HP Inc.

Forging a sustainable partnership with HP

For more than 12 years, we’ve been honored to work with HP Inc. as one of its trusted North American direct-marketing agencies of record. When HP needs a creative solution that delivers measurable business results—often on a quick, market-opportunity-based timeline—they call us. Our assignments range from bringing heat to high-stakes campaigns to adding authenticity to campaigns that get the attention of C-suite decision-makers.

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The challenge

A project that typifies our work with HP’s Environmental Leadership Program was the messaging we developed for a closed-loop recycling process for ink and toner printer cartridges. HP has long been recognized as a leader in recycling as part of its commitment to corporate social responsibility. Its closed-loop recycling program was the first of its kind. Problem is, the operation isn’t simple. Our job was principally information design and making the process understandable for the consumer.

The solution

We simplified the closed-loop process, distilling it into just six steps that focused on imagery rather than lengthy copy. More importantly, we put the consumer at the center of the conversation, communicating their integral role as part of the solution. After all, without the consumer returning their used HP cartridges, the closed-loop process isn’t possible. We also made sure to mention how HP Planet Partners makes it free and easy to recycle, and we highlighted this as part of the consumer involvement story.

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  • Demystifying a Complex Recycling Process

    A project that typifies our work with HP’s Environmental Leadership Program is developing messaging for a closed-loop recycling process for ink and toner printer cartridges as part of their sustainability initiative. 

    Closed Loop Graphic

    HP has long been recognized as a leader in recycling as part of its commitment to corporate social responsibility. Its closed-loop recycling of ink cartridges was the first of its kind in the industry. The operation isn’t simple. In fact, it’s fairly complicated. Our job was principally information design—to take a 15-step diagram, with recycling completed in different geographic locations and tagged with scientific names for substrates and processes—and make it understandable for the consumer.

    Suffice it to say, there is a lot of disassembling, sorting, shredding, adding, and subtracting that go into the creation of new ink and toner cartridges using the recycled content. We simplified the process, distilling it into just six steps focusing on imagery rather than lengthy copy. 

    Putting the Customer at the Center 

    More importantly, we put the consumer at the center of the conversation, communicating their integral role as part of the solution. After all, without the consumer returning their used HP cartridges, this closed-loop process isn’t possible. HP Planet Partners makes it free and easy to recycle, and we also highlighted this as part of the consumer involvement story.

    More about this project

    We Go to the End-to-End(s) of the World for HP 

    Of course, being a roster agency creates a body of work far broader than any single project. This includes end-to-end direct marketing, from strategy to execution for both direct mail and email. We’ve also created successful, integrated direct marketing campaigns that include sales kits, videos, brochures, and much more, including:

    • Interactive advertising, webinars, and tutorials
    • Catalogs, brochures, and whitepapers
    • Merchandising point of sales, signage, and packaging
    • Messaging, including architecture for products and services, entire product categories, tagline development, naming, video scripting, catalog writing, technical writing, and advertising copy
    • Real-time analysis and tracking of metrics 

    Through this long-standing relationship with HP, we’ve become experts at identifying product benefits and messaging that are relevant to different target audiences and speak to the real changes technology can make in a customer’s life. We’ve brought this expertise to bear on all of HP’s major product categories, including:

    • Tablets
    • Workstations
    • Thin Clients
    • Personal notebooks and desktops
    • Business notebooks and desktops
    • Ink and laser MFPs and single-function devices—across all user sizes
    • Large-format printers
    • Servers and Blades
    • Retail portfolio solutions
    • Attach products
    • Supplies

    We Go Vertical. And We Go Deep

    We’ve gained strong direct marketing experience to enterprise, SMB, mid-market, and micro-biz targets in vertical markets including healthcare, government, education, finance, engineering, design/media, and entertainment, real estate, manufacturing, and retail.

    We’re fortunate to have won some pretty serious awards hardware on behalf of our work with HP. We’ve earned several HP Circle Awards for marketing partner excellence, numerous ADDYs and Crystal Awards from the American Advertising Federation, and twice been a finalist for the Direct Marketing Association’s International Echo awards.

    More than the recognition this brings, these industry accolades speak to why HP continues to evaluate and renew us as an agency of record. Because when our HP clients need a creative solution that delivers measurable business results—often on a quick, market-opportunity-based timeline—they call Oliver Russell.

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    Let's Talk.

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