NORWALK, CT: Xerox is adding a human touch to explain how the company works behind the scenes to manage business processes and improve them in its latest campaign, launched last week.
The company debuted a US-focused initiative on Friday called Work Can Work Better to demonstrate what is possible when business services are designed around both new technologies and human insights, said Xerox PR director Carl Langsenkamp. It is planning a phased global rollout of the push.
Xerox is working with Text100 on the campaign’s PR elements. Budget information was not disclosed.
"We want to get across to people that we are taking a very human-centric view of the benefits that can be made possible when work works better," said Langsenkamp. "Our customers need practical solutions to solve their problems, so they can drive more revenue for their companies, and Xerox can help them do that."
To get that message out to customers, Xerox redesigned its website on Friday to be more content- and social-media-driven and to enable engagement from any device.
The portal is comprised of stories that highlight how the company is helping customers and showcase different industries it assists. Customer stories on Xerox’s website take the form of blogs, videos, and infographics so they are more easily shareable on social media platforms such as Twitter and LinkedIn, explained Langsenkamp.
"We are trying to get people to understand that we provide a lot of services in different areas that people might not understand, such as healthcare, transportation, technology, and government," he said. "We are trying to change the perception of Xerox."
For instance, Xerox’s homepage features a story about demand-priced parking’s impact on communities and the environment, as well as how Xerox has helped cities such as Los Angeles tackle parking problems.
The advertising portion of the campaign includes two 30-second spots describing how Xerox works with companies.
Other campaign assets include six print ads, the first of which were set to debut at the start of the US Open. Print ads will also appear in airports and in digital advertising.