Kyocera Mita America Launches Newest Elements of Multimillion Dollar Integrated Brand Initiative
Kyocera Unveils Product-Specific Ads, Giving End Users “A Whole New Reason to Smile”
Fairfield, New Jersey – September 26, 2005 - Kyocera Mita America, one of the world's leading document imaging companies, has launched the next phase of a $20 million integrated branding initiative in North America based on its popular “People Friendly” advertising campaign. This latest phase of the campaign features product-focused advertisements in major business and IT publications. Featuring the tagline “People Friendly: A whole new reason to smile,” the campaign promotes the idea that Kyocera’s advanced technology makes the business lives of customers simpler and more productive. The ads also highlight a call to action inviting end users to learn more about Kyocera’s products by visiting a new section of their public website, the “New Products and Solutions Showcase,” at http://www.kyoceramita.com/us.
“The ‘People Friendly’ campaign has been the most successful in our history, having increased total brand awareness ten-fold since its inception in 2003,” said Peter Hendrick, director, marketing communications, Kyocera Mita America. “Our first ad focuses on our core message of network reliability, security and low total cost of ownership while the second ad highlights Kyocera’s professional color output. Both product-specific ads have been designed to help the end user cut through the clutter when making a decision to purchase a printer or multifunction product (MFP).”
Kyocera Mita America’s integrated branding initiative is part of an overall corporate strategy to add value to the company’s independent dealer network though a number of activities. Designed and implemented to support Kyocera dealers’ business operations, these activities include sales and marketing support, a web-based dealer training program unsurpassed in the office products industry, and a number of new e-initiatives.
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