Logo Planet Partners – Kolor

Effective outreach to representatives of the business community and public administration

Sener Poland is one of the leaders of the space market in Poland and part of the international Sener Group. The company specializes in space engineering, its mechanisms take part in the largest scientific and research missions of ESA, NASA and ESO, and are ordered by commercial customers. Sener cooperates with entities and institutions from all over the country developing the space industry in Poland and educating its strong personnel.

Client

SENER Poland

Cooperation

Long-term

Market

Poland

Challenge

At the time of the beginning of our cooperation, Sener had already been present on the Polish market for 10 years, and for the past four its Polish branch had specialized in the space sector. Despite the Sener group’s significant position on the international market, the company was hardly recognizable in Poland.

Our team’s task was to build the client’s recognition and expert positioning with respect to two key audiences:

interesariuszy – środowiska biznesu oraz przedstawicieli administracji publicznej, a także

opinii publicznej – odbiorców zainteresowanych kosmosem hobbystycznie oraz laików.

Analysis

The baseline analysis allowed us to identify a number of challenges. The most important is the client’s operation in a relatively unrecognized industry, about which few media and journalists write. Moreover, Sener’s projects are complex mechanisms with a specific purpose – telling about them in an accessible way is not an easy task, both for the expert and the journalist.

How do you get journalists interested in the topic of space technology?

How to show the importance of complex mechanisms in an accessible way?

How do you increase your company's visibility among audiences not interested in the space on a daily basis?

How to show that the Client's actions have a positive impact on the Polish economy?

Solution

We began our cooperation with Sener Polska with a detailed study of the situation in the media market, taking into account the activities of the client’s closest competitors. Based on the study, we prepared an image strategy, taking into account the most important communication challenges, along with identification of target groups and recommended tools. We still use this document today, updating it as needed.

Since the beginning of our cooperation with Sener, media relations has been an important tool for us. Regularly arranging the presence of the company’s representatives in industry and general media is aimed at increasing recognition and building a position as expert commentators on events in the space sector.

Since an important aspect of our activity is reaching out to stakeholders, we have also conducted mapping of this target group. We are targeting them with Sener Poland’s Social Impact Report, issued annually, which shows the company’s most important achievements in the development of the Polish space sector and economy.

Operations strategy

Media relations

Social Contribution Report

Employer branding

Media audit

Results

COVERAGE

50 m

total media coverage in which materials related to Sener Polska have been published since 2016 (according to the Media Monitoring Institute and Press Service)

MEDIA RELATIONS

TOP 5

of the most media visible companies in the Polish space industry in the "Report on the image of the space sector in Poland," prepared on behalf of the Industrial Development Agency S.A. by the European Space Foundation (2018)

EMPLOYER BRANDING

40%

Increase in the number of qualitative job offers submitted to the company compared to the period before the start of the activities

B2B

Confirmed by the client a significant increase in the favorability of those around his company making it easier to do business

MEDIA AUDIT

In 2020, after 4 years of cooperation, we conducted a media audit among journalists from business, news and industry titles, which showed that 100% of the journalists surveyed are familiar with Sener Poland's activities, 90% know at least one expert from Sener Poland

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Narzędzie 1

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