Lexmark: From printers to global imaging solutions and technologies
The ongoing challenge to AxiCom is to continue to make a business case for investment in managed print and cloud services as digital transformation initiatives accelerate.
Job to be done
AxiCom was initially tasked with moving Lexmark away from an outdated product-focused image to an innovative imaging solutions and technologies provider.
The ongoing challenge to AxiCom is to continue to make a business case for investment in managed print and cloud services as digital transformation initiatives accelerate.
“Through a hub and spoke-based communications approach, AxiCom acts as the lead agency for twelve global agencies”
Implementing the Axis
The Axis is AxiCom’s communications philosophy and process. The six-step process provides key insights and pinpoints where your brand exists at the intersection between audience, brand, culture, and technology – acting as the north star to guide integrated communications.
Audience Insight
Digital transformation is a key priority for organisations across industries as decision-makers look to improve efficiency and effectiveness. The key was amplifying Lexmark’s innovative solutions for digitisation that would support these ambitions across the channels and media IT decision-makers frequent.
Brand Insight
We worked to create a communications strategy that built on Lexmark’s position as a global leader in imaging solutions and managed print services, selling its products and services in more than 170 countries and moving beyond traditional messaging to highlight modern solutions and products.
Culture Insight
This client ask came within the context of businesses pursuing workplace efficiency and modernisation and seeking out the best solutions to achieve these goals. This is also a talking point for industry-specific and wider media, as it relates to digital transformation.
Tech Insight
Lexmark technology is highly advanced, so the AxiCom team took the time to get to know the brand mission as well as the current and upcoming product range. This allowed us to recognise where Lexmark stands out compared to competitors and answer customer needs.
The Axis for Lexmark
AxiCom raises Lexmark’s reputation as a leading provider of next generation enterprise print services by creating compelling social posts, content, and campaigns tied to key industry themes that are relevant and engaging for its global stakeholders.
Through a hub and spoke-based communications approach, AxiCom acts as the lead agency for twelve global agencies, leading global product launch activation, generating core content and messages, and helping to define regional hub focal topics in line with Lexmark’s strategy.
AxiCom also supports each local agency team with its ongoing communications programmes, including media and social engagement, material adaptation, translations, local executive support and training, and local events.
Results we Drove
- 700+ articles secured in eight months; 50%+ across tier one, priority titles
- 4,000+ social posts in 2020, average (organic) engagement rate of 5.8% across LinkedIn
