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Category: Case Studies

What Does A PR Agency Do? Lighting a Fire for Everyday Heroes

What Does A PR Agency Do? Lighting a Fire for Everyday Heroes

August 3, 2021July 15, 2022 Clairemont InternBlog, Case Studies#casestudy, #PR, #PRagency, RaleighPRAgencyLeave a Comment on What Does A PR Agency Do? Lighting a Fire for Everyday Heroes

The North Carolina Association of Fire Chiefs (NCAFC) and the International Association of Fire Chiefs (IAFC) banded together to address a critical volunteer firefighter shortage in North Carolina. Research showed that nearly 70 percent of North Carolina firefighters were volunteers, and this number was plummeting by approximately 12 percent annually. These organizations secured a federal SAFER Grant from the Federal Emergency Management Administration (FEMA) targeting 12 high-risk counties in North Carolina in need of volunteers. The NCAFC turned to The Felice Agency and Clairemont Communications to launch a fully integrated communications campaign to recruit volunteer firefighters across the state.

Together, the agencies established an integrated communications strategy targeting two main audiences: 1) North Carolina media, especially those covering the rural counties in the grant 2) potential volunteers ages 16-60 located in the 12 rural counties in the grant. We crafted a comprehensive campaign in which The Felice Agency spearheaded advertising and digital marketing while Clairemont led media relations and event support. Our strategy leveraged a combination of traditional recruitment methods along with advancing technology to pinpoint with high accuracy the communities likely to yield ready candidates.

Our objectives were as follows:

  • Increase awareness of the critical need for volunteer firefighters by securing at least 10,000 website page views with 4,000 unique users by the end of 2020.
  • Boost visibility for the campaign through at least 25 news stories (approximately two/county) by the end of 2020.
  • Secure 290 applications and land at least 230 volunteers by the end of 2020.

Our Everyday Hero: First The Felice Agency crafted a hero for the North Carolina public, a face to personify the nebulous “volunteer firefighter.” The key graphic painted firefighters as an endangered species; their loss could mean our peril. The imagery depicted a firefighter in full uniform amidst the station’s fire trucks, but his image was slowly fading into the background – as if he, too, was disappearing. The agency team paired the visuals with poignant data, such as the daily rate of lives lost due to fires, to create a sense of urgency and drive home the impact on every citizen. This creative served as the cornerstone for collateral, online promotions and advertisements.

“This Is Our State” PSA: We worked with the NCAFC to produce a public service announcement – one designed to imbue each viewer with a sense of ownership and pride as part of the North Carolina “family.” The 30, 60 and 90-second versions depicted actual North Carolina firefighters saving children from burning homes or cutting crash victims from a car. The voiceover told the tale of neighbors helping neighbors, encouraging viewers to bind together to make their state stronger.

Winning Websites: NCAFC’s current recruitment website (volunteerfirenc.org) was revamped to target audiences beyond operational firefighters. We peppered in sections to showcase clear ways teachers, students, churches and businesses could join the recruitment cause. Fresh content, new visuals and short, compelling copy all created an easy user experience to increase navigation and website performance.

Neighbor to Neighbor: Since many of the target areas were in rural counties, grassroots efforts became critical in recruitment. We crafted partnership ideas for local fire departments to host virtual demos (during the socially distanced pandemic) at local high schools, partner with churches, display mannequins dressed in firefighter gear at hardware stores, or host socially distanced BBQ cookouts. Firefighters lined the event parameters with branded yard signs and sported face masks touting the NCAFC logo and a call to action to “Join Us.”

Lighting Up the Media: Clairemont crafted fiery, individualized pitches to major outlets across the state as well as hyperlocal media in the campaign’s 12 rural counties. We tied in staggering statistics of the decline in firefighters coupled with the impact, such as lives lost. We offered personal accounts from volunteers, fire chiefs and even inspiring stories, such as the first Black female cadet to graduate from the junior firefighter program in a county. Clairemont leveraged clever how-to videos with the fire chiefs, such as Halloween safety tips and a Macaroni Surprise Firehouse Recipe demo by the fire captain. Throughout 2020, Clairemont secured 38 stories across print, television and online with approximately 15 more in early 2021.

Getting Social: The Felice Agency developed a strong social media presence; for example, we leveraged the Facebook pages of individual fire departments to post volunteer opportunities on the Facebook jobs widget. We created branded cover images as well as profile stamps with a call for volunteers. An ongoing editorial calendar highlighted fire safety tips and engaging visuals, such as recent news coverage, tips for care and grilling safety, and graphics of volunteer positions. Utilizing the demographic profile provided through the GIS reports, we crafted a targeted social media campaign; we secured more than 200 applicants from Facebook ads alone, and we doubled the number of followers on Facebook.

The Felice Agency and Clairemont launched a successful integrated communications campaign that exceeded every goal and objective:

  • With the goal to secure 10,000 annual pages views and 4,000 unique users, the agency team surpassed the goal and secured approximately 11,000 page views with 5,600 unique users in 2020. Note: Due to Google Analytics reporting complications, these metrics only reflected November – December of 2020; the website in actuality secured much more traffic than even reported!
  • We surpassed our goal of 25 stories by securing 38 stories across the state with several more in the works.
  • With a goal of 290 applications and 230 volunteers, our campaign secured approximately 305 applications with 237 new volunteers in 2020.

The integrated campaign crafted by The Felice Agency and Clairemont Communications incorporated traditional public relations with digital marketing to spread the call for volunteer firefighters across the state like wildfire, increasing visibility and securing new recruits to revitalize the North Carolina fire station system.

Click here to read more about our work with the NCAFC.

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What Does a PR Agency Do? Celebrating A Fallen Hero

What Does a PR Agency Do? Celebrating A Fallen Hero

July 26, 2021July 15, 2022 Clairemont InternBlog, Case Studies, Real Estate PR#casestudy, #mediarelations, #PR, #RaleighPRAgencyLeave a Comment on What Does a PR Agency Do? Celebrating A Fallen Hero

Master-planned community and client Wendell Falls in Wendell, North Carolina, is a nexus of connectivity marked by people with a passion to make a difference. Wendell Falls joined forces with builder Garman Homes, nonprofit Operation Coming Home and the Home Builders Association of Raleigh-Wake County to build a “Hero Home” in honor of a fallen soldier. During a pandemic when many felt disconnected, the Wendell Falls team sought to unite residents and rally industry partners behind the Hero Home cause.

Wendell Falls turned to Clairemont to help create a media campaign that would celebrate the fallen hero and inspire community cohesion through widespread news coverage of the Key Ceremony — the event that unveiled the Hero Home to the family of the fallen soldier. Clairemont targeted all top media outlets within the immediate county. Our objective was to provide visibility for Wendell Falls by securing on-site attendance from at least two media and four news pieces (two stories in newspapers and two with local TV stations).

Clairemont used the following creative tactics to raise awareness and gather media interest in this event:

  • The Hero Behind the Home: Rather than just a standard news release, Clairemont wanted to tell the personal story of the hero and his family. Through personal interviews, media captured glimpses into the fallen hero’s love for his two sons, his passion for hobbies, his pride in his country and his ultimate dream to own a home – a dream that Wendell Falls was making a reality that day.
  • A Veterans Day Event: Since the Key Ceremony was planned for Veterans Day 2020, it was quite the community event. The family arrived in a cavalcade of hummers, serenaded by The American Bombshells, a 1940s musical trio from New York City. The house keys themselves were slated to be parachuted to the home site in honor of the fallen hero’s service in the army as a paratrooper.
  • A Head-Turning Home: Media were offered exclusive first glimpses of the Hero Home unveiling, designed personally for the family.

Clairemont’s work resulted in five on-site media and a total of 13 news stories, including four TV segments, two newsletters and seven print articles. These included a front-page feature story in the region’s leading newspaper along with stories in main papers across the state.

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Operating Sustainably, Successfully

Operating Sustainably, Successfully

July 19, 2021July 15, 2022 Kelli FletcherBlog, Case Studies, SustainabilityLeave a Comment on Operating Sustainably, Successfully

We always love the work we do and the clients for which we do it. And sometimes projects are extra-special. Last week, Clairemont helped client Ingersoll Rand wrap and publish its 2020 Sustainability Report.

The report is more than a labor of love for the company. It’s a year-long story that highlights the progress that Ingersoll Rand made in driving Environmental, Social and Governance (ESG) leadership throughout 2020 – despite the challenge of the COVID-19 pandemic. When the Ingersoll Rand Industrials segment merged with Gardner Denver, Inc. in March 2020, the company committed to moving forward in its efforts and goals around sustainability. But Ingersoll Rand didn’t stop at that simple pledge. Instead, its leaders and employees worked to expand and surpass the promise, making sustainability the fuel to its future goals, growth, success and value.

We are proud of the meaningful work Ingersoll Rand does – internally and in the world – and we are proud to have the company as a client!

Ingersoll Rand Publishes 2020 Sustainability Report
Report demonstrates how company is driving Environmental, Social and Governance (ESG) leadership as a competitive advantage
ESG and Sustainability Report Webcast Scheduled for August 6, 2021

DAVIDSON, N.C. – July 15, 2021 –  World-class recordable safety metrics, a 50% diverse Board of Directors, expanding stockholder rights and giving $150 million as one of the largest employee equity grants believed to ever be given from an industrial company are just a few of the highlights in the Ingersoll Rand Inc. (NYSE: IR) 2020 Global Sustainability Report published this week.

This report marks the company’s second annual Sustainability Report and shines a spotlight on the Operate Sustainably strategic imperative, which is one of five strategic imperatives of Ingersoll Rand along with deploy talent, accelerate growth, expand margins and allocate capital effectively.

“This journey began with a simple commitment to sustainability and that commitment is now fueling our future goals, growth, success and value,” said Vicente Reynal, president and CEO, Ingersoll Rand. “Maximizing our Ingersoll Rand Execution Excellence (IRX) discipline to unlock our ESG potential positively impacts our employees, customers and communities. I am proud of the year-long story of progress this report shares and the employees who made it happen in spite of the challenges we collectively faced with the COVID-19 pandemic.”

Highlights from this Sustainability Report include:

  • Inspired employees are the engine behind everything Ingersoll Rand achieves: Broad-based employee ownership and investment in employees through $150 million employee equity grant takes performance to a new level with employees as active participants in the journey to create long-term value. With thinking and acting like an owner as one of the company values, it changes the mindset from “this is the company I work for, to this is my company.”
  • Growing leadership in diversity, equity and inclusion: Ingersoll Rand’s newly announced ambitious 2025 goals in the areas of representation, advancement and experience.
  • Leveraging mission-critical products and services, and internal operations to positively impact our planet: Ingersoll Rand’s aggressive 2030 and 2050 goals for water, energy use and waste reduction.
  • Implementing governance best practices: Meaningful stockholder-empowering governance enhancements bring the same focus to governance as the company brings to the environmental and social aspects of the ESG journey.
  • Building resilient communities around the world: Ingersoll Rand’s principal partnership with Engineers Without Borders focuses on sustainable community development and infrastructure.
  • Creating shareholder value: Ingersoll Rand’s focus on strengthening the balance sheet and supporting the portfolio transformation and inorganic growth strategy through completed or proposed strategic acquisitions—such as Seepex, Maximus, Tuthill Vacuum and Blower Systems, and Albin Pump—is creating long-term value for stockholders.

ESG and Sustainability Report Investor Call and Presentation

Ingersoll Rand will host an investor conference call on Friday, August 6, 2021 at 8 a.m. (Eastern time) to discuss the company’s ESG progress, roadmap and 2020 Sustainability Report. To participate in the call, please dial 1-833-502-0496, domestically, or 1-778-560-2573, internationally, and use conference ID 9668554, or ask to be joined into the Ingersoll Rand call.

About Ingersoll Rand Inc.

Ingersoll Rand Inc. (NYSE:IR), driven by an entrepreneurial spirit and ownership mindset, is dedicated to helping make life better for our employees, customers and communities. Customers lean on us for our technology-driven excellence in mission-critical flow creation and industrial solutions across 40+ respected brands where our products and services excel in the most complex and harsh conditions. Our employees develop customers for life through their daily commitment to expertise, productivity and efficiency. For more information, visit www.IRCO.com.

Read more about the amazing things that our clients are doing here.

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Securing a Client as a Regular Columnist: Carrie Knowles + Psychology Today

Securing a Client as a Regular Columnist: Carrie Knowles + Psychology Today

July 15, 2021July 15, 2022 Clairemont InternBlog, Case Studies, Clairemont Client News#psychology, Carrie Knowles, Clairemont Client, Client News, Psychology TodayLeave a Comment on Securing a Client as a Regular Columnist: Carrie Knowles + Psychology Today

Exploring the simplicity and psychology of everyday feats can be mesmerizing. Reading another perspective about life in a pandemic, work from home struggles, fashion trends and the wonders of aging is comforting and reassuring to many Psychology Today readers. 

Enter Clairemont client and award-winning author and writer Carrie Knowles. While Clairemont first pitched Carrie as a resource, it was Carrie’s talent and expertise that secured her as a regular columnist for Psychology Today where she explores all these topics and more in her column: “Shifting Forward: A Wanderer’s Musings.” As of today, Carrie has written 47 columns for Psychology Today. 

Carrie is passionate about living as a creative person and sees the world in a way that “creativity should have no boundaries and dreams no fences.” She has published four novels, dozens of short stories and hundreds of newspaper and magazine articles. 

Her most recent novel, A Musical Affair, is about divorce, deception, affairs, expensive secrets, long overdue forgiveness, the power of beautiful music. The Inevitable Past, Carrie writes the unknown story of her long-lost grandmother who died from trauma during the childbirth of Carrie’s father. With few clues, Carrie crafts the story of her grandmother’s life and creates a relationship between grandmother and granddaughter from beyond the grave. The idea of an inevitable past is supported by science as epigenetics can show how trauma from ancestors has the potential to build an additional layer of information onto DNA.  

Complete list of Carrie’s Psychology Today columns:

  1. Please…Don’t Hang Up! 
  2. It’s More Complicated Than Just Taking Off Your Mask 
  3. How to Upscale Your Downsizing? Take Your Memories Along
  4. What Do You Want to Do for the Rest of Your Life?
  5. Company in the Time of Covid Vaccination
  6. Who Writes the Fashion Rules? Better Yet, Why Do We Care?
  7. What’s Your Breaking Point? I Found Mine While Waiting on Hold
  8. Give Yourself a Medal
  9. A Moment of Sanity Brought to You by Hygge
  10. How Can I Help?
  11. The Opposite of Isolation Is Connection, Grab It! Share It!
  12. Don’t Be Silenced by the Clatter and the Chaos. Resist.
  13. Dear 2020: You Had Me at Stressed and Root-Bound
  14. Are Powerful Ancestors Hiding In Your DNA?
  15. Out of the #WestWing and Into the #FAB5
  16. The Truth About Working From Home
  17. Can Playing a Game Prepare Us for What’s Next?
  18. Looking for a Little Leavening in a Quarantined World
  19. #DieForTheDow? Not Me 
  20. This Is What Now Looks Like 
  21. What’s Hiding in Your Closet? 
  22. F.L.Y.! First Love Yourself
  23. Tired Of Multi-Tasking? Why Not Give Life-Guarding A Try?
  24. What Does Pride Have to Do with It? Everything.
  25. Making Room for Growth in Your Winter Garden Winter
  26. Are You Ready? Could You Start Over?
  27. It’s Time to Come Clean: Part Two
  28. Maybe It’s Time To Jump Off The Sinking Chaos Ship. 
  29. It’s Time To Come Clean! 
  30. How’s Your Inner Frankenstein Doing?
  31. Can Someone Steal Your Joy?
  32. Cat Lessons
  33. If You Have The Privilege Of Being Seventy, Don’t Waste It!
  34. Would Frances McDormand Even Care If Her Shirt Was Wrinkled?
  35. The Wall
  36. How to Enrich Your Life by Sitting Still and Daydreaming
  37. Quit Waiting for That Special Day to Arrive
  38. Forget Your Parachute… What Color Is Your Hair?
  39. Drum Roll…Please!
  40. Who Needs the Grinch? Alzheimer’s Stole My Christmas!
  41. The Great Judeo-Christian Bakeoff!
  42. Could You Travel With Less and Enjoy the Journey More?
  43. The Rules of Badminton 
  44. Art As an Act of Memory
  45. Perfection Only Lasts a Fleeting Summer Moment
  46. On Purpose 
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And the Silver Anvil Award goes to …

And the Silver Anvil Award goes to …

June 18, 2021July 15, 2022 Clairemont InternAwards, Blog, Case Studies#Awards, #events, #IngersollRand, #publicrelations, #SilverAnvilAwardLeave a Comment on And the Silver Anvil Award goes to …

We are thrilled to announce that with our client Ingersoll Rand, Clairemont Communications won a PRSA Silver Anvil for our “Owning the Future: Ingersoll Rand’s Equity Grant” campaign. Our entry received this high recognition in the Events and Observances category, and Clairemont is honored to have partnered with Ingersoll Rand on such a milestone initiative in the company’s history that combined internal communications, external communications and event planning.

Ingersoll Rand committed to make all employees owners in the company and awarded an equity grant of $150 million, one of the largest by an industrial company. To improve employee connection, contribution to financial performance and awareness within the industry, the team united 16,000 global employees during COVID-19 through a virtual bell ringing event with the New York Stock Exchange, meticulously coordinated with 300 simultaneous on-site and remote celebrations.

Since 1944, Silver Anvil Awards have recognized our industry’s outstanding public relations programs and awarded organizations that have successfully addressed challenging issues with exemplary professional skill, creativity and resourcefulness. The honor, often referred to as the “Oscars of the PR Industry,” is bestowed only on the most outstanding programs with proven results. See a complete list of the 2021 Silver Anvil Finalists here.

Thank you to Ingersoll Rand for trusting us to collaborate day in and day out with you on such important, rewarding work!

Interested in reading more about Clairemont Communications’ award-winning work? Check out our blog on the 2019 Sir Walter Raleigh Awards here!

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Yep, our town is pretty cool. #raleigh Yep, our town is pretty cool. #raleigh
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Congrats to our new neighbor on Bloodworth Street Congrats to our new neighbor on Bloodworth Street South @raleighwineshop ! @blah2voila was there today representing Clairemont at the grand opening festivities and enjoying the @grandchamphospitality sandwich pop up. Yum! 🍷🥪
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We are so excited to share that Clairemont earned We are so excited to share that Clairemont earned eight awards, five gold🥇and three silver🥈, at this year's Sir Walter Raleigh Awards hosted by the Raleigh Public Relations Society!🎉 We are beyond grateful to work with so many amazing partners, clients and industry friends!
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This year, Clairemont was the only agency headquar This year, Clairemont was the only agency headquartered in NC to receive a 2021 Silver Anvil Award on top of two Best in Show awards from NCPRSA and a Queen City award from PRSA Charlotte. Visit our blog and read about the recognition we received in 2021.
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Chief Mosley is more than just a client and collea Chief Mosley is more than just a client and colleague, he is also a true friend with the kindest soul. He has dedicated most of his life to the fire service, starting as a volunteer and continuing on to roles from firefighter to deputy fire chief. 

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