After persuading the WSJ that this was going to be a great piece, the overall idea of creating a new section for the WSJ became the backbone for a 28 page canvas to do conceptual work and show off our capabilities. We chose previously ran articles that dealt with innovative small businesses to grab our targets’ attention.

The client (us) was very happy with the results. The lead writer even got a pat on the back from the Director of OfficeMax ImPress.

The insert went out to business owners and Weekend Edition WSJ subscribers in 8 of OfficeMax’s and the WSJ’s biggest markets, resulting in a large push of the new center’s contract acquisitions and sales.