Michael Mac Donald is a change agent at Xerox Corp. Since coming on board two years ago as president-global accounts and marketing operations, he has helped put strategies and processes in place to steer the company into new markets and profitable growth.
“One of our primary marketing goals in 2006 was to drive revenue growth at the company,” Mac Donald said. To help achieve this, Xerox launched a major ad campaign for its color printing, developed by Y&R Advertising, New York.
The campaign uses vibrant colors and flashy images to showcase its color printing capabilities. So far, it’s been a success. Forty-four percent of Xerox’s total equipment sales now come from color printing, which is up 12 points from two years ago.
“Building our color focus has been a big driver of revenue growth,” Mac Donald said.
Xerox has also put more emphasis this year on marketing to IT decision-makers. “We have really focused our messages on IT and services, and we are improving in that particular community,” Mac Donald said.
In the services area, Xerox this year acquired Amici, which provides electronic discovery services for litigation support. Following the Amici acquisition in July, Xerox launched Xerox Litigation Services, a business offering records management consulting and electronic discovery services.
Another marketing priority for Mac Donald this year was improving the global customer experience.
“We are doing more one-to-one marketing with our largest global customers,” Mac Donald said.
For example, in the past year Xerox restructured its premier global account organization to put senior-level client managing directors on the company’s largest accounts.
It is also doing more event marketing with Xerox’s largest customers, such as hosting a thought leadership discussion at IPEX 2006, the industry’s largest event for printing and publishing.
Xerox also sponsored a customer event and live webcast at the AIIM Conference & Expo, a trade show for the enterprise content industry, at which former NFL player Howie Long spoke about high performance.
“We measure the results of how much business we are achieving through customer events with our marketing dashboard, which has been in place about three years,” Mac Donald said.
This year, Xerox has also expanded its global advertising. It consolidated all its global advertising with Y&R, and it hired Interbrand to handle brand strategy.
Xerox launched new ad campaigns in emerging markets including Eastern Europe, India and Russia.
“We are going after some high-growth markets,” Mac Donald said. In Russia, where Xerox has traditionally not spent much money on advertising, revenue is up approximately 18% over last year, he said.
Mac Donald is also looking at ways of using integrated marketing to communicate more effectively with customers and prospects.
“I try to drive people from thinking about traditional ways of doing things into new areas,” he said. “How do we use the Web, public relations, blogs, industry events and new technologies most effectively?” —K.M.