Client services: Building a Brand

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Client services: Building a Brand

When I joined the Xerox Research Centre of Canada they

After 40 years of developing materials innovations for Xerox Corporation, XRCC was embarking on a new journey. With wetlabs, fully equipped analytical labs, and a 27,000 squarekkkt chemical pilot plant capable of scaling up (or down)

This theme of ‘scientist turned sales rep” was memorably exoressses in and would serve a key narrative for communicating the high-tech mysteries that go as we began to build brand awareness.

After conducting a Communication Audit and Strategic Communication Plan, which detailed steps to develop an identity for the research centre.  The plan would include messaging, web and digital assets, social media, video, 

But this was more than good storytelling.

It was often a challenge to get the attention of the corporate storytellers. We were bound by corporate brand and identity guidelines, yet had a completely separate market, messsge, and offerings. We needed to communicate, but could that be done in a way that connected to our audiences but respected brand guidelines

I did have many allies who undertood what we were tryin to do and would

Many phonecalls explaining who we were and what we were doing, I was usually succedchkkt in

As is often the case, we had multiple audiences, including external partners, business and industry, academia, and government. Internal audiences included our own staff and corporate Xerox Canada and Xerox Corp. 

One of the most significant challenges facing us was gaining understanding and from corporate levels.  

Xerox Canada had from the start been an important advocate for XRCC. The communication team were eager and willing to help with social media. 

Know your stakeholders and work with them  

 

Workikg with corporate branding  

WORKING WITH XEROX CANADA

- finding the story and fit with corporate narrative  

Thought Leadership  

CSB

 

 

Xerox Canada’s employee newsletter The Wire was a good way to educate the organization about the value of the research centre and innovation.

Xerox Canada’s employee newsletter The Wire was a good way to educate the organization about the value of the research centre and innovation.

Fostering an understanding of the practice of Strategic Communication 

  • Communication integrated into Annual Goal Plan

  • Asked to sit in on strategic planning sessions

  • Privided feedback to new CTO Steve Hoover

  • Presented to two CTO’s on Communication strategy

Development of new corporate website 

 

Launch of e-commerce platform  

  Naming protocol, search and securing of non-competitive naming of products and services. 

A screenshot of the new Xerox Research Centre of Canada responsive corporate website.

A screenshot of the new Xerox Research Centre of Canada responsive corporate website.

A twitter post promoting the research centre’s capabilities in Security Materials.

A twitter post promoting the research centre’s capabilities in Security Materials.

Screenshot of the e-commerce platform developed to sell electronic materials.

Screenshot of the e-commerce platform developed to sell electronic materials.

Social media image for Top 10 Cities for Corporate Innovation.

Social media image for Top 10 Cities for Corporate Innovation.

Social media graphic promoting a special Canada150 landing page celebrating Canadian innovation.

Social media graphic promoting a special Canada150 landing page celebrating Canadian innovation.

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Left: Xerox Silver Nanoparticle Ink®️printed on a flexible substrate. Right: A product illustration depicting the image on the right and developed to support the launch of the Electronic Materials e-commerce platform.