Position as an authority on the construction tech movement through insightful executive bylines and dozens of media placements

The Story

Versatile provides a revolutionary AI and IoT solution for the construction industry, using a non-intrusive and easily adaptable implementation process to empower general contractors and project managers to observe, analyze and take action on jobsite data—all from under the hook of the crane. CEO Meirav Oren and her fellow co-founders believe it’s possible to create an efficient job site that resembles a lean manufacturing process by using informative data to ensure proper preparation, drive execution and provide meaningful results to builders.

The company’s CraneView system sits under the hook of a crane and captures thousands of data points with each lift. The system’s insights provide crane utilization details and offer real-time alerts while compiling information to predict future project timelines.

The Challenge

After constructing the foundation of the business in Tel Aviv, Versatile transitioned to Los Altos, California, and grew exponentially, securing Series A funding in 2020. On the eve of the company’s Series B fundraise, Versatile tasked Red Fan with establishing greater brand awareness, expanding its media presence, and increasing the leadership team’s credibility with top-tier and targeted trade publications.

The Solution

After securing $20 million just nine months prior, Versatile enlisted Red Fan to announce the company’s $80 million Series B funding and capitalize on the subsequent momentum to boost Versatile’s presence in tier-one outlets.

Red Fan established a proactive media relations campaign rooted in the company’s Series B that cascaded across multiple months of enterprise announcements, technology partnerships and industry reports. The campaign catered to top-tier publications and supported customized outreach to technology-and construction-focused outlets.

Campaign tactics focused on:

  • Publishing and pitching key company milestones, including partnership developments and enterprise announcements to appropriate media outlets.
  • Boosting CraneView as a safety and utilization tool that contractors can use to empower workers rather than replace workers.
  • Positioning Meirav Oren as a groundbreaking thought leader by leveraging her background and expert knowledge in the construction and technology industries.
  • Consistently identifying relevant publications and composing targeted leadership byline placements based on trending news topics.
  • Identifying notable awards and accolades for Versatile and its leadership team.

The Results

Versatile is positioned as an authority on the blossoming construction tech movement through insightful executive bylines and dozens of media placements. Following the Series B funding announcement, Versatile secured a 25% share of voice against competitors and generated 344 media mentions. Red Fan’s efforts earned feature strategic placements in nationally recognized publications including Forbes, Fortune, TechCrunch, Wired and Business Insider. It also yielded coverage in a critical share of construction industry publications such as Construction Dive, ForConstructionPros and Engineering-News Record.

We brought Red Fan on to announce Versatile’s Series B funding—one of the largest raises in the construction industry’s history. Through the announcement and subsequent campaigns highlighting our enterprise partnerships and CEO’s thought leadership, Red Fan secured placements in Business Insider, Forbes and several key industry trades. Our team at Red Fan understands Versatile’s business goals and seamlessly collaborates with us to build awareness for our company’s groundbreaking technology.
Lori Peters
VP of Marketing