About CGXSolutions:
CGXSolutions was created as a business division of the nation's leading commercial printing company, Consolidated Graphics. The company was initially intended to be a value-add offering aimed at providing technology solutions for print customers and generating additional print sales. CGXSolutions has proved not only to be a viable business that is contributing to the bottom line, but it is also Consolidated Graphics' fastest-growing segment and has become a true differentiator for the company.

Situation:
Through expanded product offerings, mainly CrossMedia, CGXSolutions has grown from its "technology for print" roots to offer an integrated marketing solution – extending beyond the print medium to provide sophisticated 
one-to-one marketing campaigns that leverage customer databases across multiple media including personalized 
e-mail and websites in addition to personalized print.

To date, CGXSolutions has relied primarily on local print reps to identify prospects and initiate the sales of its products with support from a much smaller dedicated sales force. Solutions has come to realize, however, that many of the print reps do not understand the technology or how and why to sell it.

Savage was engaged to help CGXSolutions discover its true market value proposition, develop its positioning and brand the company and its products. We also created an appropriate communications and marketing strategy to generate internal excitement, increase general awareness and drive sales.

Solution:
Savage conducted a situational review, visual audit, competitive analysis and market research that included a series of interviews with internal and external constituents. From our research, it became clear that the technology was more customized and easier to integrate than competitors' off-the-shelf solutions. In addition, we were able to identify that much of the trepidation in selling or buying the products was based on a) a misnomer that the technology is complicated and b) an internal (print sales reps) and external (potential customers) lack of understanding of the realized benefits and potential return on investment.
Based on key takeaways, we developed a core messaging platform, a creative strategy and a phased communications plan to uniquely position and brand the division. The brand strategy included awareness and educational 
components as they relate to motivating sales reps, potential distribution channels and prospective customers.

Tagline: "Technology With You In Mind" This tagline highlights the fact that CGXSolutions takes a consultative approach and bases its solutions on client needs, goals and current processes rather than selling a one-size-fits-all software package. It also communicates the fact that CGXSolutions' technology is user friendly. It simplifies, not complicates, life for clients.

Positioning Statement: CGXSolutions provides clients with powerful technologies that are easy-to-use for online print procurement, digital asset management, personalized direct marketing and variable printing. Unlike competing off-the-shelf products, we consult with clients to develop customized solutions that are based on their needs, built to achieve their goals, and linked to nationwide printing and fulfillment capabilities that offer the ultimate in convenience, efficiency and control.

Visual Approach: We wanted the brand image to visually reflect the tenets and brand attributes of the technology from a user's perspective—intuitive to use, unique to the customers' needs and essential to their success. We engaged internationally renowned illustrator, Craig Frazier to boldly represent each product and their corresponding end-benefits through conceptual illustration. The copy was written in a very succinct, engaging and easy tone and reinforces the benefits of working with CGXSolutions and its products. Additionally, we highlighted Consolidated Graphics' printing network as the delivery mechanism for the suite of solutions. CGXSolutions was the featured product at the company's annual sales meeting and was highlighted in a major tradeshow. Tools and messaging were created to support that effort as well as educate, motivate and support sales rep activities.

Messaging Deliverables:

Positioning statement
Brand promise
Tagline development
Brand attributes
Key product messaging
Audience-specific messaging
Copywriting for all collateral

Marketing Deliverables:

Multi-tiered communications plan
Product brochures
Case studies
Marketing pocket folder
Business correspondence system
Tradeshow collateral
Teaser CrossMedia campaign 
(using CGXSolutions' product)
Website and flash programmed product overviews
PowerPoint presentation

Results:
CGXSolutions launched its re-brand at a key industry tradeshow convention in Las Vegas. The CrossMedia marketing campaign, created to drive booth traffic, targeted 1,800 prospects. Nearly 17% of the direct mail recipients visited their personal CGXSolutions website. Eighty-three percent of those site visitors registered online to visit the booth and submitted an informational form. Nearly half of those that registered not only visited the CGXSolutions booth, but also requested follow-up, in-person presentations. Over a four-month period, CGXSolutions has made over 120 new business presentations utilizing their new messaging and brand image. Additionally 2007 CGXSolutions' sales increased to 53% from 39% in 2006.