Situation
HPS Office Systems has shown modest growth over the past two years while transitioning through the breakup of HPS Inc., moving to a new facility, and implementing a new computer system, phone system and contact management system. HPS continued to choose not to “participate” in a recession or economic downturn.

Because the defining line between printers and copiers is fading, HPS needed to make the move away from using the term “copier” in referring to the imaging systems it markets. Simply stated, HPS sells powerful printers that copy, making HPS a print dealer. Growth for HPS will be positively affected by its ability become more of a solutions provider and not just a seller of copiers and fax machines.

Problem
With so many business decisions being based purely on dollars and cents, HPS needed to move toward a consulting environment. Evolving from a technology company that sells solutions to a solutions company, it will become more and more important for HPS to charge for its knowledge and time, as well as the equipment.

To help accomplish this, the entire culture of HPS needed to change to one of providing solutions. That is why HPS’s pledge and branding became so critical to its future growth within the business equipment industry. HPS had to differentiate itself as a business solutions provider in the marketplace – simply to be able to identify the customer’s needs, and then recommend the best solution.

Solution
To facilitate this change in culture for HPS, MillerWhite partnered with HPS to create a positioning statement by utilizing the proprietary protected formula known as “Unlocking the Power of Your Pledge®.”

Results
Based on supporting information and on research conducted through customer and potential customer surveys, MillerWhite recommended that HPS Office Systems’ pledge to its customers be the following: “Your valued partner for increased revenues through business solutions and responsive service – HPS Office Systems.”

The pledge is active (not passive) in defining HPS's relationship with its customers by using the words – increased, solutions and responsive, while positioning HPS as an asset or added-value partner for its clients’ future growth. It is supported from the vision and mission statements and current/potential customer survey as follows:

	Increased Revenues	profitability and optimizing (vision), and cost effective (mission)
	Business Solutions	document workflows and systems (vision), and efficient (mission)
	Responsive Service	identified from the research as the number one issue and relationship
	Valued Partner	is the accumulation of effects by fulfilling the above items

From the pledge, the following tagline emerged – “HPS Office Systems – Valued Solutions. Responsive Service.”

The pledge and tagline will help the staff understand the concept of HPS as a solutions provider and will provide company employees the foundation for the new company direction.