Case study - media relations
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challenge: introducing an unknown “location intelligence” service to the market and simplifying a complex product narrative
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insight: offline data can become a compelling media story
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PR activities: strategy, simplification of the narrative, and data-driven storytelling
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results: reaching one million recipients through over 200 publications
How did we make data into a compelling media story?
Dataplace.ai (formerly placeme) develops solutions in the field of location intelligence – analyzing geospatial data and offline user movement. At the start of the cooperation, this category was almost unknown in Poland outside the academic community. Profeina’s role was to change that.
Challenge - a new category, complex language
When we began our collaboration with dataplace.ai (formerly placeme), a key challenge was the client’s tendency to describe their products in a technical, complex way, which made it difficult for the media and the market to understand the value of the tool. The goal was therefore to simultaneously build awareness of a new category and translate technology based on terabytes of geospatial data into the language of business benefits.
Insight - data as a story
Instead of explaining the technology, we showed its applications in current market contexts. Properly processed offline data can become an attractive, media-friendly story. We began communicating location intelligence as “Google Analytics for the offline world” – a tool that enables the discovery of trends in retail, gastronomy, and outdoor advertising. Rather than explaining what location intelligence is, we showed what can be discovered thanks to it.
PR activities: data storytelling
- Development of a communication strategy, key messages, and repositioning the brand as an “Offline Analytics Company.”
- Simplification of the language and translating the technology into concrete business benefits (location, ROI, network optimization).
- Creating proprietary analyses and reports (including foot traffic in gastronomy, “parcel locker saturation,” Black Friday, the pharmacy market).
- Regular newsjacking and rapid expert commentary on current economic topics
We conduct the company’s communication in accordance with regulatory requirements (including stock exchange reports), consistently translating the language of data and tables into market context and current trends. We align communication with ongoing topics—seasonal (holiday travel insurance, holiday spending, purchase financing) and situational (e.g., flood damage), while also regularly commenting on publications of Central Statistical Office (GUS) data.
At the same time, we build the organization’s credibility through consistent personal branding of the management board and key managers – from substantive and media preparation, through arranging interviews in top business and industry media, to participation in conferences and competitions.
We are responsible for preparing industry analyses and reports, developing owned channels (particularly LinkedIn), and supporting internal communication during key organizational changes within the company.
Results: building the category and an expert position
Publications
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The brand, within several months of PR cooperation with Profeina, appeared in media such as: Rzeczpospolita, Puls Biznesu, Bankier, Dziennik Gazeta Prawna, Biznes Interia, My Company Polska, MamStartup, wnp.pl.
The result of the strategic communication was:
- building brand recognition in a new, niche category
- establishing dataplace.ai as an expert in the field of location intelligence and Big Data,
- transforming complex technology into media-attractive, understandable stories based on data,
- dataplace.ai became a source of data and analyses cited, among others, in discussions on retail, gastronomy, the parcel locker market, and the use of data in business.
