Securing Strategic Visibility for Sharp

At tax time, most people make copies of their tax returns, but many are unaware that the copier they use may actually retain sensitive personal information, such as social security numbers and bank account details. Confidential information may be available to anyone with access to the copier’s hard drive, putting them at risk for identity theft.

Sharp’s copiers offer security applications such as a data security kit – or digital “shredder” - that prevents a security breach.  To highlight Sharp’s advantage, Stanton Crenshaw fielded a survey to gauge awareness of digital copier security risks.  Leveraging tax season, we issued a press release revealing that the majority of Americans are unaware of the risk of copying tax returns and other sensitive information, and highlighted security applications on Sharp copiers that mitigate risk.  For additional credibility, we worked with a security expert to validate the threat and endorse the Sharp security solution.  We used a pre-pitch media relations strategy to secure an exclusive feature with the Associated Press. 

The security story was picked up by nearly 200 outlets nationwide, including CNN Headline News, MSNBC.com, The Boston Globe, Dallas Morning News, and Pittsburgh Post-Gazette.  Sharp leveraged the editorial results through an immediate email communication to dealers alerting them to the breaking press coverage, and by running news of the campaign on its website.  The end result was highly strategic visibility for the Sharp advantage during a key selling season.