promoting EMC in Australia as case studies

2.  http://www.youtube.com/watch?v=X6f
QgdpXiK0

3. history
Project
remanufacturing
(toner part, printer,
circuit board,
monitor etc)
Fuji Xerox eco-
manufacturing center Founded EMC
(EMC)

4. In 1990’s - DAN
Godamunne
Propose with little
or no investment
could save a
million dollars

5.  In a years of experiments went beyond
$1Million
 In 5 years company save 18million
 Difficulties - when technical staff can not
communicate as PR practitioner

6.  In 2000, eco manufacturing center in
Zetland, Sydney
 Appoint PR practitioner and assistant for
new communication department

7.  They are making public aware of the
company to positioning themselves in
the market
 Start looking to market opportunity for
making application for awards
 Making press coverage as primary
legitimacy stages
 In 2001- win 3 of 4 awards that they are
applied

8.  2002- earned Highest National
Honour, the Australian museam Uereka
Prize for industry.
 Global 500 award, united Nations
enviroments program (UNEP), nobel
prizes – ‘to succes in the frontlines of the
glabal enviromental action’
 Now- they are judging award

9.  Popularity EMC growing –
journalists, managers, scientists, teachers
and students wanted to come and see
how remanufacturing works.
 Increase public visibility – open to public
visitor
 PR dept. no longer looking for journalist

10.  Start looking partnership – University of
New south Wales – use baking soda as
cleaning agent in cleaning roller
 Produced $100 milion in saving – across
Fuji Xerox Group worldwide

11.  Working with industry bodies (AEEMA,
AIIA, CSTRO), Environmentalist
organizations (landcare, planet Ark),
opinion leaders ( Prof. Dexter Dunphy, a
Harvard postgraduate influential figure in
industrial management) and political
adviser (John Blakemore, consultant to
the Australian Government)

12. Open to other continents in Holland, California, Mexico, Brazil, Thailand,
Shanghai and second one in Sydney

13.  Provide IMC externally as contracted full
service and another one to reinvent it
internally to follow organization goals in
the best cost effective way. E.g. : EMC
has been endeavoring to reconcile its
ambition to lead the industry with a
humble, almost non existent
communication budget.

14.  IMC takes marketer to takes customer’s
perspective. A deeper knowledge
customer’s insight and point of the
brands contact should inform the
communication strategy.(harris,1998;
Marconi, 2001; Schultz and Schultz, 2004)

15.  Mainstream literature and major
textbooks see IMC as the add value
, which in turn is getting away from
advertising (Duncan, 2005) Belch and
Belch, 2007; Shimp, 2007)

16.  EMC has used a different pattern of
legitimacy, which is barely explored in
communication literature - the authority
of the pioneer.