Strengthening Reputation And Brand Recognition For Local Growth

Challenge

Multi-national business services provider and digital printing company Xerox was looking to reposition itself in the Egyptian market as a document management and technology solutions company, strengthening their reputation and brand amongst the business and technology community.

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Approach

Over our 13-year partnership of ongoing PR and marketing communications consulting, we employed a multi-faceted marketing and communications strategy designed to maintain Xerox’s position as a market leader while building strong relations with the national media through educating them about the company’s state-of-the-art solutions and services. Our suite of support consisted of devising a robust marketing strategy; events planning and execution; arranging media education sessions and interviews with national reporters for two of the most influential women in world business; annual media training to Xerox’s first liners; ongoing press office support; planning and execution of the corporation’s 25th anniversary.

Results

Following our work with Xerox, the company saw a steady growth rate in its print and online media exposure from an average of 100 clippings/annually 800 clippings/Annually seven years later, raising the PR value from an average of 1 million Egyptian pounds to more than 5.5 million/annually and contributing to a paid media spend saving of over 44 million in ten years. This initial piece of work was the genesis of a long-standing relationship between CID and Xerox which has lasted 13 years.

WHAT OUR CLIENTS SAY

Having had CID as a partner for the last 10 years in providing support to the Egyptian business community, I have seen that through hard work and a high level of professionalism, CID has now become a first class consulting company, with experienced and motivated consultants, coached by dedicated partners and recognized as a sharp and reliable service provider to the Egyptian industry and community.

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Pierre Mahy
Managing Director, Alagon S.A.

We are where we are today due to CID’s dedication to the task at hand, their professionalism in handling it, sincerity in addressing our concerns, encouragement when we needed some and generosity always. The journey is still long, but we have taken the first step and we hope we can always count on your support.

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Olfat Mansour
Board Member, Al Nour Wal Amal Association