TEAM: Ray Tolbert (Copywriter) . Lindsey Cecero (Art Director) . Mikaila Weaver (Experience Designer) . Ashley Stanfield (CBM) . Prateek Patnaik (Strategist)
The Ask: Make small-business owners choose Canon’s Maxify line of office printers over the competition.
Methodology: We gathered in-depth market reviews on our product and its competition, to get a fair idea of our current position. We followed this up with a series of personal interviews with small-business owners across Richmond to understand their business needs and printing-related complaints.
Key Learnings: SBO's are in a constant ‘Catch-22’ situation where they’re torn between checking off tasks and doing what drives them, technology is crucial for them to do more with less.
Printers have failed to innovate in a crowded market and fail to address the actual problems faced by SBO’s, creating a situation where office printing technology is considered unreliable.
The Objective: Give SBO’s a reason to believe in Canon’s promise by making printing easier and relatable.
The Idea: It’s not a printer, it’s your (first) employee.