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HP Launches “LaserJet Pays You Back” Global Marketing Campaign


Company teams with Ivanka Trump and Bill Rancic for “Pay Back” event

PALO ALTO, Calif., HP today unveiled its “HP LaserJet Pays You Back” global marketing campaign to illustrate the significant cost savings – up to $2,500 in less than one year – that are possible when using an HP Color LaserJet Multifunction Printer (MFP).(1)

The campaign illustrates the surprising returns available from an HP Color LaserJet MFP. Over time, the printer pays for itself through money saved and then continues to pay customers back through energy, paper and toner savings.(1)

“Upgrading to an HP Color LaserJet MFP is like trading in your gas guzzler for a hybrid that pays for itself in gas savings and then continues to pay its owner after that,” said Ron Coughlin, senior vice president, LaserJet and Enterprise Solutions, Imaging and Printing Group, HP. “The campaign helps demonstrate how HP LaserJet printers are an investment that keep giving back to your business.”

To celebrate the significant cost savings businesses can achieve by using an HP LaserJet printer, HP is teaming with renowned entrepreneurs Ivanka Trump and Bill Rancic to host the HP “Pay Back” event today at 11 a.m. ET at the north corner of Madison Square Park (next to Shake Shack) in New York. Trump and Rancic will “pay customers back” with a gift, while supplies last, courtesy of HP.

“What seems like a small decision – like buying a printer – can have a big impact on your business,” said Ivanka Trump, executive vice president, Development and Acquisitions, The Trump Organization. “I’m a fan of creating value and I like to create efficiency – the HP LaserJet printers do both and can provide near- and long-term return on investment.”

Campaign illustrates the surprising returns of an HP LaserJet printer

Through innovations such as the recently announced, industry-first “plug and print” laser printers and today’s unveiling of the significant cost savings available when using an HP LaserJet printer, HP is delivering increased value and remarkable returns to its customers.

HP LaserJet Pays You Back is a powerful, primarily digital marketing campaign that combines social media, digital influencers and strategic partnerships to engage small and midsize businesses (SMBs) and IT decision makers while broadening awareness of the HP LaserJet as a business investment.

Highlights include:

* New creative assets: Print and online ads highlight the value of HP LaserJet printers by asking customers, “When was the last time you bought something for your business that actually paid for itself?” Created with an innovative 3-D-like design, this is the first time the look and feel of the company’s “Hit Print” campaign has been applied to the HP LaserJet ad campaigns.
* Strategic social media engagement: Starting next month, HP is teaming with next-generation media and publishing company Federated Media to ignite a viral conversation about what a good return on investment (ROI) is and how to find one. Through leading blogs such as Boing Boing, The Business Insider, Hardware Secrets, Mashable and ReadWriteWeb, HP will be driving IT decision makers and SMBs to expand how they think about ROI by offering inspiring stories and inviting them to share their own personal experiences about finding ROI in surprising places. These HP-branded conversations will then be amplified across IDG sites such as,,,, and to reach an IT audience as well as followers’ Twitter and Facebook posts. These stories will feed into HP’s banner ads, driving vibrant, real-time content.
* The “HP LaserJet Pays You Back” microsite: The site features the HP LaserJet savings calculator, peer reviews, detailed product information and special offers. With the new, quick-and-easy savings calculator, customers can select an HP LaserJet model and generate a report showing how long it will take for the printer to pay the customer back in money saved and offset the original hardware investment. The microsite is available at

HP also is equipping its channel and retail partners – including MicroCenter, Office Depot, Quill and Staples – with branded marketing collateral such as direct mailers, banners and an in-store destination with access to the savings calculator to help them show customers the benefits of purchasing an HP LaserJet MFP.

The campaign will be available in 11 countries: Austria, Brazil, Canada, China, France, Germany, India, the Netherlands, Spain, the United Kingdom and the United States.

Additional information about the HP LaserJet Pays You Back campaign is available at

About Ivanka Trumpp

Ivanka Trump, American businesswoman, best-selling author, and former model, is the daughter of Ivana and Donald Trump. She is Executive Vice President of Development and Acquisitions at The Trump Organization and the President of Ivanka Trump Fine Jewelry. Founded in 2007, her jewelry collection is sold at the brand’s flagship store on Madison Avenue and at other prestigious independent jewelers and other retailers around the globe. Along with her brothers, Ms. Trump founded the Trump Hotel Collection which currently includes five award winning luxury hotels bearing the Trump International Hotel & Tower flag. Before joining the family business she worked for Forest City Ratner Companies. Ms. Trump recently wrote a New York Times best-selling book called The Trump Card. From a rising star in the business world, The Trump Card is a book for young women on how to achieve success in any field. Ms. Trump also recently announced new footwear and handbag initiatives. These lines will be in stores in Spring 2011.

About Bill Rancic
Several years after his introduction to America as Donald Trump’s original “Apprentice,” Bill Rancic continues his commitment to entrepreneurship throughout the country. Currently, Bill is developing real estate in Chicago and speaking to businesses and organizations on motivational and business topics. Bill also regularly appears in The Board Room on NBC’s primetime show “The Apprentice.” He produces and stars in the A&E series “We Mean Business,” Style Network’s reality series “Giuliana and Bill” and is the executive producer of “Airplane Repo” airing in January on Discovery Channel. He makes regular appearances on numerous daytime broadcast and cable television programs such as “Today”, “The Tonight Show”, “The View” and various CNBC programs to talk to viewers about business and entrepreneurship.

About HP

HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. The world’s largest technology company, HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure to solve customer problems. More information about HP (NYSE: HPQ) is available at

(1) Savings based on printing 50 copies of a brochure (double sided and on special glossy media) 12 times per month on the HP Color LaserJet CM3530 MFP compared to average retail copy shop pricing. Additional savings from Instant-on Technology, two-sided printing and HP Smart Web Printing. Actual results may vary. Source of copy shop pricing data: Infotrends “Cost of Print” studies, March 2009. Go to for more details.

This news release contains forward-looking statements that involve risks, uncertainties and assumptions. If such risks or uncertainties materialize or such assumptions prove incorrect, the results of HP and its consolidated subsidiaries could differ materially from those expressed or implied by such forward-looking statements and assumptions. All statements other than statements of historical fact are statements that could be deemed forward-looking statements, including but not limited to statements of the plans, strategies and objectives of management for future operations; any statements concerning expected development, performance or market share relating to products and services; any statements regarding anticipated operational and financial results; any statements of expectation or belief; and any statements of assumptions underlying any of the foregoing. Risks, uncertainties and assumptions include macroeconomic and geopolitical trends and events; the execution and performance of contracts by HP and its customers, suppliers and partners; the achievement of expected operational and financial results; and other risks that are described in HP’s Quarterly Report on Form 10-Q for the fiscal quarter ended April 30, 2010 and HP’s other filings with the Securities and Exchange Commission, including but not limited to HP’s Annual Report on Form 10-K for the fiscal year ended October 31, 2009. HP assumes no obligation and does not intend to update these forward-looking statements.


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