Year: 2020

Looking Back on 2020 Trends

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, , , , ,

This year has undoubtedly been an eventful (ahem, crazy) one! Just like 2020, trends are hard to predict but vital to stay on top of as a communications professional. Changes in the marketing landscape can be influenced by huge global events (i.e. COVID-19) as easily as an unexpected effort to create a Broadway musical via TikTok (see Ratatouille the Musical).  

Check out these trends that made an appearance in 2020.

Lockdown, Laptops and Laying Low at Home

The COVID-19 pandemic kept most Americans behind closed doors and away from others throughout this year. Inevitably, this led to a widespread consumer shift to increased time online, with 39 percent of people polled saying that they spent more time on social media sites like Instagram and Twitter this year. 

Here are a few stats that show how marketers are handling the pandemic … and how consumers are responding: 

73 percent of advertisers held back campaign launches, with 52 percent anticipating to resume or increase their advertising budgets during the summer of 2021. 

87 percent of consumers have said they appreciate brands that make an effort to provide updated and important information amid the pandemic. 

37 percent of customers said they want advertising to make them feel safe and give them a feeling of normalcy, and 31 percent said they want ads that evoke positive feelings. 

76 percent of small- and medium-sized businesses have leveled up in SEO, social media and data analytics skills. 

Email marketing, websites and social media marketing are top tactics that businesses leveraged during 2020.

Incredible Internet Trends

From April’s Tiger King craze to TikTok’s sudden rise in popularity, 2020 has been a wild ride filled with interesting social media moments. 

Let’s dig into a few of them, shall we?

  1. TikTok tapped into popular culture, taking it from a Gen-Z-dominated app to something people of all ages enjoy. Starting in March, TikTok was downloaded onto people’s devices more than 115 million times, breaking the record for the most app downloads in a quarter. TikTok caused skates to be sold out almost everywhere and convinced almost everyone to attempt whipped coffee in April. Its users once trolled the president himself. 
  2. Instagram Live saw a 40 percent increase in usage, with brands figuring out new ways to tout their products and services. 
  3. This year, activism and political discussion took the limelight on social sites that previously prioritized light-hearted content. More than ever, users took to their socials to share their political beliefs and support causes they hold dear.

Yearning to read up on more of this year’s trends? Scroll through this site’s synopsis. 

Artificial Intelligence Yields Tangible Results

Amid an age of technology, artificial intelligence has proven to be a significant way to gain a competitive advantage this year. 

Why else have companies made the choice to incorporate AI into their business plan? A recent survey shows that 75 percent of respondents adopted AI because they believed that it will allow them to “move into new businesses” and be an incentive for new organizations to enter their market, among other reasons. From helpful chatbots to in-depth analyses on consumer behavior, artificial intelligence will soon be behind basic communication, product recommendations, content creation and so much more. 

According to artificial intelligence education site, Techgrabtye: 

“Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades” and “will increase global GDP by up to 14% between now and 2030,” which means that “AI latecomers will find themselves at a serious competitive disadvantage within the next several years.”

Sounds pretty convincing! 

Curious about curating content to tackle every up-and-coming trend? Browse our top content creation resources here! 

By Clairemont intern Anna Beth Adcock, a senior at NC State.

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Selfies & Succotash: Inspiring 2021

Cherith AndesBlog, Professional Development, The Clairemont Team, , , , 1 Comment on Selfies & Succotash: Inspiring 2021

Among other things, 2020 marked the 10th anniversary of Clairemont Communications. And we had big plans to “do something different” this year.

Boy, did that “something different” ever unfold!

So what happened? How did we grow, change and (don’t say it, don’t say it …) “pivot”?

Clairemont CEO Dana Phelps presented as the keynote speaker for the Public Relations of Society – North Carolina Chapter (NCPRSA) at its annual InSpire Awards ceremony (virtual, of course).

She unveiled learnings from 2020 to inspire your 2021, from selfies to succotash.

Best five minutes of your day, right here. 👇🏼👇🏼

Looking for more personal (and professional) inspiration?

We have a few tips for you.

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How to Leverage PR in the Nonprofit Sector

Clairemont InternBlog, Marketing, Public Relations, , , ,

For many, the holiday season is a time to recognize charitable deeds in the community and focus on the power of doing good.

So naturally, there’s no better time of year to reflect on an area of PR that is dedicated to this work as well: cause communications – the sector that advances the efforts of foundations and nonprofits through media and marketing strategies. Communication is how nonprofits build trust and credibility, and their dependence on the generosity of others means that innovative PR is a crucial element of success. 

Mission statements can be one of a nonprofit’s most valuable assets.

Mission statements are a nonprofit’s most important public relations tool. A well-written mission statement will motivate key leaders and staff, keep board members on track, help set goals and effectively measure success.

The nonprofit space is a competitive market, and there are 78,000 nonprofits in North Carolina alone! It’s important for foundations to clarify their messaging and positioning to effectively connect with key publics and therefore reach development and fundraising objectives. 

In honor of the holiday season, Clairemont Communications would like to share a few tips for leveraging PR in the nonprofit sector:

  1. Set clear goals. 
It’s important to set goals to effectively measure success.

These can be big or small. Common goals include:

  • Increase brand awareness
  • Drive revenue (beneficiary and/or donor)
  • Increase engagement
  1. Always connect communications to metrics and goals. 

Use your strategy time to figure out what metrics and outcomes are meaningful for your nonprofit’s distinct needs. Once those items have been identified along with a timeline, then you can define your process for monitoring your efforts. 

  1. Develop a powerful mission statement.

A great way to start is by asking your client, “How will your work increase human potential or decrease human suffering?” A nonprofit’s mission statement will explain the issue that it’s addressing, why it’s addressing it, how it’s working to bring about change and show the impact of its efforts. If your client is still struggling to conceptualize this, try asking them “Your work is done when …”.

  1. Create the right narrative for a client’s brand story. 

The most important aspect of cause communications is inviting donors into the heart of the mission. One way to do this is to position donors as the “hero” of your brand story. Many nonprofits frame themselves as the heroes when, in reality, nonprofits must act as a guide –– motivating donors to fight for a cause. This can be accomplished by giving donors simple, straightforward CTAs and identifying a brand story antagonist. The “villain” is typically dependent on your cause. For example, Allstate Insurance personifies “Mayhem” as its antagonist: everything from bad drivers, that creaky tree by your house and even dryer lint. By framing donors as the hero of your brand story, you can create community and more meaningful donor experiences, ultimately, inspiring people over the long term. 

  1. Adapt to and overcome COVID-related (and other) obstacles.

Amid a global pandemic, things are going to look different; however, virtual events can create real results (and they don’t have to be your Plan B!). The reality is, pandemic or not, you might always need to rethink your strategy in an effort to provide donors with personalized, experiential and tangible ways to seek out and support your nonprofit. 

Need inspiration? Check out some examples of creative marketing campaigns here.

By Clairemont intern Maia Guterbock, a senior at UNC-Chapel Hill.

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Video: Clairemont’s 10 Years in 110 Seconds

Cherith AndesBlog, Public Relations, The Clairemont Team, , ,

The year 2020 has witnessed an unexpected array of developments in our community, our country and our world. Amidst the events of this year, Clairemont Communications marked its own milestone:

We celebrated our 10th anniversary!

10 years …
120 months …
3,653 days (yes, we counted the three leap years in there) …
220+ awards for successful client campaigns …
… and countless memories.

How do we capture an exciting decade in a few short minutes? Here’s a blast through the past 10 years in 110 seconds.

(Alright. That was actually 117 seconds.)

Thank you to our clients and our partners who have made this decade such a wonderful journey!

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Businesses: Keep or Quit Facebook?

Cherith AndesBlog, Marketing, Social Media + Influencer Engagement, , , 1 Comment on Businesses: Keep or Quit Facebook?

Ah, Facebook.

What started as a closed social network for college students has mushroomed into one of the largest advertising and informational platforms in cyberspace. Facebook has shouldered its fair share of political drama and data breaches, and it still continues to grow, sporting everything from Karen memes to Halloween pics of the grandkids.

To Keep Or Quit?

That is the question. A maelstrom of change, is Facebook’s hotbed still a useful platform for businesses?

Facebook has seemingly squished organic reach since its algorithm shifts in 2018. Businesses have watched their organic impact dwindle along with their engagement and action rates. Given this, many have started questioning whether they should invest the time and resources to maintain a Facebook account at all.

Keep. And Here’s Why.

While Facebook may not function in the same way it did eight years ago, five years ago or two years ago, businesses still garner significant benefits from maintaining a compelling presence.

In fact, research shows that there are almost 2.75 billion monthly active users worldwide, an increase of 12 percent from 2019. In addition, approximately 1.8 billion people log onto Facebook daily — again, an increase of 12 percent year-over-year. Facebook is growing rapidly and is regularly trafficked.

1. Facebook is your business card.

The stats show that Facebook is the internet’s third-most visited website behind Google and YouTube. In essence, Facebook serves as a powerful search engine for information, much like Google. Potential customers and partners investigate the validity of your business, while job applicants explore photos, videos and posts to get a sense of your company’s culture. An active, healthy Facebook presence legitimizes your business, offers a peek into the personality and culture, and demonstrates that your company has the resources and energy to invest in two-way conversation. When they search, you need to be there.

2. You want the option to advertise (e.g. increase revenue).

While organic reach may have decreased, opportunities for paid advertising has skyrocketed on Facebook. In Q3 of 2020, Facebook ad revenues increased to $21,221 (in millions), a 22-percent increase year-over-year. In addition, average revenue per user increased from $6.95 in Q1 of 2020 to $7.05 in Q2 of 2020. That means that each person is spending more on Facebook ads, and that’s no small deal.

Targeted, intelligent ad campaigns on Facebook can not only increase sales for warm customers but also nurture cold prospects into your sales funnel. In order to tap into this goldmine, you have to have a Facebook business account. Another reason to keep yours up and running strong!

3. The conversation is happening … with or without you.

We recently worked with a client that addressed accusations against its business. And guess where this conversation jumpstarted? Yup, on Facebook. Had this business not had an active, listening account on Facebook, it would have missed this crisis altogether and likely not been able to correct information, offer mitigating actions and make things right. Conversations by customers and partners will occur whether you’re on Facebook or not. So why not be present to be a part of the conversation?

It’s not time to ditch Facebook … yet.

Strategies have changed from relying solely on organic content to crafting targeted ads and investing in interest-based groups. But your business has to be on Facebook to even be a part of these conversations — opportunities you don’t want to miss.

And hey. We can help!

Drop us a line to talk about your social media strategy!

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