Custom Publishing | Custom Content | Imagination Publishing

When Xerox unveiled the biggest change to its brand in company history, Imagination helped to launch a custom website showcasing the new brand presence: an e-newsletter titled Exchange.

Xerox was positioning itself as a customer-centric company built on innovative ideas, products and services that meet the needs of businesses small to large. Exchange was a sales tool and a point of information for these businesses, but it needed to be more effective.

Xerox asked Imagination to quickly transform Exchange from an e-newsletter into a dynamic custom website. Imagination and Xerox created a digital engagement strategy that integrated custom content and marketing content based on audience metrics and site analytics.

The branded content Imagination developed for Exchange fell into four categories: innovation, sustainability, small and medium business, products and services, all of which leverage corporate marketing.

Xerox created Exchange as a platform to encourage interaction among small and midsized business owners. Users could post comments, participate in polls, rate and share articles and watch and listen to videos, slideshows and podcasts.

Imagination hosted Xerox Exchange and provided metrics reporting. Metrics analysis guided Imagination’s content plan and strategy recommendations.

Xerox’s goals included attracting more users to Exchange, improving search engine optimization for visibility, and growing revenue through integrated relationship marketing.

The agility of Imagination, paired with the strong marketing team at Xerox, ensured that the site launched quickly and effortlessly, while providing positive ROI in the subsequent months.