1. Ignite Agency Programme
Hitting The Sweet Spot
With Fuji Xerox partnership, Malaysian service provider
breaks through to new cross-media market.
Accredited P
artner
2. Agency Profile:
Golden Hope Communications
Based in Kuala Lumpur, Malaysia, Always one to continually exceed
Golden Hope Communications Sdn customer expectations, GHC
Bhd (GHC) is an integrated marketing encompasses services in data
service provider specialising in data, management, branding and creatives,
print, and digital media. and cross-media marketing to deliver
the right message to the right
GHC was founded over 20 years ago audiences, via the most impactful
as a printing company. Since then media and branding.
it has expanded its suite of services
to provide innovative cross-media Today, GHC’s competitive advantage
solutions, and is currently the pioneer is strengthened by its status as a
provider of 1to1 cross-media solutions Fuji Xerox Accredited Partner. Led by
in Malaysia. At the helm of GHC’s Managing Director MK Leong, GHC is
new venture is Managing Partner the first firm in Malaysia to be
KL Loh, whose two decades’ worth of certified under the Fuji Xerox 1to1
software and marketing management Ignite Agency Programme.
experience enables him to steer GHC’s
targeted ‘right-touching’ strategy. www.ghcmedia.com.my
www.facebook.com/ghcmediacom
At A Glance:
The Challenge The Fuji Xerox Solution The Results
• Change business model from offset • 1to1 Ignite Agency Programme supplies • GHC’s brand identity successfully
printing to value-added digital services a practical collaborative framework transformed from a printing firm to a
for training and development on cutting-edge communication provider
• Create successful campaigns in a cross-media marketing, through a and brand consultant
market with no benchmarks for 1to1 certification process
cross-media marketing • GHC staff gained practical experience
• XMPie software enables integrated and mastery of Fuji Xerox technology
• Reinforce company’s identity as an highly effective 1to1 cross-media through training and thorough business
integrated communications provider marketing campaigns that generate methodology during the 1to1 Ignite
crucial data on user response. Agency certification process
• Find the right integrated hardware-
software solution with proper vendor • The Digital Colour Press 700 effortlessly • Initial prediction a rollout of 50,000
support that goes beyond the tools provides crisp, offset-quality results processing units* surpassed after three
especially for short-run and variable months, with a new estimated rollout of
data printing one million processing units*
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3. Fuji Xerox 1to1 Ignite Agency Programme
The first of its kind, the Fuji Xerox 1to1 Beyond simply buying the equipment, Fuji
Ignite Agency Programme is a powerful Xerox Accredited Partners are given the
and comprehensive mentorship structure know-how, the guidance, and the crucial
for service providers seeking to adopt support to succeed in 1to1 cross-media
the business model of 1to1 cross-media marketing—at every step of the way.
marketing.
“We designed the Programme to support
As a pioneering demand creation initiative, our creative agencies and service providers
the Programme aims to accelerate the who want to break into 1to1 marketing
successful adoption of 1to1 marketing cross-media space, through a comprehensive
strategies by agencies and service providers. business model that accelerates their
Agencies who successfully apply to become successful development in a competitive new
Fuji Xerox Accredited Partners benefit from market,” says Helene Blanchette, Head of the
the dedicated support provided by the Fuji 1:1 Experience Service.
Xerox 1:1 Experience Service team.
The Fuji Xerox 1to1 Ignite Agency Programme
Spanning several months, the Programme is is designed for long-term sustainability. At the
a comprehensive framework for agencies to end of training, Fuji Xerox Accredited Partners
master every aspect of the 1to1 cross-media are equipped to become strategic enablers
marketing business model: from technical themselves, delivering the benefits of 1to1
expertise to sales training and more. marketing to their own corporate customers
and other service providers, such as Fuji Xerox
Premier Partners.
Fuji Xerox 1to1 Ignite Agency Programme Support Accredited P
artner
STEP 1 STEP 2 STEP 3
ENGAGEMENT: TRAINING: CERTIFICATION:
• Proposed Agency • Business Development • Actual Deployment of a
• Selection and Marketing Workshop 1to1 Cross-Media
• Approval • Methodology and Marketing Campaign
• Equipment/Software Operation Training • Mentoring
Purchase and Installation • Sales Force Engagement Class • Monitoring
• Technical Training • Measurements
• Supporting Tools and • Accreditation
Resources
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4. Strength in Collaboration:
Golden Hope Communications and
Fuji Xerox 1to1 Ignite Agency Programme
Through a
Expertise and Knowledge Transfer comprehensive
Fuji Xerox’s 1:1 Experience Team’s
1:1
Experience
1:1
Ignite Agency expertise comes from years of suite of hardware
Team Certification
pioneering experience in the field and software solutions,
of 1to1 cross-media marketing, and dedicated training,
Equipment honing tried and tested initiatives
and Software with real-world results. Fuji Xerox powerfully
Solution
assists clients in
Certification and Mentorship
More than just a consulting service,
converting their
the Fuji Xerox 1to1 Ignite Agency investments into
Programme creates a supportive real-world revenues.
structure of mentorship, training,
GOLDEN HOPE and hands-on practice between
COMMUNICATIONS Fuji Xerox and its clients.
Opening up a new market. A veteran As a Partner, GHC benefited from an With the XMPie suite of software solutions,
in the Malaysian print and marketing innovative mentorship structure. Over GHC could create and deploy variable
industries, GHC recognised the long- six months of training, certification, data campaigns for a range of media
term potential of emerging cross-media and coaching under the local Fuji Xerox from print, email, electronic direct mailer,
technology. However, no company in company and the regional 1:1 Experience text messaging (SMS), individual and
the country had yet employed this Service team, GHC spared no effort to personalised URL address that leads
breakthrough technology for personalised bring up to speed its expertise with 1to1 to a personalised web site—all in one
marketing: there were no local case studies cross-media marketing. integrated platform. This enabled GHC
to prove its success in the Malaysian context. to seamlessly offer multichannel points
Under the 1to1 Ignite Agency Programme, of communication, culminating in a
Choosing the right coach. Rather than be GHC gained both the practical knowledge completely integrated and unique cross-
daunted, GHC saw a rare opportunity to to execute a complex 1to1 cross-media media experience for the recipient.
stake its claim on the future of print in the campaign, and the dynamic sales and
digital multichannel marketing media mix. marketing skills necessary to produce Crucially, the XMPie Analytics module,
So when the time came for GHC to build a tangible results and real profits. part of the integrated solution, enables
new business model from the ground up— information to be automatically collected
one that would harness the full potential “Our overall experience working with across all touch points, giving marketers
of cross-media marketing—the firm Fuji Xerox is one of great satisfaction,” complete visibility of campaign performance.
readily turned to Fuji Xerox. reports KL Loh. “We benefited from the Marketing service providers and print
expertise and support from both regional providers can view the results and revise
With its solid relationship with Fuji and local teams.” campaign tactics, or flag customers to
Xerox as a Premier Partner, and its receive follow-up touch points, helping
forward-thinking outlook, GHC was a A powerful combination. To qualify for to improve response rates and overall
perfect candidate for the Fuji Xerox accreditation in the Fuji Xerox 1to1 Ignite campaign effectiveness.
1to1 Ignite Agency Programme. After its Agency Programme, GHC invested in a
purchase of the Fuji Xerox hardware and powerful solution composed of a 1to1 To complete the customer experience, the
software technology, and meeting all integrated cross-media software called variable print components of a cross-media
requirements, GHC was certified as XMPie (a Xerox product) and the Fuji campaign must be of high quality—hence
Fuji Xerox Accredited Partner. Xerox 700 Digital Color Press (DCP). the choice by GHC of the multi-awarded
Fuji Xerox 700 DCP.
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5. 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. and cross-sell to its current clientele, and
GHC’s road to introducing cross-media in the process re-brand its own image as a
marketing to its clients did not come easy. versatile provider of industry-leading print
“The biggest challenge was breaking and online marketing solutions.
through to convince business owners of
the merits of the cross-media solution,” An irresistible campaign. After
KL Loh says. brainstorming with the Fuji Xerox 1:1
Experience Service team, GHC settled on
GHC decided to meet this challenge by the concept of ‘touching’ and ‘reaching’
launching an integrated B2B campaign that their customers for their debut campaign. chocolates to delight clients, but likewise
advertised its own services. If successful, a friendly, personalised message effectively
this campaign would not only demonstrate These concepts were given form in the deployed throughout different media to
the possibilities of 1to1 cross-media ‘Chocolate Campaign’, which would keep the message of cross-media marketing
marketing—it would also help GHC up-sell not only offer delectable Armani Dolci fresh in customers’ minds.
The Solution: Living The 1to1
Experience from Start to Finish
GHC, with the help of local and regional to convey a sense of friendliness, and campaign, as well as their thoughts about
Fuji Xerox collaborators, devised a four- immediately demonstrate one of the the potential of GHC’s impressive new
phase marketing campaign, with each hallmarks of 1to1 cross-media marketing. technology for their own business.
phase dynamically engaging the client
and encouraging further interaction. The printed mail piece also invited the Through personalised greetings and a
recipient to visit their Personalised URL range of tailor-made options for their
First, a colourful and attractively designed (PURL) to find out more about cross-media chocolate and calendar giveaways, the
postcard introducing the Chocolate marketing and to claim their prizes—a box website gave clients a sense of being
Campaign was sent out. The client’s first of sumptuous Armani Dolci chocolates and served as unique and valued customers.
name was prominently displayed in front a fully personalised calendar.
After the data collection, a third channel
The Personalised URL of customised electronic direct mailers
(PURL) sent recipients (EDMs) and mobile SMS messages
to the second channel provided gestures of thoughtfulness by
of interaction, a thanking customers for participating in the
website consisting of survey. These culminated in the delivery
a personalised landing of the fourth ‘touch’, the chocolate-and-
page, a questionnaire, customised calendar giveaway delivered in
and a thank-you page. an exclusive, personalised gift bag.
The questionnaire invited
recipients to share their
impressions of the current
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6. A Dynamic Engagement in Four Phases.
GHC Self-Promotion: Chocolate Campaign
1 Personalised Postcard and
Electronic Direct Mailers (EDMs) 2 Customised
Website
4 Chocolate and
Customised Calendar Giveaway 3 Customised Electronic Direct Mailers (EDMs)
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.
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7. Campaign Results: Impressive Response Rates
Apart from the practical experience of
mastering the execution of a cross-media “Key to the success of deploying the
campaign, KL Loh notes a tangible increase first-ever 1to1 direct marketing cross-media
in customer loyalty and interest. “We found campaign in the Malaysian retail market were
that the success rates for cross-media the collaborative efforts of GHC, the Fuji Xerox
marketing are astonishing, compared to the 1:1 Experience experts, and the Fuji Xerox
traditional way of marketing,” he reports. Malaysia Business Development team.”
The ultimate goal for the GHC’s Chocolate Connie Chan, Business Development Manager
Campaign was to generate leads and Fuji Xerox Malaysia
secure a valuable meeting with clients in
order to explain the concept of 1to1 cross-
media marketing. Positive outlook. Out of the 43% of “The results speak for themselves,” asserts
the recipients who responded, nearly MK Leong. And thanks to its dynamic
The Campaign received a positive 88% completed the whole campaign partnership with Fuji Xerox, the managing
response rate of 43%, astonishing indeed experience—attesting to the effectiveness director is confident that Golden Hope
in a domestic market where generic mail of GHC’s four-channel strategy to sustain Communications now “has the know-how
yields less than 1% and electronic direct genuine interest in cross-media marketing. and skills to provide similar measurable
mailers (EDMs) reaches only 3% to 5% of More remarkably, 88% were convinced outcomes for GHC’s clients.”
total responses. According to MK Leong, that cross-media communication is the
Managing Director of GHC, the campaign future.
“shows how much a targeted and relevant
communications message means to all
Marketing people.”
Business Results: Exceeding Expectations
Despite a challenging start, clients’ positive Taking off. Beyond the interest generated According to Connie Chan, Business
responses to GHC’s new campaign emerged in multi-channel marketing, GHC’s efforts Development (BD) Manager of Fuji Xerox
within the first few weeks. GHC initially paid off: an enquiry from a cosmetic brand Malaysia, “The synergy with our client, GHC,
predicted a rollout of 50,000 processing was successfully transitioned into a full- the knowledge and expertise of the Fuji
units*—yet after just three months, this fledged Pilot Project for an integrated 1to1 Xerox 1:1 Experience team, and the technical
business goal had been surpassed. In effect, cross-media campaign. The project marked knowhow of the Malaysia BD Team built the
GHC was already considering estimates of a positive start for GHC as they establish trust and confidence of a cosmetic client
one million processing units*. a strong presence in the industry. company, who became the very first 1to1
cross-media marketing campaign customer
in Malaysia.
“With Fuji Xerox, you are not just GHC’s partnership with Fuji Xerox Malaysia
purchasing digital print equipment, but has proven to be a milestone in the latter’s
owning an end-to-end business solution business transition, as the company rapidly
that helps to maximise your investment.” increased its customer base across other
industries by replicating the success story
KL Loh, Managing Partner and business methodology. This is just the
Golden Hope Communications Sdn Bhd beginning of GHC’s successful journey,
not a destination.”
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