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Xerox Exchange

Custom Publisher
Imagination

Client
Xerox

Target Audience
Enterprise, SMB, Xerox stakeholders (partners, customers, shareholders)

Objective
Xerox Corporate Marketing Communications requested a solution to revamp Exchange, a customer communications newsletter sent to 3,000 subscribers quarterly. The existing newsletter functioned as a sales tool with a letter from CEO Anne Mulcahy, two to three customer case studies and stories about product breakthroughs.

The new objective was to create a high-level communications vehicle for ongoing dialogue — a true exchange — with key constituencies. Xerox wanted to grow revenue through integrated relationship marketing, and it wanted a metrics to determine the effectiveness of the content and creative execution.

The revamped Exchange leveraged Xerox’s new brand launch, its first in 40 years, and it was the first manifestation of the new brand identity.

Custom Media Solution
Imagination created an engagement strategy that would integrate content, metrics and marketing.

The content of the revamped Exchange includes four sections: innovation, sustainability, small and medium business, products and services, all of which leverage corporate marketing platforms. In addition, Exchange includes “Point of View,” which pulls current events, articles and blogs from external sites and integrates them into Xerox. Users are able to interact throughout the site by posting comments, participating in polls, rating and sharing articles, and watching and listening to videos, slide shows and podcasts.

Imagination decided to distribute the new Exchange more frequently than its predecessor. Subscribers still receive a quarterly e-blast highlighting exclusive content on Exchange, but the site is updated weekly to extend its reach and visibility.

ROI
In its first month, the new Exchange had 3,895 unique visitors, more than the 3,000 subscribers to the former newsletter. In addition the site had 10,647 page views, with an average visit duration of 6.63 minutes — higher than benchmark.

After two weeks, the site had received 25 comments and 254 ratings (197 positive and 57 negative), which illustrate that the conversation has started.

Imagination and Xerox are continuing to work to improve traffic to the site through SEO, internal and external marketing, partnerships and events.

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