Owning Optimism & Driving Demand
Pioneering a new conversation in tough times to create a brighter future.
CHALLENGE:
Xerox’s Managed Print Services needed to expand their business, but their capabilities were becoming a commoditization and not hitting home with decision makers during a hesitant and recovering economy.
SOLUTION:
We created a new integrated campaign and re-established Xerox’s position as a thought leader by changing the conversation from “speeds and feeds,” to one of innovation for a changing world ahead. The campaign was powered by a well-crafted engagement plan.
We FOUND A NEW TRUTH:
In the midst of the settling dust from the recession, we discovered the best customers for Xerox were getting ready to rebound and looking for a new future. These were The Innovators, and they were looking for partners to help them get to a brighter, more successful future. Leveraging this insight made perfect sense to create a conversation around Xerox’s newest suite of back-office services. It was a smart time to own optimism.
We made it RELEVANT:
Xerox partnered with Forbes and our agency teams to create “Chief Optimist Magazine,” a custom publication specific to the industry. The magazine featured content about creating an optimistic view of the future and highlighted the ingenuity of those who were making it real.
We MADE AN IMPACT:
For Xerox’s most important accounts, we created an impactful, targeted accounts campaign where we hand-delivered a symbol of resilience and new growth—a bonsai tree.
WE ENABLED SALES:
We developed an integrated, demand-centric campaign that employed a mix of personalized emails and highly-customized direct mail pieces to drive prospects to their own personalized microsite. From there, we delivered qualified leads to the doors of sales where they could close the deal.
ANd IT WORKED:
- $2 billion+ in pipeline in 12 months
- 4x increase in email performance
- 20,000 new qualified prospects
- ITSMA (Information Technology Services Marketing Association) Marketing Excellence Award
- Outstanding Achievement, Interactive Media Awards
