Red Fan Communications

Please describe your company and your position there.

The Techstars worldwide network helps entrepreneurs succeed. Founded in 2006, Techstars began with three simple ideas - entrepreneurs create a better future for everyone, collaboration drives innovation, and great ideas can come from anywhere. Now we are on a mission to enable every person on the planet to contribute to, and benefit from, the success of entrepreneurs.

In addition to operating accelerator programs and venture capital funds, we do this by connecting startups, investors, corporations, and cities to help build thriving startup communities. Techstars has invested in more than 2,300 companies with a combined market cap of more than $204 billion. I serve as Techstars’ director of public relations, where I oversee all aspects of strategic communications and integrated marketing.

For what projects/services did your company hire Red Fan Communications?

We partnered with Red Fan to generate awareness for Female Founders First, a program by Barclays and Techstars dedicated to helping female founders come together to network and learn and raise their profiles as they move their businesses forward. This two-fold effort required the Red Fan team to secure media coverage on behalf of the overall program as well as the 30 participating founders and their companies.

They also provided valuable training to the founders on media relations and brand positioning. The brand positioning training was contracted as one-on-one meetings with Red Fan founder Kathleen L. The Red Fan team provided an analysis of each founder’s competition and ownable white space prior to each training session.

What were your goals for this project?

PR for the founders and program; valuable mentorship for the founders

How did you select Red Fan Communications?

I have worked with members of the Red Fan team in my previous roles.

Describe the project in detail.

Red Fan created a comprehensive 3-month media campaign designed to amplify our individual founders’ stories while also promoting the Female Founders First program overall. To accomplish this goal, Red Fan conducted custom outreach to a strategic list of media targets, including tier-one tech and business journalists as well as industry trade publications from VC to fintech to traditionally female-focused industries like fashion and beauty tech.

What was the team composition?

Our success with Red Fan was due to the efforts of many individuals from their team. Founder and CEO, Kathleen L., presented a series of group, small group and one-on-one media relations training sessions to the participating founders. Emma C., Teanna T. and Reagan C. developed and executed a stellar media relations campaign that ultimately earned the program media coverage, specifically a new Authority Magazine interview series inspired by the Female Founders First program as well as a strategic byline placements in Forbes and Fast Company.

Can you share any outcomes from the project that demonstrate progress or success?

The Female Founders First Programme held the highest share-of-voice, 48 percent, against other accelerators that were occurring around the same time. The Red Fan team secured coverage for many of the individual female founders, as well as coverage for the program as a whole. The program was established to help female founders improve access to networks and business advice.

Red Fan connected founders with journalists, expanding their networks while also meeting with founders one-on-one to give them the business advice they need to refine their go-to-market narratives. Red Fan also connected the founders with resources like trusted freelancers to help them scale their PR and marketing efforts.

How effective was the workflow between your team and theirs?

Red Fan excelled at project management. There were many different parties involved in this project, including the Techstars and Barclays teams in addition to the 30 female founders. Red Fan nimbly adapted to each party’s work style and maintained clear and consistent communication throughout the project’s duration.

What did you find most impressive about this company?

The senior level counsel was very insightful and the experience shared very valuable. I was most impressed by Red Fan’s ability to take an overarching goal and independently transform it into a plan of action with limited oversight. I was always 100% confident they were working diligently to accomplish our shared goals.

Please describe your company and your position there.

A permanent capital investment company based in Austin, Texas. We focus on investments ranging from minority to control B2B SAAS companies.

For what projects/services did your company hire Red Fan Communications?

We retained Red Fan to develop our market facing positioning, messaging, and "front page' to the world (our website). They've also worked on communicating our story to the media and telling our unique story with regards to our vehicle and our leadership.

What were your goals for this project?

Our goal was to make sure that, in the time of the pandemic when our "front door" is our website and that the only way to "get out there" was online and storytelling, that we were actually getting out there and differentiating ourselves in the world of investments.

Red Fan figured out how to hold up a mirror and understand who we are and how to tell that story. Their work has figured in significantly to our go to market strategy as we focus on our story and differentiation.

How did you select Red Fan Communications?

We interviewed a handful of PR professionals in Austin, but it was clear that Red Fan was the choice for us. The stellar leadership team has a ton of experience, and particularly and specifically in finance and in technology. It was clear they were the right partner for us and for our ambitions.

Describe the scope of their work in detail.

Red Fan did what I would consider the full suite - a series of interviews and deep dives to listen and understand, and truly hold a mirror up to our organization so we could understand who we are.

They coordinated our website refresh, our new copy and marketing materials, and more. They have also been instrumental in sharing our story when we announced new portfolio companies and making the most of those opportunities.

What was the team composition?

We worked closely with Red Fan leadership and had outstanding support from the account manager and content team.

Can you share any outcomes from the project that demonstrate progress or success?

Our website traffic has increased, we have gotten significantly more media hits than we have in the past, and we have a clear, unified message when we go to market.

How effective was the workflow between your team and theirs?

Red Fan was as service-oriented as the business can be. We had access to the whole team when we needed it, by phone, email, or in person.

What did you find most impressive about this company?

This team is extremely professional and personable. They understand the internal dynamics of our company, and yet aren't afraid to offer their real opinions.

This is rare in service oriented business, but ultimately we retained them because we wanted their opinions, not just to say "yes" to what we wanted. If there was a better way, or if we weren't thinking about things the right way, they told us. This is a true partner.

Are there any areas for improvement?

I don't have any feedback in this arena at this time. Red Fan has saved us more times than one and we are grateful for the partnership.

Please describe your company and your position there.

The Techstars worldwide network helps entrepreneurs succeed. Founded in 2006, Techstars began with three simple ideas - entrepreneurs create a better future for everyone, collaboration drives innovation, and great ideas can come from anywhere.

Now we are on a mission to enable every person on the planet to contribute to, and benefit from, the success of entrepreneurs. In addition to operating accelerator programs and venture capital funds, we do this by connecting startups, investors, corporations, and cities to help build thriving startup communities.

Techstars has invested in more than 2,300 companies with a combined market cap of more than $193B. I am a Marketing Manager for our primary female founder and student founder programs.

For what projects/services did your company hire Red Fan Communications?

Techstars and our partner Barclays were in need of an efficient, effective, and highly responsive media/PR firm to help with the broad promotion of our Female Founders First program - and the 30 startups that participated in it.

What were your goals for this project?

• Secure interview opportunities and coverage in tier-one business, female-focused, technology and vertical outlets.
• 6+ Earned placements for comprehensive program.
• 4-6 Interview/commentary requests. (Including podcasts.)
• Boost media awareness for comprehensive program through globally distributed press release.

How did you select Red Fan Communications?

Positive past experience with Techstars PR Director.

Describe the scope of their work in detail.

• Generate media awareness of Female Founders First by Barclays and Techstars and secure media coverage of the 30 participating founders and their companies.
• Facilitate mutually-beneficial connections between participating founders and journalists/media outlets relevant to their industries.
• Build clear and consistent messaging that Barclays and Techstars can use to inform media conversations and eventual coverage.

What was the team composition?

We worked with many members of the Red Fan team - including all the way up to their President/CEO, Kathleen Lucente. In addition to the immense value she provided to the program and its participants, other standout team members included Emma Chase, Mimi Fernandez, Teanna Totten, and Reagan Costa.

Can you share any outcomes from the project that demonstrate progress or success?

• External coverage included 10+ publications including FinExtra, American City Business Journals, Forbes, Authority Magazine, TechCrunch, FastCompany, and more. 50+ PR syndications with a total reach of nearly 60M.
• 18 One-on-one media/branding sessions with participants
• 5 Small group media/branding sessions

How effective was the workflow between your team and theirs?

The team dynamic between Techstars and Red Fan could not have been better. It was direct, open, and honest.

Their entire team was responsive and reasonable/understanding of the situation and delivered above and beyond what I think either Techstars or Barclays expected/hoped for.

What did you find most impressive about this company?

• They deftly navigated the challenging urgency and pressure applied by a corporate partner interested in near-immediate PR/media results.
• They provided exceptional value to program participating startups in terms of media and branding advice and counsel.
• They delivered.

Are there any areas for improvement?

NA

Please describe your company and your position there.

I am the Founder and Chief Strategist of Perch Perspectives, a human-centric business and political consulting firm. Perch Perspectives is a small, innovative company providing political risk analysis and guidance to multinationals, NGOs, and governments.

For what projects/services did your company hire Red Fan Communications?

I hired Red Fan to help me articulate the vision for my new company and then to find the right words, strategies, and outlets for launching.

What were your goals for this project?

To build a new brand identity from scratch that incorporated the lessons I had learned and the mistakes I had made at previous companies. To create a B2B company and position not just me, but the new team I am building, as a trusted source for political analysis and risk consulting. To generate credibility and interest that would lead directly to client acquisition.

How did you select this vendor?

I was introduced to Red Fan via a mutual friend who had hired Red Fan to manage the launch and PR for his new restaurant in Austin, Texas. I was extremely impressed with Red Fan's work and upon meeting with Kathleen and Mimi felt an instant sense of trust. They gave me the confidence and constructive feedback I needed to push forward, and I knew after our very first lunch that I wanted Red Fan's help getting my company off the ground.

Describe the scope of their work in detail.

Our project had two main phases. Phase 1 was a narrative and branding exercise. I spent a full day with Red Fan's team and then weeks going back and forth on the narrative for the company. Red Fan also was able to connect me with a digital marketing firm that helped us come with the name of the new company and the visual branding. The language that Red Fan produced during Phase 1 became the clearly articulated founding principles of the new company and also the language we used to tell our story and differentiate ourselves competitively during phase 2, the launch. Phase 2 involved a press release and a number of pieces of well-placed content and interviews in important media and trade journals. We also accelerated our timeline because of COVID-19 and Red Fan was able to be flexible and execute our plan even on a shortened timeline.

What was the team composition?

I have worked with a number of folks on Red Fan's team, but most directly with Matt, Dani, Teanna, Mimi, and Kathleen. Mimi and Kathleen helped bring strategic insight and oversight to the entire project from start to finish. Matt and Dani managed the day-to-day execution of the scope of the work and are as talented at their jobs as they are lovely human beings. Teanna was the direct interface with media opportunities.

Can you share any outcomes from the project that demonstrate progress or success?

Launching during a global pandemic skews any "normal" sense of data. But after launch, Perch Perspectives immediately signed a new client and is close to signing a second as I type here on July 16th. We also were invited by a European government body to address their statistical body on geopolitical risks going forward. To have developed these sorts of quality leads for a new company at a time when budgets are very constrained due to COVID-19 to me is the best evidence of the overall success of Red Fan's efforts.

How effective was the workflow between your team and theirs?

Excellent. Red Fan's team is quick and responsive on e-mail. Red Fan set up an e-mail list specifically for the Perch Perspectives project. We also set up a shared Slack channel between our teams for instantaneous feedback and real-time collaboration. Red Fan felt very much like a part of our own team.

What did you find most impressive about this company?

Red Fan is obviously highly professional and competent but the most impressive thing to me is the way they prioritize people and relationships in their work. Red Fan’s narrative and positioning process didn’t just make my business plan better -- they made me better. Red Fan brought out the very best in me, and by the end of the process, everyone on the team felt not just like my own personal marketing/pr/communications guru but like my friend. I think perhaps you have to be truly “seen” in order to communicate your vision to others -- and Red Fan “saw” me. For that, I’ll be eternally grateful.

Are there any areas for improvement?

Red Fan was excellent. My company was completely satisfied with the engagement.

Please describe your company and your position there.

I am the head of marketing for a medical cannabis company. We provide legal medical cannabis to patients across Texas. I handle all strategic marketing campaigns and concepts, as well as marketing spend.

For what projects/services did your company hire Red Fan Communications, and what were your goals?

We had a need for our brand and stories to be told through media outreach. Our marketing team was small and unable to accomplish this successfully. We needed a public relations pillar that could help drive business and ultimately increase revenue.

How did you select this vendor?

We were using another PR team and were not seeing great traction. We felt we would need a more professional, stronger and hardworking company to come in for the upcoming year. We have seen their work through another partner company and knew we had to work with them.

Describe the scope of their work in detail, including any steps and the final deliverables.

We are currently ongoing with this team. RedFan scheduled our first discovery call and was able to take off from there. They have provided us numerous press releases, content and copy for projects.

How many people from the vendor's team worked with you, and what were their positions?

We work with about 4 team members full-time and when a special request or project arises, they may bring another knowledgeable team member in. This is one of the many reasons they are so great.

Can you share any outcomes from the project that demonstrate progress or success?

Since we signed on with RedFan, our company and brand has been mentioned in outlets all over the state of Texas and through their media contacts and relationships, have helped increase Texas' awareness of a medical program as well as increase patient volume.

Describe their project management style, including communication tools and timeliness.

We have weekly meetings with our dedicated account team and each week provided an agenda prior to our meeting. The meetings are efficient, something important, and extremely helpful. We add on additional brainstorming and thought leadership meetings as necessary.

What did you find most impressive or unique about this company?

The most impressive thing about RedFan is their relatability. They learn your company and your brand to become the experts next to you. They are professional, prepared and always coming to the table with new ideas. Working with RedFan has been one of the best decisions I have made for our marketing team and the company as a whole.

Are there any areas for improvement or something they could have done differently?

No

Please describe your company and your position there.

Babson Diagnostics is a healthcare technology company working to make diagnostic blood testing more convenient, accessible, and human.

Babson's technology is designed to produce accurate diagnostic results from small capillary samples collected at convenient retail locations and analyzed at our CLIA-certified clinical laboratory. Eric Olson is founder, chairman, and COO.

For what projects/services did your company hire Red Fan Communications?

Babson engaged Red Fan Communications to launch the company's public relations program.

What were your goals for this project?

Babson's goal was to establish the company's brand narrative and create a steady stream of press releases and media coverage.

How did you select Red Fan Communications?

Red Fan Communications was selected as a local Austin partner with experience and passion for local healthcare startups.

Describe the scope of their work in detail.

Red Fan Communications worked with Babson to establish its initial brand narrative, develop press releases, and support media engagement.

What was the team composition?

Red Fan provided a team of 3-4 representatives at any given time to support Babson's ongoing PR efforts.

Can you share any outcomes from the project that demonstrate progress or success?

Red Fan did a great job establishing the company's initial media presence and building relationships between the company and the media.

How effective was the workflow between your team and theirs?

Workflow was very effective. We established primary contact points on the two teams and collaborated virtually to develop PR strategy and copy.

What did you find most impressive about this company?

Red Fan was fully engaged in ensuring Babson's success. This was an intense project and Red Fan functioned as an extension of the company. The team was fun and easy to work with.

Are there any areas for improvement?

Red Fan's back office and billing practices were confusing at times.