Pitney Bowes redefines its image with launch of first integrated marketing campaign
Pitney Bowes Inc. (NYSE: PBI), the leading global provider of integrated mail and document management solutions, today announced that it is redefining its brand through a major marketing campaign targeted to a new audience: the c-suite (CEOs, CFOs, etc.) This integrated marketing campaign is the most significant branding endeavor the company has undertaken in more than 15 years. The campaign is a key part of the company's growth strategy and is designed to educate businesses about the importance and criticality of timely and accurate communications relative to their bottom line.
"Pitney Bowes is one of the best-kept secrets in the Fortune 500," said Michael J. Critelli, chairman and CEO of Pitney Bowes. "While we've continued to innovate and expand our array of integrated mail and document solutions, and deliver solid results for our shareholders and customers year after year, we believe that our public image is frozen in time. Re-invigorating our image, educating our customers on all that we have to offer and revitalizing our internal culture through this brand re-definition are key steps in executing on our long-term growth strategy."
Critelli added, "Our product and service offerings serve a wide range of touch points within an organization that the c-suite is in the best position to evaluate. Although our total solutions require the involvement of decision-makers at all levels, the benefits must be understood and endorsed by senior management. It is also vitally important that top management understand the value and criticality of the mail and documents which flow through their businesses, and Pitney Bowes' unique capability for helping them engineer the flow of communication to optimize their value."
The advertising component of the company's new integrated marketing campaign debuts today and uses wry humor to dramatize the serious business impact of misdirected, late or incorrect communication. One advertisement includes the statement, "Satisfaction Guaranteed or Your Monkey Back," then goes on to underscore the increased costs, alienated customers and missed revenue opportunities businesses face as a result of inaccurate communications. The ad then focuses on how Pitney Bowes' integrated solutions can significantly improve a business' communications flow.
The advertisements will appear in print, online, outdoor, and in airports, including airline club lounges, with the tag line, "Engineering the Flow of Communication." The integrated marketing campaign also includes direct mail, company website redesign and a new approach and design for all collateral materials such as brochures and employee newsletters, and trade show booths.
OgilvyOne, a unit of Ogilvy & Mather, created the campaign advertising and Landor Associates created the overall new look and feel for all brand communications.
"This campaign repositions Pitney Bowes as an essential partner in helping businesses manage the critical flow of communications with their customers," explained Bruce Lee, executive creative director, OgilvyOne. "The advertising was created to showcase Pitney Bowes as an innovative company as well as its hidden genius in this area."
"The flow of communications refers to the mail and document flow within an organization, and impacts key areas that are critical to a company's success, such as marketing, customer service, billing, accounts receivable, order fulfillment and human resources. Businesses need to look at every mail piece and document as the end product of a complex process that can make or lose money, enhance or damage key customer relationships, and create or destroy opportunities, which is why managing this communications flow is so important," emphasized Arun Sinha, Pitney Bowes vice president and chief marketing officer.
For example, many businesses, especially those in the financial, legal, healthcare and insurance industries routinely send high-volume, confidential, secure information to customers via physical and electronic documents. Even the smallest error, such as the wrong amount of postage or the wrong address can add up to millions of dollars in returned mail, lost employee time to correct the error and damaged customer relationships. "However, engineering the flow of communication is critical for all businesses because of the opportunities it provides to generate revenue, save costs, manage and improve customer relationships, and link disparate infrastructures," Sinha added.
A technological leader with more than 3,500 patents, Pitney Bowes conceptualizes, designs and creates integrated solutions that help organizations of all sizes manage their critical business communications. Today's brand launch represents the company's commitment to drive the evolution of the document and communications industries.
