Year: 2020

LinkedIn Launches New Updates

Clairemont InternBlog, Professional Development, Social Media + Influencer Engagement, , ,

What is life without constant change, and what is social media without its constant revamps? LinkedIn has just announced a new assortment of changes coming over the next quarter to the business connections site. 

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LinkedIn Stories

Starting with Snapchat and moving to Facebook and Instagram, the 24-hour disappearing stories trend has spread to LinkedIn. While its predecessors’ concept of stories has been casual peeks into users’ everyday lives, LinkedIn is adding a professional spin. Amidst the “new normal” of the COVID-19 world, people miss the everyday interactions at the office and small talk with co-workers at the coffee station. LinkedIn’s stories provide a different means of personalized engagements to its users. 

According to LinkedIn’s Head of Consumer Products, Pete Davies, “(Stories) spread for a good reason: they offer a lightweight, fun way to share an update without it having to be perfect or attached to your profile forever.”

Here’s how you can harness the positive potential of LinkedIn’s stories on your profile.

  1. Share quick customer and client testimonials.
  2. Post valuable Q&As with experts in your field or leaders in your organization. 
  3. Give a sneak peek into your professional life and highlight your skills and strengths.
  4. Watch your connections’ stories and engage with them.

Video Meetings

This addition is “classic 2020,” right? LinkedIn’s video update allows messenger chatting to easily switch over to a video call through Zoom, Microsoft Teams or Verizon BlueJeans. With this update, it is more vital than ever to ensure “video readiness” at the drop of a hat. 

A Simple and Sleek Site Look

The latest version of LinkedIn will be all about community and engagement. The new site design will reflect this sentiment with an efficient and streamlined appearance that makes it easy for users to find the functions they need. LinkedIn’s goal with this new design is to create a sense of belonging through its site experience. 

Searching has been simplified, too. Users will be able to seek groups, content and events, along with the original search of people and jobs. 

LinkedIn is known throughout the business world as an effective virtual tool that can be channeled to build a personal brand, engage with other professionals and seek career opportunities. This array of fresh components will continue to enhance the power of professional connection — virtually. 

Want to “connect” with more professional development tips? Check out the Professional Development section of our blog!


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

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Finding the Power in PR

Clairemont InternBlog, Public Relations, The Clairemont Team, , , ,

My mom loves her job. 

Throughout my 21 years of life, this truth has influenced my perception of work and ultimately, my own search for a career. Although the message was never explicitly stated, through my mother’s example I embraced the philosophy that one’s profession should be more. It should be a passion. 

My mom (left) enjoying her work as a Sommelier.

It wasn’t until I started college that I came to understand that not everyone is so lucky in life. It was a privilege to choose what I wanted to do for a living, and I felt an obligation to give back. I found myself entering UNC-Chapel Hill’s Hussman School of Media and Journalism where I chose to major in traditional journalism and new media. 

Rushing Franklin St. after a Tar Heel win against Duke!

You might be thinking, “Why journalism?” And I know that given our political climate, where “fake news” and sensationalized stories run rampant, this is hard to believe; however, journalism remains a noble profession in my eyes, shedding light on socio-economic issues around the world and protecting our civil liberties through governmental checks.

There was only one issue: I didn’t love it. C’est la vie! 

A Global Perspective

My junior year, I had the opportunity to study abroad in Paris, France and intern for a journalism agency. This experience was different and challenging, but I realized that I wasn’t building the kind of relationships or seeing the tangible impact that I was craving in a career. I did, however, find myself taking pleasure in being a part of something greater. With a new perspective, I was able to consider a new possibility: Marketing and Public Relations. Ah la vache! (This means “OMG” in French and accurately describes my excitement for finding PR.)

Some friends and me on the Champs-Élysées in Paris

Seeing the Magic

I had a gut feeling this time. It just felt right and wasn’t the la vie en rose that I experienced with journalism. PR would allow me to apply my journalism background in a new way AND find satisfaction in my work through delivering a public service. Great public relations can help brands uphold decades of progress and move the needle of civil liberties. The strategies, tools and words we choose to tell stories are directly connected to our ability to change the world. When broadening a client’s grasp, PR has the power to imagine better. I believe that’s worthwhile. 

Coming to Clairemont 

I first heard of Clairemont Communications through the Hussman School’s weekly career services email. They stood out among the various company listings because they offered a real opportunity to be a part of the team. After my interview, I knew Clairemont was where I wanted to be. I could tell it was a special place to work, and I am thrilled to join such an innovative and passionate group of individuals. I can’t wait to learn more about the PR industry, as well as use storytelling and media in new and creative ways. 

Want to land your dream job or internship, too? Check out these stellar interview tips! Bonne chance!

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

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Disney’s Daring Marketing

Clairemont InternBlog, Marketing, Public Relations, , , ,

Strong marketing and an effective organizational strategy provide the ability to adapt your business model at the drop of a hat. Over the past few months and amidst a pandemic, the Walt Disney Company has rewritten its playbook and realigned its plan of action.

What lessons can we take from its approach?

Focusing on Profit Points

Disney’s park closures around the world from mid-March through mid-July were followed by a soft opening keeping current crowd numbers at an all-time low. Considering the current loss of revenue at the parks, Disney took steps to recognize and maximize profit potential in other areas. 

Disney Plus has been a big source of revenue for the Walt Disney Company, especially throughout the past few months. Identifying this, Disney dropped a few new releases along with old favorites on the streaming platform early and amidst the thick of quarantine. 

Onward, which first came to theaters on March 6, was released on Disney Plus as soon as April 1. The latest Star Wars film, The Rise of Skywalker, joined the line up on May 4. Disney Plus’ latest big addition, the live-action version of Mulan, whose release has been delayed since mid-March, is dropping on Disney Plus this September — for an added fee, of course. 

Additionally, for Disney Park fans, a virtual viewing of the “Magic Happens” parade was made available for families to gather and watch from their living rooms.

While Disney is losing profits in other areas, the company has been able to alter its business model and focus on the places that it can maximize success during this time.  

How can you identify profit maximization areas and navigate the inevitable ebb and flow of your own organizational pursuits?

Strategizing Without Sacrificing

With many stores closed or adjusting their operations, online shopping has been booming. Retailers are capitalizing on strategies involving sales and specials. Yet, Disney isn’t known for having “bargain prices.” It isn’t part of the company’s brand. 

How has Disney capitalized during this time to attract consumers to buy its products? 

Rather than discounts, shopDisney has added value and appeal to its product offerings with free shipping, personalized recommendations and creating product pairings. Each of these additions adds incentives for consumers to purchase from Disney without sacrificing Disney’s brand. 

Whatever your business’s product or service, how can you adapt and add value while maintaining your brand’s reputation?

Respectful and Responsible

In the past, Disney has focused its marketing on attracting large crowds. How many people can be incentivized to come to the parks? What events, conferences and competitions can be hosted to pull as many people as possible to Disney property? 

Fast forwarding to the present, wait times for popular rides like Flight of Passage, Space Mountain and the Seven Dwarfs Mine Train that previously reached three hours aren’t exceeding lines longer than 20 minutes. Amidst the current pandemic, Disney’s focus is on social responsibility rather than filling its parks to the brim. 

Through this example, Disney portrays that good business tactics mean being responsible and upholding ethics rather than solely focusing on bringing in revenue. 

Enjoying the “Magic” at Home

Whether from the comfort of home or on its property, Disney has continued its central theme of enjoying the magic and experiencing joy through beloved characters, products and offerings. 

Here are a few ways the company continued to care for its “Disney people” from afar.

  1.  The Disney Parks blog made several recipes, including its crowd favorite churro recipe, available for cooking connoisseurs to try at home.
  2. Through its hashtag, #DisneyMagicMoments, Disney opened the gates for its fans to “see, hear and feel the magic of Disney, wherever they may be.”
  3. Movie theater closures haven’t stopped Disney from creating animation amazement. Disney has warmed the hearts of its fans and guests from afar using clips of beloved characters like this one. 

How can you create your own “magic” for your clients or audience during these uncommon circumstances?

Ready to read more about marketing magic? Check out the marketing section of our blog. 

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

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Real Estate Trends & Your Marketing

Cherith AndesBlog, Raleigh PR Agency, Real Estate PR, , , ,

This year’s shift in social norms has shaped real estate growth, from the role of the home in daily life to how we think about retail developments. Nothing has remained untouched, and today’s fledgling trends will dictate next year’s trajectory.

We connected with industry leaders to get a peek at what’s ahead for real estate — and how it impacts your marketing and PR efforts.

Commercial Real Estate
Driven by Connection and Experience

While health and safety remain a preeminent concern, buyers still crave the connection of in-person interactions. Yes, the uptick in virtual offerings amidst COVID now affords people access to new activities – like a zoo tour online. But real estate leaders are seeing that there is no substitute for personal experiences.

Jim McMillan, principal at Edinburgh Development, underscored the importance of creating an “Amazon-proof” product — an experience people can’t buy online.

“We’re seeing that people still want to get out and see other people, even if from a safe distance,” said Jim. “So we concentrate on crafting experiential, service-related destinations with a hefty dose of outdoor options and open space.”

For example, Jim’s team is developing Treelight Square, the dining and retail district at Wendell Falls, a Clairemont client. Jim’s team is incorporating elements such as a rotating mural station featuring local artists. Outdoor dining takes precedence, as does more expansive walkways and trail-esque systems.

Image Credit: Finley Design Architecture and Interiors

Jodi Leidolf, project director with Montgomery Development, has been helping to reimagine commercial construction in response to COVID. Retail bays now entail more floorpan flexibility, allowing features like walk-up windows and extended personal space for customers. Rather than ditching community activities, like the arts, commercial developers are creating outdoor cinemas to anchor mixed-use spaces.

And surprising tech is evolving to mimic human interaction. How might you feel about a hologram attendant taking your tickets for the outdoor concert? “People crave the efficiency, walkability and the energy that connection provides,” said Jodi.

“The Triangle market is an institutional market now, with big developers from all over the country coming here to develop,” said Lee Norris of Greymont Development. “The predominant view is that it takes 18 months for a commercial project to be entitled and ready to go. Many people hope that 18 months from now COVID might have abated or have a vaccine, so development is not slowing.”

Office Space
Reimagining Cubical Life

As companies have instituted work-from-home policies, office space development has slowed — especially for projects in the early phases. But this isn’t a permanent halt. According to Garretson Browne, a project manager in real estate development, office spaces are evolving but alive.

“Things are still largely optimistic in real estate development,” said Garretson. “Office space construction might look different for awhile, but ultimately, companies still benefit from offices since it showcases their culture — something that isn’t the same from home.”

Office space developers are focusing on healthy-living features, like HVAC and mechanical systems that reduce microbial exposure and increase fresh air circulation. Touch-less elevators are becoming a mainstay. Office furniture manufacturers are exploring refined cubicles with options like closing glass doors and dividers. While construction has slowed in the arena, Garretson believes that we haven’t seen the last of office or co-working development.

Residential Real Estate
Flexible, Efficient and Connected

Residential real estate seems to be the bright spot in today’s industry.

With an emphasis on the home, buyers are evaluating their spaces, craving flexible houses that accommodate office life, school life and home life. Many are reconsidering their current homes and finding them coming up short. Bolstered by low mortgage rates, the market is witnessing a rise in new home sales — much of which is in suburban master-planned communities.

Image Credit: Wendell Falls by Newland

Wendell Falls, one of the largest master-planned communities in the Triangle and a Clairemont client, is exceeding sales goals and witnessing a banner year in growth. Buyers are craving more nooks and crannies rather than the previously popular open floor plans. Closets are evolving into podcast studios or video conference rooms. Patios and porches afford people neighborly interaction from a safe distance — all of which Wendell Falls provides.

Outdoor amenities are key selling points as well. Trails, spacious parks with fresh air and shade, and pools afford residents opportunities for fitness and connection. Wendell Falls, for example, touts an outdoor fit pod along with a bevy of parks and miles of trails.

Mike Scisciani, regional vice president of operations at Landeavor, noted the importance of digital marketing, social media marketing, online concierges and virtual tours in lieu of foot traffic.

“Teams have to be more creative to showcase the lifestyle component of master-planned communities in a time when people won’t necessarily come on-site,” said Mike. “Pictures, videos, virtual tours and thoughtful and constant contact have become cornerstone marketing tactics.”

What does this mean for marketing?

A lot. Something that isn’t going away is the critical importance of connectivity. While it might look different than on-site events, buyers still need to experience the lifestyle of a community or retail center. Creative virtual reality experiences, new uses of drone footage and hologram concierges are just a few applications for digital media to bridge this gap. Now more than ever, prospective buyers expect real-time digital support and easy access to 360-degree immersive tours.

In addition, real estate teams should showcase their project’s health and safety features to build peace of mind with potential clients. Hone ways to share the lifestyle elements of your residential or commercial development through retail spotlights, online events or interactive video community events. And above all, remain flexible and supportive with your customer in mind.

At Clairemont Communications, we craft creative, effective marketing and PR campaigns that make a difference for real estate clients.

Drop us a line to discuss opportunities for your company!

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Professional Growth From Home

Clairemont InternBlog, Professional Development, Public Relations, , , , , ,

I’ve always had an exceedingly long list of new skills I’ve wanted to learn, books I’ve been meaning to read and writing pieces that I’ve had every purpose of finishing. More often than not, many of these well-meaning goals have never left the ground, either because I could never find enough free time or because I had no idea where to start.

Over the past few months, I’ve discovered that continuing to learn and grow can happen anytime, especially when you might be finding yourself at home with a bit of cabin fever. If you’ve had an irresistible itch to try something new, you’re in luck! With the worldwide web at our fingertips and plenty of untapped resources, time on our hands can open up the doors for growth – even if it’s when you’re plopped on the couch in your favorite yoga pants. 

Here are a few ways to get started: 

Take an Online Course

Whether you’ve always dreamed of being a whiz at coding or you’re seeking to learn a new skill, there’s an online class for that. As an aspiring full-time writer, I’ve found myself popping over to the plethora of related courses available on LinkedIn Learning more than once. SkillPop is also a fantastic resource for a wide variety of interesting and inexpensive classes. Intriguing subjects like podcasting essentials and Crayola calligraphy? Sign me up!

Master an Online Tool

Amidst the Zoom meetings and “work from your laptop” atmosphere of 2020, mastering online tools can spruce up your resume no matter your field. Canva, Google Analytics and Instagram Analytics are a few kick-off points to start fine tuning essential workplace skills. Canva offers its own courses on how to utilize tools for social media, workplace presentations and websites. Looking for more? LinkedIn Learning is a hotspot for courses on everything from Microsoft Word to Photoshop. 

Read a Book

While this might be one of the oldest tricks in the book (See what I did there?), there’s a reason why reading is a tried-and-true method of self-improvement or education on just about any subject. Want to learn a new language? Dive into the world of analytics? Develop yourself in your chosen craft? There are probably several books about it. 

Even if you’re simply seeking a thrilling page-turner or light-hearted beach read, studies show that reading consistently not only gets your brain’s creative juices flowing but also reduces stress and increases awareness of others’ feelings. That’s the good news you might have needed to hear today; rereading the Harry Potter series would be good for your health. Whether you’re reading for pleasure or immersing yourself in a nonfiction manual, diving into a book is both a fun and productive time investment. 

With apps like Hoopla, books, podcasts and audiobooks are free and abundant. Leafing around for more options? Here are a few resources for endless online book access without even having to step foot into the library.

Hone Your Personal Brand

The ability to tangibly define your goals and the steps you’re taking to reach them is valuable no matter what your career or life stage. These goals, career choices and skills all form your personal brand. Intentionally built or not, we all have one. As Jeff Bezos, founder of Amazon, said, “Your brand is what people say about you when you’re not in the room.” 

Take the time to identify what messages you are emulating and what you hope to emulate to those around you. Consider these questions:

→ What are my strengths? How do I want to use them to make my impression?

→ Which characteristics make me one-of-a-kind?

→ Who is my target audience?

→ What is my career goal?

→ What brings me joy?

For more detailed tips and tricks on developing your personal brand, give this insightful article a look or check out Clairemont’s personal branding guide.

On the hunt for more professional info? Check out the Interview Tips section of our blog.

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

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