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

We have been impressed by CID’s professionalism, accessibility and candor. CID has vast experience in the area of media relations and community engagement and has helped us better understand the practice of social responsibility in Egypt. It is always a pleasure to work with professionals who are passionate and knowledgeable about their work and we would wholeheartedly recommend CID to any corporation seeking to improve its media and community engagement in Egypt.

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Marc Dupont
Government & Public Affairs Director, Methanex Corporation – Egypt

I would like to seize this opportunity to thank CID Consulting for all their hard work throughout the COVID-19 lockdown situation and all the constraints we are all going through, as well as for their patience in processing the assignment.We now hope there will be a strong commitment from the key decision-makers to implement the recommendations of the report through the project and look forward to a successful operationalization of these recommendations.

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Dahlia Lotayef
Lead Environmental Specialist Environment, Natural Resources and Blue Economy Global Practice Middle