How we helped a global media company drive interested subscribers to an on-line community website

1. Customer engagement for an
online community - January 2012

2. Program Background
• A strategic program was set up to drive subscriptions to a
community website and news forum for Telecom
professionals.
• The aim is to position their web forum as the key global
exchange portal for news, events and features in the
Telecoms industry.
• As part of this drive a targeted and content led recruitment
campaign was run by Qualifa in EMEA, APAC, North and
South America delivering 650 new registrations in January
2012.
• An account list of telecoms companies was populated with
named individuals by Qualifa via industry contact research.
• This document contains a summary of the campaign statistics
and a profile of the audiences reached.

3. Program Statistics
Number Conversion
Full Account List (Company names only) 2853
Contacts & telephone numbers researched 2200 77%
Phone calls made to companies (called at least once) 1481 67%
Qualified Leads 650 44%
The campaign statistics show a very good
response rate for this program with one out
of two to three phone calls leading to a
successful registration.

4. Profile of Audience – Area of Business
Two thirds of Telecoms
Companies registered for the
Lightreading Website describe
themselves as Tier 1 Service
Providers, around a fifth are
Mobile Service Providers,
followed by 6% Tier 2,3,4,
Service Providers.

5. Profile of Audience – Region
Around two thirds of registrations
are from 22 different European
countries. A further fifth are from
the Middle East/Asia/Pacific
region (comprising 8 countries in
total). Just under 1 in ten
registrations are from North &
South America (mainly USA, few
from Canada and Argentina). The
remainder 4% are from the
African region, mainly from
South Africa.

6. Profile of Audience –
Company Revenue in US $
Company annual revenue figures
show that key accounts have
been registered, with 78% of
companies indicating revenues
higher than 999million USD and a
further 12% at 101-999 million
USD.

7. Profile of Audience –
Job Function/Department
Just under half of the audience
for Lightreading are corporate or
business managers, 39% are
sales and marketing
professionals and 8% are
technical titles (e.g. Engineering).

8. Profile of Audience – Areas of Interest
The key area of interest for this
audience are firstly business
services (76%), followed by two
further areas of interest namely
consumer services (12%) and
Mobile/Wireless Services (8%).