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Xerox - A True Exchange

In January, 2008, Xerox Corp. unveiled its first major re-branding in more than 40 years. It included a transformation of Xerox’s website, marketing collateral, signage and products. But the very first place the new branding showed up was in a weekly enewsletter called Exchange.

In November, 2007, Xerox Corporate Marketing Communications called upon Imagination to revamp Exchange; the existing enewsletter was sent to 3,000 subscribers quarterly. Its original mission was to act as a sales tool and a point of information for customers and analysts. But it needed to be more effective; it was time for a change.

Dialogue, Not Just Information

Xerox decided to make Exchange a marketing tool. The most important goal: create a high-level communications vehicle for ongoing dialogue—a true exchange—in order to engage their audiences. Other goals included: attracting more users to the site, improving search engine optimization to improve visibility, and growing revenue through integrated relationship marketing.

Imagination created an engagement strategy that integrates content, marketing and metrics.

Content

Exchange content falls into four categories: innovation, sustainability, small and medium business, products and services, all of which leverage corporate marketing. The “Point of View,” section pulls current events, articles and blogs from external sites and integrates them into Exchange.

Users can post comments, participate in polls, rate and share articles, and watch and listen to videos, slide shows and podcasts.

Marketing

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

Metrics

Imagination hosts Xerox Exchange and uses Omniture for metrics reporting. Metrics play a key role in how Imagination plans content and makes recommendations about strategy.

1. The Jan. 8, 2008, email sent to more than 230,000 subscribers made benchmarks for a new site and an old e-mail list. This first e-mail broadcast had a 1.5% click-through rate.
2. In the site’s first month, it had 3,831 unique visits and 3,802 unique visitors. The site’s average visit duration was 6 minutes.
3. The site’s average visit duration was 6:32 minutes, up from January, which showed a relatively high level of user engagement.

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