New Campaign Promotes Power of the Kinko's Network
Friday, March 15, 2002
GSD&M Advertising Leads Full-Service Marketing Efforts For Kinko's Brand Expansion DALLAS, March 14 -- For a company whose name is known to more than nine out of 10 Americans revolutionizing the way people think about that company is a unique challenge. Kinko's, Inc. today announced how its new integrated marketing campaign will do just that. The new platform -- Kinko's. Tap into the Network. -- introduces customers to Kinko's globally connected network of more than 1,100 locations, 20,000 professionals and technology resources, all serving the needs of business customers. "Kinko's customers are seeking ways to work faster, smarter and in ways that will keep up with the pace of change,'' said Laura Kurzu, Kinko's vice president of marketing. "'Kinko's. Tap into the Network.' helps business decision makers connect with how Kinko's Network provides the capacity, scalability, distribution, velocity, and access points to meet their dynamic needs.'' Kinko's campaign kicks off with a fully integrated marketing push. National television and print advertising, local radio spots, merchandising, promotions and sales support materials debuting this month will drive the Kinko's Network message across communications channels. The Kinko's Network is introduced creatively through a television spot that features the tongue-in-cheek story of how Kinko's partners with a fictitious company behind a whimsical fad that sweeps the globe. The ad is backed by the idea that: "If Kinko's can help a company like this succeed, imagine what it can do for yours.'' GSD&M Advertising of Austin, Texas, co-developed the campaign after becoming Kinko's agency of record in December 2001. Kinko's and GSD&M examined the company's brand strategy from the ground up. The resulting campaign is expected to deliver against business objectives, ensure customer relevance, and expand the brand to match the company's evolution. And while sites are firmly set on educating larger business customers, Kinko's and GSD&M worked hard to ensure that the new campaign rings true and delivers value to Kinko's small business and personal customers. "We want to change the way people think about Kinko's, especially the decision makers who may not be aware of everything Kinko's has to offer,'' said GSD&M president, Roy Spence. "This campaign introduces a new Kinko's, one that is an important part of your business every day, not just for emergency solutions.'' Campaign Elements The campaign will run on business cable networks and publications, as well as the NCAA Division I Men's Basketball Championship. All of these outlets attract significant numbers of Kinko's primary target audiences, which include corporate purchasing decision makers in medium and large-sized businesses. A 60-second version of the first television spot airs starting this week on business cable networks. The 30-second version is running during select NCAA Division I Men's Basketball Championship games on CBS, as well as on CNN, Fox News, MSNBC and others. This introductory spot will be followed in late March by the first in a series highlighting products and services accessible via the Kinko's Network. Radio spots will take similar concepts to the airwaves for local market insertions. Print executions support the Kinko's Network through ads based on headlines like "It's Not Paper Getting Jammed. It's Productivity.'' and "Need It There Tomorrow? Give It to Us Tomorrow.'' These ads will appear in magazines and newspapers such as the Wall Street Journal, Fast Company, Fortune, Forbes, and others. Initial in-store merchandising includes window clings, banners, bag tags and new on hold messages. Kinko's sales team members will be provided new tools detailing the power of the Kinko's Network to take the message directly to business customers. Future elements are expected to include direct marketing, print advertorials, and new creative highlighting specific products and services, as well as new merchandising, recruiting and sales tools as needed.