HYPERtext linking technology and communications

Situation Analysis

When the time came for Xerox to retire the DocuTech brand—the first digital production printing press brand, credited with creating a $30 billion industry over 14 years—the company partnered with Text 100 to generate awareness and recognition of DocuTech’s successor brand, Nuvera, with print industry journalists, analysts and customers. The name Nuvera, which means “new truth” in Latin, signaled a new technology platform and to reflected Xerox’s commitment to innovation. The PR team organized a campaign that would build knowledge of the technology and products with key industry influencers, culminating in their official branding.

Armed with research from independent measurement firms Delahaye, MediaLink and Biz360 as well as influencer survey results, the team developed messages that would resonate with its audiences and competitively position Xerox in the market. The PR team then met with an international group of industry analysts to test third-party opinion and ensure the messages’ meanings would be accurate and comprehended, despite language barriers.

The strategy was to introduce Nuvera as the DocuTech’s successor and generate sales for the first Nuvera products while retiring the DocuTech brand with little-to-no negative impact on Xerox. The campaign included a combination of education about the new platform, demonstrations of the new products’ capabilities and commentary from Xerox customers in an effort to keep key audiences interested and informed throughout the launch process.

Execution

The first phase focused on informing and educating journalists and analysts on the Nuvera platform prior to the launch of the first products. The goal was to ensure coverage coincided with the official announcement date, allowing the first product from the platform to achieve immediate momentum via customer orders.

The platform/product launch took place as part of a larger Xerox event New York City. Journalists, industry analysts and customers from around the world were flown in for the event; participated remotely through a satellite downlink at a journalist and analyst pre-briefing for drupa in Dusseldorf, Germany; or gathered at strategic sites in cities around the world to watch the event via the Web. The event featured presentations on the new platform from executives and customers involved in its development, as well as product demonstrations and a keynote luncheon with Xerox CEO Anne Mulcahy.

Activities culminated in the announcement of Xerox’s newest brand—Nuvera. Xerox hosted a large-scale event at drupa, called “Innovation Internationale,” for Xerox partners, customers, journalists, analysts and drupa attendees to introduce the Nuvera brand, the Nuvera 100/120 Digital Production Systems and the rebranding of the DocuTech 100/120 Digital Copier/Printer. The event celebrated the innovation of Xerox, its newest brand Nuvera and customers from around the globe. The celebration featured a keynote presentation from Xerox CEO Anne Mulcahy, an awards ceremony honoring Xerox customers and a concert featuring international classical music sensation, Bond.

Evaluation

An estimated 1,375 customers and members of the press/analyst community attended the Nuvera platform and product launch event in NYC, with more than 100 attending via the simulcast event in Dusseldorf, Germany, and an additional 10,000 watched the simulcast via the Web. At drupa, an international audience of 1,500 press, analysts and customers attended the “Innovation Internationale” event and heard Xerox’s message of innovation.

Coverage of Nuvera has been appearing consistently since the launch of the first product in January, with more than 184 articles written about the new brand and containing Xerox’s key messages in the top industry publications worldwide. The products were well received in the industry and have won awards.

Winner of the 2005 Silver Anvil Award for Integrated Communications: Business to Business