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Center AI: a platform for location and reputation management

We redesigned the marketing communications of the local visibility management platform.

Center AI - communication for local marketing platform

Services:

Industry:

SaaS, Marketing Technologies

Scope of work:

Strategic workshops
Information architecture
Webdesign
Sales presentations
Marketing materials

Center AI is a Poznan-based platform that helps retail and service chains manage local visibility on Google Maps. The company decided to revamp its marketing communications - moving away from presenting features to specific business benefits.

Together we reworked the strategy, information architecture and prepared a set of sales support materials.

Center AI works in a market where marketing directors and retail owners make purchasing decisions. These are the people who don't have time to analyze technical specifications - they need to quickly understand how the tool will translate into results for their business.

So far, the platform's communications have focused on presenting functionality, which worked well with operations teams, but failed to convince decision makers. We started our cooperation with Center AI stakeholder workshops. The goal was to understand who the communication is really aimed at and what arguments appeal to each audience. Based on this, we rebuilt the information architecture - instead of a structure based on platform modules, we proposed an approach focused on business problems and their solutions.

The new website design was created with two scenarios in mind: quick scanning by decision makers and deeper exploration by those responsible for implementation. Key benefits are immediately apparent, and technical details are available to those who seek them. We turned the project over to the Center AI team for implementation.

In parallel, we prepared a set of materials to support the sales team. We designed several variants of product presentations - from abbreviated versions for first meetings to elaborate decks with case studies and detailed presentation of functions. Added to this were printed materials for industry events and templates for case studies presenting the effects of implementations at clients such as CCC.