Loftware is a global leader in product identification, with connected supply chain solutions embedded across many regulated industries. But perception lagged reality. Despite enabling compliance, traceability, authenticity, and supply chain agility, Loftware was still often framed as “a labeling company.” At the same time, the business was evolving and expanding beyond labeling into a broader connected product identification platform, one that serves the reactive and collaborative needs of today’s global enterprises.
Our Mission
An earned media campaign to accelerate Loftware’s strategic repositioning – expanding visibility beyond product awareness to thought leadership and establishing the company as a global tech leader in digital supply chain transformation.
Objectives
- Shift perception from a “labelling company” to a tech-driven supply chain and connected product identification enabler.
- Expand visibility among business decision-makers and C-level buyers.
- Sustain relevance in trade and industry media while breaking into tier-one business, tech and vertical outlets.
The Approach
1) Focused Messaging Alignment
We refined a concise, media-facing messaging toolkit that repositioned Loftware as the digital backbone of product identity — supporting smarter, safer, faster global supply chains. This narrative connected product identification to enterprise priorities, including compliance, traceability, operational agility, scaling across the business, and digital transformation.
2) Executive Thought Leadership
Tier-one media doesn’t engage with product-only messaging, it engages with authoritative POVs tied to market pressure. We elevated Loftware leadership through:
- Contributed articles and Q&As
- Interviews and executive introductions
- Timely reactive commentary tied to news and industry shifts
3) Integrated US + UK Media Relations Execution
Delivered by Wired Island PR and The Jargon Group, the UK and US member agencies of Collectivist, the PR program aligned strategy across markets while tailoring execution to local media and sector priorities.
Results (First 6 Months Snapshot)
Impact at a Glance
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- 51 pieces of earned media coverage
- 16 Tier-1 placements including Business Quarter, Raconteur, Supply Chain Digital, Packaging Digest, Food Logistics, IT Supply Chain, and Supply & Demand Chain Executive.
Quarterly Momentum (Q2)
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- 35 earned media placements
- 1.86m+ estimated reach
- 97% spokesperson inclusion rate
- 18 thought leadership placements in one quarter
- 218% increase in coverage vs. previous three months
Why It Matters
Repositioning Requires More Than Announcements
The majority of results were driven by proactive thought leadership and expert commentary – not press releases – supporting a sustained perception shift over time.
Executive Visibility Expanded
By elevating multiple spokespeople and anchoring key storylines to business and compliance pressures, Loftware strengthened its presence in the conversations that influence C-level buyers.
Momentum Built Ahead of Major Milestones
The program established narrative credibility in advance of upcoming initiatives, helping ensure future announcements land into a market already primed to see Loftware as strategic infrastructure.
The Takeaway
Through proactive earned media, executive positioning, and unified global messaging, Loftware strengthened its positioning as connected product identification infrastructure for modern supply chains, not just labeling.
