Canon Solutions America
Supporting Higher Education Business Leaders
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.
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.