

engagement.

SELECTION utility

20

PILLARS

Showcase the breadth of selection available at Staples

Spotlight free overnight shipping and rewards to ensure business owners

understand the true benefits

Embrace the behavior, enhance the experience.

!Create usable media.

!!!

21

Create new and deliberate economic value for small business owners through digital,

mobile and social.

22

BENEFIT WITH STAPLES DATA WITHOUT STAPLES DATA

Dynamic Product Retargeting

Cross Screen Dynamic Retargeting

Media & Device Attribution

Media Optimization

Robust Targeting and Segmentation

Identify Lower Funnel Opportunities

the value of your data

CONCEPTS

23

5

CONCEPT #1

24

STAPLESSOCIAL RADARGive SBOS a multiscreen utility that aggregates consumer behavorial patterns in the vicinity of their business.

Point of entry for the SBO is with Media Ads that offer a preview of the experience after tapping.

The User has ongoing access to an HTML5 geo-aware tool that pinpoints consumer locations and their intent via hashtags and photos.

Possibilities abound, including the ability for the SBO to intercept the user or track path to purchase and redirect them with a specil offer, or a conquesting promotion.

This is a modern, social, real-time mobile circular that empower the SBO to drive footfall to retail.

All powered by Staples - a tool that blends the virtual and real to enable SBOS to “Make More Happen”.

Type in Your Reply:

@AromaEspressoBar

@TFunke n@BobLoblaw /@Maeby f@Gob g@KittySanchez l@George_Michael 4@BustersHand f@EveHolt l@LucilleB 4@DoctorFishman g@TonyWonder &

STAPLESSOCIAL RADAR

1. Draw & SearchSearch your location and drawaround the area you want to view the most recent/populated hashtags. The app can be addedto your device and revisited atany time. Staples Daily Deals Adis directed to targeted users.

0. Invitational Banner (320 X 50)Call to Action - Prompting SBO to explore the Staples Social Radar HTML5 downloadable app.

3. View All NetworksSee the social conversationsacross all the network platforms.

The SBO can then direct a targeted message direct to all those individuals.

4. Socially Network SBO’s can then communicatewith these groups of localizedhashtaggers. And Staples can collect all of this info backabout the SBO’s to betterinteract with them.

ADD TO DESKTOP+ADD TO DESKTOP+2. Choose TopicSearch your location and drawaround the area you want to find the most recent/poluated hashtags.

ADD TO DESKTOP+

#Coffee #Coffee Users

< Back to Map

Send everyone a message now:

ADD TO DESKTOP+

FIND OUT WHAT YOUR CUSTOMERS ARE SAYING NOW.

Draw a circle around your work location.

See what people aretalking about in your area.

GO!

n/fgl4&

#GrandCentralStation

#tbt

#Coffee

#selfie#42nd

#NYC

#love

The bigger the circle, the more the topic is trending.Tap on a topic to exploreand communicate withyour community.

GO >

< Back

Save Search New Search

@all If you love #coffee , come visit us before 3pm and get a free cookie!

27

TARGETING

RICH MEDIA

RETARGETING

FUNCTIONAL ROLES• Targeting Small Business Owner (SBO)

• Demo • Location • 3rd Party

• Identifying trending clusters • Determine products to display based

on segment data • Ingest location data for contextual

targeting

• Develop HTML5 dynamic multi-screen (desktop, mobile, tablet rich media unit)

• Ad serving • Ongoing hosting of HTML5 web app • Integrate third party API keys for each

social feed • Collect and classify specific interactions

with ad unit

• Upon user interaction/tap/click on ad unit: • Personalize ads based on user

behavior (searching, browsing, abandoned carts, etc)

• Feature “trending” products within given category

• Product deep-linking into staples.com mobile site or app (or any Staples-owned digital asset

partner

breakouts

http://staples.com

CONCEPT #2

28

POWERED BY ADCADE CARAT | STAPLES 1

STAPLESSpread brand awareness with a fun and engaging game experience that familiarizes users with Staples’ unique small business inventory. In this cross-platform unit, users must slingshot popular Staples products into a moving shopping basket as a countdown timer ticks away. The end state displays the total list of items flung, highlighting the ones that successfully landed in the cart. Users can click items to see product details and click out to Staples.com to “Shop Now” or can play the game again.

This experience runs as an expandable unit on desktop, tablet and a fullscreen unit on mobile.


EXPANDABLE

02 Users are instructed to launch the products into the basket.

03 Users will drag the products back into the slingshot and take aim to launch them forward into the moving basket.

01 After a brief animation, users can click to expand the unit.


EXPANDABLE

05 After the game ends, a scoreboard appears including all of the products launched in the game with icons to indicate hits and misses.

06 Tapping or clicking the product name brings the user to a product information panel which includes more details and allows them to click out to Staples.com to shop.

04 As the user shoots, new products slide in quickly, challenging the user to work fast to get as much as possible into the basket before time runs out.

CONCEPT #3

32


STAPLESTo showcase the savings small businesses can leverage at Staples, this experience allows users to find out how much they can save with Staples Rewards and Free Shipping. Users can calculate their savings using an interactive calculator. This interface has been designed with bleeding edges and simple design to make it blend with nearly any site and create a widget-like experience.

These units will run on desktop, tablet and mobile.


EXPANDABLE

01 After a brief animation, users can click to expand the unit.

02Scrolling text on the calculator screen instructs users to enter their supply budget. The copy will animate in and out until the user clicks or taps a number.


EXPANDABLE

04When the user hits the “Less” button, a savings calculation along with Staples Free Shipping and Rewards messaging is shown. The user can then click out to Staples.com to sign up for the Rewards program.

03The user enters a budget and can now click or tap the “Less” button to calculate potential savings.

CONCEPT #4

36


STAPLESSpread brand awareness with an engaging workspace environment that showcases Staples’ wide selection of inventory. This unit features a workspace where users can navigate around the room, click on hotspots to view product details and ultimately click-out to shop the featured products on Staples.com.

This experience runs as an expandable unit on desktop or tablet and as a fullscreen unit on mobile.


EXPANDABLE

01The unit opens to an instructional message on screen.

03Upon the details overlay screen, users can click out to shop the product on Staples.com.

02Users can navigate the space by hovering (desktop) or tilting the screen (mobile, tablet). Users can click on a hotspot to view details.


OVERALL HOTSPOTS

CONCEPT #5

40

STAPLESBUSINESS OWNERS CARDThe Staples "Owners Card” (Staples OC) is a membership organization created by Staples to meet the unique needs of small business founders, CEOs, presidents, and other members of the entrepreneurial small business community.

MEMBERSHIP BENEFITS

1. Value benefits including FREE OVERNIGHT SHIPPING and 5% REWARDS are largely parity with benefits any Staples shopper could experience with today (should they be aware) without having the card.

2. Utility benefits focus largely on convenience. The card is always within reach, giving members easy access to their “card”. Membership credentials (e.g; the card) are 100% mobile and digital and managed by members from the device(s) they specify: � On each member’s mobile device in the form of a web app: accessible via shortcut on member’s home screen � In the form of a widget/browser extension easily accessible on their computer’s desktop � It is important to note the importance of the functional and also promotional value possibilities to explore here. For example, the card could become smarter over time based on the user’s spending behavior, where they’ve been, what activities they have done, how much they have spent at Staples and otherwise, etc — in the near term it could be leveraged as a promotional canvas offering a STAPLES OC DEAL OF THE DAY positioned as a reward to cardholders/members…. This reward would be visible each day starting at 12:01am and expiring at midnight on the same date. Offers customized by segment initially, and then through behavioral analysis as time passes.

3. Visually Stunning: “premium”/platinum/diamond/black card aesthetic... In a digital wrapper... Must be beautiful, ornate, digital “detailing”... Offer members options to customize their digital SOC with different skins, colors, material (e.g; steel, plastic, onyx), iconography, user photos/their business’s logo, etc). WHY BOTHER CREATING THE PROGRAM IF THE BENEFITS OF BEING A STAPLES OC MEMBER HAVE NO INCREMENTAL VALUE? We have learned from many sociology, ethnography and economic studies through the years (as well as from performance data of other club and community-based membership programs) that whether physical or digital, visual evidence of professional and socioeconomic status (particularly among populations of entrepreneurs operating at a local level where status beyond normalcy/ status quo is rare) has a positive impact on enrollment in brand loyalty and CRM programs.

STAPLESBUSINESS OWNERS CARD

Invitational Banner (320 X 50)

STAPLES OWNERS CARD

SOCIAL RADAR APP

SAVINGS CALCULATOR

DAILY DEALS

OWNERS CARD! 5% REWARDS!FREE OVERNIGHT SHIPPING! Join Now!

PHASE 2: X-SCREEN RETARGETING IN ACTION

43

44

ADCADE RICH MEDIA UNIT

45

USER VISITS STAPLES SITE OR APP

PERSONALIZED RICH MEDIA CREATIVEMerchandise personalized based on user behavior (searching, browsing, abandoned carts) !

In addition to personalized products, “Trending” Products within a category are featured !

Banner animates and expands

!

Products deep-link into Staples.com mobile site or app

46