Case Studies
Xerox Citizen Service Center
Success designed to be duplicated
Situation
Xerox Corporation, a recognized leader in document technology, created a new division to focus on e-government solutions; specifically, to provide a solution for online citizen-government transactions. The first Xerox Citizen Service Center application was completed in Rochester, New York — and it was time to tell the story.
Xerox Citizen Service Center had to:
- Help the City of Rochester announce and promote their new Web functionality without giving the appearance of a Xerox-sponsored event.
- Generate positive media coverage at a time when the parent company had announced poor earnings and significant layoffs.
- Develop a template of materials and activities for future launches in other locations.
Results
Boscobel met extensively with the Xerox Citizen Service Center team and Rochester city officials to determine the needs of all parties. Our team developed key messages, press materials, Rochester-specific collateral materials and general Xerox Citizen Service Center brochures and presentations. And, with the plan to roll out more Xerox Citizen Service Centers across the country, we created easy-to-use templates for all materials and activities for use in future launches in any city or state.
To ensure that the Rochester launch event met the criteria of a city announcement focused on Xerox Citizen Service Center, Boscobel spearheaded the behind-the-scenes management of the event. We met with the mayor’s office to secure buy-in for every step in the process and worked hand-in-hand with the mayor’s PR staff to plan the event.
The resulting press conference, held at City Hall, featured top city officials as well as the head of Xerox Citizen Service Center. A live demonstration resulted in coverage on four local news stations as well as local news radio. The launch appeared on the front page of the local paper and positive coverage continued for days. The story was picked up by national trade magazines and gave Xerox Citizen Service Center a recipe for the success of future launches.