Katy Perry, Staples Partner to Raise CX Awareness About Teachers’ Ongoing Needs

Staples has teamed up with global superstar Katy Perry to raise awareness about public school teachers and their ongoing financial obligations to purchase equipment for their classrooms. As a result, Staples and Katy Perry launched a new public service announcement in support of DonorsChoose.org, a charity that has funded more than 700.000 classroom projects for teachers and has positively impacted more than 18 million students.

Staples officials hope their consumers will be drawn to the emotional customer engagement via this new PSA.

According to the Education Market Association, an estimated 99.5% of all public school teachers use their own money to equip their classrooms, frequently at a cost of more than $400 per year. Through Sept. 10, customers that spend more than $25 at any Staples store can enter the #StaplesForStudents sweepstakes online at www.Staples.com/StaplesForStudents for a chance to win a $50,000 scholarship and meet Katy Perry in Los Angeles.

Loyalty360 caught up with Frank P. Bifulco, Jr., Executive Vice President Global Marketing, Staples, to learn more about this campaign.


What factors prompted this partnership between Staples and Katy Perry and what are your goals for it from a customer engagement/customer awareness perspective?

Bifulco: At Staples, we have a long-standing commitment to support education and to help teachers bring learning to life. Research shows that many teachers don’t have the basic classroom supplies, and we know that the vast majority of all public school teachers use their own money to equip their classrooms – frequently at a cost of more than $400 per year. By teaming up with global superstar Katy Perry on our Staples for Students campaign, we hope to make the public aware of this growing problem and inspire them to take action by making a donation in our stores or online to DonorsChoose.org.

How important is it for Staples to be a part of this initiative and to have a star like Katy Perry help promote it?

Bifulco: Katy Perry understands firsthand the vital role that education plays in the lives of children – our new public service announcement was actually inspired by a personal anecdote from Katy’s time as a fourth-grader in music class. We first teamed up with her in 2014, and we’re excited to do so again to benefit DonorsChoose.org. Our goal is to raise awareness about the need to help teachers and to generate donations to DonorsChoose.org in Staples stores and online – you can visit StaplesForStudents.org to learn more or donate.

The sweepstakes seems like a great attraction. What has the feedback been since it recently launched?

Bifulco: We’ve received incredibly positive feedback on the Staples for Students Sweepstakes thus far. Katy Perry is a true superstar who appeals to fans across all demographics. Her fans, along with Staples customers, are excited about the opportunity to enter for a chance to meet her, but more importantly for the chance to win a life-changing $50,000 scholarship.

We write daily about loyalty marketers and talk to executives at these companies on a daily basis and we know that attaching a charity/cause to a campaign/initiative can create incredible emotional attachment to a brand. Is that emotional connection a goal for Staples from this campaign?

Bifulco: We all have a favorite teacher who made a difference in our lives. Knowing the crucial role that teachers play in bringing learning to life for students, we’re excited to join forces with Katy Perry to raise awareness of the need to support teachers. Our hope is that the Staples for Students campaign will encourage customers to make a donation to in their store or online to help teachers in their community through DonorsChoose.org.

Emotional customer engagement is also viewed as a key differentiator for loyalty marketers that, ultimately, leads to brand loyalty and advocacy. Is that the ultimate goal for Staples?

Bifulco: Whether viewing the PSA, joining the conversation online with the hashtag #StaplesForStudents, or donating in Staples stores and online, our goal is to raise awareness that teachers need help in their classrooms with, sometimes, the most basic supplies. At Staples, we strive to support education-focused nonprofits such as DonorsChoose.org that help teachers and students in classrooms.

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