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Year: 2017

Meet Elizabeth, Clairemont Intern

Meet Elizabeth, Clairemont Intern

September 6, 2017January 31, 2023 Clairemont InternBlog, Entry-Level PR Job, The Clairemont TeamClairemont Communications, interns, Introduction, Raleigh PR Agency, student, UNC

At the University of North Carolina at Chapel Hill’s first-year orientation, students meet with an academic advisor to discuss what they hope to study at the university (and, by extension, pursue for the rest of their lives). Unfortunately, this meeting was a stressful experience for a rising first-year student who had no idea what she wanted to study.

An Undecided Start

With theater as one of her passions in high school, Elizabeth performs the title role in the spring 2014 production of "Cinderella."
With theater as one of her passions in high school, Elizabeth performing the title role in the spring 2014 production of “Cinderella.”

In high school, I had lots of interests: English literature and writing, environmental science, theater, psychology … even some parts of chemistry were fun. My interests were extensive, but I wasn’t ready to commit to any of them. I received very mixed messages due to my uncertainty. Wise adults (mainly family members) assured me that it’s completely normal to enter into college undecided and that I would figure it out in time.

Elizabeth's orientation group poses for a creative photo competition during her first-year orientation on June 27, 2014.
Elizabeth’s orientation group during a creative photo competition during her first-year orientation on June 27, 2014.

These words of reassurance were directly opposed on that fateful orientation day in that unpleasant academic advising meeting when I sat with a girl who knew exactly what she wanted to study before attending one class. As she talked with the advisor while I patiently waited my turn, I couldn’t help but envy her situation. She spoke with such confidence in what she would study, and the advisor neatly and excitedly outlined her next four years. When it was my turn, I stammered awkwardly that I wasn’t sure what I wanted to study, and the advisor similarly stammered that I could focus on getting my general education requirements out of the way first.

I left the meeting feeling discouraged and frustrated. I turned to the girl with whom I shared the meeting, and I asked her what exactly her intended major was, since I had never heard of it before. Basically, she explained to me, public relations is the clean-up crew for when a company has a crisis. I felt shocked to learn of the existence of such a field, and I felt intrigued by the wide variety of classes that encompassed the public relations major – history, political science, economics, journalism. Little did I know that day I became (very informally) introduced to what is now my passion.

A Deepened Relationship

Elizabeth discusses her work as a communications intern with local non-profit BikeWalk NC to fellow students at a conference in April 2016 through the UNC-CH School of Social Work.
Elizabeth as a communications intern with local non-profit BikeWalk NC at a conference in April 2016 through the UNC-CH School of Social Work.

Since that orientation day over three years ago, my relationship with public relations has deepened rapidly and dramatically. I declared the major in my second semester after taking an introductory journalism class and speaking to professors about this mysterious field. Through the award-winning UNC School of Media and Journalism and its dedicated faculty, I learned the rules, practices, materials and importance of the field. My sophomore year, I worked as a communications intern for an advocacy non-profit for bicycling and walking, and the next year I experienced the fast-paced nature of a public relations agency, juggling projects for diverse clients ranging from restaurants to healthcare providers. Every experience in and out of the classroom affirmed for me that I had made the right decision. I found something I was good at and enjoyed doing.

Public Relations and I: An unexpected match 

Reflecting on my academic life at UNC-CH, I’m glad that my path to finding public relations was a process and not a pre-determined script. I allowed myself to explore the field, which made my choice to pursue it all the more thoughtful and rewarding. As I’m still the girl who has an interest in so many things, I take comfort and joy in knowing that public relations will allow me to follow any of those interests. To every field I explore, I aim to bring the public relations skills I’ve acquired to help build stronger, better organizations, whether they’re in theater, education, environmental issues … but maybe not chemistry this time.

Written by Clairemont intern, Elizabeth Comtois, a senior at UNC-Chapel Hill. 

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The Making of a Milestone

The Making of a Milestone

September 1, 2017January 31, 2023 Cherith AndesBlog, Clairemont Client News, In Our Community10th Annual Pepper Festival, Briar Chapel, Briar Chapel Pepper Festival, food pr, Pepper Festival, real estate PR, Restaurant PR, video, video PR

In the fall of 2008, 40 friends gathered in a small Pittsboro backyard to share a simple potluck and sample a fresh creation: the new North Carolina-bred pepper. This first Pepper Festival marked the start of a cultural and agricultural movement.

Since then, the Pepper Festival — hosted by client Briar Chapel — has blossomed into one of the largest chef competitions in the region, a spicy celebration of local food, music and culture that attracts more than 2,500 festivalgoers statewide.

The 10th Annual Pepper Festival represents a decade of partnerships and efforts that have championed sustainable agriculture. The proceeds of the festival benefit Abundance NC, a nonprofit dedicated to renewable food and fuels, and since inception, the festival has raised more than $150,000 to support approximately 200 farmers who would not otherwise be in business. 

The 10th Annual Pepper Fest embodies a legacy — the toil, passion and creative spice of a band of visionaries. Check out the key “ingredients” that are heating up this year’s event!

Looking to spice up your fall? Grab your tickets to the 10th Annual Pepper Fest!

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Grand Opening: Sparks & Margaritas!

Grand Opening: Sparks & Margaritas!

August 24, 2017January 31, 2023 Cherith AndesBlog, Clairemont Client News, Restaurant PR + Hospitality PRbabalu, babalu tapas and tacos, restaurant grand opening, Restaurant PR, ribbon cutting ideas

Over the years, we’ve had the privilege of planning several grand openings, from wine bars to swanky apartment complexes. For our clients (and for us), these celebrations are milestones, something worth popping the cork in a big way. We love to add zip and zest to launch parties, and in this case, by lighting a fire!

Client Babalu Tapas & Tacos, the first in the Triangle, is kicking up the heat for its grand opening on Monday, August 28. Since diners receive a sparkler for their special occasions, Babalu is revamping a standard ribbon cutting ceremony with the same fiery sizzle, asking dignitaries and representatives to replace the ubiquitous oversized scissors with oversized sparklers. To unveil to their new digs, the Babalu team and its partners will “set the world on fire” by surrounding the restaurant with a ring of (sparker) flame.

Babalu Restaurant Photography

Guests are then invited to a Margarita Monday party at Babalu’s 360-degree bar to order craft beer and cocktails or enjoy $3 off of Babalu’s renowned margaritas, crafted on-site from 96 hand-squeezed lemons and limes. And of course, they can savor Babalu’s sharing-style menu featuring made-from-scratch, Latin-inspired dishes with a southern twist, like Fierce Shrimp, De Pato tacos and Dulce de Leche Cheesecake Bites.

Whether on the patio or at the indoor chef’s table, Babalu invites guests to bring the fun back into food!

Psssst. Here are the details for the Margarita Monday party!
Date: Monday, August 28, 2017
Time: 11 a.m. – 10 p.m.
Location: 1800 E. Franklin Street, Chapel Hill in the Eastgate Shopping Center next to Stein Mart.
Make reservations!

What about you? If you’re looking for ideas to heat up your grand opening debut, shoot us a line!

The work Clairemont Communications conducted in partnership with Bablu Tapas and Tacos earned the Award of Excellence and Best in Category by North Carolina Public Relations Society of America (NCPRSA). We are proud that this campaign represents one of the 190 awards we’ve received since starting Clairemont in 2010.

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Rebranding Barbie, The Brains

Rebranding Barbie, The Brains

August 10, 2017January 31, 2023 Cherith AndesBlog, Marketing, Public Relationsbranding, framing, framing theory, marketing success, new brand, rebranding

Rebranding initiatives are topping industry headlines, from shining successes, like Instagram’s fresh look, to head-scratching fails, like Pepsi’s underwhelming reboot. In the realm of rebranding, companies face a steep challenge. Social norms and expectations evolve daily, and brands that hang their hats on one trend risk a quick and drastic crash. Even slow evolutions, such as the market shift in demand from mass quantity to mass quality, can require a rapid revamp in how a company does business.

While some can get away with a logo tweak, other brands require entirely new positioning. Barbie, a beloved icon stretching back to the 1950s, recently faced this poignant challenge.

Imagine the Possibilities

Fans had tired of Barbie’s unrealistic figure and vapid demeanor, so much so that stocks plummeted by 40 percent by 2014. In response, the execs of Mattel—the creator of Barbie—didn’t just repackage the doll in a different scenario. They repositioned how the public saw Barbie’s role as a whole.

The “Imagine the Possibilities” campaign unveils the story of a young girl physically living out each of her dreams—from a veterinarian or university professor to a high-level, jet-setting executive. Her playtime with Barbie opened a world of dreams that she couldn’t otherwise access, her key to realizing her unlimited potential.

Reframing an Icon

The campaign effectively leveraged Goffman’s framing theory, a mass communication theory originally developed to evaluate the influence of media positioning. Framing theory suggests that the way in which an issue is positioned (the “frame”) affects how the audience processes the topic. In essence, it doesn’t matter as much what you discuss but rather how you discuss it in relation to other topics or comparisons.

Mattel completely removed the familiar framework of Barbie in relation to her appearance … or even as a toy at all. It recreated a new reference, positioning Barbie as a symbol, a gateway to untapped possibilities, a tool that would enable growth.

Honoring the Foundation

From a cursory glance at this campaign, one might accuse Barbie of departing from her founding principals. It seems like a scenario of pretty girl turning to academics as a quick fix to attract 21st century fans. Not so. From inception, Barbie was designed to help children vicariously explore and live out their potential aspirations. In fact, over the past 50 years, Barbie has had approximately 150 careers, including president.

Creativity and innovation plus effective repositioning that honored the original vision — that’s one success story for the books.

Looking to re-evaluate your brand? Check out these branding tips (from a food truck!), or shoot us an email.

 

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Maximize Your Call To Action

Maximize Your Call To Action

August 8, 2017January 31, 2023 Cherith AndesBlog, Marketing, Public Relationscall to action, calls-to-action, CTA, marketing messages, messaging, specificity

I’ve witnessed beautifully crafted marketing campaigns unfold, activate the target audience and then crash and burn at the very last step — the call to action. Pitfalls proliferate the path, from poor visual design to vague copy. However, one of the greatest sabotages of an effective CTA is not necessarily a swirling synergy of marketing tactics. It’s the lack of specificity.

How Specific Can You Go?

In a world of “don’t make me think marketing,” users seek an optimal conversion experience that yields the desired solution with minimal effort. And as the user’s threshold for “minimal effort” decreases, marketers must continue to simplify choices with laser-point specificity. We have to make it easier to match the user’s need with our offer. Here’s a great example that popped into my inbox recently from TheSkimm.

I read TheSkimm every day, and every day, I bypass its consistent tout asking readers to share the newsletter. Elaborate sweepstakes and posh prizes couldn’t persuade me to bombard my contacts (whoever those might be) with this email, as witty, concise and helpful as it is.

It wasn’t until TheSkimm dished out a specific CTA that I perked up. They defined a precise target audience to direct my efforts. The term “best friend” immediately called two or three specific individuals to mind that might enjoy TheSkimm, and that was certainly two or three more than I’d ever pinpointed previously! Simple, right? But that final degree of exactitude — telling me now just what to do, but to whom — tipped the scale.

Techniques to hone your CTA.

Run Through the 5 “Ws.” It’s a great safeguard checklist to ensure your CTA addresses all of the “who, what, when, where and why.” A gap in any of those factors weakens your conversation rate.

Demonstrate the Value…backwards. Naturally, a tried-and-true approach highlights the benefits directly in the call to action, such as “get the latest trends straight to your inbox!” or “grab your free car-dancing guide here!” (Alright, I haven’t seen that one, but it could exist.) Don’t pass up the opportunity to also show the losses users will experience by opting out or ignoring the call to action.

Pick Your Terrific Two (or three). Resist the common marketing pitfall of offering something for everyone. It’s certainly tempting to ensure your messages have an appeal for any customer visiting your site, reading your email or perusing your Insta feed. However, research shows that more options are not always better. Trust your target marketing strategy to connect your message with qualified leads at the appropriate place in the marketing funnel. Limit your calls to action to two or three choices.

Want a little more? Shoot us an email about your own call to actions!

 

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