Client RICOH
From “Explaining DX” to “Showing How Work Can Feel Different” — A Unified Story Across Every Touchpoint Drives More Than 2× the Target in Website Traffic
Connecting Multiple Touchpoints Through One Story, from Awareness to Website Visits
RICOH Digital Processing Service helps businesses solve operational challenges by combining a wide range of applications, hardware, and implementation and operational support.
However, the breadth of solutions offered also made it difficult to communicate the service as a whole and clearly convey how it could improve the way people work.
Rather than focusing on an exhaustive explanation of the service’s features, K&L rebuilt the communication around a simple question: “What positive changes can this create for the people who use it?”
We developed an integrated communications strategy spanning the website, promotional video, advertising, email newsletters, and sales enablement tools. As a result, website traffic reached 212% of the original target, more than double the goal.
Challenge & Approach
Challenge
The broader the service offering, the harder it can be to communicate its value
Although the term "DX" is widely recognized, many customers still have difficulty envisioning which aspects of their operations could be changed for the better, and how those changes should be implemented.
For solutions that combine multiple products and services, providing more detailed information about each feature can also lead to an overwhelming amount of information, making the underlying value harder to see.
Whether someone encountered the brand through an advertisement, spoke with a sales representative, or visited the website, every touchpoint needed to communicate the same core value rather than creating a different impression at each stage.
Approach
Designing the story around a future with less friction at work, rather than just explaining features
Using RICOH Digital Processing Service’s vision of “human-centered digital transformation” as the foundation, we built the communication around the everyday inconveniences and frustrations experienced by working people, rather than around the service’s individual features.
We considered a range of working environments from offices and remote work to on-site operations, and developed messaging and creatives that would help people picture not only what the service can do, but also how their work could be facilitated after implementation.
The promotional video established the overall vision and created awareness, while digital advertising and email newsletters generated interest. The website then provided a deeper understanding of specific challenges and how the service could address them.
We also developed a range of tools to support sales activities and internal communication, including flyers, clear holders, Microsoft Teams backgrounds, and other sales enablement materials.
Rather than simply producing more individual assets, we gave each touchpoint a clear role and connected them as part of one cohesive story. This strengthened the journey from awareness to understanding, and ultimately to website visits.
Result
Website traffic reached 212% of the target
By integrating the website, promotional video, digital advertising, email newsletters, and sales enablement tools under one cohesive concept, website traffic reached 212% of the original target, doubling the original goal.
By seamlessly connecting multiple initiatives under a shared concept, we were able to build on customer interest generated at each touchpoint and consistently guide audiences toward deeper understanding and consideration on the website.
Planning
- Communication strategy
- Concept development
- Target audience and challenge analysis
- Customer journey design
- Content strategy
- Media and user journey planning
Execution
- Promotional website
- Promotional video
- Banner advertising
- Search advertising
- Email newsletters
- Flyers
- Clear-file folders
- Microsoft Teams backgrounds
- Sales enablement tools