View case - Fuji Xerox Malaysia

Ignite Agency Programme
Hitting The Sweet Spot
With Fuji Xerox partnership, Malaysian service provider
breaks through to new cross-media market.
Accredited Partner

Agency Profile:
Golden Hope Communications
Based in Kuala Lumpur, Malaysia,
Golden Hope Communications Sdn
Bhd (GHC) is an integrated marketing
service provider specialising in data,
print, and digital media.
GHC was founded over 20 years ago
as a printing company. Since then
it has expanded its suite of services
to provide innovative cross-media
solutions, and is currently the pioneer
provider of 1to1 cross-media solutions
in Malaysia. At the helm of GHC’s
new venture is Managing Partner
KL Loh, whose two decades’ worth of
software and marketing management
experience enables him to steer GHC’s
targeted ‘right-touching’ strategy.
Always one to continually exceed
customer expectations, GHC
encompasses services in data
management, branding and creatives,
and cross-media marketing to deliver
the right message to the right
audiences, via the most impactful
media and branding.
Today, GHC’s competitive advantage
is strengthened by its status as a
Fuji Xerox Accredited Partner. Led by
Managing Director MK Leong, GHC is
the first firm in Malaysia to be
certified under the Fuji Xerox 1to1
Ignite Agency Programme.
www.ghcmedia.com.my
www.facebook.com/ghcmediacom
At A Glance:
The Challenge
• Change business model from offset
printing to value-added digital services
• Create successful campaigns in a
market with no benchmarks for 1to1
cross-media marketing
• Reinforce company’s identity as an
integrated communications provider
• Find the right integrated hardwaresoftware
solution with proper vendor
support that goes beyond the tools
The Fuji Xerox Solution
• 1to1 Ignite Agency Programme supplies
a practical collaborative framework
for training and development on
cross-media marketing, through a
certification process
• XMPie software enables integrated
highly effective 1to1 cross-media
marketing campaigns that generate
crucial data on user response.
• The Digital Colour Press 700 effortlessly
provides crisp, offset-quality results
especially for short-run and variable
data printing
The Results
• GHC’s brand identity successfully
transformed from a printing firm to a
cutting-edge communication provider
and brand consultant
• GHC staff gained practical experience
and mastery of Fuji Xerox technology
through training and thorough business
methodology during the 1to1 Ignite
Agency certification process
• Initial prediction a rollout of 50,000
processing units* surpassed after three
months, with a new estimated rollout of
one million processing units*
2

Fuji Xerox 1to1 Ignite Agency Programme
The first of its kind, the Fuji Xerox 1to1
Ignite Agency Programme is a powerful
and comprehensive mentorship structure
for service providers seeking to adopt
the business model of 1to1 cross-media
marketing.
As a pioneering demand creation initiative,
the Programme aims to accelerate the
successful adoption of 1to1 marketing
strategies by agencies and service providers.
Agencies who successfully apply to become
Fuji Xerox Accredited Partners benefit from
the dedicated support provided by the Fuji
Xerox 1:1 Experience Service team.
Spanning several months, the Programme is
a comprehensive framework for agencies to
master every aspect of the 1to1 cross-media
marketing business model: from technical
expertise to sales training and more.
Beyond simply buying the equipment, Fuji
Xerox Accredited Partners are given the
know-how, the guidance, and the crucial
support to succeed in 1to1 cross-media
marketing—at every step of the way.
“We designed the Programme to support
our creative agencies and service providers
who want to break into 1to1 marketing
cross-media space, through a comprehensive
business model that accelerates their
successful development in a competitive new
market,” says Helene Blanchette, Head of the
1:1 Experience Service.
The Fuji Xerox 1to1 Ignite Agency Programme
is designed for long-term sustainability. At the
end of training, Fuji Xerox Accredited Partners
are equipped to become strategic enablers
themselves, delivering the benefits of 1to1
marketing to their own corporate customers
and other service providers, such as Fuji Xerox
Premier Partners.
Fuji Xerox 1to1 Ignite Agency Programme Support
Accredited Partner
STEP 1
ENGAGEMENT:
• Proposed Agency
• Selection
• Approval
• Equipment/Software
Purchase and Installation
STEP 2
TRAINING:
• Business Development
and Marketing Workshop
• Methodology and
Operation Training
• Sales Force Engagement Class
• Technical Training
• Supporting Tools and
Resources
STEP 3
CERTIFICATION:
• Actual Deployment of a
1to1 Cross-Media
Marketing Campaign
• Mentoring
• Monitoring
• Measurements
• Accreditation
3

Strength in Collaboration:
Golden Hope Communications and
Fuji Xerox 1to1 Ignite Agency Programme
1:1
Experience
Team
1:1
Ignite Agency
Certification
Equipment
and Software
Solution
GOLDEN HOPE
COMMUNICATIONS
Expertise and Knowledge Transfer
Fuji Xerox’s 1:1 Experience Team’s
expertise comes from years of
pioneering experience in the field
of 1to1 cross-media marketing,
honing tried and tested initiatives
with real-world results.
Certification and Mentorship
More than just a consulting service,
the Fuji Xerox 1to1 Ignite Agency
Programme creates a supportive
structure of mentorship, training,
and hands-on practice between
Fuji Xerox and its clients.
Through a
comprehensive
suite of hardware
and software solutions,
and dedicated training,
Fuji Xerox powerfully
assists clients in
converting their
investments into
real-world revenues.
Opening up a new market. A veteran
in the Malaysian print and marketing
industries, GHC recognised the longterm
potential of emerging cross-media
technology. However, no company in
the country had yet employed this
breakthrough technology for personalised
marketing: there were no local case studies
to prove its success in the Malaysian context.
Choosing the right coach. Rather than be
daunted, GHC saw a rare opportunity to
stake its claim on the future of print in the
digital multichannel marketing media mix.
So when the time came for GHC to build a
new business model from the ground up—
one that would harness the full potential
of cross-media marketing—the firm
readily turned to Fuji Xerox.
With its solid relationship with Fuji
Xerox as a Premier Partner, and its
forward-thinking outlook, GHC was a
perfect candidate for the Fuji Xerox
1to1 Ignite Agency Programme. After its
purchase of the Fuji Xerox hardware and
software technology, and meeting all
requirements, GHC was certified as
Fuji Xerox Accredited Partner.
As a Partner, GHC benefited from an
innovative mentorship structure. Over
six months of training, certification,
and coaching under the local Fuji Xerox
company and the regional 1:1 Experience
Service team, GHC spared no effort to
bring up to speed its expertise with 1to1
cross-media marketing.
Under the 1to1 Ignite Agency Programme,
GHC gained both the practical knowledge
to execute a complex 1to1 cross-media
campaign, and the dynamic sales and
marketing skills necessary to produce
tangible results and real profits.
“Our overall experience working with
Fuji Xerox is one of great satisfaction,”
reports KL Loh. “We benefited from the
expertise and support from both regional
and local teams.”
A powerful combination. To qualify for
accreditation in the Fuji Xerox 1to1 Ignite
Agency Programme, GHC invested in a
powerful solution composed of a 1to1
integrated cross-media software called
XMPie (a Xerox product) and the Fuji
Xerox 700 Digital Color Press (DCP).
With the XMPie suite of software solutions,
GHC could create and deploy variable
data campaigns for a range of media
from print, email, electronic direct mailer,
text messaging (SMS), individual and
personalised URL address that leads
to a personalised web site—all in one
integrated platform. This enabled GHC
to seamlessly offer multichannel points
of communication, culminating in a
completely integrated and unique crossmedia
experience for the recipient.
Crucially, the XMPie Analytics module,
part of the integrated solution, enables
information to be automatically collected
across all touch points, giving marketers
complete visibility of campaign performance.
Marketing service providers and print
providers can view the results and revise
campaign tactics, or flag customers to
receive follow-up touch points, helping
to improve response rates and overall
campaign effectiveness.
To complete the customer experience, the
variable print components of a cross-media
campaign must be of high quality—hence
the choice by GHC of the multi-awarded
Fuji Xerox 700 DCP.
4

Expertise Put to the Test:
The Chocolate Campaign Case Study
GHC put the potential of cross-media marketing to the test by launching an
integrated campaign advertising its own services. The firm’s local and regional
Fuji Xerox collaborators were on hand to support GHC develop the campaign
from conceptualisation to execution.
The Challenge:
Opening Up A New Market
Making an impact, starting afresh.
GHC’s road to introducing cross-media
marketing to its clients did not come easy.
“The biggest challenge was breaking
through to convince business owners of
the merits of the cross-media solution,”
KL Loh says.
GHC decided to meet this challenge by
launching an integrated B2B campaign that
advertised its own services. If successful,
this campaign would not only demonstrate
the possibilities of 1to1 cross-media
marketing—it would also help GHC up-sell
and cross-sell to its current clientele, and
in the process re-brand its own image as a
versatile provider of industry-leading print
and online marketing solutions.
An irresistible campaign. After
brainstorming with the Fuji Xerox 1:1
Experience Service team, GHC settled on
the concept of ‘touching’ and ‘reaching’
their customers for their debut campaign.
These concepts were given form in the
‘Chocolate Campaign’, which would
not only offer delectable Armani Dolci
chocolates to delight clients, but likewise
a friendly, personalised message effectively
deployed throughout different media to
keep the message of cross-media marketing
fresh in customers’ minds.
The Solution: Living The 1to1
Experience from Start to Finish
GHC, with the help of local and regional
Fuji Xerox collaborators, devised a fourphase
marketing campaign, with each
phase dynamically engaging the client
and encouraging further interaction.
First, a colourful and attractively designed
postcard introducing the Chocolate
Campaign was sent out. The client’s first
name was prominently displayed in front
to convey a sense of friendliness, and
immediately demonstrate one of the
hallmarks of 1to1 cross-media marketing.
The printed mail piece also invited the
recipient to visit their Personalised URL
(PURL) to find out more about cross-media
marketing and to claim their prizes—a box
of sumptuous Armani Dolci chocolates and
a fully personalised calendar.
The Personalised URL
(PURL) sent recipients
to the second channel
of interaction, a
website consisting of
a personalised landing
page, a questionnaire,
and a thank-you page.
The questionnaire invited
recipients to share their
impressions of the current
campaign, as well as their thoughts about
the potential of GHC’s impressive new
technology for their own business.
Through personalised greetings and a
range of tailor-made options for their
chocolate and calendar giveaways, the
website gave clients a sense of being
served as unique and valued customers.
After the data collection, a third channel
of customised electronic direct mailers
(EDMs) and mobile SMS messages
provided gestures of thoughtfulness by
thanking customers for participating in the
survey. These culminated in the delivery
of the fourth ‘touch’, the chocolate-andcustomised
calendar giveaway delivered in
an exclusive, personalised gift bag.
5

A Dynamic Engagement in Four Phases.
GHC Self-Promotion: Chocolate Campaign
Personalised Postcard and
Customised
1 Electronic Direct Mailers (EDMs) 2 Website
Chocolate and
4 Customised Calendar Giveaway
Customised Electronic Direct Mailers (EDMs)
3 and Mobile Messages
No company in Malaysia had yet employed
personalised cross-media technology.
The campaign by GHC reached an enviable
43% response rate was the first-ever integrated
1to1 cross-media marketing campaign
in the country.
6

Campaign Results: Impressive Response Rates
Apart from the practical experience of
mastering the execution of a cross-media
campaign, KL Loh notes a tangible increase
in customer loyalty and interest. “We found
that the success rates for cross-media
marketing are astonishing, compared to the
traditional way of marketing,” he reports.
The ultimate goal for the GHC’s Chocolate
Campaign was to generate leads and
secure a valuable meeting with clients in
order to explain the concept of 1to1 crossmedia
marketing.
The Campaign received a positive
response rate of 43%, astonishing indeed
in a domestic market where generic mail
yields less than 1% and electronic direct
mailers (EDMs) reaches only 3% to 5% of
total responses. According to MK Leong,
Managing Director of GHC, the campaign
“shows how much a targeted and relevant
communications message means to all
Marketing people.”
“Key to the success of deploying the
first-ever 1to1 direct marketing cross-media
campaign in the Malaysian retail market were
the collaborative efforts of GHC, the Fuji Xerox
1:1 Experience experts, and the Fuji Xerox
Malaysia Business Development team.”
Connie Chan, Business Development Manager
Fuji Xerox Malaysia
Positive outlook. Out of the 43% of
the recipients who responded, nearly
88% completed the whole campaign
experience—attesting to the effectiveness
of GHC’s four-channel strategy to sustain
genuine interest in cross-media marketing.
More remarkably, 88% were convinced
that cross-media communication is the
future.
“The results speak for themselves,” asserts
MK Leong. And thanks to its dynamic
partnership with Fuji Xerox, the managing
director is confident that Golden Hope
Communications now “has the know-how
and skills to provide similar measurable
outcomes for GHC’s clients.”
Business Results: Exceeding Expectations
Despite a challenging start, clients’ positive
responses to GHC’s new campaign emerged
within the first few weeks. GHC initially
predicted a rollout of 50,000 processing
units*—yet after just three months, this
business goal had been surpassed. In effect,
GHC was already considering estimates of
one million processing units*.
Taking off. Beyond the interest generated
in multi-channel marketing, GHC’s efforts
paid off: an enquiry from a cosmetic brand
was successfully transitioned into a fullfledged
Pilot Project for an integrated 1to1
cross-media campaign. The project marked
a positive start for GHC as they establish
a strong presence in the industry.
“With Fuji Xerox, you are not just
purchasing digital print equipment, but
owning an end-to-end business solution
that helps to maximise your investment.”
KL Loh, Managing Partner
Golden Hope Communications Sdn Bhd
According to Connie Chan, Business
Development (BD) Manager of Fuji Xerox
Malaysia, “The synergy with our client, GHC,
the knowledge and expertise of the Fuji
Xerox 1:1 Experience team, and the technical
knowhow of the Malaysia BD Team built the
trust and confidence of a cosmetic client
company, who became the very first 1to1
cross-media marketing campaign customer
in Malaysia.
GHC’s partnership with Fuji Xerox Malaysia
has proven to be a milestone in the latter’s
business transition, as the company rapidly
increased its customer base across other
industries by replicating the success story
and business methodology. This is just the
beginning of GHC’s successful journey,
not a destination.”
7

For more information, call or visit us at
Fuji Xerox Asia Pacific Pte Ltd
80 Anson Road, #37-00 Fuji Xerox Towers, Singapore 079907
Tel. 65 6766 8888 Fax. 65 62392764
h t t p : / / w w w . f x a p . c o m . s g
© 2012 Fuji Xerox Co., Ltd. All rights reserved. XEROX, and the sphere of connectivity design are trademarks or registered trademarks of Xerox Corporation in the United States and other/or other countries.