Brother uses PR for awareness campaign

Office equipment manufacturer Brother exceeded its sales target after a successful PR campaign

Brother is a leading technology specialist providing print, scan, labelling and communications solutions for businesses of all sizes. Offering a range of tools to facilitate working in the office and on-the-go, Brother also provides the expertise to help businesses in their search for improved efficiency and productivity, working closely with its customers to establish long-term business partnerships.

The challenge
Brother UK’s public relations agency, Citypress was tasked with raising awareness and driving sales of label printers among office professionals, namely office managers and administrators across the UK.

The campaign also needed to support Brother’s ‘Unclutter your mind’ advertising creative, while at the same time ensuring the product’s tangible benefits were communicated to Brother’s target audience.

Solution and strategy
To get under the skin of office professionals, Citypress undertook the mammoth task of reviewing and analysing hundreds of job specs for office managers, as well as completing qualitative interviews with office professionals. This revealed that the ability to stay organised is not only an essential part of the office professionals’ job role, but also enables them to be generally happier and calmer at work. Essentially, a tidy office really does make a tidy mind.