Year: 2015

The Value of A PR Agency: Connection

Cherith AndesBlog, Real Estate PR, Restaurant PR + Hospitality PR, , , , , , , ,

At Clairemont, we always maintain a bird’s-eye view of our clients’ trajectories (while of course keeping the details running smoothly). One of the added values of working with a PR agency lies in our ability to connect the dots, often in fun and unexpected ways.

Recently, Clairemont had the opportunity to do just that! While closed for renovations, Il Palio, the premiere Italian restaurant at The Siena Hotel and a Clairemont client, began looking for methods to build its client base while previewing its new menu. Meanwhile, Briar Chapel, one of the largest green communities in the Triangle (and—you guessed it—another Clairemont client) wasIl Palio Briar Chapel Menu seeking an avenue to showcase the distinctive culture of Chapel Hill to prospective home buyers. It didn’t take long for us to realize that we had a match made in heaven. We carefully crafted a customized event to maximize resources and meet both clients’ needs.

Clairemont arranged for Briar Chapel to host a VIP dinner for its top prospects, featuring Chef Teddy Diggs, executive chef at Il Palio. Not only did the dinner provide an opportunity for Briar Chapel home buyers to experience the community and chat with realtors, the dinner soiree also allowed Il Palio to showcase its newly designed dishes to one of its target demographics.

Briar Chapel Il Palio Dinner Party 2As the subtle aroma of grilled peaches wafted across the dinner party on the Briar Chapel Clubhouse deck, we saw magic happen. Social media became a flurry of mutual mentions and vibrant conversation from realtors, clients and guests alike. Photos peppered the internet featuring Briar Chapel’s lush backdrop and Chef Teddy’s elegant cooking. The sweet memories forged over good food and genuine laughter arguably carry more sway than any glossy marketing brochure.

At Clairemont, our innate ability to forge creative connections is a trademark of our client service. We love to play matchmaker, and we live to find the special key that transforms our clients’ campaigns from interesting to lasting.

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VIDEO: “Doughn’t” Miss This

Cherith AndesBlog, Clairemont Client News, Restaurant PR + Hospitality PR, , , , , ,

Dessert…as an appetizer? That’s how one diner described Il Palio‘s renowned sea salt and rosemary focaccia bread. A hallmark of Il Palio’s menu, the focaccia embodies all the qualities of regional Italian cooking–simplicity, balance and epic flavor.

Step into the kitchen with Chef Teddy Diggs, executive chef at Il Palio, as he unveils the secrets to this mouth-watering dish and answers the question that everyone keeps asking: how does he get two quarts of olive oil in that ball of dough!?

We love watching an artisan ply his craft!

 

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Marketing Real Estate to Millennials

Cherith AndesBlog, Marketing, Public Relations, Real Estate PR, , , , , , , 1 Comment on Marketing Real Estate to Millennials

The trends of the lease-up landscape have shifted to “empty-nesters”—and not just baby boomers looking to downsize. Millennials, those born between 1980 and 2000, have staked a claim in the market demand for apartments. In response, lease-up offerings have shifted over the past 10 years to accommodate the preferences of these diverse “digital natives.”

Courtesy of Lincoln Apartments
Courtesy of Lincoln Apartments

1. It’s the finer things of life. According to Brian Toomey, director of acquisitions, Banner Property Management, members of the millennial generation grew up amidst the custom finishes, top shelf materials and private luxury bathrooms of their parents’ suburban homes. And although they still crave these high-end touches, millennials can’t afford the high-end price tags, turning instead to apartment rentals. Hence, lease-up developers must design units that feature quality finishes and incorporate leading design trends. Farewell, linoleum.

2. It’s all about the lifestyle, too. Millennials love life and love to live life. They loathe to waste time commuting to a job or—worse—tending to yard work, moments that could otherwise be invested in experiences and relationships. In response, the demand has skyrocketed for apartments located within a short drive, bus ride or bike ride to major employment hubs. Forty-five minute commutes are a relic. Farewell, drive time.

3. And it’s all about commitment—or the lack thereof. Millennials experienced firsthand the real estate market upheavals that wreaked havoc on their parents’ financial standings. As young professionals, members of this generation are more apt to rent their first living spaces right out of college than to scrap and save for a home. Farewell, mortgages.

What does this mean for marketing and PR in the real estate industry?

1. Feature the features. It’s a given that marketing communication strategies for apartments should highlight the amenities. More attention, however, should be invested in showcasing the distinctive design elements of a unit. Craft creative tactics to spotlight custom finishes and quality lifestyle offerings that welcome the millennial buyer as a VIP guest in an upscale apartment.

@FirstLadyLincoln
@FirstLadyLincoln

2. Go the distance to show the distance. Create clever ways to emphasize the accessible commute to nearby employment and lifestyle options. The Lincoln Apartments, one of Raleigh’s newest upscale complexes (and a Clairemont client), is grand opening its luxury development this fall in the heart of downtown Raleigh. Through a creative Instagram account dubbed “The First Lady of Lincoln,” Lincoln and Clairemont staff are showcasing the “Lincoln Lifestyle.” These first-hand snapshots capture downtown Raleigh’s trendy restaurants, festivals, entertainment venues and cultural hotspots–all a short walk or bike ride from the Lincoln’s front door.

(PS: Give it a gander! Check out the “Lincoln Lifestyle” and downtown Raleigh on Instagram at @FirstLadyLincoln!)

3. Live life with them. This tip is beget from years of research + experience + aw, heck, I’m a millennial (sort of). Millennials shudder at overt marketing messages. Since we’re busy digging through paperwork to ensure we haven’t been hoodwinked by legalese, transparency becomes a legitimate PR strategy. Be genuine. Showcase the warm, accessible side of your company—from the quirks of your personable staff to the fun at your company’s parties. Transparency goes a long way to forge trust with the millennial generation as it chooses its first home after graduation.

What tips would you add to this list?

 

 

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Il Palio, Siena Hotel Hire Clairemont

Cherith AndesBlog, Clairemont Client News, Restaurant PR + Hospitality PR, , , , , , ,

Raleigh PR Agency Represents Top Autograph Collection Hotel in the Americas

Clairemont Communications, a full-service public relations agency with a focus on blending traditional communications and social media, has been named agency of record for Il Palio and The Siena Hotel Autograph Collection, the Triangle’s longest-standing AAA-rated Four Diamond restaurant and hotel.

Located in Chapel Hill, N.C., The Siena Hotel selected Clairemont to devise a long-term public relations strategy and spearhead communications during a major renovation to Il Palio, the boutique hotel’s premiere Italian restaurant. The Siena recently secured the Hotel of the Year Award for the Autograph Collection in the Americas by Marriott International.

“As we revitalize our classic ambience to showcase our modern feel, we understand the challenges of commanding the attention of fresh audiences,” said Anthony Carey, general manager, The Siena Hotel. “With a proven track record of creating award-winning PR campaigns, Clairemont is the ideal choice to escort us through this next phase of growth.”

Teddy Diggs, executive chef, Il Palio
Teddy Diggs, executive chef, Il Palio

Clairemont will work with The Siena Hotel executive team to unveil new features of Il Palio, the hotel’s Italian restaurant, including a structural overhaul by New City Design. Culinary innovations, led by acclaimed Chef Teddy Diggs, will include a custom-designed wood-fired grill—one of the few in the Triangle region—a chef’s table and an open kitchen. Upon re-opening in September, Chef Diggs will debut an expanded menu designed to highlight regional Italian cooking and reflect discoveries from his culinary tour of Italy, such as hand-made pastas and simple, rustic flavors expertly crafted with the wood-fired grill.

“We’re honored to work with The Siena Hotel to reintroduce Il Palio to its loyal customer base as well as to open the doors to a new generation of diners and foodies in the Triangle,” said Dana Hughens, chief executive officer, Clairemont Communications.

Clairemont Communications, has provided strategic public relations counsel for a variety of award-winning clients, including restaurants such as PDQ, T.MAC and Grounds Café. Additionally, Clairemont’s experience spans a range of industries, from real estate with Newland Communities and education with Kenan-Flagner School of Business to furniture and home interiors with clients such as FurnitureLand South, Thomasville Furniture and Drexel-Heritage. Clairemont’s campaigns have garnered 106 industry awards from the North Carolina Public Relations Society of America (NCPRSA) and Raleigh Public Relations Society (RPRS), recognizing strategic excellence in social media, media relations, community relations and event marketing in just five years.

Inspired by the beauty of Italy and located in Chapel Hill, N.C., The Siena Hotel is the premiere Autograph Collection Marriott hotel in the Americas. As the Triangle’s longest-standing AAA-rated Four Diamond hotel, The Siena offers an elegant European escape with 79 luxury rooms, 4,000 square feet of special event space and unparalleled onsite dining at renowned Il Palio restaurant. Legendary hospitality and elegant European architecture coupled with innovative services has earned The Siena the Hotel of the Year Award for the Autograph Collection in the Americas by Marriott International. The Siena Hotel is nestled just 1.5 miles from the heart of Chapel Hill with a convenient 15-minute drive to RDU International Airport, Duke University and the Research Triangle Park. For more information or to make reservations, visit www.thesienahotel.com or call 800-223-7379.

Il Palio is an award-winning Italian dining destination in Chapel Hill, N.C. and the premiere restaurant of The Siena Hotel Autograph Collection. Consistently awarded Four Diamonds by AAA and acclaimed by Conde’ Nast, Il Palio marries the traditional flavors of Italy with a casual elegance that showcases the culinary roots of rustic Italian cooking. Il Palio features wine from Italy’s 21 regions and vintifications produced in every corner of the Italian Peninsula, a selection that earned Wine Spectator’s Award of Excellence. Executive Chef Teddy Diggs brings robust training from the Culinary Institute of America along with rich national experience, including appointments in the Washington D.C. dining spotlight and tenure at Martha’s Vineyard. Il Palio offers breakfast, lunch and dinner Monday through Sunday with a special brunch on Sundays. For more information, visit www.sienahotel.com/il-palio or call 800-223-7379.

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I love My Smartphone But…

Dana PhelpsBlog, The Clairemont Team, ,

When I was a teenager, I had a rainbow phone in my room. It had a cord that could wrap around the globe at least a couple of times so that I could walk anywhere in the house while I talked with my best friend, Jill. She lived just a few blocks away. I’m not sure why we never tried it, but since her phone cord was as equally as long as mine, we probably could have started walking to meet in the middle while still on our phones.

It was a happy day when we got a cordless phone in our house. And in relatively short order, cordless phones gave way to mobile phones. These days, I love my smartphone. As a master of multitasking, it feels like I am on it — either talking, texting or using an app — all the time. However, there is one place I draw the line: the grocery store checkout line. I feel so rude talking on the phone and not interacting with the cashier.

In our always-on society, I got to wondering about other people’s phone boundaries. I asked the Clairemont team to fill in the blank in this statement. I love my smartphone, but I refuse to ________________. Here are some of the answers.

  1. …bring it to the dinner table. Well, at least for the first 10 minutes!
  2. …use it for online shopping.
  3. …give up on or always substitute it for face-to-face verbal communication and interactions.
  4. …let it control me!
  5. …keep it on during naps. My sleep. Mine.

The last response added, “I’m not above, however, keeping it in my bra should the need arise.” Oh yes, the need for more pockets in women’s clothing. Perhaps that’s a post for another time.

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