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

Thank you to the CID team for the sincere cooperation. ECGE truly benefited from the support which paved the way for the advancement of our IT project.

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Ola Gadallah
Chairman / Managing Director Export Credit Guarantee Company of Egypt

The team and I really enjoyed the process of rebranding our companies with CID. We had just come out of a major restructure and the CID team helped us shape strategic direction on both a brand and business perspective. Their team had the perfect balance between creativity of marketeers and the acumen of management consultants.

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Mohamed El Ahwal
CEO, IACC Holdings