Case Study for Penguin Computing


Impressions, total reach (Jan-Nov 2018)


Articles in 2018 (Jan-Nov)


Bylines secured in four months


Acquisition deal within six months of working together


Considered to be competitive “secret sauce” by their customers, Penguin Computing was confident that they offered superior technology, design capabilities and unmatched expertise. They needed help boosting awareness and communicating differentiation (particularly in key vertical markets) to successfully compete in a market dominated by noisy, legacy titans. After a near 20-year heritage, the company also wanted to evolve its corporate messaging platform to address shifting market dynamics and communicate its technological expertise, differentiation and values.

Penguin Computing helps a diverse customer base across Fortune 500, startups, academic and federal organizations. They custom design and install agnostic, end-to-end (hardware, software, cloud and services) solutions that solve the most complex scientific, analytical and engineering challenges. Not only does Penguin Computing build solutions for today’s problems, their team of expert technologists help customers to anticipate and prepare for new challenges posed by evolving markets and emerging technology, such as AI.

Penguin Computing chose Karbo Communications as its strategic communications partner because of the team’s experience in High Performance Computing (HPC) and related vertical markets, and its proven track record of success designing and executing strategic plans that drive business value and results.


  • Raise awareness for the brand, technology and executives, and highlight customer wins to shorten the current sales cycle.
  • Grow awareness (and sales inquiries) across target verticals
  • Position Penguin Computing as a premier technology solutions provider with the ability to design, build, deploy, optimize and support advanced enterprise HPC, storage and cloud solutions to power AI systems, applications and research
  • Keep and grow strategic partnerships and customers
  • Clearly differentiate from competitive offerings like Cray, Dell EMC and HPE with compelling proof points


Karbo Communications partnered with Penguin Computing to refine the company’s messaging and market positioning at the start of the engagement. Karbo Communications recommended an integrated communications strategy to ensure that Penguin Computing delivered consistent messaging across all programs, campaigns and initiatives. Karbo Communications deployed an aggressive awareness campaign to build relationships with target press, analysts and influencers, to position the company as an expert resource on the topics that matter most to the ecosystem. Karbo Communications also paired proactive media and content programs with events support. This integrated approach has helped to educate vertical market customers, partners and prospects on the unique value that Penguin Computing offers.

Within less than six months of working together, Penguin Computing was acquired by SMART Global Holdings, Inc. for $85M. Karbo Communications reacted swiftly to the transaction and provided counsel on both internal and external communications to instill confidence in employees, customers and partners. Karbo Communications also conducted outreach to maximize visibility of the deal that was on message.


As a result of strategic messaging and aggressive outreach, Karbo Communications has secured more than 80 articles in target publications (spanning technology, trade and vertical press) generating more than 129M impressions. Feature articles have been secured in App Developer Magazine, Datanami, Data Center Knowledge, Enterprise Tech, insideHPC, insideBIGDATA, HPCwire Silicon Valley Business Journal, The Next Platform, ZDNet and more.

Karbo Communications has also executed several strategic news announcements and pursued an aggressive proactive media program offering Penguin Computing executives as resources on breaking news and industry trends. Karbo Communications helped the company increase visibility in coveted vertical markets by supplying vertical publications with thought leadership insights and use cases. To date, nine byline opportunities focused on vertical market and tech topics have been secured for various executives.

To complement the tech-focused stories, Karbo Communications pursued thought leadership on CEO Tom Coull’s approach to leadership and culture. The initiative resulted in opportunities with Forbes, Buzzfeed, THRIVE Global, FierceCEO and Chief Executive.

A Sampling of Media Placements for Penguin Computing:

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