A bi-monthly customer loyalty magazine, Orange Exchange aims to boost engagement and retention for the mobile service provider’s SME customers. It does this by giving them information, tips and advice about how to run their business more effectively using the full range of business services Orange offers.

What’s unique about the Orange Exchange programme is that it’s segmented, targeted and integrated, with eight issues of the publication produced each time, each with their own online version. As editor of the magazines, our task was to gather appropriate content for each one, ensure they all communicated the key Orange sales messages, before liaising with the online team to create a truly integrated loyalty programme.