| Strategy
Statement: The Paperclip
The paperclip is an exciting new office product that has innumerable uses in clerical and administrative office environments. It offers many advantages over the competition, such its reasonable price. Paperclips are available in large quantities for a small price! It also provides flexibility in usage, from securing papers to folders and from business cards to thick documents. The larger sized paperclips hold much more paper than regular staple. Even more exciting is the fact that the paperclip is not a permanent method of fastening papers together; it is easily removable and does not require any auxiliary equipment, like a stapler, for its use. The paperclip is even available in 4 different sizes and all colors of the rainbow, metallics, and even patterns! Who wants to use a blasé staple that you have to PULL out when you could use a brightly colored removable paperclip? The paperclip renders incredible benefits, including the ability to keep its users organized in just one step: Clip! It is also removable in just one step: Unclip! No pulling, picking or breaking any nails is necessary when removing a paperclip. The paperclip also has flexibility in securing various thicknesses of paper, folders, cardstock, and other items that need to be held together in an orderly fashion. Because of its small size, the paperclip is very portable in a briefcase, purse or portfolio, and even takes up minimal space in the often crowded desk drawer. The paperclip even offers secondary benefits. Users can color-code projects easily by using differently colored paperclips. Computer got a stuck floppy or CD-ROM? Paperclip to the rescue! Imagine there’s a very important meeting with a client, and minutes before, someone loses a button off their shirt. What to do!? Grab a paperclip! The paperclip not only organizes the office and important documents, it comes in handy in a pinch. It is the leader in office organization tools. It can be used alone and used efficiently to bring order to the typically chaotic workplace. It may be seen as the ‘saving grace’ of the office—an Angel of Organization, perhaps, or maybe even the Guardian Angel of the Office. Where there are deadlines, stress, disorganization, and even a messy desk, this small wonder performs office miracles. This product should be marketed with its ‘saving grace’ capability in mind, using the “Angel” theme as a tool to target the female clerical staff in the office environment. No task is too big for this tiny wonder to handle and come to the rescue in the busy hustle bustle of the office. Concept for Direct Mail Campaign Using 3x5 card, an attached sample of the paperclip will be sent to every office environment. The attached sample will be placed on the card (easily removable from the sticky glue) so that it appears to have wings and a halo and takes on the appearance of an angel. The card will read with the headline "The Guardian Angel of the Office" and will briefly outline why the paperclip leads in office tools and how it can perform minor office miracles in a tough situation. The card will the invite the recipient to redeem it at a local office supply store for a free box of paperclips of their choice. And, by calling an 800 number, they can also join the Office Angel Club and have a monthly supply of paperclips delivered right to their office, among other available office supplies. Media Strategy The media strategy must focus on a very visual element; the paperclip must make a visual impression in the consumer's mind. Therefore, I am recommending media concentration on televition and print advertising to provide consumer recognition and a strong visual. The Angel theme needs to be consistent and widely recognized among consumers. An example for a television spot could involve the paperclip actually appearing to be an angel (with a paperclip as the body) that rescues a busy secretary, saves a stuck floppy that holds important documents, or performs other secondary miracles. These visual media will reinforce both the paperclip and the angel imagery as symbols that will persist in the consumer's mind. The paperclip needs to be remembered easily so that when office supplies are being purchased, it is seen as an absolute staple (no pun intended) in the office. The purchaser of office supplies should immediately think of the paperclip as a leader in fasteners for the office with its many uses, various colors and sizes, ease of use, and reasonable cost. When they see the paperclip in the store, they will recall the Angel of the Office and make a confident purchase. :60 Radio Spot "Paperclip Miracles" [The two women speak like Valley Girls and interject 'like' and 'you know' at random, as if the Paperclip were an extraordinary new invention.] SFX: Clinking of glasses, silverware, light chatter, people eating, background elevator music BETTY: So, how are things going in Accounting these days, Suz? SUSIE: Well, it's been pretty crazy, but thanks to my idea, we've gotten pretty organized lately. How about you? BETTY: People just can't seem to get with it. Did you say you had an idea? SUSIE (nonchalant): Oh, well I just made a suggestion about an office item and it has been Heaven ever since! BETTY (curious): Really? SUSIE: Yes, the other day the boss just couldn't keep his papers straight, we lost an important set of business cards, and then we had a floppy disk that we just couldn't get out of the computer and it had a file on it that was past deadline! BETTY (flabbergasted): Holy cow! What on earth did you do? SUSIE (unconcerned): Well, it just kind of came to me, like an angel was watching over me, and solved every one of those problems. BETTY: WHAT just came to you? SUSIE: Paperclips! Then I made miracles happen. BETTY (amazed): PAPERCLIPS?!?!?! SUSIE: Yeah, we got the boss' papers and business cards put back together and got that disk out of the computer. WAITER: Thank you, ladies. Here is your check, and I'll be your cashier when you're ready. SFX: Rustling of woman opening purse and getting up WAITER: Uh, ma'am, what are you doing with that paperclip? SUSIE: There. That should hold your shirt where that button came off! WAITER (excited): Hey, thanks, lady! You're an angel! BETTY: Wow, Suz, that's incredible. I'm going to go make some miracles in MY office. MALE ANNOUNCER: The amaaaaaaaaazing Paperclip: performing small office miracles, every day. Available at your local office supply store.
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