Lexmark

Lexmark:
Shift image and perception

Challenge:

  • 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.

Strategies:

  • 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.

Results:

  • 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.
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