Office Depot
The Goal:
Office Depot was seeking a partner to help develop their managed print services business division. They needed to develop a new business and marketing strategy that fit with the Office Depot business model and brand, and they needed to do so quickly–within six months. As a late player to the managed print market, it was critical for Office Depot to create a unique and compelling program.
The Strategy:
Office Depot worked with the Tangent business modeling, marketing communications and software development teams to develop an extensive strategy for the new sub brand: Office Depot Managed Print Services. Office Depot and Tangent collaborated on the cultivation of strategic industry partnerships to aid in the fulfillment of a complete offering. The teams created a unique SKU-based service that was easy for customers to understand and for sales reps to sell. A scalable process was implemented to simplify a traditionally long and difficult sales cycle, in addition to the development of an integrated marketing strategy that generated interest in target markets and demonstrated Office Depot as a capable player in the managed print space.
The Tactics:
The Tangent team helped develop a new sub-brand identity, which included unique artwork, sales pieces for print and web, presentations, direct email campaigns, website development, and sales training documentation. The Tangent software development team collaborated with Office Depot to create a tool that can analyze printer fleet data from remote monitoring software and customer questionnaires, generate an assessment of a customer's current printing environment, and propose a detailed Office Depot managed print solution in an easy to understand format.
