EnvisionED

Canon

Supporting Higher Education Business Leaders

Challenge

Managing print production, security and the flow of communication on campuses across the country is a complex challenge. Canon Solutions America is a robust organization that offers fully integrated solutions for higher education facility planners. However, they were struggling with awareness and lead generation with these type of prospects. CSA was seeking to drive awareness for its brand offering while building a following in an authentic manner.

Approach

Following several brainstorming sessions, we collaboratively determined the best way to achieve CSA’s goals was through visual storytelling. Our research demonstrated that using content in the higher education environment would be less intrusive and more compelling by allowing school business leaders to self discover CSA. Our goal: build trust and a few meaningful relationships while also supporting the field sales team at CSA.

The cornerstone of our work is a quarterly magazine with stories about what matters to higher education leaders. The content does not focus on CSA or product solutions. Rather, the largest issues and hottest trends affecting the reader are at the forefront. With corresponding digital assets (website, email, web content), we wanted to touch the readers and create new connections.

Results

The inaugural edition of EnvisionED launched in Spring 2019 through a direct mail campaign targeting nearly 5,000 college/university business officers.
The magazine has also been distributed at national higher education industry events such as NAEP, NACUBO & NIGP Annual Forum.
2019 Gold MarCom award for print media magazines.
Contributors and new connections include: University of Memphis University , West Virginia University, Xavier University, Miami University of Ohio, Drexel University, Creighton University, Arizona State University, University of Massachusetts, University of Colorado, and Purdue University.