Client Case Study: Xerox Corporation

Xerox Corporation is an iconic American story that has transformed into a wide-ranging multi-national giant well beyond its copier origins. The company is now a pillar not only in office machines but also high speed, high quality digital presses - plus a new arena - business services, where Xerox serves as a major outsourcing partner for customer service departments and other corporate areas.

 

In addition to the corporate metamorphosis is the riveting story of Chairman and CEO Ursula M. Burns. Burns joined Xerox in 1980 as a mechanical engineering summer intern and later assumed roles in product development and planning. By 2009 she had successfully led several business teams including the office color and fax business and office network printing business and was appointed CEO. As a female minority CEO, the focus is also on her as she steers Xerox toward its expanded future.

Issue: Clearly this is a company that has a historical position in the mind of a consumer or businessperson, but has the requirement to establish its new brand in the mind of all constituents – customers, prospects, suppliers, investors, employees and others. Within this context, there was a need for the Corporate Communications Department to be empowered to update all of the news content globally. At Xerox, the control for all of the website content has been centralized under a single person. While this provides standardization and control, it also requires a system that is easy to update, navigate and manage.

Concurrently, Xerox was redesigning the total corporate website and the interactive agency PopArt of Portland, Oregon recommended iPR Software for the work. Even though an off-the-shelf CMS could have been used, the agency realized that given the volume of content, plus the multiple languages, multiple sites and requirements for multimedia and social media, the best results could be delivered by iPR Software.

Solution: After multiple meetings with iPR Software, the emphasis was placed on multiple language versions of the website with key facts and figures highlighted on the home page. Xerox sells in 160 countries worldwide and iPR Software was able to create seamless template design and integration for six distinct languages on the corporateonline newsroom. As noted, the control for much of the content was centralized within a single department.

Another challenge was informing the financial community and institutional investors of the vitality of Xerox Corporation. Key data and figures were placed right on the home page including the $22 billion in sales in 2010 and the emphasis of $781 million invested in R&D, thereby highlighting Xerox’s commitment to the future as well as the present.

iPR Software created an integrated newsroom within the investor relations pages of the website to provide quick and easy access to a range of financial data for both current investors and those reviewing the information. This process required the integration of data templates from Thomson so that the web pages could quickly and accurately be populated with the latest trading data and information.

 

With advancements in mobile technology iPR Software also created a mobile version of Xerox's Pressroom so journalists, influencers, and users could get their news on the go.

Benefits: iPR Software’s painstaking planning process resulted in a seamless addition of a vibrant online newsroom within the Xerox corporate site. Multiple language translations were accomplished, thereby providing the opportunity to engage millions of potential individuals worldwide. The incorporation of the Thomson components ensured the information would be current and easy to access.

Xerox’s website development challenge was more complex than most since it included:

The professionals at iPR Software, in conjunction with their counterparts in various departments at Xerox, accomplished the tasks as planned and ensured an informed, smooth and accurate web experience for all who visit the Xerox corporate site.