Corporate Communications

Corporate communications used to rely upon "pushing" their message out, speaking "at" targeted audiences. But today, Maccabee Group believes corporate communications rests upon your ability to foster a back-and-forth conversation between your company and its stakeholders - consumers, retailers, employees, referral sources and other influentials. Whether you need to communicate a message about a management buy-out or new customer policies, a leadership changes or product initiatives - Maccabee Group can help.

For example, OfficeMax called upon Maccabee Group to communicate a stunning nationwide announcement - the retail chain was eliminating mail-in rebates. The challenge: explain why ending rebates -- an industry-wide source of consumer complaints -- was a positive step for customers who had become accustomed to "sale prices with rebates," even if most failed to redeem the rebate.

Maccabee Group launched an "End of Rebates" campaign for OfficeMax, positioning their elimination of rebates as a response to consumer frustration that was designed to improve the in-store experience. Campaign messages underscored that 70 percent of shoppers failed to take advantage of rebates. The results - an astonishing 70 million positive media impressions for OfficeMax. Favorable stories about OfficeMax's action appeared in 200 print media including the New York Times, USA Today and the Wall Street Journal. Industry praise included Retailing Today calling OfficeMax's action "arguably one of the most pro-consumer moves in years." Online praise included more than 100 Web and blog mentions, with Marketingblurb blog exulting: "Next time we need office equipment and we know the manufacturer is offering a rebate - we are going to OfficeMax."

In the end, a corporate announcement that could have been perceived as a negative became a competitive advantage for OfficeMax. "OfficeMax announced last week it was immediately ending almost all mail-in rebates - the first big office supply chain to take such a bold move," said the San Jose Mercury News. "Memo to Office Depot and Staples: I'm going to be spending more money at OfficeMax until you, too, get rid of rebates." One blogger on C/Net News concluded: "To hell with Staples and Hooray for OfficeMax!"

RELATED CAMPAIGNS: