Red Fan Communications

Happy Red Fan-niversary, 👏🏻💖

To know Collyn is to know a steadfast client advocate, a voracious reader, and a calm, cool, collected advisor you want in your corner. We appreciate her wit, endless appetite for learning new client industries and stories, and countless recommendations to please just sign up for Nuuly already!

Cheers to many more years of your bright light, Collyn! 💫✨🤩

Communication doesn't scale when it lives with one person.

Kathleen Lucente sat down with Adam Horner on The CTO Playbook to dig into why building a bench of technical communicators is a leadership capability, not a soft skill. The CTOs and senior technology leaders who earn a real seat at the table aren't just the smartest in the room. They've learned to speak the language of everyone around them, from the C-suite to the boardroom.

The episode gets into why that shift is harder than it sounds — and what it actually takes to build it.

Listen to the full podcast:

TCP - EP86 - Kathleen Lucente What if the most underused asset in your tech organization is your voice?Build your own CTO Playbook at www.theCTOplaybook.com — the leadership pla...

What does it look like when a global brand shows up in a creator's world without overshadowing it?

That question was at the center of a fireside chat at last week's Asia x Austin Summit, a SXSW official event at the Long Center. Red Fan's Kathleen Lucente moderated a conversation with Allison Robl Stransky, CMO of Samsung Electronics America, and the stories she shared were worth sitting with.

Nearly 3,800 Olympic athletes were equipped with Galaxy phones to tell their own stories from the Village to the podium. High school students used AI to build oral cancer screening apps. Audrey Nuna, the Korean-American singer-rapper now known worldwide for her role in KPop Demon Hunters, built an entire Samsung campaign around her personality and her heritage, and it resonated because it was real.

In every case, the technology stepped back. The humans were the story.

Allison doesn't measure success in KPIs. She measures it in the moment someone sees themselves in a story and shares it. That's a standard worth borrowing, whether you're running a global brand or building one.

Thank you to Helen Haman, Mark Duval, and the Greater Austin Asian Chamber of Commerce for including Kathleen in this year's program.

Don’t pinch—pitch. 📨

Happy St. Patrick’s Day from the Red Fan team! 🍀

Founded in 2015, Hyliion was more accustomed to accelerators and pitch competitions than earnings calls and bell ringings. That had to change fast.

Red Fan activated a full-scale communications program that put Hyliion in front of investors, analysts, and industry press simultaneously.

Four months. One public listing. One story told right.

The result:

• 1,800+ media mentions
• 400% web traffic increase driven by earned media
• Coverage across Bloomberg, Wall Street Journal, Yahoo! Finance, Forbes, CNBC, Barron's, and more
• Successful October 2020 public listing

The best activations don't just generate coverage. They build market confidence.

How we did it: The Red Fan Impact Engine™
https://bit.ly/4kuqHuJ

Read the full case study: https://bit.ly/4qyZyIn

Distilling complex technical differentiators into messaging that lands with consumers and financial analysts alike?

Red Fan gave Austin Capital Bank the foundation to challenge what people think a community bank can be, and what problems it can solve. Positioning built for multiple audiences and the AI systems serving them.

Driven by the Red Fan Impact Engine™

Read more: https://bit.ly/4rcINnk

In 2020, Hyliion was competing for attention against Tesla and Nikola—two brands with massive consumer visibility and deeper media footprints.

Red Fan diagnosed the competitive landscape and found the differentiator: renewable natural gas is the only electrification path that can reduce or negate carbon emissions in commercial transportation.

The result:

• 289% share of voice increase against direct competitors
• 1,800+ media mentions
• Brand positioning established around technology differentiation, not hype
• Notable coverage in Bloomberg, WSJ, Forbes, CNBC, The Verge, and Reuters

The right diagnosis turns a crowded market into a clear lane.

How we did it: The Red Fan Impact Engine™
https://bit.ly/4kuqHuJ

Read the full case study: https://bit.ly/4qyZyIn

Going public is a company-wide event. The communications strategy has to match.

In the four months between Hyliion's S**C announcement and public listing, Red Fan embedded across the entire operation. This wasn't a PR retainer. It was full integration into how the company showed up to the market.

The result:

• 1,800+ media mentions in target publications
• 400% increase in web traffic driven by earned media
• 289% increase in share of voice against direct competitors
• Coverage in Bloomberg, Wall Street Journal, CNBC, Forbes, Reuters, and more

When the stakes are this high, communications can't sit on the sideline.

How we did it: The Red Fan Impact Engine™
https://bit.ly/4kuqHuJ

Read the full case study: https://bit.ly/4qyZyIn

Fluence doesn't just sell LED lights. They help cultivators maximize yield and profit—and the communications strategy had to reflect that shift.

Red Fan activated a thought leadership program that positioned Fluence's team of plant scientists, photobiologists, and career cultivators as the go-to experts for the entire horticulture industry.

The result:

• 1,600+ media mentions in target publications
• 25% share of voice—highest among competitors
• Two new manufacturing facilities opened (China and Mexico)
• CEO and subject matter experts positioned as industry authorities

The best positioning doesn't describe what you sell. It redefines what you are.

How we did it: The Red Fan Impact Engine™
https://bit.ly/4rk61Z0

Read the full case study: https://bit.ly/4tvTCTd

Translating optical science and biology into a compelling investor narrative is no small task.

Red Fan mastered the subject matter fast, then built a high-impact deck that made the complex accessible (exactly the kind of clarity that moves capital in B2B tech).

Built by the Red Fan Impact Engine™

Read more: https://bit.ly/4rcINnk