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Category: Case Studies

What does a PR agency do? Journelle Talks Lingerie

What does a PR agency do? Journelle Talks Lingerie

April 28, 2020January 31, 2023 Clairemont InternAwards, Blog, Case Studies#Strategy, awards, Campaign, case study, influencer marketing

When New York-based lingerie company Journelle wanted to change the conversation about lingerie by rolling out a major campaign, it turned to Clairemont Communications to help with a 360-degree brand refresh ahead of the launch. The Who Says campaign was Journelle’s rebuff to the two seemingly polarizing trains of thought when it comes to lingerie: slim and sexy, or boring and basic.

STRATEGY

Clairemont’s work included strategy, developing media materials and identification of desirable influencers. We began by evaluating previous influencer partnerships and coverage of Journelle and compiled a list of who to engage during this project as well as who to consider for an exclusive. Journelle came to the table with a handful of media and influencer relationships already in place and needed Clairemont to fill in the gaps by strengthening the relationships with existing contacts and reaching new editors at print publications, outlets that continue to hold clout amongst the fashion community.

Image by Journelle.

EXECUTION

Journelle wanted to seek the support of influencers, and Clairemont had previous success in negotiating with micro and macro influencers (at least 1,000 and 100,000 followers, respectively). Due to this experience, Clairemont compiled a diverse list of these types of influencers whose styles organically aligned with Journelle. Our team looked at follower numbers, as well as at post engagement and follower feedback/influencer interaction. Clairemont successfully secured interest from top influencers in a variety of markets across the country, including New York City, Los Angeles and Houston, TX.

RESULTS

With the goal of securing at least 10 influencers to generate buzz for Journelle around Valentine’s Day, Clairemont successfully engaged 12 micro-influencers. With the goal of securing one exclusive story on the Who Says campaign in a top-tier fashion industry publication with a circulation of at least 50,000, Clairemont exceeded its goal by securing three placements: one prominent inclusion of Journelle on Who What Wear ahead of the launch and two separate placements in “the fashion bible,” Women’s Wear Daily (circulation of more than 59,000) at the time of launch. WWD stories included an exclusive feature on Who Says, including an interview with Journelle’s VP of marketing and brand; and an inclusion in a trend piece with quotes from Journelle. The brand was able to share these successes on social media and with shareholders.

To read more about the work we do with clients, please visit the case study section of our blog.

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What does a PR agency do? A Fiery Campaign

What does a PR agency do? A Fiery Campaign

April 20, 2020January 31, 2023 Clairemont InternAwards, Blog, Case Studiesawards, case study, Client Work, Integrated Communications, NC Firefighters

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. In 2018, these organizations secured a federal SAFER Grant from the Federal Emergency Management Administration (FEMA) targeting 15 high-risk counties in North Carolina needing volunteers. The NCAFC turned to Clairemont Communications and The Felice Agency to launch a community relations campaign to recruit volunteer firefighters across the state.

STRATEGY

The agency team established a strategy targeting two main audiences: 1) North Carolina media, especially those covering the rural counties in the grant, and 2) potential volunteers ages 16-60 located in the 15 rural counties in the grant.

The IAFC and NCAFC conducted a Geographical Information Study (GIS) to create the persona of the candidate most likely to volunteer, including details like location, career, education, political affiliation and even radio station choices. Based on this and other research, we crafted a comprehensive campaign leveraging a combination of traditional recruitment methods. Media pitches targeted reporters with stories on how this shortage would affect their immediate neighborhood, economy and lifestyle. Our partners launched a website, and social and digital marketing coupled with a texting campaign creatively reaching a younger generation.

RESULTS

Our campaign 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.

  • With the goal to secure 20,000 annual page views and 6,500 new users on our website, the agency team secured 26,113 page views with 8,337 new users by May 2019.
  • With a goal of 200 applications and 150 volunteers, our campaign secured approximately 600 applications with 280 new volunteers since launching the campaign in 2018.

CREATIVITY

Clairemont and The Felice Agency faced the challenge of reaching a broad, diverse audience with a limited nonprofit budget. Creative depictions of the need proved to help laser-target our demographics. These included:

  • Our Everyday Hero: The agency team crafted a hero for the NC public, a face to personify the nebulous “volunteer firefighter.” This creative served as the cornerstone for collateral, online promotions and advertisements.
  • “This Is Our State” PSA: The agency team worked with the NCAFC to film a public service announcement – one designed to imbue each viewer with a sense of ownership and pride as part of the North Carolina “family.”
  • Winning Websites: The agency team delivered the campaign messages through a new URL that included easy navigation and effective SEO, peppering the site with fresh content, stories and the PSA.
  • Texting … Saves Lives: We established a texting campaign, providing potential volunteers or concerned neighbors easy access to information. By texting the word “firefighter” to 88799, subscribers were kept up to date on events, invitations, news stories and calls to action.
  • Lighting Up the Media: Clairemont crafted fiery, individualized pitches to major outlets across the state as well as hyperlocal media in the campaign’s 15 rural counties. Clairemont secured 49 stories across print, television and online in less than a year.
  • Getting Social: The agency team developed a strong social media presence. We leveraged the Facebook pages of individual fire departments to post volunteer opportunities on the Facebook jobs board, highlight fire safety tips and post visuals, such as graphics of volunteer positions.

The work Clairemont Communications conducted in partnership with the North Carolina Association of Fire Chiefs (NCAFC) and the International Association of Fire Chiefs (IAFC) earned both an Award of Excellence and Best in Category by the North Carolina Chapter of Public Relations Society of America. We are proud that this campaign is represented in the 219 awards we’ve received since starting Clairemont in 2010.

To read more about the work we do with clients, please visit the case study section of our blog.

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What Does a PR Agency Do? WGU Comes to NC

What Does a PR Agency Do? WGU Comes to NC

October 18, 2019January 31, 2023 Kelli FletcherAwards, Blog, Case Studies

Western Governors University (WGU) is a nationally recognized online, competency-based university designed for busy adults who must balance work, family and financial obligations but may not be able to attend a traditional brick-and-mortar university. In the fall of 2017, WGU prepared to launch WGU North Carolina, a partnership that was created through an agreement between the state of North Carolina and the nonprofit university. Since WGU is based in Utah, it hired Clairemont Communications to effectively understand the North Carolina landscape and to plan and execute a press conference that would officially launch WGU North Carolina.

Chancellor Catherine Truitt speaking at the launch of WGU North Carolina.

STRATEGY

Clairemont conducted research to better understand the public awareness level of WGU across the state. As suspected, general awareness of WGU in North Carolina was very low. Therefore, we knew the location of the press conference needed to have a big impact. We collectively decided on the North Carolina State Capitol building to send the message that this was not just another online university but a partnership with the support of state officials. Clairemont worked with WGU to establish the primary audiences we would be targeting to attend the press conference.

EXECUTION

In order to grab the attention of busy reporters and influencers, Clairemont’s strategy featured a high-profile media event rich with visuals, exclusive interviews and elite spokespersons. With less than a month to plan and execute the press conference, the Clairemont team had to employ creative and tenacious efforts to secure permits for use of the State Capitol building and grounds. We were also tasked with helping secure a strong lineup of speakers at the press conference with little notice.

RESULTS

Our team surpassed expectations of building credibility for WGU NC by securing attendance from three prominent politicians and key thought leaders, including the Lt. Governor, Speaker of the House and President of the NC Chamber. With the goal of five local stories including broadcast coverage, Clairemont exceeded the objective by landing 31 total stories and securing on-site attendance from two TV stations.

The work Clairemont Communications conducted in partnership with Western Governors University earned an Award of Excellence by the North Carolina Public Relations Society and a Platinum Award by the Raleigh Public Relations Society. We are proud that this campaign represents one of the 219 awards we’ve received since starting Clairemont in 2010.

To read more about the work we do with clients, please visit the case study section of our blog.

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What does a PR agency do? Newland Saves Residents A Million Dollars

What does a PR agency do? Newland Saves Residents A Million Dollars

November 8, 2018January 31, 2023 Clairemont InternAwards, Blog, Case Studiesaward winning PR, awards, Briar Chapel, Newland Communities, raleigh real estate, real estate industry, real estate PR, wendell fallsLeave a Comment on What does a PR agency do? Newland Saves Residents A Million Dollars

Newland Communities, the country’s largest privately held residential real estate developer, touts two master-planned green communities in central North Carolina: Briar Chapel and Wendell Falls. From inception, Newland built these communities on principles of sustainable design through energy efficient land planning and comprehensive, NGBS-certified home construction – standing as the two largest green communities in the Triangle. Newland sought to showcase its industry leadership with research and data proving the tangible value of building green. Clairemont set the objective to reach media outlets with a circulation of more than 100,000. Therefore, our goal was to secure a feature story in Builder Magazine within the 2017 calendar year that highlighted Newland’s delivery of demonstrable results.

STRATEGY

Clairemont and client Newland developed five personas to define our diverse target market, homebuyers between ages 21 and 65 actively seeking homes in North Carolina and designed an innovative pitch angle tailored to the publications’ needs. Clairemont framed the 10-year study’s centerpiece finding – that Briar Chapel and Wendell Falls saved residents more than $1 million in energy bills – with attention-grabbing, light-hearted depictions of the equivalent annual savings. For example, homeowners could have purchased 14,015 movie nights, 9,110 family cookouts or 60,733 fresh apple pies with their savings. We accompanied our pitch with content that editors could repurpose, such as visually appealing charts and images of the homes. To further ensure a good editorial fit, we met Builder Magazine’s need for data-driven insights by offering supplementary reports, an interview with Newland’s marketing director and the top three quantifiable ways Newland saves energy.

EXECUTION

The Clairemont team completed a media audit to determine which outlets provided maximum visibility within the target demographic. We also thoroughly researched the green building market to identify homebuyers’ biggest questions about green building and how Newland allays these concerns. To ensure quality from start to finish, we held regular internal planning meetings and client calls and completed multiple rounds of editing and proofing.

RESULTS

Clairemont met the stated objective and far exceeded expectations within our budget by the end of 2017. The feature story in Builder Magazine spotlighted Newland’s sustainable nature while positioning the community as a thought leader in the green home industry to its circulation of approximately 120,000.

This feature story fed into a larger campaign that skyrocketed traffic at Wendell Falls by approximately 32 percent, landed Briar Chapel two Best Neighborhood awards in Chapel Hill and earned Newland the Developer of the Year award from the Home Builders Association of the Triangle.

The work Clairemont Communications conducted in partnership with Newland Communities earned Awards of Excellence, Best in Category and Best in Show awards by the North Carolina Public Relations Society of America (NCPRSA) and a Platinum Award from the Raleigh Public Relations Society. We are proud that this campaign represents one of the 198 awards we’ve received since starting Clairemont in 2010.

To read more about the work we do with clients, please visit the case study section of our blog.

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What does a PR agency do? A Freshly Baked Media Kit

What does a PR agency do? A Freshly Baked Media Kit

November 2, 2018January 31, 2023 Clairemont InternAwards, Blog, Case Studiesaward winning PR, best restaurant in chapel hill, Creative PR, Creative Tactics, event PR, il palio, Raleigh PR, Raleigh PR Agency, Restaurant PRLeave a Comment on What does a PR agency do? A Freshly Baked Media Kit

Il Palio, Chapel Hill’s AAA-rated Four Diamond Italian restaurant, wanted to break into the national culinary scene and gain acclaim as a leading restaurant in the Southeast. As part of a comprehensive PR strategy, Clairemont Communications secured a coveted invitation for Executive Chef Teddy Diggs to cook a dinner at the James Beard House, the country’s leading culinary organization.

A Tasty Media Kit

To secure an invitation to the James Beard House, Clairemont creatively positioned Chef Teddy as the country’s newest kind of “sommelier,” an olive oil expert qualified by his extensive culinary experience with Italy’s olive oil producing regions. Clairemont then crafted themed pitches to pique the interest of busy culinary writers in New York City. To accompany the pitches, we devised a media kit with one main ingredient: a wedge of Teddy’s renowned, freshly baked Sea Salt and Rosemary Focaccia. We paired the tasty sample with an opportunity for an in-person interview with Teddy as well as an invitation to the Italian Olive Oil Feast at the James Beard House. It was all in the details! We orchestrated the bread’s perfectly timed journey from Il Palio’s ovens to New York’s news desks within 24 hours.

Results

  1. Clairemont placed six national media stories in coveted outlets such as Saveur, The Daily Meal and Food Republic. Social media posts reached approximately 1.2 million followers on Twitter alone, far exceeding the original goal.
  2. As a direct result of our media kit, Clairemont secured dinner attendance from five key media from outlets like Food and Wine Magazine and NBC’s Today Show.

Bolstered by diner reviews and media coverage, Il Palio earned a Silver Medal from food critics as a “Best Restaurant in the Triangle in 2017.” In addition, the James Beard dinner sparked the “Taste of James Beard,” a collaborative dinner with leading Raleigh chefs that Chef Teddy hosted upon return, leveraging his New York trip to attract new customers and boost sales at Il Palio.

The work Clairemont Communications conducted in partnership with Il Palio earned a Best in Category and an Honorable Mention by the North Carolina Public Relations Society of America (PRSA). We are proud that this campaign represents one of the 198 awards we’ve received since starting Clairemont in 2010.

To read more about the work we do with clients, please visit the case study section of our blog.

Feature image courtesy of Sandra Benton.

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Have you heard about Meta’s newest social media Have you heard about Meta’s newest social media platform? It’s called Threads, and it’s being referred to as “the new Twitter.” Read everything you need to know about Threads in our latest blog post - link in bio!
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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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