The media plan was developed with the strategy of connecting with change agents where they were looking for an edge. While a main objective of the campaign was building awareness, we looked beyond just reach; it was about the right environments and engagement.

The innovative approach led to several executions that were unique to the business telecom category: • A daily podcast of technology news and trends with The Wall Street Journal• A telecom and business webinar was held in conjunction with CNet• Video podcasts and e-Newsletters of complex information and innovation were distributed with InfoWorld• Exclusive sponsorships of Business Week’s online interactive case studies • Reuters’ business and technology news daily podcasts• Online roadblocks and magazine adjacencies to IT and innovation content in business and technology sites and publications • TV ads were placed in highly relevant cable news programming on CNN, Fox News, CNBC, and MSNBC

Qwest Enterprise was moving from a strong regional B-to-B telecommunications provider in the Mountain West to competing nationally. Several business and brand measures grew despite no more resources being put behind the geographic rollout.• Brand favourability in the new region grew 167% (24% to 64%)• Brand consideration in the new region grew 98% (35% to 68%)• 2,314k total downloads from program• Total monthly site visits grew 300-600% (2k pre campaign to 6-12k)• 1,091 total qualified leads were generated• Total annual sales grew 4%, driven by double-digit growth in the new region