realbusinessSummer 2012

The Xerox magazine for real business results

2012 Xerox Rochester International Jazz FestivalExecutive DirectorMarc Iaconaand Artistic DirectorJohn Nugent

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Smooth. There simply isn’t a better word to describe the Xerox Rochester International Jazz Festival, this area’s premier summer music event.

And I’m not just talking about the coolest music on the planet.

What truly sets this festival apart is the total experience and the “smoothness” with which it all comes together—for the artists and for the thousands of fans who turn out each year. That experience just doesn’t happen. It’s the result of the behind-the-scenes work of scores of dedicated people and the very best technology to support their efforts.

That’s where Xerox is proud to lend a hand, working side by side with festival organizers to simplify the work processes that go into running a nine-day festival. After all, while it may be cooler than most, the jazz festival is essentially a business like any other. And when the back offices and behind-the-scenes functions are running smoothly, all involved are able to direct more of their efforts and energy toward the real stars of the show—the jazz lovers pouring through the gates.

This special edition of Real Business Magazine will tell you a little bit more about what it takes to put on an event of this magnitude and some of the ways Xerox is helping to make this year’s event more memorable than ever. From free listening stations, to photo tents, to a new Jazz Fest smartphone app—and much more—there’s plenty in store to make sure that fans won’t miss a beat of the fun and excitement.

It doesn’t get much cooler than that.

Enjoy the festival!

Sincerely,

Ursula M. Burns Chairman and Chief Executive Officer Xerox Corporation

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Features

04 Helping a city find its groove at the 2012 Xerox Rochester International Jazz Festival

08 How the best companies get focused and stay there By Beth Ann Kilberg-Walsh

10 Magnetic North Oregon-based brand agency relies on the unparalleled color accuracy of the Xerox® Phaser® 7800 By Shell Haffner

12 Personalized, Relevant Marketing Boosts Volkswagen Distributor’s Profit by More than 26% By Shelley Sweeney

14 Selling Miami Forward-thinking realty company uses mobile print technology to stay ahead of the competition

16 Direct Marketing That Makes Women Feel Better About Themselves By Judy Berlin

18 Insurance company makes the right choice for their business, their planet and, most importantly, their members

Table of Contents

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Helping a city find its groove at the 2012 Xerox Rochester International Jazz Festival.For Xerox, it’s all about the experience.

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The Xerox Rochester International Jazz Festival is well established as the city’s premier summer event, with nine days of music featuring a thousand artists and hundreds of shows attracting more than 150,000 jazz lovers to the heart of downtown Rochester. As title sponsor for the fourth year running, Xerox is working harder than ever behind the scenes to keep the party growing and ensure that this year’s festival is the best one yet.

That means working side by side with festival organizers to simplify the work processes that go into running a nine-day festival. After all, while it may be cooler than most, the jazz festival is essentially a business like any other. And when the back offices and behind-the-scenes functions are running smoothly, everyone involved is able to direct more of their efforts and energy toward the real stars of the show—the jazz lovers pouring through the gates.

Finding jazz in print, sound and augmented reality. For Xerox, 2012 is all about helping attendees find their jazz. What’s that mean? While many simply think of jazz as pianos, saxophones and classic greats like Ella Fitzgerald and Miles Davis, there are countless subgenres that make jazz music as diverse and eclectic as the crowds that pack the city streets each year.

One of the ways Xerox is helping introduce festivalgoers to new styles of music is with the Find Your Jazz game. Players follow clues to collect badges featuring 10 specific types of jazz, ranging from bebop and modern to soul and acid. Once they complete the collection, they stop into the Xerox House of Grooves to fill out a Xerox® DocuCard® and enter a sweepstakes for cool prizes. There’s also a stealthy instant-win opportunity. One of the badges is designed with Xerox® InfraredMark technology, which uses standard CMYK toner to create “hidden” text that becomes visible only when exposed to infrared light.

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While inside the Xerox House of Grooves, attendees will also find a free listening station that lets them sample the sounds of festival artists broken down by the subgenres they represent. Once they’ve found the style that suits them best, they can visit one of the three photo tents stationed around the festival to get their picture taken and transformed into a poster featuring the jazz style of their choosing.

The free posters are printed right there on the spot—so the entire process from pose to print takes just minutes to complete.

The experience doesn’t stop there. Xerox also developed a free smartphone app for the tech-savvy music lover. Dubbed JazzFinder, it uses augmented reality to bring the Find Your Jazz game badges and posters to life.

An overview of the genre, a full lineup of festival artists, concert times and more instantly emerge from the printed artwork to enhance the festival experience and immerse the user in a world of jazz.

Counterfeiters beware—security is beefed up in 2012. While this year’s focus may seem slanted toward the festival attendee, Xerox certainly hasn’t forgotten about the security needs of festival organizers. Since 2009, Xerox has helped thwart thieves and prevent ticket counterfeiting with Xerox® FreeFlow® FluorescentMark Text, which is only visible under UV light and nearly impossible to reproduce.

This year Xerox is adding even more security safeguards to festival passes, including MicroText marks legible only with a magnifying device and Correlation Marks, which is text that’s only visible when superimposed by a “key” overlay. Xerox® MicroGloss, text that’s only readable when viewed at an angle, is also added for good measure. Plus, printing on the ultra-durable Xerox® NeverTear stock keeps passes safe from the elements and everyday wear and tear.

To learn more about the Xerox Rochester International Jazz Festival, visit xerox.com/jazz

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Free JazzFinder app brings jazz fest print to life.They say there’s something for everyone at the Xerox Rochester International Jazz Festival—and now that’s true for curious, music-loving smartphone users as well.

Xerox developed the free JazzFinder app with this audience in mind. All users have to do is download the app, open it up and view the Find Your Jazz artwork through their phone. Game badges, posters, even onscreen images instantly unlock a wealth of added experience, including a description of the genre, festival artists that could be considered representative of the style, concert times and more.

Go ahead and see for yourself. Download the JazzFinder app and try it out with the Modern Jazz poster above.

Just go to the App Store or Google Play to download the free JazzFinder app. Each poster is a different experience, so be sure to try them all when you’re at the festival.

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How the best companies get focused and stay there... by Beth Ann Kilberg-Walsh

We’ve all been there before. You wake up in the morning with the best of intentions to take on the strategic priorities you’re hoping to tackle, but without fail, the demands of the business or crisis of the day always seem to take priority.

Well you’re not alone. Every day, companies see dramatic changes—from new technology to massive shifts in demand—all making it that much harder to focus on the things that will position you for growth.

Yet, despite the environment, some businesses are managing the distractions and the hyper-competition better than others. Somehow these businesses are able to keep moving forward while they establish a vision for the future, implement new plans and attract new customers.

RealBusiness magazine set out to learn what a few of these companies were doing to rise above it all and achieve their goals. We spoke with a variety of companies in the print industry, along with industry analysts and our own Customer Business Development group, to learn the best-kept secrets to getting focused and staying there.

Start with the end in mind.In all of our conversations, one consistent concept we heard over and over was that successful printers take the time to define a vision and start with the end in mind. This may seem obvious, but we can all relate to a situation at work or in our personal life where the vision was not clearly defined and the opportunity lost.

Susan Weiss, Manager of Worldwide Customer Development at Xerox, comments, “Many of the winning printers seem to have one thing in common. They have a clear vision of where they’re headed and a plan to get there—whether they’re looking for new business growth, trying to reduce costs or both. Coming up with a focused plan is hard enough, but that’s just the beginning. The leaders seem uniquely able to take that vision and communicate it to the entire organization—from sales to operations.”

Weiss continues, “At Xerox, we work with printers to develop these plans and we find that once they’re in place, the best shops keep their vision top of mind and stay focused on the objectives. They also utilize a variety of communication channels both internally and externally. It’s important for the employees to understand and be secure in the new direction and their customers need to be aware of any new capabilities being offered. A relevant communication plan is a critical piece of the overall business plan to ensure success.”

We asked industry analyst, Dave Zamorski, President of Integral Metrix Group, what he sees as the key driver behind staying focused. He observes that in the case of printers, or with just about any business, those with a focus on metrics and an appetite for change are the ones that succeed today. “The guys that are trying to hold onto the traditional business models continue to struggle versus those that have created a culture centered on new applications and change.

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Yet, that’s just the first step. You then need to intimately understand the economics and the associated metrics. The best companies keep those metrics front and center and track their progress rather than just moving on to the next assignment or job and losing that focus,“ he says.

Finally, we asked Harish Mayya of Seshasai Printing to comment on what his company considers to be the number one factor to help stay focused and develop winning solutions. “We insist on having strong, consistent customer feedback built into all of our strategic initiatives. With up front investments in every account and a very laser-focused approach, we look at all our accounts in a very holistic perspective and involve them in every step of our solution development. This way all our priorities are customer focused and we stand a much better chance of success from the start.”

Getting focused. Staying focused.We all know staying focused on a specific set of objectives is never easy and that there will be times when the day-to-day demands of the business must take precedence. We’re working hard to make sure we’re part of the solution and that we’re not adding to the problem. For starters, we’re making our technology solutions easier to use and reducing complexity. We’re also providing tools like our ProfitQuick® financial modeling software and Marketing Accelerator Kits to help you create your plans. Our Professional and Business Development Consulting Services are available to provide more in-depth planning and training support. With all the demands on your real business, it’s not easy to stay focused and invest in new opportunities. But you’re not alone.

We are here to help. Speak with your local Xerox representative or visit www.xerox.com/driveprofit to learn more.

Getting Focused and Staying There: The Top 10 Tips1. Start with the end in mind

2. Have a strategic plan

3. Metrics. Metrics. Metrics.

4. Monitor the metrics

5. Organizational structure aligned to goals

6. Strong internal/external communications

7. Build in customer feedback

8. Reward milestones and achievements

9. Make time and resource commitments—in advance

10. Stay the course (no flavors of the month)

RB Magazine asked printers what they are focused on in this ever changing marketplace and here’s what they had to say: “ Denmark is a country with very high labor costs, so for us to stay competitive in an open economy it’s essential for us to have very modern, efficient technology. The digital solutions from Xerox help us with a very high efficiency so we can continue to compete with Eastern Europe and China on price!”

– Esben Mols Kabell Director, LaserTryk.dk A/S

“ We believe in taking customer feedback ground up and architecting solutions that make our already deep relationships with our customers future proof. The foundation of our customer engagement is value engineering, designing work flow solutions that meet customer needs and strong partner relationships as with Xerox. With upfront investments in every account and a very laser-focused approach, we look at all our accounts in a very holistic perspective which pays back in the long term.”

– Harish Mayya General Manager, Seshaasai Business Forms (P) Ltd.

“ Today, customers want to do more with less. In order for us to stay profitable, we need to add more value to our work. That means adding elements such as color and one-to-one personalization in order to stand out in our customers’ minds.”

– Alvaro Diaz General Manager, AMF Impresion Variable

Beth Ann Kilberg-Walsh is vice president, marketing communications and segment marketing, Xerox Corporation, beth.ann.kilberg-walsh@xerox.com

Andrew Indrisie, Designer

Forrest Martin, Designer/Art Director

Steve Rauner, Executive Producer/Principal

Kelly Harland, Senior Designer

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The Xerox® Phaser 7800 has given NORTH the ability to manage color and get it right the first time, saving the creative team enormous amounts of time while allowing it to produce a better product. “I think the most important thing around the reduction in revisions is that our creative people don’t get drained by repetitive work and can really focus their energies on the creative product and the strategy behind it,” says Steve Rauner.

Because the printer can do just about everything around color, NORTH’s creative team has had less of a need to farm out work, saving the agency and clients money on every job. “The abilities of the Phaser 7800 are so vast that I can pretty much print almost everything in house. We can use it for just about everything else from proofing, to mock ups, to actual client presentations,” says designer Andrew Indrisie.

According to Steve Rauner, the best thing about having the Xerox® Phaser 7800 is that it lets creative people be creative. “The Xerox® Phaser 7800 is really important to us because it follows a mantra I have that I really want technology to work for creative people—and work for our clients. I think in the ideal world, technology disappears,” he says.

One might say that NORTH has a certain attraction about it. After all, creating powerful branding strategies and creative campaigns that pull in customers and build relationships is what this Portland, Oregon-based boutique brand agency does best. Well-known corporations like Subaru, Starbucks, Keen and others have turned to NORTH because of the agency’s reputation for creatively building brand awareness that connects with customers. NORTH’s success with its clients stems from its attention to every detail of every branding program—one of the most important of which is the accuracy of color used in its creative campaigns.

With the agency’s work being viewed in a variety of media and formats from print to the Internet, color needs to be consistent and true on every platform. “When we’re designing something, we look at it on the screen and think this is going to look amazing. Then when we go to print it out, the colors can look dull and out of register. It can be a huge hurdle to get over,” says Kelly Harland, Senior Designer.

NORTH has found that the answer to true color consistency lies with its Xerox® Phaser 7800 Color Printer. “Over the past four or five years, we’ve really come to a kind of global point of view on making sure we’re accurate around color. The Phaser 7800 has allowed us to really not have to worry about that when it comes to output on print media,” says Steve Rauner, Executive Producer at NORTH.

Those involved with creative design for NORTH couldn’t agree more. “I’ve definitely noticed more specific color variations and have been able to identify tonal differences more,” says Forrest Martin, Designer/Art Director. “Certain things that don’t always show up on my monitor will show up in printing with the Phaser 7800,” he adds.

“ What we love about [the Xerox® Phaser 7800] is that it allows us to not have to worry about the accuracy of our color so we can really concentrate on the creative concept and the creative output.”

– Steve Rauner Executive Producer/Principal

Magnetic NorthNORTH, an Oregon-based brand agency, relies on the unparalleled color accuracy of the Xerox® Phaser® 7800 for building brands that attract and keep customers ... by Shell Haffner

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By engaging customers with relevant brochures earlier in the purchase process, the Xerox 1:1 Lab boosts D’Ieteren’s Volkswagen Division’s marketing ROI ... by Shelley Sweeney

Personalized, Relevant Marketing Boosts Volkswagen Distributor’s Profit by More than 26%

The financial crisis has been a wake-up call for many companies to cut costs, eliminate waste and improve return on investment. Among them: Belgian-based D’Ieteren, which distributes Volkswagen, Audi, Bentley, Lamborghini, Porsche and other vehicles; holds a majority share of Avis Europe; and is the world leader in repair and replacement of vehicle glass.

The company’s Volkswagen Division was spending more than $4 million annually to market 22 Volkswagen models in Belgium. That funded production of two million high-quality print catalogs as well as broadcast television, radio, print and Internet advertising to deliver an estimated 1.5 percent response rate, as measured by visits to the showroom.

Management believed it could do better. One reason: customers typically begin considering new vehicles six months in advance of their purchase, but D’Ieteren’s approach usually engaged customers much later in the process, when they wandered into a Volkswagen showroom. So the D’Ieteren Volkswagen team turned to its agency, Strategie, to devise ways to intercept customers earlier with communications that would improve the acquisition rate while reducing expenses.

Strategie sought to not only craft a new, more effective campaign, but to prove its effectiveness compared to the traditional program. It already had a business relationship with a group that could help it do just that: the Xerox 1:1 Lab.

1:1 = High GearThe Xerox 1:1 Lab tests traditional direct marketing campaigns against a personalized version of the same campaign to demonstrate the power of relevant, data-driven direct marketing. After determining that D’Ieteren’s program met its criteria and getting the firm’s buy-in, the lab put together its project team: Strategie, graphic arts provider JCB Offset and data/customer relationship management provider Citobi.

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Their plan: reach prospects four to six months before a potential purchase decision, delivering a highly personalized brochure focused on the three vehicles most likely to interest them.

To qualify prospects that far in advance and learn their vehicle preferences, the team used two sources. First, visitors to the D’Ieteren website were invited to visit the Volkswagen pages and fill out an e-survey about their purchase intentions. Second, they culled prospects from Citobi’s database, which included a CRM system covering current Volkswagen customers and prospects, and subscribers who participate in sweepstakes or get coupons for responding to a survey.

From the resulting qualified list, 5,000 prospects were selected at random to participate in the pilot. The rest received D’Ieteren’s traditional marketing.

The Rewards of RelevanceIn addition to focusing on the three vehicles judged to be most relevant to each recipient, the personalized brochure described how the vehicles met the recipient’s buying criteria and included customized financial proposals for each model. The call to action: visit the nearest dealer for a test drive and bring the brochure to receive a warranty extension on any purchase.

The production was executed using XMPie Personal Effect for personalization and the Xerox® iGen4® Press at JCB Offset for printing.

The results were stunning. Between 15 and 20 percent of recipients visited a showroom with their personalized brochures, representing an increase of 1,067 percent from the traditional approach. Twelve percent (600) of recipients took a test drive, and remarkably, half of them (300) purchased vehicles—a huge improvement over the traditional one in eight conversion rate.

Having proven a pathway for boosting its marketing ROI, D’Ieteren is now considering ways to roll out the program more broadly to help its motor vehicle divisions drive greater profit.

Shelley Sweeney is vice president/general manager, Service Bureau and Direct Marketing Sector, Graphic Arts Industry, Xerox Corporation, shelley.sweeney@xerox.com.

Personalized catalogs from the D’Ieteren Volkswagen dealership recommended as many as three automobile models to recipients based upon selection criteria they provided in surveys.

Based upon the pilot results, the Xerox 1:1 Lab projects that adopting the program would reduce D’Ieteren client acquisition costs by more than 90 percent while increasing profit per sale by more than 26 percent.

“Everything at Brickell is HD,” says Cuban-born Rafael Del Monte, owner of Brickell Realty Group in Doral Florida, a suburb of Miami. It’s an apt metaphor for the high-tech, highly detailed approach Rafael and his team take to doing business in this fiercely competitive industry.

“We are a mobile company. Everyone is always on the road,” says Rafael. “I don’t want them in the office. They need to be out making deals. That’s why we have the iPads. And that’s why it’s so important to be able to submit contracts for secure printing at the office, no matter where they are in the world. Across town…in the Bahamas…even in Venezuela.”

A hot marketplace

Selling MiamiForward-thinking realty company uses mobile print technology to stay ahead of the competition. Brickell agents are on the road most of the day.

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With breathtaking views, contemporary designs and amazing amenities, you might think the homes, condominiums and commercial spaces Brickell represents in the Miami-Dade area would sell themselves. But there’s a lot of competition. Fortunately, Brickell has a unique strategy, which includes Xerox® Mobile Print.

“We cater to Latin American buyers,” says Ignacio Fiterre, full-time broker and operations manager at Brickell. “There are many, many people in other countries who want to own property in Miami because it is a gateway to the U.S.”

“They come here to purchase American products at good prices and they know the real estate market here is a secure investment, and a safe place to be, compared to other parts of the world.”

Brickell’s clients come from Cuba, Puerto Rico, Dominican Republic, Venezuela and other South and Central American countries. So do its real estate agents.

Of the nearly one hundred agents, more than half were born outside the U.S. For many, English is a second language. For others, including the owner, Spanish is all that’s needed to succeed.

The strategy is paying off. After just eight years in business, Brickell has grown dramatically. Even when real estate values in Florida plummeted in 2008 and 2009, foreign investors were bargain hunting. And last year, Brickell was the top-selling Florida agency for one of the nation’s biggest developers, Lennar.

Even hotter technology“We’re totally mobile,” says Guillermo Rincon, one of the newer agents. “We are out with the clients, showing properties and closing deals. The iPad is a light, easy-to-use way to share pictures and videos. We have our own Brickell application on the iPad. We can even have a customer sign a contract on it. Then we send the signed digital document back to the office to print a hard copy for our records. Clients like it because they never need to go to a stuffy conference room to make a formal offer.”

Another agent, Emilio Raffo, summed it up. “I like the iPad and the Mobile Print Solution because I can spend more time with my clients and less time here at the office.”

When agents do stop in at the office, which is one to three times a week for just an hour or two, there’s plenty of technology on site, as well.

The Xerox® Mobile Print Solution is connected to a versatile Xerox® 7775 Multifunction Printer. There are flat-screen displays on the walls with gorgeous photos and videos of the properties. Even the coffee maker is a high-tech espresso/cappuccino machine worthy of its own barista.

Closing the dealAs one of the first businesses to purchase the Xerox® Mobile Print Solution, you might think that Brickell Realty is simply an early technology adopter. But Rafael, the owner, sees it differently.

“I’m not just looking for a new toy to play with. I choose technology that is simple for my agents to use, secure for my clients’ personal information and gives Brickell a real advantage. We don’t have time to get tied up with paperwork—money never sleeps!”

For more information about the Xerox® Mobile Print Solution, which lets users print securely from mobile devices to any enabled Xerox® multifunction printer, visit xerox.com/mobile or use your smartphone to scan the QR code that connects you to the Brickell Realty case study video:

Brickell agents are on the road most of the day. The Xerox® Mobile Print Solution makes sure contracts and other paperwork can be printed quickly and easily back at the office.

Selling Miami

Armed with an iPad and a smartphone, Brickell agents have everything they need to make a sale.

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Direct Marketing That Makes Women Feel Better About ThemselvesStrategies Marketing leads Maybelline New York ‘B2Me’ campaign that combines content marketing with deep personalization to recommend personal makeup regimens... by Judy Berlin, Director of Worldwide Marketing, XMPie, A Xerox Company

When was the last time a direct mail piece made you feel better about yourself? It’s probably been a while—if it ever happened. But that’s precisely the surprising impact the Maybelline New York Beauty Guide had on subscribers who completed a 12-question sign-up form on the MNY Beauty Guide microsite. These consumers were expecting personalized makeup tips and recommendations, but what they received was so much more.

The recommendations—delivered in a series of three personalized booklets—have been big hits with consumers, according to Mark Morin, president Strategies Relationship Marketing, Laval, Quebec, which developed the campaign. “Customers have written to us saying that Maybelline has improved their lives by changing the way they feel about their personal appearance,” he said.

Client Maybelline is also pleased. Sales are multiple times greater than from previous, non-personalized campaigns. And most is new business from people who previously bought competitive brands.

The big wow, though, is that the campaign is also lifting Maybelline’s brand appreciation and improving the likelihood that consumers will recommend the Maybelline New York brand. “That’s an unusual result for a direct marketing campaign,” Morin said.

Seeking to Boost LoyaltyImproving brand loyalty in its cosmetics business was the challenge Maybelline set a few years ago for its long-time relationship-marketing agency, Strategies. The typical consumer uses multiple brands for their various makeup needs. Maybelline, however, sought to leverage its No. 1 worldwide ranking in mascara to boost business in categories where it had smaller shares, such as foundation products.

Another layer to this challenge is that many consumers are unaware of technical considerations in makeup choices, such as how foundation products behave differently based upon skin type, dry or oily.

In response, Strategies developed what Morin calls a “B2Me” campaign, which applies deep personalization and content marketing to take B2C to the next level. “In B2Me campaigns, we create relevant messaging based upon rational, emotional, physical and relational characteristics,” Morin said.

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The campaign sought to educate consumers about choosing and using cosmetics, and to recommend which Maybelline products best suit them, based upon their physical characteristics and makeup personality. To learn those characteristics, the team developed a questionnaire on a Maybelline New York microsite with 12 questions about skin, hair and eye colors, eye shape, skin conditions and other qualities.

Strategies drives women to the site with email blasts, media relations campaigns and posts on Maybelline’s Facebook page. Today, Facebook and word of mouth account for the lion’s share of sign-ups, he said.

Adding PazazzThe data that consumers enter at the Maybelline website guides the content of the three personalized books, which contain cosmetics lessons, personal product recommendations

and trackable discount coupons. An astonishing 3.5 million variable options are available for each book through the XMPie uDirect Classic plug-in for Adobe InDesign.

“The number of personalization options is mind-boggling, but that’s what XMPie does—puts together all our components and makes then run right,” Morin said. Each book is 20 pages long, fully personalized and printed in a full-color 4.75" x 7" format on a Xerox® iGen4® Press by Montreal-based Pazazz. The three books are delivered to each target over the course of several months.

The campaign’s results have been consistently outstanding, Morin said. Now they are proposing to add a mobile component to future campaigns.

“To do something like this you need the right process, a good team of people, the right print provider, great data and dynamite content—and it all has to work together,” Morin said. “That’s the secret of what B2Me is all about.”

Judy Berlin is director, worldwide marketing, XMPie, A Xerox Company, judy.berlin@xmpie.com

Strategies uses and works only with printers who also have XMPie software.

“Every time we post to Facebook, we get a ton of people signing up.”

The team recognized that education was critically important to the success of the program, to help consumers understand why certain products were better for them than others.

“It took almost a year to get the first one done. It’s challenging intellectually to put it together, manage it and understand how to write articles that can vary, yet sound natural and amusing.”

“A lot of experts say 12 questions is too many, but it’s not if you give them something of value in return,” Morin said. Fully half of the microsite visitors complete the questionnaire, fueling a campaign that has been ongoing since 2009.

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Insurance company makes the right choice for their business, their planet and, most importantly, their members.Huge savings on utilities and supplies is better spent on customers.

Medical Mutual of Ohio is a health insurance company deeply committed to their members. One way they could demonstrate this was reducing the cost and improving the efficiency of their office operations and claims management. And recently they realized a key to that was choosing the right type and number of document equipment throughout their operations.

Cost Savings. Sustainability. Security. Who could deliver them all?Starting back in 2008, Medical Mutual of Ohio tested Xerox® ColorQube® Multifunction Printers against three competitors and the ColorQube rose to the top every time.

“We looked at multiple vendors,” says Lyn Duvall (right), Manager of Printing Services. “We had to try the equipment. Get them in our shop and have people who were really going to use them try them all. They threw whatever they could possibly think of at them. To see if they can really multitask, if they can do two things at a time. Those are things that will impact a workflow. We looked at security, of course, but we also looked at how quickly we got answers when we asked questions.”

Today they have replaced more than 500 printers and 90 copiers with 140 Xerox® ColorQubes. And the move is matching estimated cost savings.

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“We have saved a significant amount in electricity and avoidable costs by replacing individual copiers, scanners and printers with multifunction units. And that’s what the high speed ColorQubes® have saved us, “says Dennis Jancsy (right), Executive Vice President and Chief Financial Officer. “And being a mutual company, that cost savings will go back into what we do, serving our customers better and faster.”

Jancsy says it was Xerox® three tier pricing that helped convince him. “If there’s minimal color on a copy, the charge is tiny. If we use all color, then it’s more significant of course. But our studies of the way we use color showed us we are actually spending less with Xerox than we would with other vendors.”

Matching the way Medical Mutual of Ohio does work in the real world.Secure

The main factor that Medical Mutual was looking at throughout their consolidation was ensuring there would be enough capacity and capabilities after the reduced number of printers, copier and scanners. As a health insurance company, security was also a major issue. “Compliance with the Health Insurance Portability and Accountability Act (HIPAA) was extremely important,” says Walt Moskwa (right), IT Project Manager for the MFP Project. “We wanted to make sure that everything we send to those printers would be protected. So we were looking closely at devices and software, and the companies who backed the equipment. They had to have a similar commitment to security as we have. Xerox excelled in this area where others did not.”

Xerox® Secure Print also gave Medical Mutual of Ohio peace of mind. With Secure Print, users have to put in their code and only their materials will print. That not only addresses confidentiality, it also helps with housekeeping. Users simply walk up when they know the machine is free, release their documents to print and take only their documents away. Workers get the documents they need quickly and easily and policy holder information is always secure.

Simple and Sustainable

ColorQube is a much simpler device in terms of the consumables than all the machines it replaced. Less time wasted with maintaining and refilling equipment is more time employees can use to focus on serving members. And there are environmental benefits too. “The ColorQube has the solid ink which is biodegradable. The packaging is recycled and recyclable. So, the waste is tremendously less for a ColorQube as opposed to any other vendor,” says Ms. Duvall. “And it also has the Intelligent Ready, which is really fantastic. As you use the machine, it actually learns your work habits. So, if you’re an early morning person, you come in at 6:00 and you start using it, it will be ready for you every day at 6:00.”

Change isn’t always easy for people. But in this case it was well worth it.No employee or department was omitted from Medical Mutual of Ohio’s consolidations efforts. They even looked under people’s desks to make sure they got every old piece of equipment out. “I’m probably the grim reaper of office equipment at this point. We had put a sign on every piece of equipment that said, ‘this machine is going to be turned off in two weeks. It’s going to live here for now, but we’re going to turn it off’,” says Ms. Duvall. “But we also put up signs that told them what the new equipment was going to do and the benefits. ‘We’re going to save lots of money. It’s green and it’s more secure.’ We gave them the reasons why we were moving towards a ColorQube and we showed samples with three-tier pricing cost so they could see how much we’d all be saving.”

In the end it’s about people, not printers.Medical Mutual of Ohio met all their objectives with this consolidation of equipment by going with Xerox® ColorQube. And they know that as they become more efficient and save costs, they can share the efficiency with their membership.

“ The ColorQube has the solid ink which is biodegradable. The packaging is recycled and recyclable. So, the waste is tremendously less for a ColorQube as opposed to any other vendor,” says Ms. Duvall.

Dhaval Ghiya, Desktop Support for Medical Mutual of Ohio, utilizes the multifuction features of the Xerox® ColorQube®.

Watch the video on how Xerox® ColorQube is helping Medical Mutual of Ohio save time and money at www.xerox.com

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