CREATIVE OVERVIEW

​

Canon's MAXIFY printer is made for home office use and its target demographic is small business owners and entrepreneurs.

 

My team's challenge was to raise awareness and create brand affinity for the MAXIFY brand among this audience during its second year on the market.

​

Our strategy was to empower entrepreneurs by equipping them with tangible resources and expert knowledge. In doing so, we'd allow them to navigate the treacherous waters of starting and building a business with greater ease.

 

To do so, I assembled a team of five experts known as the "MAXIFY Mentors". Each mentor was responsible for authoring and sharing content on their own social networks and blogs (as well as Canon's) that was aimed at helping entrepreneurs and small business owners. The content varied in range and included long-form editorial articles, social media posts with daily tips + checklists, Twitter Chats, and video tutorials.

​

The Mentors team also ran a contest. They issued a call to action for entrepreneurs to identify the biggest problem or challenge their business was currently facing, and asked them to tag one of the mentors on social media along with the hashtag "#MAXIFYMentors." The Grand Prize Winner, who showed the greatest passion, promise, and potential, was flown to New York City to meet with Barbara Corcoran. Barbara provided a one-on-one coaching/ consultation session at her office, and we turned the entire experience into a digital asset for Canon's YouTube channel. In addition, a short-form cutdown of the video was placed as a media buy on prominent business-vertical channels like CNBC and Bloomberg Business in order to get the winner exposure in relevant markets.

 

Runners-Up received comprehensive prize-packages with tangible items that would help enable their small businesses. The items included a MAXIFY printer, a $250 Gift Card for Canon, an iPad mini, a 1-year subscription to LegalZoom, a 1-year subscription to LifeLock, and an Intuit Mobile Credit Card Reader.

​

MY ROLE

​

I came up with, pitched, and sold-in the idea of the MAXIFY Mentors program to Canon executives. After gaining buy-in, I was responsible for all pieces of the campaign which included:

• Setting benchmarks and KPIs to strategically measure the ROI and success of the campaign.

• Researching, casting, and negotiating contracts for all members of the MAXIFY Mentors team.

• Overseeing the allocation of the campaign budget.

• Scheduling and planning of production timelines and rollout for all content including blog/editorial, video, and social assets.

• Authoring content briefs for all partners.

• Sourcing a production team to film the consultation between the contest winner and Barbara Corcoran.

• Serving as Creative Director on-set during filming of video production.

• Providing creative direction on the video edit.

• Presenting post-campaign reporting that merchandized the success of the year-long campaign.