Year: 2015

Copy Cat – Netflix Steals the Show

Clairemont InternBlog, Copy Cat, Social Media + Influencer Engagement, , ,

In the midst of the net neutrality debate, Netflix chose to catch the eye of its Twitter followers – and subsequently the media – with a creative tweet. Staying under the 140 character limit, the copy read, “What if the internet was so slow it loaded one word at a time? Don’t let Comcast win.” The tweet concluded with a link to battleforthenet.com, a site that argues in favor of net neutrality.

Regardless of your stance on the issue of net neutrality, there is no debate that this was an ingenious tweet. It took up prime real estate in a Twitter user’s feed, making it nearly impossible for followers to miss. The clever tweet has currently received 26,537 retweets and 19,371 favorites. It did everything creative copy should: nabbed users’ attention and encouraged them to consider the effects of a Comcast victory with the Federal Communications Commission (FCC).

Combine the much-anticipated release of House of Cards on February 27 with Netflix’s savvy social media skills, and it’s obvious that Netflix is here to stay.

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What does a PR Agency Do? Creative Tactics

Jasmin SessomsAwards, Blog, Case Studies, Raleigh PR Agency, , , ,

Clairemont has had the pleasure of working with Briar Chapel as its agency of record for several years, allowing us a variety of opportunities to put on our thinking caps and get creative with our wonderful clients. As the largest master-planned green community in North Carolina and part of Newland Communities, the country’s most prominent privately held residential real estate developer, we strive to help showcase the beautiful homes and amenities of Briar Chapel. Looking back at the work we’ve done together these past few years, there are two initiatives that Clairemont conceptualized at different times and to accomplish different objectives that we thought would be fun to highlight in one blog post.

The first was born in response to a very smart question from one of our Briar Chapel clients. She asked, “Instead of trying to add fans and followers purely for the sake of building our numbers, how can we increase engagement with our existing fans to encourage them to be our brand advocates?” After careful thought and planning, Clairemont answered the question with a question. “Are you Briar Chapel’s Best Buddy?”

The Clariemont team created a contest and participants were encouraged to get creative in using social networks to earn points to win a Buddy Scooter, with this prize tying into the contest name. The contest encouraged community members to take to the social channels of their choice and post using the Best Buddy hashtags.

In order to reach the target audience of residents and local community members and to engage throughout the six-week long contest, Clairemont focused its efforts on social media sites like Facebook, Twitter, Youtube, Pinterest and Foursquare. The Clairemont Team was able to increase fan engagement and community awareness of Briar Chapel. The Briar Chapel Facebook page engagement skyrocketed by 400 percent, the fan count increased by 159 percent and the viral reach of the page expanded by nearly 600 percent. Briar Chapel was most pleased with the positive, third party content that directly generating local word-of-mouth advertising for Briar Chapel.

A couple of years later as Briar Chapel neared its fifth anniversary, we found ourselves answering this question: “How can we get media to come out to Briar Chapel to see the progress the community has made in the five years since the grand opening?”

Clairemont used creative thinking to plan a visual event that interested the media. The Clairemont team decided on an aerial media tour. Who could resist an invitation to ride in Big Red, the hot air balloon? Creative and individualized pitches were used to pique the interest of targeted media, and themed media kits were strategically delivered to media contacts in the morning just before editorial meetings.

The aerial tour provided a bird’s eye view of the development’s progress by taking members of the media up in a hot air balloon, while allowing Briar Chapel representatives to talk about accomplishments and future plans. Though the hot air balloon served as the event’s focal point, Clairemont worked with the Briar Chapel community to build in other visual and informational elements to attract media. We strategically scheduled the event to fall just before two of Briar Chapel’s popular, annual events: the Parade of Homes and the Pepper Festival.

The creative, experiential campaign exceeded expectations by rebuilding relationships, engaging 18 target media contacts on-site in a fun, positive way. For many, the event offered their first hot air balloon ride, allowing Briar Chapel to leave a lasting, memorable impression.

Clairemont received several NCPRSA InSpire Awards and RPRS Sir Walter Raleigh Awards for both of the these creative campaigns.

 

 

 

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Countdown to the Summer Travel Season

Sarah HattmanBlog, Trends, , , ,

It’s been a long winter. Maybe it’s the single digit temperatures or the multiple bouts of winter weather, but for some reason winter feels especially long this year. Needless to say, I am thrilled that we are a mere 10 days away from the official start of spring. For me, and thousands of other people, warmer weather means one thing – the summer travel season will soon be here!

Before joining the Clairemont team, I worked for James Korenchen Public Relations (JKPR), a full-service PR agency based in Albuquerque, N.M., that handles media relations for TripAdvisor, the world’s largest travel website. During my time at JKPR, I worked with TripAdvisor on a variety of trend stories ranging from holiday travel plans to the quirkiest New Year’s Eve celebrations, but my favorite announcement was always Best Beaches.

TripAdvisor recently announced the winners of its 2015 Travelers’ Choice Awards for Best Beaches as determined based on the quantity and quality of traveler reviews and ratings for beaches on TripAdvisor gathered over a 12-month period. Topping the list of 25 U.S. destinations is Siesta Beach, Florida (which is a frequently recognized by travelers as a top destination) followed by eight other Florida beaches, seven in Hawaii, five in California, and one in Maine, Maryland, Massachusetts and South Carolina.

I commend TripAdvisor’s timing of its Best Beaches announcement each year. It comes when many of us are ready to say good riddance to winter. This year residents in the Central and Eastern regions of the U.S. have endured a ferocious season with record snowfalls and the return of the dreaded polar vortex. The Best Beaches announcement is a glimmer of light at the end of a cold and dreary tunnel, and for those who cannot wait a few more weeks, it gives them an opportunity to turn their warm-weather dreams into a reality.

If you are looking for a warm-weather destination prior to late spring and early summer and are feeling adventurous, you might want to consider one of the destinations named Best Beaches in the World – including Siesta Beach at number 14.

While I would love to take a trip abroad and visit one of the fabulous beaches on this list, fortunately, in just a few short weeks a warm-weather destination will only be a quick drive from Raleigh. Growing up in North Carolina, I spent many summers at Holden Beach, and I also lived in Wilmington for seven years. I might be biased, but I think the North Carolina coast has some of the best beaches in the world – even if they didn’t make TripAdvisor’s list. Along with the hundreds of miles of pristine beaches, you will find a mix of fresh delicious seafood, friendly people, charming towns and even a bit of history along the North Carolina coast. And if you ask me, it doesn’t get much better than that.

 

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Copy Cat- #HairProbs

Jasmin SessomsBlog, Copy Cat, Marketing,

#HairProbs we all have been there. I mean, how many countless times have you been tardy for something because of your hair?

Ever have a morning where you absolutely just cannot get your hair right? I find that that is me 90 percent of mornings. I take so much time prepping or planning a great style at night only to wake up in the morning and have to change it repeatedly.

Aussie is inspiring women to #DitchTheDrama and spend less energy on their hair and more time living carefree! The new line of products encourages women to never stress about styling with easy steps to tame testy tresses and detangle morning messes.

Not only does the commercial ad feature a hilarious man talking endlessly about his hair, but “Ditch the Hair Drama” copy flashes across the screen. Thanks to Aussie’s copy I now am well aware how ridiculous I sound about my hair.

Join me, #DitchtheHairDrama!

 

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Blurred Lines: Mixed-Use Communities

Cherith AndesBlog, Marketing, Public Relations, Real Estate PR, , , ,

Housing options used to be fairly clean-cut; home shoppers in the baby boomer era chose between the glam of a sky-rise apartment or the stability of a suburban cottage. However, the last few years have introduced a hybrid option—the mixed-use community—which is fast becoming real estate’s newest darling. Mixed-use communities offer a combination of residential and commercial amenities that provide a “live, work, play” lifestyle in one central location. As one of 2015’s leading real estate trends, these burgeoning developments are leaving their mark on the industry. Here’s how:

1. Change in Transportation Infrastructure
The mixed-use community draws a demographic that prizes an active, healthy lifestyle and alternative forms of transportation, like biking and walking. In fact, nearly 60 percent of home buyers seek a home with “walkable” access to a variety of amenities, a trend that is prompting architects and land planners to incorporate trail systems and pedestrian access points. The distinct shift away from traditional automobile travel has spurred a demand for ride sharing apps—like Uber and Lyft—as well as stronger public transportation systems.

2. Increase in “Walkable” Options 
Mixed-use developments have morphed into the modern “one-stop-shop” experience. The commercial milieu includes not only standard vendors, such as grocery stores and pharmacies, but also luxury lifestyle options, like boutiques, microbreweries, farm-to-table restaurants and spa retreats. Each mixed-use offering functions like its own micro-economy, providing residents with a full gamut of conveniences within walking distance.

3. Focus on Sense of Community
From baby boomers to millennials, the mixed-use demographic shares an interest in cultivating community. The live/work/play premise naturally imparts a sense of belonging and ownership, and residents look for shared experiences that offer connectivity and foster relationships. Everything from interest groups—like running clubs—to community-wide festivals are on the rise as hallmarks of mixed-use developments.

Communication: A Cornerstone of the Mixed-Use Model
At its core, the mixed-use community seeks to create a distinct place where people can lead vibrant lives in ways that are personally meaningful. Connectivity and integration are trademarks of these communities, and as a result, the mixed-use model relies on dynamic communication to fuel its livelihood.

Mixed-use communities have a strong opportunity to utilize online tools to connect with residents. An effective social media strategy, for example, would encourage conversation, foster community, incite action and facilitate self-sustaining connections—like meetup groups and walking clubs. Property managers could benefit from mobile apps that provide access to community-specific inventory and schedules. In addition, targeted messaging and community relations are vital to provide a rich picture of the community’s appeal to potential home buyers.

In order to continue this upward trajectory, mixed-use communities will need to build and implement a strong communications strategy that foster relationships and maximize connectivity.

Editor’s Note: Clairemont has enjoyed the pleasure of working with Newland Communities, the nation’s largest private residential real estate developer, as it has launched several vibrant mixed-use communities across North Carolina, including Briar Chapel and the upcoming Wendell Falls.

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