Ricoh USA
THE ASK
Working across Ricoh as their agency of record, augmenting their marketing, sales and brand teams.
Titanium has worked across Ricoh’s North American business in marketing, brand, business analytics and sales since mid-2019. Our work has seen us launch a revamped U.S. brand, generate demand campaigns and enable sales.
As Ricoh transforms their business, we’re innovating new ways to activate the sales funnel with new digital go-to-market strategies, martech automation and data insights.
OUR STRATEGY & APPROACH
Working across Ricoh’s business
Our engagement has us reporting directly to the CEO, Head of Marketing, Chief Customer Officer,
VP Marcom and Brand Director.
We work across Ricoh as their agency of record, augmenting their marketing, sales and brand teams.
Each Titanium agency works in unison toward broad KPIs—delivering value with their unique capability—with executive oversight from Titanium.
Levelwing - Web + Digital Media
The Mixx - Strategic Creative
Captain - Production + Experiential
Proximo - Data + Analytics
Firefly - Sales Alignment
2nd Spark - Healthcare Vertical
PLANNING & CONSULTING
INTEGRATED MARKETING PLANNING
Titanium has been engaged each financial year to draft and plan integrated marketing approaches for upcoming quarters. This includes programming, channel planning, media weighting and campaign concepts.
A sales-led organization, ROI from any in-market activity is paramount, and our robust marketing plans include detailed planning and calendaring with mapped KPIs.
MARTECH, AUTOMATION + DIGITAL
We consult across marketing, campaign, demand and lead-gen functions in a variety of capacities on the account:
Future of B2B marketing and selling, with a focus on up-to-the-minute automation and targeting technologies
Search engine optimization on ricoh-usa.com
Look-a-like and lifetime value (LTV) data modeling
Media reporting and optimization
Marketing attribution models and funnel metrics reporting
PROTECT. MANAGE. CONNECT.
Before Ricoh's brand refresh in North America, Titanium worked alongside marketing and sales executives to establish an interim platform to be deployed through demand and sales campaigns.
Protect. Manage. Connect. gave Ricoh a point of view to bring to market, backed by a More Than Print positioning to invite reconsideration of Ricoh's expanded offering.
The campaign was activated across a multi-channel program over the span of 12 months.
Integrated campaign planning
Media planning, buying, management, reporting
Creative concept and production
Video, infographics
Content library and syndication
Email nurture tracks
Native advertising
Paid social and lead generation
FOCUS ON FORWARD
Ricoh USA’s business was rapidly changing, yet they had not invested in brand building for years. Their reputation and credibility in new markets such as IT Services was being hindered by a lack of positioning, awareness and consideration as a major solution. With #FocusOnForward, Titanium developed an entirely new platform for Ricoh’s go-to-market message, which captured their transformation.
DESIRED PERCEPTION
Customer-led “information management and digital solutions partner”
CURRENT PERCEPTION >
Product-led ”copier and print company”
TRANSFORMING RICOH'S REPUTATION
Integrated brand awareness campaign planning
Media planning, buying, management, reporting
Narrative, creative concept, production, video
Web refresh, content and resources section
Thought leadership content
Email advertising and database campaign
RESULTS
30%
response rate and expansion of the program to three more accounts.
On the back of this successful program, a second phase of this ABM campaign targeted three additional priority accounts. Adapting messaging and imagery for the new audience, targeted water bottles mailers and emails were sent to each customer, with full user tracking from offline to online in a nurture campaign.