Debunking the myths about MFDs in education

Client

Xerox

Overview

As a UK government nominated supplier, Xerox can provide technology to educational establishments with the assurance and advantages of pre-approved pricing levels and service quality.

With a target audience of Education leaders, Xerox wanted to develop awareness of its nomination as an RM1599 supplier and articulate the features and benefits of its comprehensive portfolio of copiers and multi-function printers.

To supplement an awareness and demand generation campaign, The Rubicon Agency also developed an 18 month social content programme to build relevance and preference amongst influencers and decision makers. The programme sought to promote best-practice in sourcing and purchasing to help establishments meet goals for the delivery of education against a backdrop of pressurised budgets.

As a platform for thought leadership, social content was planned to stimulate topical discussion and debate to drive greater awareness and engagement of ‘beyond the tech’ hooks for Xerox.

What we delivered?

We produced and promoted a range of social content for publication on education websites, blogs and social communities. The content was also created to form social selling toolkits used by direct and partner sales teams.

The editorial tone of the assets, articles and messaging was designed to achieve a thought leadership tone and set of narratives for the Xerox portfolio – elevating the positioning above feature functionality of devices and software.

The cadence of topics included the role of MFDs in creating engaging education tools, how the devices can create the paperless classroom, sustainable education and prevent school ransomware attacks.

There was an additional workstream of more commercial content discussing the pitfalls/watchouts of toxic lease agreements and the institutional danger of low-grade procurement practices and standards.

This combined to present Xerox as a leader in highly-considered, holistic, quality-driven decision making of education technology.

What did the campaign achieve?

The campaign helped to generate significant sales and elevated Xerox within the sector to become the leading ‘go to’ brand in some categories of device. The new narratives and tools allowed conversations to be elevated from administrators to those involved in school cybersecurity, sustainability policies and education standards – mitigating somewhat the risk of commodity purchasing.

Additionally, Xerox was re-awarded RM1599 nominated status following a government review – allowing the further scaling of the programme to include colleges, universities and academies.