EXTERNAL BRAND
COMMUNICATION CONCEPT
Status: October 28, 2015
BEU IMD Branding / MarCom / CorpCom & Serviceplan
FOREWORD
This document …
•
Is relevant for all Cluster, NOC, CAMEA and BEU
•
Integrates MarCom, CorpCom, Branding and Sustainability topics
•
Shall serve as guideline for the upcoming brand communication campaign FY
2015 as well as the future pan-European brand communication by FY 2018 in
order to reach a common strong brand communication and support Konica
Minolta’s transformation
•
Is a living document which will be updated throughout the years
•
After the creative finalization of the campaign you will receive a
comprehensive guideline (toolbox) covering all aspects of the campaign.
2
STATUS QUO BRANDING
OVERVIEW IDENTITY-BASED APPROACH
EMPLOYEE PHILOSOPHY
KICK-OFF (Jan 8, ‘15)
From Inside to the Outside
INTERNAL
BRANDING
Q1
Q2
Q3
FY 2014
EUROPEAN BRAND COMMUNICATION
CAMPAIGN FY15 (Start Jan ’16)
Q4
Q1
Q2
Q3
FY 2015
EXTERNAL
BRANDING
Q4
Q1
Q2
Q3
Q4
t
FY 2016
Status: July 2015
3
STRATEGIC APPROACH FURTHER PROGRESS
OVERVIEW AND STATUS QUO
Long-term planning
Depending on identitybased approach &
stakeholder approach
with focus on reputation
Focus on external target
groups / stakeholders
I.
Stakeholder
Analysis
II.
Line of
argumentation
for each
stakeholder
Integration of NOC,
Cluster and BEU needs
and interests
Long-term Integration of
CorpCom, MarCom,
Branding & CSR
communication topics,
messages and targets
III.
IV.
Long-term
omnichannel
guideline
by FY18
Toolbox
per FY
Stakeholder expectations, needs and current relationships
Condition
Key message
Benefit
Storyline
Proof
Look & Feel
Communication strategy
Corporate
Development
Content
Touch Points
Formats &
Measures
Communication measures* for YOU & WE in FY15
Motifs &
Adaptions
Microsite
Banner
* Individual adaptation of the motifs according to the needs of each
Cluster/NOC (depending on market maturity, customer needs, purpose,
available media budget, channels, etc.). But all under one roof “YOU & WE”.
Newsletter CD Guide Media plan
KPIs
...
4
CONTENTS
I.
STAKEHOLDER ANALYSIS …………………
II.
LINE OF ARGUMENTATION ………………… 26
7
III. LONG-TERM GUIDELINE BY FY18 ………... 36
IV. TOOLBOX FOR FY15 ………………………… 42
V.
FAQ CAMPAIGN FY15 ……………………….. 62
6
I. STAKEHOLDER ANALYSIS
7
STAKEHOLDER ANALYSIS
OVERVIEW
EXTERNAL (focus)
INTERNAL
NO CONSIDERATION
1. C-Level / CIO / Decision Maker
1. Management
1. Sponsoring partner
2. Business Line Owner
2. Sales team
2. Agencies
3. Commercial printer
3. Employees
3. Politicians
4. End-Consumer / broad public
5. Dealer
6. Partner
7. Opinion leader / multiplier
8. Associations
Core
stakeholder
to be
focused in
FY15/16
9. Analysts
10. NGOs / civil society
11. Potential employees
8
STAKEHOLDER ANALYSIS
EXTERNAL: C-LEVEL / DECISION MAKER
1. WHO
Core
stakeholder
FY15/16
2. EXPECTATIONS
C-level / decision maker – especially GMA
Brand awareness, trustworthiness and reputation
CIO
Service & Support (reliability)
Decision maker
Service Level Agreements are strictly maintained
Persona “Michael”  see next slide
Product reliability
Innovations or preservation
3. STATUS
KM likes to address C-level GMA customer as target
audience
No dedicated marketing strategy so far
Contacts by chance
4. NEEDS
Efficiency – currently pricing is too expensive
– Too high efforts for a change > Trust in current
products / provider
– Further service offers beyond OPS not known
Information about and touch-points with KM regarding:
– OPS (+MPS) = aware of and set (cost planning)
– Vertical approach not known, state of knowledge
differs between countries
9
PERSONA “MICHAEL” / CIO
Age: 45 years old
Company size: 250-500 employees
Professional Profile: CIO in 2 roles
– 1. Preserver (Creature of habits, conservative)
– 2. Innovator (tech-savy, open)
Affinity for Business Solutions:
– Type 1: „never change a running system“
– Type 2: feels always up-to-date; OPS as core topic
Knowledge about KM’s Portfolio:
– OPS (+ MPS) = aware of and set (cost planning)
– Vertical approach not known, state of knowledge differs
between countries
Inhibits to decide for KM:
– Pricing (too expensive)
– Too high efforts for a change
> Trust in current provider
– Further service offers beyond OPS not known
Information sources / media sources:
– Print media, e.g. Computerwoche
– Online portals & Social Media channels, e.g. Heise
– Fairs, e.g. CeBIT
– Analysts, e.g. Gartner
Reason for choosing KM:
– Service & Support (reliability)
– Service Level Agreements are strictly maintained
– Product reliability
10
STAKEHOLDER ANALYSIS
EXTERNAL: BUSINESS LINE OWNER
1. WHO
Business line owner
Small businesses
Persona “Daniel”  see next slide
Core
stakeholder
FY15/16
2. EXPECTATIONS
Factual proofs that KM is a partner that can help them
and support them by doing a better job
Trust and confidence in products and services of KM
High visibility and reputation of the brand to proof
buying decision
3. STATUS
Are not really experienced in IT buying decisions
Appreciate gaining trust that they do the job the right
way
Perception as camera producer or printer / MFPs, no
knowledge of other “product” ranges
4. NEEDS
Interest in process and business automation and
efficiency optimization
Efficiency / insights to make a better job
Stories and proofs to share
Touch-points and update of the KM brand
Interest in topics like “Cloud & Security” & “Business”
(increase of efficiency, cost savings, sustainability,
innovations etc.)
11
PERSONA “DANIEL”
Age: 45 years old
Company size: 250-500 employees
Professional Profile:
– General manager with Business Administration
know-how or academic degree
– Career-oriented
Affinity for Business Solutions:
– Interest in process and business automation
– Efficiency optimization
Inhibits to decide for KM:
– No touch points
– Topics are not present (in the context of KM)
Information sources / media sources:
– Economy / business magazines, e.g. Handelsblatt
– Industry events
– Mouth-to-mouth
Knowledge about KM’s Portfolio:
– Perception as camera producer or printers/MFPs, no
knowledge of other “product” ranges
Reason for choosing KM:
– Cloud & Security
– Business: Increase of efficiency, cost savings,
sustainability, innovations etc.
12
STAKEHOLDER ANALYSIS
EXTERNAL: COMMERCIAL PRINTER
1. WHO
Core
stakeholder
FY15/16
2. EXPECTATIONS
Commercial Printer
High brand awareness
Persona “Knut”  see next slide
Functionality / efficiency
Quality of technology
Innovations and devices to enable business
3. STATUS
Only knowledge of hardware offers, none of business
solutions
4. NEEDS
Efficiency / information how to save money
13
PERSONA “KNUT”
Age: 35 years old (son) /
Around 50/60 years (father)
Company size: 1-10 employees
Professional Profile:
– Printing sector / media designer / practitioner
– Sees himself as entrepreneur
Affinity for Business Solutions:
– Reliability
– Constant quality
Inhibits to decide for KM:
– Price
– Trend is moving towards 2nd hand products
– No trust in digital printing, Offset still stands for
better quality
Information sources / media sources:
– Fairs: drupa, IPEX
– Online-/Social Media area: Forums, blogs
– Specialist magazines: e.g. „Der deutsche Drucker“
Knowledge about KM’s Portfolio:
– Only knowledge of hardware offers
– None of business solutions
Reason for choosing KM:
– High awareness
– Functionality / efficiency
– Quality of technology
14
Core
stakeholder
FY15/16
STAKEHOLDER ANALYSIS
EXTERNAL: END-CONSUMER / BROAD PUBLIC
1. WHO
2. EXPECTATIONS
Broad public
No direct expectations
End-consumer (users of KM products in offices)
Solid and qualitative solutions
“Customer / decision maker as private persons”
Functioning devices
Technical innovations and convenient services
Answers for “What does KM stand for?”
3. STATUS
4. NEEDS
Mostly do not know what KM stands for today
Touch-points to engage with KM
Associate KM still with camera business – but also
good quality
Promising and inspiring messages
Have no reason to engage with KM
15
STAKEHOLDER ANALYSIS
EXTERNAL: DEALER (INDIRECT CHANNEL)
1. WHO
2. EXPECTATIONS
Dealer
Reputation and a strong brand
Distributor
Trust and reliability
Market knowledge / business enabling
Innovative products and sustainable product portfolio
today and in the future
Profit
3. STATUS
4. NEEDS
Solid connection as a partner
Support in marketing and sales
KM delivers marketing materials, no established
feedback channel from indirect sales to KM marketing
Stories and proofs to share and to make selling
process easier and more accessible
KM wants to strengthen its indirect channel / gain
more dealer  KM wants to become the most relevant
partner for all dealers
Update of the KM brand
16
STAKEHOLDER ANALYSIS
EXTERNAL: PARTNER
1. WHO
2. EXPECTATIONS
Hardware partner
Reputation and a strong brand / trust and reliability
Development / Software partner
Wide costumer base
Start-ups
Access to R&D
Global network and resources
Share of expertise (both directions)
3. STATUS
Solid connection as a partner
4. NEEDS
Content and proofs to share
Update of the KM brand
17
STAKEHOLDER ANALYSIS
EXTERNAL: OPINION LEADER / MULTIPLIER
1. WHO
Journalists
Blogger & Multiplier on the social web
2. EXPECTATIONS
State of the art content and stories to share with
community
Occasions to engage with KM
3. STATUS
4. NEEDS
Only specialists know what KM stands for today
Touch-points to engage with KM
KM has no role in their daily business
Content to share
Ideas and projects to collaborate
Update of the KM brand
18
STAKEHOLDER ANALYSIS
EXTERNAL: ASSOCIATIONS
1. WHO
Associations (e.g. Bitkom, Digital Europe)
2. EXPECTATIONS
Industry knowledge
Professional expertise
Share of expertise (both directions)
Access to R&D
Good reputation of KM brand
3. STATUS
KM member of several associations (to be verified for
every country)
Collaboration could be enhanced
4. NEEDS
Touch-points to engage with KM
Ideas and projects to collaborate
Long-term strategy
Update of the KM brand
19
STAKEHOLDER ANALYSIS
EXTERNAL: ANALYSTS
1. WHO
Analysts (e.g. Gartner)
2. EXPECTATIONS
Industry knowledge
Future trends and expertise
Reputation of the KM brand
KM as a business partner to make profit
3. STATUS
4. NEEDS
Connection is not well established yet
On-boarding on transformation
Collaboration could be enhanced
Trust for a successful future
Update of the KM brand
20
STAKEHOLDER ANALYSIS
EXTERNAL: NGO / CIVIL SOCIETY
1. WHO
2. EXPECTATIONS
NGOs
Understanding of KM
Foundations
Trust in corporate attitude to collaborate with and in
its brand promise (contribute to society)
Relevant projects and initiatives
Authentic engagement and relevant contribution (no
green or blue washing)
3. STATUS
No connections or relevant collaboration
4. NEEDS
Introduction of KM as a company and of its brand
purpose
Ideas and projects to collaborate
Open and honest stakeholder dialogue (civil society)
Touch-points to engage with KM
21
STAKEHOLDER ANALYSIS
EXTERNAL: POTENTIAL EMPLOYEES
1. WHO
2. EXPECTATIONS
Potential employees
Work-life balance
Especially in IT
Proud on KM as an employer
Professional progress
Sense-making
International and divers environment
3. STATUS
4. NEEDS
No relevant presence of KM as an international
employer of first choice
Strengthen introduction of KM as an employer –
especially for IT
Employer branding activities vary from NOC to NOC –
BF strong activities / BEU no activities
Concrete stories to engage with KM as an potential
employer
EHR setting-up first initiative which can be considered
as basis for employer branding (e.g. Move Forward,
Talent Programme, Technical Innovation Programme)
Touch-points to engage with KM
22
STAKEHOLDER ANALYSIS
INTERNAL: MANAGEMENT
1. WHO
Management Board
European Leadership Team (“Top 100”)
NOT included:
–
Management from non-Business Solutions divisions
–
Management from subsidiaries (e.g. Serians)
3. STATUS
Gained experience with change (philosophy in FY14,
“MoveIT 2018”, projects in different divisions)
There is a big need to make the transformation
happen; at the same time different markets in Clusters
Might be sceptical about the future too (e.g. Cluster
structure, One KM)
Different or no internal transformation programmes in
each Cluster / no central European project which
comes along with different marketing activities
2. EXPECTATIONS
Appreciates signals that KM´s transformation is
moving forward
Welcomes initiatives to engage in communication as
an important driver and enabler of change
Bring forward brand image change and to be
perceived as business solutions provider (no camera)
4. NEEDS
On-boarding to external communication strategy and
brand campaign (first announcement already made
during EMM in May 2015)
Further support to make transformation successful by
communication – especially to external target groups
Enhance sales through communication / image change
Common and on-going commitment to
Who / What / How and common understanding
among all employees
23
STAKEHOLDER ANALYSIS
INTERNAL: SALES TEAM
1. WHO
2. EXPECTATIONS
Key Account Manager
“What means transformation for me?”
Salesman
Concrete benefits for sales due to transformation /
“When do we have news within in the transformation
to show my customers?”
Strong publicity, good reputation and visibility of the
KM brand (“being cooler than Ricoh”)
3. STATUS
4. NEEDS
Have already observed transformations in the
industry and within KM
Customized marketing materials / materials adapted to
the specific needs of the market
Expect concrete changes / wait for innovations
Marketing activities that simplify their work in sales /
really support their sales
Certain disappointment because of lack of
information / further communication after
announcement of Transform 2016 / MoveIT 2018
Concrete reasons to be proud of the KM brand and KM
service offers
Relationship with marketing is rather reserved
Content and stories to share with customers
Messages regarding change don’t reach all sales
(e.g. innovations by the BIC)
Up to date ideas to persuade customers
Effective internal communication
24
STAKEHOLDER ANALYSIS
INTERNAL: EMPLOYEES
1. WHO
Employees
– On all levels
– In all countries
2. EXPECTATIONS
Waiting for concrete changes and information about it
Change / advancements in the leadership team
Benefits of internal transformation for business
Save future
Strong employer brand with a good reputation / sense
3. STATUS
Kick-off transformation based on philosophy / new
values in FY14
Pan-European common basis with philosophy (rather
exception to have a common understanding)
4. NEEDS
Updates / insights into transformation
Get information not incidentally
Feeling of being part of transformation and benefit from
it / having a future in the company
25
II. LINE OF ARGUMENTATION
26
LINE OF ARGUMENTATION – MESSAGE HOUSE
C-LEVEL / CIO / DECISION MAKER
Condition
YOU & WE
Fit for the future
Efficiency
We are dedicated to
creating leading edge
innovations in the areas
of workplace, automated
services, information
management and
business technology.
This is done in our
unique Business
Innovation Centres,
where we, in
collaboration with clients
and other partners,
define the digital future of
Business Solutions.
The digital transformation of
office work significantly
improves efficiency,
provided it is perfectly
adapted to individual needs.
With our holistic approach
we find this perfect solution
for your company: From
analysis to implementation
with a broad array of hardand software to choose
from. By integrating a
multitude of tasks into
seamless workflows we
reduce complexity and let
you profit from state of the
art technology, like the
cloud.
Capable Partner
As a global player we
have the capacity to
provide advanced
Business Solutions on
any scale. Thousands of
active and satisfied
customers are prove of
that.
Responsibility
As a pacemaker in
sustainability we
constantly reduce energy
consumption and other
impacts on the
environment. Our
ambitious Eco Vision
2050 and our Zero Waste
Programme guide us.
Awards such as the first
Blue Angel certificate for
copy machines or our
constant appearance in
the FTSE Good Global
Index prove that we are
on the right track.
Benefit
Proof
27
LINE OF ARGUMENTATION – KEY CONTENT
C-LEVEL / CIO / DECISION MAKER
Communication
Key
message
Digital transformation in Business Solutions can provide for a quantum leap in
making work more efficient. To achieve that a holistic approach is vital.
Storyline
Until now workflows are determined by what appliances can do. Digital
transformation changes the fame and finally makes ideal workflows possible.
We lead this transformation: With a holistic approach ranging from analysis,
implementation to managing systems covering hardware-, software- and
service solutions.
Look &
Feel
•
•
NOC / Cluster specifics

If needed, to be specified
individually by the Clusters and
NOCs

…

…

…
Strong branding, professional, human-to-human, global approach
Customer centric, reliable, responsible, frontrunner
28
LINE OF ARGUMENTATION – MESSAGE HOUSE
BUSINESS LINE OWNER
Condition
YOU & WE
Excellent Partnership
Efficiency
As a champion for small
and medium sized
businesses we are best
equipped for your
particular needs: From
customised hard- and
software solutions, to
finance, data security and
service. We live
customer centricity and
you feel that in everything
we do.
The digital transformation of
work significantly improves
efficiency, provided it is
perfectly adapted to
individual needs. With our
holistic approach we find
this perfect solution for your
company: From analysis to
implementation with a broad
array of hard-and software
to choose from. By
integrating a multitude of
tasks into seamless
workflows we reduce
complexity and let you profit
from state of the art
technology, like the cloud.
Data Security
Sustainability
Embedding data security
is part of our holistic
thinking: ISO
certifications, SSI
encryptment, rigid
password administration
and other security
measures make sure that
we create an ITenvironment where all
loopholes are closed and
your precious data is
safe.
As a pacemaker in
sustainability we
constantly reduce energy
consumption and other
impacts on the
environment. Our
ambitious Eco Vision
2050 and our Zero Waste
Programme guide us.
Awards such as the first
Blue Angel certificate for
copy machines or our
constant appearance in
the FTSE Good Global
Index prove that we are
on the right track.
Benefit
Proof
29
LINE OF ARGUMENTATION – KEY CONTENT
BUSINESS LINE OWNER
Communication
Key
message
We are the perfect partner for you because we know the needs of small and
medium sized businesses. With our holistic approach we make sure you profit
from the quantum leaps in efficiency that digital transformation provides.
Storyline
Digital transformation is the key to become fit for the future by boosting
efficiency. As a champion for small and medium sized businesses we know
your needs and are able to find customised solutions that serve you best: in
performance, data security, service and attractive financial offers. As a
responsible company we are dedicated to lower our impact on the environment.
Look &
Feel


NOC / Cluster specifics

If needed, to be specified
individually by the Clusters and
NOCs

…

…

…
Strong branding, professional, certain, human-to-human
Customer centric, reliable, responsible, frontrunner, friendly, authentic
30
LINE OF ARGUMENTATION – MESSAGE HOUSE
EXTERNAL: COMMERCIAL PRINTER
Condition
YOU & WE
Reliable Partner
Working our way up to
become No. 1 in
production printing in
Europe we have proven
that we serve our clients
best. Like none of our
competitors we live
customer centricity and
that shows in perfect
solutions for your
individual needs.
Quality
Efficiency
Innovation
Your customers expect
quality in many
dimensions: print quality,
reliability, flexibility and
pricing. Everything we do
is meant to support you
to achieve these quality
goals. From excellent
printing machines and
state-of-the-art software
to attractive financial
offers and to 24/7
servicing.
Our automatized printing
helps you lower personal
costs, speed up
production time und
increase reliability. Our
digital printing solutions
dramatically increase
your flexibility and are the
basis to further boost
your efficiency for
example by using our
web-to-print solutions.
Easy to operate output
control makes sure, that
our systems can be
handled conveniently.
Innovation at KM is
always meant to give you
a competitive edge. Our
leadership in digital
printing, web-to-print and
other innovations is an
outcome of this ambition.
In our BIC we work
together with our clients
to make sure, that every
novelty we bring to
market makes you more
efficient and more
competitive.
Benefit
Proof
31
LINE OF ARGUMENTATION – KEY CONTENT
EXTERNAL: COMMERCIAL PRINTER
Communication
Key
message
Storyline
Look &
Feel
If you want to run your business successfully it pays off to partner with the
No. 1. Konica Minolta makes sure that you are ahead in quality, reliability and
efficiency.
Knowing that our customers operate in a highly competitive environment we
make sure that products and innovations we offer enhance this competiveness.
Our power to innovate together with our customer centric approach has made
us No.1 as a production printing supplier and the best choice for ambitious
production printing companies.


NOC / Cluster specifics

If needed, to be specified
individually by the Clusters and
NOCs

…

…

…
Strong branding, human-to-human, comprehensible, accessible, working
Customer centric, reliable, responsible, approachable, down to earth,
authentic
32
LINE OF ARGUMENTATION – MESSAGE HOUSE
END-CONSUMER / BROAD PUBLIC
Condition
YOU & WE
Facilitating work
We have put a lot of
effort into making our
technology easy to
operate and user friendly.
With our devices and
software we facilitate
your life at work to a
great extend and give
you more time to work
productively. Our
products are reliable and
excellently serviced.
Quality and appreciation
Green
Your company decided to
invest in KM products
and services because
they stand out in quality.
For you this is a good
sign that your company
cares about you. With
quality products from KM
you are best equipped to
work productively and
without hassle.
KM has been the first
company to get a "Blue
Angel"-certificate. We
were the first to use
green Bio-toner. Every
generation of our office
products use less energy
and need less resources
than the generation
before. So you can have
the good feeling to
working with products
that are leading in
sustainability.
Benefit
Proof
33
LINE OF ARGUMENTATION – KEY CONTENT
END-CONSUMER / BROAD PUBLIC
Communication
Key
message
Storyline
Look &
Feel
NOC / Cluster specifics

If needed, to be specified
individually by the Clusters and
NOCs

…

…

…
Konica Minolta makes your work easier and free of hassles. It´s good to know
that their products are green, too.
Good work needs good tools. Konica Minolta offers the perfect tools for your
office life. They stand out in quality, service and are easy to operate. Besides,
they are green, too. The fact that your employer has decided to invest in this
quality gives you the good feeling to be at the right place.


Strong branding, human-to-human, comprehensible, accessible
Relevant, trustworthy, responsible, approachable, frontrunner
34
LINE OF ARGUMENTATION – SUMMARY
HEADLINE-TOOL
5 motifs/categories/target groups
–
–
–
–
–
Big Business
Mid sized business
Production Printing
Digital Workplace
Corporate/Why KM?/Vision
Cross-referenced with topics
–
–
–
–
–
Business Services in general
Business Services OPS
Business Services MCS
Security
FOR BIG BUSINESS AND MID
SIZED BUSINESS MOTIFS ONLY
Favorite option: blue and used in
our motifs (toolkit)
You can mix & match or create new
ones yourself
35
III. GUIDELINE BY FY18
36
OUR TARGET GROUPS
… ARE ALL EXTERNAL STAKEHOLDERS
C-Level /
Decision Maker
Business Line
Owner
Commercial
printer
End-Consumer /
broad public
Potential
employees
Dealer
NGOs / civil
society
Analysts
Partner
Associations
Opinion leader /
multiplier
37
WHEREAS OUR RELATION WITH THEM
… IS MARKED BY MANIFOLD RELATIONS
Social media …
–
–
–
–
Link people
Support a global communication
Provide real time information
Enable positive and negative user
generated content about a brand
This means for us…
–
–
Human-2-Human approach becomes
more and more important
Relations with different stakeholder
are essential as they build content
about our brand
Competitor
Stakeholder relations and digital
communication are key
38
MOREOVER
… BRAND REPUTATION IS KEY
Brand reputation influences buying decisions
up to 70%
“Purchase decisions are taken emotionally
and justified rationally.”
(Daniel Kahneman,
Winner of the Nobel Prize in economics)
39
STRATEGIC APPROACH
STRENGTHEN THE KONICA MINOLTA BRAND
Today, it’s not about WHAT we offer.
It’s about
WHY we exist &
HOW we are perceived.
40
COMMUNICATION & BRANDING
DEVELOPMENT
STRATEGIC ROADMAP FY15 – FY18
GENERAL OVERVIEW*
WHEN
In the past
FY 2015
WHY
Business
• Hardware orientation
• “Box mover”
• First Services
•
•
•
•
Hybrid solutions
GMA / Verticals
Future IT
Customer experience
• 3 billion revenue
• 1 billion revenue with
Services
• 25% colour mar. share
Products / Offers
•
•
•
•
•
•
•
•
MFP (+++)
PP machines / BD
Bus. Services (++)
One KM offers
•
•
•
•
External environment
• One-to-Many
• Partial Fragmentation
• Initial Digitalisation
• Many-to-Many
• Full fragmentation
• Disruptive Digitalisation
• From stakeholder
comm. to (digital)
relationship mgmt.
WHAT
Content **
•
•
•
•
•
Customer-centric (-)
Products / Offers (+++)
CSR
Topics (++)
„Why KM?“ (-)
•
•
•
•
•
Customer-centric (+)
ITS/Solutions
CSR (+)
Market news & insights
“Why KM?”
•
•
•
•
•
Customer-centric (+++)
ITS/Solutions (+++)
CSR (++)
Market news & insights
“Why KM?” (+)
WHERE
Touch points **
•
•
•
•
•
Digital
Social Media
Classic print / Offline
Events / personal
TV
•
•
•
•
•
Digital (+)
Social Media (+)
Classic print / Offline
Events / personal
TV
•
•
•
•
•
Digital (+++)
Social media (++)
Classic print / Offline
Events / personal (++)
TV
HOW
Formats & Measures **
•
•
•
•
•
SEO / SEA
Classical campaign
PR
Dialogue (-)
Mailings
•
•
•
•
•
SEO / SEA
Digital campaign
Storytelling/PR
Stakeholder dialogue
Classic print
•
•
•
•
•
SEO / SEA (++)
Mkt. Automation (++)
Storytelling/PR
Stakeholder dial. (++)
Co-creation camp. (++)
MFP (+++)
PP machines / BD
OPS / OBS
One KM offers (-)
* Subject to changes (activities depend on available budget, corporate development, etc.)
** Selection
FY 2016
FY 2017
to be checked/verified based on
media pilot and evaluation of
campaign
FY 2018
MFP (++)
PP machines / BD (++)
Bus. Services (++++)
One KM offers (++)
41
IV. TOOLBOX FY15
42
CAMPAIGN “YOU & WE”
CREATIVE IDEA
5 visuals that …
–
–
–
–
Define five different fields of action
Are open to transport different contents (headlines)
Put people in the centre (customer centricity)
Can be applied internationally
Agreement on …
–
–
–
–
–
Big Business
Medium-sized Business
Production Printing
Digital Workplace
Corporate Motif/ Why Konica Minolta?
43
CAMPAIGN “YOU & WE”
CREATIVE IDEA / MECHANISM
The “YOU”-part of the campaign always addresses a specific and crucial need of a customer.
The customer is in the focus (“customer centricity”).
The “WE”-part provides the solution to customers needs – preferably a real innovative one. We
give the answer (“Giving Shape to Ideas”).
This approach makes the campaign effective for both brand building and sales.
44
CAMPAIGN “YOU & WE”
CREATIVE IDEA / TOPICS
For the “YOU & WE” mechanic it is paramount to address real issues of our customers and to
provide answers that are as good and as specific as possible.
The topics may range from a rather broad approach such as "How can I make my workflows
more effective?” to more detailed needs such as "I need to implement web-to-print technology in
my existing hardware”.
Because of its versatility in content the “YOU & WE” campaign can be used for any given
subject. If it does not fit properly, it means we either have no customer need or no appropriate
answer. In both cases we should re-consider communication.
45
CAMPAIGN “YOU & WE”
CREATIVE IDEA / LOOK
Visually, the campaign always consists of a ”YOU"-headline and a ”WE"-headline.
– The “YOU-headline” always begins with the word “YOU”.
– The “WE”-headline always begins with “WE”.
Besides colour coding and typography, an important part of the campaign look is to constantly
connect the two headlines with a line and a specific icon that signifies the topic.
The campaign look is specifically created to match all given measures of advertising and
communication – from digital display advertising, websites and social media to print ads,
brochures, videos up to fairs – in every market.
46
CAMPAIGN “YOU & WE”
CREATIVE IDEA / LOOK / MOTIF 1: BIG BUSINESS
47
CAMPAIGN “YOU & WE”
CREATIVE IDEA / LOOK / MOTIF 2: MEDIUM-SIZE
BUSINESS
48
CAMPAIGN “YOU & WE”
CREATIVE IDEA / LOOK / MOTIF 3: PRODUCTION
PRINTING
49
CAMPAIGN “YOU & WE”
CREATIVE IDEA / LOOK / MOTIF 4: DIGITAL
WORKPLACE
50
CAMPAIGN “YOU & WE”
CREATIVE IDEA / LOOK / MOTIF 5: CORPORATE /
WHY KONICA MINOLTA?
51
CAMPAIGN “YOU & WE”
CONTENTS CAMPAIGN PACKAGE FOR NOC
Five motifs with different headlines and
headline toolkit
Five videos
One Microsite
Updates /alignment
on layout, concrete
contents have been
shared in cluster
calls
Online banner
Newsletter
Design Manual
52
CAMPAIGN “YOU & WE”
PURCHASE FUNNEL & CAMPAIGN ELEMENTS
Awareness
Research
Intention
Purchase
Face2Face invitations /
sales meetings
Personalized standard Mailing
Offline
Print ads, PR, advertorials
Retention
Direct sales tools
Sales presentations, special
offerings
“YOU & WE” Online
Social Media, SEM, …
Direct
Invitations to events / trainings
“YOU & WE” Online
Bannering / Display Marketing
“YOU & WE” Online
Microsite
“YOU & WE”
Launch Mail
“YOU & WE”
Newsletter
Offline / online
Expert interviews, specialized publications/ articles, white paper
“YOU & WE” Online
Retargeting
Sales support
Face2Face material
“YOU & WE” Online
Retargeting
Online
Social Media, forum
Events
Fair trade, conference, in-house
Initiation
Lead generation / registration
incentive / CTA, teaser, interests
“YOU & WE”
MICROSITE
Lead qualification, education (e.g.
videos, whitepapers)
Fulfillment
Targeted information
(e.g., supporting arguments, reference
stories, fact sheets)
CRM
53
CAMPAIGN “YOU & WE”
OVERALL OPPORTUNITY
If we all follow the rules of the campaign
(“YOU” = customer centricity, “WE” = Giving
Shape to Ideas) and stick to its visual
appearance we will communicate the new
Konica Minolta spirit and support our
transformation as best and as effectively as
we can.
54
CAMPAIGN “YOU & WE”
OVERALL MEDIA TASK
Maximize media efficiency to push branding
and address the target group decision
makers.
55
CAMPAIGN “YOU & WE”
BASIC PAID MEDIA INTRO
Based on the media budget for FY 15 we need more than ever an effective media strategy that
uses the right communication measure at the right time:
–
Offline media measures such as print ads in specialized publications, newspapers or magazines do not
sufficiently reach our specified target groups based on the given media budget and current goals.
–
Offline media measures such as out of home advertising with billboards or screens at high frequent places
(i.e. airports) will possibly reach segments of our target groups based on the given media budget and current
goals but costs are not proportional to the expected outcome.
–
Online media measures such as Search Engine Marketing (SEM) leverage existing relevant web search
of our target audiences and generates visibility in Google. It is the most efficient paid media approach given
the current media budget.
 Search Engine Optimisation (SEO) is not paid media. It generates visibility in Google and optimizes all
of our digital marketing activities.
 Search Engine Advertising (SEA) funnels 100% active search demand and extends any other push
campaign.
–
Online media measures such as Performance Display Marketing in the Google Display Network
generates reach within our target groups and retargets potential clients.
56
CAMPAIGN “YOU & WE”
BASIC PAID MEDIA AT A GLANCE
Target group reach
Current budget match
Long-term usage
Print Ads
OOH
(i.e. airports)
SEM
(SEO/SEA)
Display
Marketing
57
CAMPAIGN “YOU & WE”
ADAPTION WITHOUT PAID MEDIA BUDGET
Marketing
Social Media & Website
activities
Mailing campaign
corporate signature
“YOU & WE” branding of
current marketing
materials (give aways, …)
Event branding
…
Internal communication
Presentation of “YOU &
WE” i.e. at a Lunch Table
Talk or at a Town Hall
Meeting at NOC
headquarters
Distribution of printed
Factsheet for “YOU & WE”
Email notification to all
employees in relevant
markets to announce the
campaign
Notice on the intranet
Regular internal newsletter
…
PR
Pre-campaign talks i.e.
with Blogs and trade
press
Distribution of “YOU &
WE” statements of the
month by i.e. the
European General
Manager to provide
quotes for the media
Visiting editorial offices
Usage of corporate blogs
and social media
channels (follower
engagement)
…
58
NEXT STEPS
CONCEPT, IMPLEMENTATION & ROLL-OUT
Oct: Long-term external brand communication concept FY15-18
Nov: Campaign package
Nov - Dec: Adaptation by the Clusters / NOCs
–
Refinements of the media plan and adaptation of the package
–
Translation of the materials
Jan: Start of the brand campaign
–
Use available media budget and apply further activities
–
BEU conducts media pilot in BF; based on results/evaluation of this: further media recommendations/blueprint
59
MILESTONES FY15 – YOU & WE
International YOU & WE roll out
(Banner, Microsite, Video, Newsletter)
YOU & WE
PR activities
YOU & WE
Media pilot
Final content YOU & WE
video to clusters
YOU & WE @ drupa
First part KM + SP
YOU & WE content collection
YOU & WE @ CeBIT
YOU & WE social
media activities
Handover campaign package to Clusters/NOCs:
5 Motifs
Design & content microsite & banner
Data for newsletters
Design Manual
Additional YOU & WE
video content
YOU & WE internal
Handover in MBM (30.11./1.12.)
Xmas teaser/card
Corporate News: summary Campaign
Informative Monday
August
September
October
November
… 2015
Internal Milestones
Most touch points
have YOU & WE content
Campaign controlling,
review and adjustments
December
January
February
March
April
May
June
July
August
… 2016
External Milestones
60
EVALUATION
We are currently checking costs for measurement of the following parameters:
–
–
–
–
–
–
–
Awareness
Usage
Sympathy
Brand image
Core message
Willingness of word-of-mouth distribution and loyalty
Social demographics
Update (based
on offer) to
follow soon
Separated into Konica Minolta customers and non-Konica Minolta customers
measured….
–
–
–
Before renning the campaign (status quo) / „Baseline Measurement“
Straight after the campaign / „Check Measurement“
At a predetermined time or after concluding further campaigns / „Continuous Check Measurements“
61
V. FAQ CAMPAIGN FY15
62
FAQ
What will the package contain?
When will the campaign start?
–
5 motifs with different headlines to choose (headline
toolbox) which can be used for online marketing (e.g.
banner) and classical marketing
Moreover, a microsite, videos, a launch mailing as well
as a newsletter template and a Corporate Design
Manual will be delivered
–
When will the package be delivered? And in which
format?
–
BEU starts with the campaign in January
–
All NOC activities should be aligned accordingly
–
–
–
The campaign package with the items described above
will be delivered beginning / mid November 2015
Provided on SharePoint with open files to be edited
The external start of the campaign is in Jan. 2016
Do I have to use the campaign?
–
Yes, from January on the campaign has to be used
Am I obliged to start in January?
Can I start earlier?
–
No, all countries start in January
–
An earlier start is not planned in order to create impact
What shall I do then? What happens in the
meantime from November to December 2015?
–
–
Adaptation of the package according to the individual
needs of the NOCs (e.g. headlines)
Translation of the package by the NOCs
63
FAQ
What are BEU’s expectations concerning the
usage of this campaign?
–
–
BEU intends the use of the campaign materials for
online banner, newsletter, online hub, videos
BEU expects all NOCs using the campaign starting
from January 2016
May I adapt the motifs?
–
Yes
–
Please stick then to the Corporate Design Manual for the
campaign and share the motifs with other NOCs
Will there be a partnership of local Serviceplan
partners with Clusters or local NOCs for
adapting the materials (translations, formats...)?
–
Local entities of Serviceplan are available
–
At the same time, you are still allowed to work together
with your established agencies
May I still work together with my local
agencies?
–
Yes
What are the rights of the creative idea?
Can the motifs be adapted to other formats (e.g.
events, invitation cards, brochures etc.)?
–
–
Yes
Please note that there is a specific event guideline
–
Unlimited rights of use regarding time
–
Rights for BEU-area (incl. CAMEA)
Should I prepare a media plan?
–
Who is the lead agency?
–
Serviceplan is the lead agency
(http://www.serviceplan.com/en)
You should include the campaign elements in your media
plan. In addition, recommondations / best practises will be
provided at a later stage based on the results of the
media pilot.
64
FAQ
I have no media budget for FY15. How can I use
the campaign?
–
There are many possibilities (see page 58).
Will there be design guidelines to enable all
clusters/NOC to create suitable motives by
themselves?
–
Yes, a specific Corporate Design Guide for this campaign
will be available.
Will this new concept replace or extend the
existing corporate design? If yes, in which way?
–
This campaign will not replace the existing coprorate
design, but should be seen as an additional element. How
this new elements should be implemeted in the existing
Konica Minolta Corporate Design is illustrated in the
Corporate Design Guide for this campaign.
Will there be any budget support from BEU for
translations, adaptations, online/offline media,
new motives?
–
BEU supports the campaign in terms of concept, agency
support, cretaive idea, headlines, contents, production of
basic motifs, videos, newsletter, microsite
–
Translations have to be covered by the NOCs
Will BEU itself buy any ad space (e.g. at
airports)?
–
Yes, but not at airports according to media suggestions
on chart 57
–
The concrete plan is worked out by Serviceplan / BEU
and will be shared.
What happens to the ads with the glass/light
effect and to the shapes?
–
They will remain. The new key visuals fit very good to the
existing visual language of Konica Minolta.
65
FAQ
How long will the campaign run?
–
The plan is that the You & We motif runs in FY15, FY16
and FY17
–
The plan will be adapted according to the success and
feedback from stakeholders
May I still use the motifs after the end of the
campaign?
–
Yes
What does BEU expect from the NOCs in FY16?
–
–
–
NOCs shall plan budget for the campaign
accordingly
NOCs shall share the feedback and KPIs
NOCs shall share their own motifs with other NOCs
66
EUROPEAN BRAND COMMUNICATION TEAM
Cluster East
BGB
–
–
–
–
–
Stanislava Petkova
Pawel Grzyb
Matyas Borbely
Caroline Raine, Ben Leeson
Bernard Cassidy, David Cotterill
CAMEA
Cluster South
–
–
Diana Lavender
Joana Vilhena / Philippe Niel
BTR
Cluster West
–
–
Orhan Dogan
Silke Böhling
BEU
Cluster Nordic
–
–
–
–
–
–
–
–
BNO: Rolf-Gunnar Solhaug
BDK: Tine Michelsen
BSW: Claes Strand, Aslund Goran
BFI: Jarno Ahonen
Branding & Sustainability:
Teresa Haller-Mangold / Melissa Andres
CorpCom: Silke Zühlke, Melanie Olbrich
Customer Insights: Fabian Sockel
MarCom: Ole Maaz, Stefan Stürmer
67
VI. APPENDIX
68
GENERAL POSITIONING KONICA MINOLTA
BRAND IDENTITY
69
OUR CORPORATE TARGET
CUSTOMER-CENTRICITY
Marketing shall support the corporate target to
become and be a truly customer-centric company
through …
Branding: Strong brand with high reputation
and customer preference
Sustainability: Ambitious and authentic
sustainable brand performance
CorpCom: Strong stakeholder relations and
precious contents
MarCom: Support sales, customer acquisition
and retention
70
RELATIONS, DIGITAL COMMUNICATION AND
REPUTATION ARE ESSENTIAL
Our reputation is increasingly influenced by
user generated content as …
75%
of B2B
buyers
&
84%
of C-level
… use social media to support buying decisions.
And this content might be generated by our own members.
71