CASE STUDY: 'Canon 2020 Vision programme' for Canon UK by The Marketing Practice

Summary
The Marketing Practice (TMP) has worked with Canon UK over the past year to engage with corporate reprographics department decision-makers (CRDs – also known as print rooms). The aim was to gain face-to-face meetings with senior CRD decision makers and educate this sometimes traditional print market about the need to change their business models to engage new digital techniques and become more service-oriented.

Using a single source – a study into the future of the print industry by Professor Frank Romano that points to the year 2020 as the ‘crunch point’ for the global print industry – TMP created a range of direct and online content for the CRD audience. The 2020 campaign has been extremely efficient in its creation and reuse of content, extracting different elements from the Romano Report and channelling through a variety of media.

The effect has been to move Canon towards becoming an authority in the print industry evolution; educating decision-makers about the benefits of moving to a different business model using more integrated, advanced and productive print resources.