Lori Babigian demonstrates her unique capability to reposition legacy technology companies for market growth in challenging business environments.

1. About Printronix
• Technology start up in 1974 by Bob Kleist,
introduced first factory floor rugged
computer printer in 1975.
• First Orange County, CA company on
NASDAQ and remained publicly owned for
more than 28 years.
• A top 10 mainframe computer printer
manufacturer.
• Majority of placements under OEM brand
names such as: IBM, Ricoh, OkiData, HP
WeP & Lipi
• 2008 purchased by private equity firm
Vector Capital
• 2009 Printronix acquires largest competitor,
TallyGenicom
• 2012 Vector sells to Corona Investment
Partners

2. My Job:
• Translate company objectives into
communications strategy for printer
brands – Printronix & TallyGenicom.
KEY FOCUS = make line matrix
technology and Printronix relevant
and the preferred choice in the
segments we target..
2010 New Global Marketing Strategy
New Company Positions:
• Vice President, Global
Marketing
• Director, Global
Marketing
Communications (me)
• Region Category
Managers (LAR, EMEA,
China, India)

3. Printronix At-A-Glance
Printronix is a leader in global enterprise printing
solutions for industrial, back-office and logistics
applications
• Revenue: $150 million
• Brands: Printronix and TallyGenicom
• Employees: 600 worldwide, 200 Irvine
• Products: Includes Printronix and TallyGenicom line-
matrix, thermal bar code, and RFID printers. Product
offerings also include verification, Online Data Validation
(ODV), mobile print cart, technical service and supplies.
• Headquarters: Irvine, Calif.

4. Leading Companies Count On Us

5. Post-acquisition brand integration
Brand objective: Preserve the TG brand while
building synergies with Printronix.

6. May 10, 2011 launch markets
ALL
regions
except
China

7. There is a need to educate the relevancy of line
matrix technology, and opportunity to educate
this relevancy thru customer success stories.

8. The Power of Plus acts as
a common, unifying
theme.
What does it mean?

9. Highlights our competitive advantages that gives
us all the power to succeed
Advantage: 6600 is better that earlier generations
Advantage: P7000 cartridge is superior to spool
Advantage: Line matrix has distinct advantages
over alternative technologies (Laser and Serial)
Advantage: OUR thermal printers are superior to
the competition
Advantage: Line matrix is greener printing
technology

10. Communication funnel
Press & Analysts
Online
Print & SEM
Advertisement
Tech. Leadership Ads
Events & Forums
Direct Mailers
Membership Programs
Social Media
Sales Tools & Training
Product Collateral
Joint Marketing Programs
Printronix.com IT Center
Syndicated Content
Joint Marketing Programs
Reseller/Channel Programs
IT Communities
End user/IT seminars
Awareness
Consideration
Purchase & Community
Inputs Price
Employee costperhr 10.00$ P72x05 5,500.00$
P5000ExtendedCapacity30MRibbons perprinterpermonth 3 P72x10 9,000.00$
Spool InterventionTime (minutes) 15 P72x15 12,000.00$
Cartridge InterventionTime (minutes) 5 P72x20 16,000.00$
Total numberof printers 10
Annual service savings 200.00$
Percentage of ribbons over/underutilized 1,2
20%
Residual Value of newprinter 10%
Upfronttrade-inrebate 500.00$
Estimatedburdencostof productivityperhr -$
Product List Price Units
Priceper
unit
Yield
(pages)
Annual Ribbons
Consumed
Annual
Ribbon Cost
Annual
Interventions
Annual
Intervention Cost
Lost Annual
Productivity
(hrs) Total Annual Cost
P72x05ROI
(in years)
P72x10ROI
(in years)
P72x15ROI
(in years)
P72x20ROI
(in years)
P5000(30M) 92.17$ 6 15.36$ 4344 36 553.02$ 36 900.00$ 90.0 1,849.61$
P7000Standardlife Cartridge 54.00$ 1 54.00$ 17192 9 540.00$ 9 75.00$ 7.5 615.00$ 3.6 6.2 8.3 11.3
P7000ExtendedLife Cartridge (single pk) 67.00$ 1 67.00$ 29799 5 402.00$ 5 41.67$ 4.2 443.67$ 5.4 7.3 9.9
P7000ExtendedLife Cartridge (4pk) 238.00$ 4 59.50$ 29799 5 357.00$ 5 41.67$ 4.2 398.67$ 5.2 7.1 9.6
1. the P5000cannot monitorribbon usage, therefore users often exceed the acceptable ribbon EOL
resulting in print that is of poorquality. The model estimates a $25burdened cost perincident.
2. The P7000ribbon life monitoring system ensures that everyribbon will be used to the optimal ribbon
life, eliminating the costs associated with premature ribbon replacements. The model estimates that
underutilized ribbons will on average have 15% additional ribbon life.
RealizeyourROIinasfewas3years!
ROI Calculator Tool
Yield Comparison Tool
Consumption Translator

11. Core audiences

12. Integrated marketing & communications
PR
•Press Release Americas, EMEA,
LAR, APxC, India, China
• Translation into 14 languages
•Media Kit
• NEW online digital newsroom
•Customer case studies, articles
Social Media
•YouTube Channel
•Facebook
•Twitter
•Google +
• Blog
Website
• Power of Plus campaign
•Home page & navigation
redesign
• Video play lists
• Case study merchandising
•Translation into 9 languages
Collateral
•Family Product Brochures
•Product Technical Data Sheets
•Consumable Data Sheets
•Product Presentations
•Competitive Presentations
Printronix University
• Sales webinars
• Global product presentations
• Multi Media Sales tools &
training
•White paper
Global communication campaign that highlights our competitive advantages
“compelling reasons for users to upgrade, expand or replace their current printers”
Sales Tools
•TCO tool
•ROI tool
•Consumption Translator
•Page Coverage Yield Translator
•Ribbon Comparison & Cost/page
•Sales Videos
Power of Plus
•Channel News letter
• Marketing Bulletin
•Partner training
•Website Landing/Home Page
•Customizable asset refresh
Channel
Partner Marketing Tools
•Style Guide
•Print Ads, Postcards
•Email templates
•Web banners
•DVD – Self presentation kit
•YouTube Printronix Channel
•Twitter
•Facebook
•Product educational videos
End User Communication

13. Execute communication strategy thru
“voice of customer”
The Next Generation
TallyGenicom 6600
has been upgraded in
every way.
These series of
“Plusses” adds up to
many reasons to
refresh.

14. Introduce “plus” icon

15. Educate – spotlight user benefits of innovation

16. Voice of customer

17. Customer
Success
New home page

18. YRC – video case study
Yellow Freight is a subsidiary of YRC Worldwide, Inc., a Fortune 500
company and one of the largest transportation service providers in
the world.

19. Website planning

20. Website merchandising improvements
“Sales
friendly”
navigation
Digital
Video
Player

21. Family product page
Play lists

22. Product video library
1) 6600 Series overview
2) 6600Q Cabinet
3) 6600QSureStak power stacker
4) 6600Q Front paper access
5) 6600Q Rear drawer
6) 6600 Enclosed pedestal
7) 6600 Open pedestal
8) 6600Z Zero tear
9) PrintNet Suite of Tools
10) 6600 Consumables
11) 6600 Environmental advantages
12) 6620Q Speed test versus 6218

23. 6600 printer family – data sheet
Front side Back side

24. 6600 series comparison sheet
Front side Back sideIdentify reasons to upgrade
with icon

25. 6600 consumables data sheet
Cost Per Page & Page Yield (versus former lines per minute messaging)

26. Emedia & banners

27. Full and half page ads
AfterBefore

28. Full and half page ads
AfterBefore

29. Multi-media complete sales kit
P7000 Cartridge6600
• Self-contained multi-media DVD with completed PowerPoint
presentations. product demonstration videos & collateral
• Upload link to TCO – to close the deal!

30. Partner portal website
• Total cost of ownership online tool
• See how much a Printronix Line Matrix solution can save your customer against a
competitive printer

31. Webinar training to promote use

32. Educational videos

33. Newly developed content
(By target audience)
Sales Person Partner End User
Product Family Brochures (6600, P7000C, P7000H, N7000,
Thermal, OpenPrint)
X X X
Printer Technical Data Sheets (6600, P7000C, P7000H, N7000,
OpenPrint)
X X X
Consumables Data Sheets (6600, P7000C, P7000H, N7000)
for Americas, China, APxC, Brazil, EMEA
X X X
Line Matrix Cartridge Printer Product Presentation (6600, P7000C) X X X
Cartridge Consumable Presentation (6600, P7000C) X X X
Competitive Presentation v Laser (6600, P7000C) X X X
Competitive Presentation v Serial (6600, P7000C) X X X
FAQ’s (6600, P7000C, P7000H, N7000, OpenPrint) X X X
Product Photography Library (6600, P7000C, P7000Hm N7000,
Line Matrix Consumables, Thermal Consumables, OpenPrint)
X X
Sales Videos (57 total) X X X
Training Videos (43 total) X X
Customer Testimonial Videos (2) X X X
Multi Media Sales DVD Tool Kit (6600, P7000C) X X
Partner Marketing Kit (6600, P7000C, OpenPrint) X X
New Case Studies (6600=3; ODV=1; P7C = 1 in process) X X X
White Paper (OpenPrint) X X X

34. Partner marketing guidelines

35. Press coverage
542+ publications
Coverage :
• Material Handling & Logistics (U.S.)
• DC Velocity’s DCTV (U.S.)
• Thomas Net (U.S.)
• IT Reseller (UK)
• Print News (France)
• Review of Print (France)
• Industrie.com (France)
• DC Velocity (U.S.)
• Food Logistics (U.S.)
• Food Manufacturing (U.S.)
• Material Product Handling News (U.S.)
• Modern Materials Handling (U.S.)
• Connecting Industry (U.K.)
• Print Monthly (U.K.) – slated for July issue
• Contract Packing (U.K.)

36. Extending the story
• Media Outreach
– 6600 Printer Family News Release (May –
June)
– Extended Outreach on the 6600 (ongoing)
– Executive Byline Articles
• Q&A with local regional manager
• ‘Top 5 Reasons to Refresh’ Byline
– Case Study Placement
• YRC
• Procurity
• Rawson
– Social Media Posts to Promote Coverage

37. Cohesive communication strategy

38. Additional expansion of campaign
• Work to refresh thermal
printer family marketing
communications content
• Continuity of messaging

39. New thermal media communications

40. Technical service training & procedure videos
• 9 total videos
in 4 languages
each
• P5000
• P7000
• P7000C
• T4
• T5
3 videos each
36 total completed: English,
Chinese, Spanish and
Portuguese

41. Social media marketing

42. facebook “face lift” – before & after

43. Multiple channels engaged

44. End user focused education

45. Blog launch

46. January 31, 2012 global launch
(except India)

47. Communicating the value proposition
Plugs Directly into your ERP Solution
Reliable Bar Code printing for business
solutions
Replacement for networked laser
printers
High Quality and Reliability in any
industrial environment

48. Power of Plus campaign expands
6600 N7000
thermal
green
P7000 consumables

49. Brochure
• 10 versions, 9 languages
• Data sheet – page 4

50. Brochure – center spread

51. Brochure – spec sheet

52. Website product pages