Orange: educating a global audience
- Requirement: demonstrate ICT thought leadership
- Solution: editorial strategy, on-going content
- Benefits: strengthened customer relationships, cross-selling opportunities
Orange Business Services has a range of industry-leading information communications technology (ICT) services that complement its core network business, along with a formidable consulting operation. It wanted to have a publication that demonstrated its industry thought leadership to customers.
We worked with the client and a design agency to develop a high-quality magazine that includes a range of content. The magazine is published four times a year and we plan, write and develop all of the content. This is a blend of independent articles and those supporting Orange products and services
Real Times is primarily targeted at a senior readership with an interest in technology, such as chief information officer (CIO) or network manager. The printed magazine is mailed out to 14,000 people from a list managed by Orange and is complemented by a frequently updated web site.
In various guises the magazine has lasted around seven years and scores highly in customer surveys who are interested in both the independent and Orange-focused content. It is a key channel for Orange marketing to get their message out to customers and helps inform customers of the wide range of services Orange provides.
With high production values it is also an effective leave-behind for sales and conferences. In fact the summer issue of the magazine is published to coincide with annual customer conference.
Futurity Media delivers quality content and are able to get above the complexities of technology to bring out our key messages and value propositions. ~ Lacy Cunningham, Head of Customer Communications, Orange Business Services