Shift image and perception


  • Highlight the re-branding, as a change that reflects the evolution of the company and also supports its vision for the future: to be recognized as a global technology leader.
  • Change perception from: Printers provider to: Company leader of Managed Print Services.


  • Create a leaderboard of influential media and bloggers to get deep dives on technology.
  • Shift the media conversation and narrative.
  • Generate interest with business and consumer tech media.


  • Secured over 10 pieces of unique coverage about the new image resulted in 137K+ impressions.
  • Significant business and technology press coverage including Forbes, Infochannel, CIO, InformationWeek, E-Semanal.
  • 11K+ of reach in social media through mentions of media and journalist that use social networks.
  • 40% average of participation quarterly with topic: Document Management.