This strategy was to evangelize and popularize the new concept of color management and it's impact on short-run color printing using color laser printers, which were not yet widely recognized or understood as an alternative to costly prepress options.

This involved:

• Giving presentations to key industry influencers, press analysts, at tradeshows & color printing vendor events.
• Starting and managing a beta test cycle for Cachet (the color editing product) and EFIColor profiles for desktop printers.
• Developing promotional materials to increase brand awareness
• Presenting Color Managment seminars with Apple & color laser printer vendors
• Working with printer OEMs to develop EFIColor profiles for their devices and show EFIColor on their sales calls

The evangelism helped to rapidly raise EFI's profile and increase the amount of attention paid to quality desktop color printing.
EFI was established as the color management & quality desktop color printing pioneer and leading champion.