CREATING PREFERENCE IN THE PUBLIC SECTOR
Following a successful Government Procurement Service tender, Xerox wanted to increase awareness of the advantages of their products and solutions in the Public Sector. In addition to identifying sales opportunities, Xerox also wanted to leverage partnering channels with regional consortiums in a bid to increase market presence.
Our approach involved identifying key decision makers and purchasers within public sector organisations. Using segmented messaging, we addressed their main challenges and careabouts in relation to the size and useage requirements of their organisation.
As part of the Public Sector campaign, we also dispelled some of the myths surrounding Multifunction devices and addressed the issue of unscrupulous vendors.
WHAT DID WE DELIVER?
We devised, wrote and produced sector specific eMail communications, online advertising and editorial content. Additional items included a buyers guide to purchasing and a sales enablement Powerpoint deck and infographics.
WHAT DID THE CAMPAIGN ACHIEVE?
In the first phase, the objective of creating a more commoditised sale was realised with a significant sales pipeline. In addition, several subsidiary channel partner organisations were enlisted as a result of the campaign.