Qwest: Starting a conversation without uttering a word

Qwest targeted U.S. small business owners with this campaign, positioning the brand as a smaller, but more responsive, alternative to Verizon and AT&T.

Qwest: Starting a conversation without uttering a word

McKinney

SUMMARY

QWEST ENTERPRISE NEEDED TO POSITION ITSELF AWAY FROM VERIZON AND AT&T, WHO WERE SPENDING MILLIONS OF DOLLARS IN THE MARKETPLACE at a pace with which we just could not compete. We determined that these national providers were targeting the deep-pocketed large businesses while the smaller midsize businesses were falling through the cracks. Unlike the larger companies, where IT professionals were making technology decisions, we learned that the owners and managers at midsize companies were largely making these decisions.

OUR INSIGHT WAS THAT THIS TARGET RELIES HEAVILY ON THEIR COMMUNITY...

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