How Boscobel helped Xerox put Citizen Service Center on the
map.
Boscobel staff met extensively with the Xerox team and with
Rochester city officials to make sure all needs were met. Then
we:
- Developed key messages and press materials — including
the city’s press release.
- Coordinated regularly with the mayor’s office to ensure
buy-in for every step of the process.
- Arranged a live demonstration of Citizen Service Center
at the Rochester launch event (with contingency plans in
case of Web problems).
- Produced collateral materials specific for Rochester, with
a focus on the city and Web site rather than Xerox Citizen
Service Center.
- Simultaneously created general brochures and presentations
for Xerox to sell the initiative in other markets and at
trade shows.
- Developed a strategy for a Low-Hanging Fruit™ direct
marketing campaign to flesh out markets that were most ripe
for the service.
Results: Both the city of Rochester and Xerox were
delighted with the launch and the positive media coverage it
received. The event was featured multiple times on every Rochester
television station and the two top news radio broadcasts. A
positive news story appeared on the front page of the local
newspaper the next day.
What it means to you.
When you’re launching a technical product, everything
has to work flawlessly, from the product demo to subsequent
marketing efforts. It gets even trickier when you’re selling
to the public sector, where political issues come into play
and you have to steer clear of making “endorsements.” Boscobel
has a boatload of experience in this area. When you can’t
afford to do anything less than perfect, call us.
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