Category: Marketing

What Does A PR Agency Do? WGU North Carolina Student Scholarship Videos

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WGU North Carolina, an affiliate of Western Governors University, is an online, competency-based university designed for busy adults who need to balance work, family and financial obligations. Since coming to North Carolina three years ago, WGU North Carolina has offered a chance for many individuals across the state to achieve their higher education goals.

When the COVID-19 pandemic hit in early 2020, WGU North Carolina, often known for surprising its scholarship recipients on-site, faced a problem: How could they still present scholarships to unexpectant recipients and share the student’s story in a safe, impactful way? Even more, how could they maintain and even increase the social media engagement that often came with posting the reaction of these surprised scholarship recipients?

WGU North Carolina began setting up virtual “scholarship interviews” via Zoom that acted as a pretext for scholarship unveilings and recorded each one. As the raw footage of student testimonials – and their reactions of joy, relief, pride and tears – started pouring in, our team recognized the need to share these snippets of good news with a larger audience. Therefore, Clairemont launched a video campaign in response.

The WGU North Carolina student scholarship video campaign showcased the authenticity and personality of WGU North Carolina. Each student testimonial personalized individuals’ efforts, perseverance and successes reaching their higher education goals, while Zoom backgrounds often offered a peek into their own home and day-to-day reality, many times consisting of family members. The videos spotlighted stories of moonlighting gigs, mid-life career changes, stay-at-home moms’ dreams to head back to the workplace and those inspired to change their course of work and/or study due to the pandemic. A few of the video testimonials were so powerful, we decided to expand the “good news” beyond social media and reached out to the students asking if we could share the videos with local media outlets.

WGU North Carolina recorded and Clairemont edited 28 scholarship surprise videos in 2020 which garnered nearly 11,000 views (and counting!) and helped boost WGU North Carolina’s followers across Facebook, Instagram, Twitter, LinkedIn and YouTube by 5 percent. Several of the videos posted also received attention and praise from WGU North Carolina’s social media followers, WGU National, and even other WGU state affiliates. The video series now serves as a content cornerstone across each of WGU North Carolina’s social media platforms and is an example that is referenced state affiliates when discussing video content.

Interested in reading more about the creative ways we’ve helped our clients? Click here.

This campaign was recognized by the North Carolina Chapter of Public Relations Society of America (NCPRSA) with an Award of Excellence. Thanks to Glenn Gillen (one of our very favorite PR pros!) and WGU North Carolina for allowing us to do awarding-winning work with you!

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A New Chapter

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Last summer, after months of confinement, isolation, and Zoom frustrations, I hit that dark day. Disconnected and despondent, I was uncertain of the world’s future and my own. 

But then, a social media post took me to an unlikely place: the banks of the Seine, where I watched models float by on a barge while dressed in Balmain’s latest fashion line. I couldn’t stop smiling. Watching clips of the event on repeat, I realized the exhibition was a bold celebration in the face of last year’s adversity. “Balmain Sur Seine” was more than a publicity stunt powered by a social media campaign: it was joy and hope.

The moment captures so much of what I envision for my career as an advertising creative. A career I hope to launch with the MSc in Fashion, Design and Luxury Management program at the Grenoble École de Management in Paris, France. Hosting the fashion show on the water was innovative and beautiful, but the exhibition was also the first to be streamed on the social media platform TikTok. It was a groundbreaking venture in new media and connectivity –– connectivity that moves beyond physical borders and the limitations of a pandemic to reach global audiences. 

As new media continues to integrate perspectives from around the world, a multicultural learning environment is crucial. To create innovative campaigns like “Balmain Sur Seine,” I must leave the United States’ social bubble and cross new borders myself. This program will provide me with that multicultural integration along with the solid foundation of industry skills and professional experience that I need. 

I’ve always been intrigued by how words can be leveraged to connect with people. This fascination led me to study media and journalism at the University of North Carolina at Chapel Hill. While studying abroad in 2019, I interned for the Paris-based journalism agency Worldcrunch. I translated articles from Le Monde and Les Echos into English, developed social media content and even wrote stories of my own. This experience helped me realize that rather than being a reporter on trends, I want to use storytelling to cultivate brand culture. This epiphany was a revelation of how I envision a meaningful career: one that influences taste and creates tangible impact.

With that fresh perspective, I redirected my career goals to advertising and public relations by exploring courses in marketing and joining Clairemont Communications in Raleigh, NC as a marketing and public relations intern. Over the past ten months, I’ve had the opportunity to work with clients big and small, develop social media strategy, compile coverage reports, attend press events, assemble media lists, pitch news outlets, edit videos, write blog posts and so much more. 

In addition, I’ve gained valuable soft skills in time management, problem-solving, collaboration, effective communication and leadership. I’ve experienced both the joys and challenges of working in PR, which gives me an incredible head start in the marketing world as I embark on my next adventure. I’m forever grateful.

While I have built a solid foundation in media through my studies and professional experiences, I know enough now to realize what I have yet to learn and what I could accomplish by continuing my education. The MSc in Fashion, Design, and Luxury Management program at Grenoble École de Management would supply me with the industry knowledge and marketing fundamentals that I require to continue my career. My dream career is to be an in-house copywriter for a luxury fashion brand. This degree would supply me with the industry knowledge, marketing essentials and cultural immersion that are critical for success in the luxury industry.

Earlier this month, I graduated with distinction from the University of North Carolina at Chapel Hill with a B.A. in Media and Journalism. Earning my degree not only marks the end of my time at UNC-Chapel Hill, but it also signals the end of my time as an intern at Clairemont Communications. While I’m excited to start this next chapter, I am sad to leave the Clairemont Team. Through their leadership and guidance, I have grown as both a professional and a person.

From the bottom of my heart, THANK YOU. 

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

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5 Resources for marketing campaigns

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Photo credit: Pexels

Do you want to launch a marketing campaign but aren’t sure where to start? Clairemont knows a thing or two about successful campaign strategy. 

The first step in developing a strong marketing campaign is crafting a compelling story viewpoint and distinctive theme. Check out some of the resources we’ve provided to guide your campaign development.

The down-to-earth, people-centric approach

Use the Enneagram: Including a dash of personality in your marketing can be an effective strategy to relate to your target audience. One way to achieve this is to work insight from the Enneagram test into your marketing. 

Take a Page from Toyota’s Playbook: Toyota’s Super Bowl ad, “Swimming Upstream,” told the story of Jessica Long, a U.S. Paralympic swimmer. The ad’s strong, person-centric storytelling forged an emotional connection between the brand and its audience, leaving a lasting impression. 

The bold and attention-grabbing approach

Be Conscious of Color: One surefire way to make your marketing stand out is by selecting a bold theme. This can be as simple as choosing attention-grabbing colors in designs, backed by our research tying psychology to color used in marketing campaigns.

Don’t Be Afraid to Be Different: When Disney had to close all parks due to the COVID-19 pandemic, the company completely rewrote its playbook. By reallocating its focus towards creating digital content for Disney Plus and shopDisney, the company found success outside of its normal playing field. 

The humorous, relatable approach 

Harness the Power of Ha-Has: The way to many consumers’ hearts is through their funny bones. Effectively using humor in marketing can make a brand seem more approachable and showcase a one-of-a-kind personality. (Extra Tip: Memes are a great social media tool to leverage humor and spotlight your brand’s relatable character.)

Are you still not sure where to start on a campaign? Contact us and let us craft a head-turning marketing strategy for your business.

By Clairemont intern Anne Claire Foreman, a senior at UNC-Chapel Hill. 

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Marketing: Why Work with a PR Firm

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Marketing your business can be a daunting task, but it’s a crucial element to success in today’s world. Working with an agency is an efficient way to bring more to the table than just brand awareness. Businesses large and small can benefit in many ways by hiring an agency including:

1. Introducing Investors

Having a steady source of income is, obviously, the linchpin for a successful business, especially at its early stages. PR agencies can help to attract investors by demonstrating your credibility and producing strategies to target investors at the right time.

2. Creating a Rockstar Reputation

Reputation is a part of attracting new clients, investors and great employees. PR professionals help you refine your brand messaging and increase industry awareness, which ultimately generates new clients, coverage and talent. 

3. Maximizing Media 

PR agencies are masters at forging new connections, reigniting old ones and integrating digital media tactics, thanks to their built-in knowledge and strong relationships with media outlets. 

4. Increasing Productivity

Marketing, especially good marketing, is a lot of work. Hiring a PR agency can free up valuable time, energy and resources for you and your employees. Experienced PR pros can take the work off your plate so you can focus on growing your team and business. 

However, we understand that sometimes it’s not possible to immediately collaborate with an agency. We’ve put together a list of low-maintenance and cost-friendly marketing strategies that can jumpstart your business and brand, and make agency collaboration seamless down the line. 

  • Create a Google My Business account. This (free!) listing allows your business to show up on Google Maps, the local section of a Google Search and the right-side Knowledge Panel for branded searches. 
  • Post and engage regularly on social media. Increasing social media presence and engagement (Facebook, Instagram, LinkedIn, Twitter, TikTok) can build a community online and allows you to express your brand’s personality as well as build trust with your audience.
  • Start a blog. Blogging is still a great tool to make content a regular part of your marketing efforts. You can share your posts on social media and it’s an easy way to direct potential clients to your company site, increase user engagement, improve visibility and strengthen your overall SEO. 
  • Apply for awards. Applying for awards can generate buzz for your business and, if you win, boost credibility. 
  • Collaborate with others. Double your exposure and reach a new audience by collaborating with another business in-person (post-pandemic) or virtually. Teaming up can also mean placing business cards, flyers or brochures at your partner’s physical location or taking over/guest-starring on its social media account — get creative!

If you’re interested in learning more about the benefits of hiring a PR agency and what Clairemont Communications can do for you, drop us a line. We’d love to work with you!

Curious about more marketing resources? Check out our blog for some stellar social media tools.

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

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Using Clubhouse in Business Strategy

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If you’ve checked the news over the past few weeks, you’ve probably seen the frenzy surrounding Clubhouse. Clubhouse is an invite-only iPhone App where individuals can host and join conversations. The app functions using only audio; there are no pictures or videos in the conversation rooms.

At its core, Clubhouse is a social media platform and a space for the exchange of thoughts and ideas. Unlike some other social platforms, Clubhouse isn’t dominated by influencers. Anyone can host a conversation room, gain followers and make an impact. 

Currently, initial Clubhouse invitees are only allowed to give out a few invites to the platform. This number is expected to increase as Clubhouse slowly accepts more users onto the platform. 

If Clubhouse continues on this similar path, the app will be a must-have for your business. In May 2020, the app had 1,500 users and was worth $100 million. As of February 2021, Clubhouse has skyrocketed to 2 million users with an estimated worth of $1 billion. 

Check out a few ways below that Clubhouse can boost your business. 

Grow your social media presence. 

While you can only interact with other users using audio, Clubhouse links your social media accounts in your user profile. Sharing your social media handles with other leaders in the industry is a great way to build a relevant follower base. This organic exposure can help your business maintain a stable presence and forge lasting relationships. 

Develop your business model. 

Some of the world’s most influential thought leaders are active on Clubhouse. Just the other week, Elon Musk hopped into a Clubhouse room to grill Robinhood CEO Vlad Tenev on the app’s recent role in the GameStop Wall Street debacle. The opportunity to hear from influential leaders in your industry also gives your business the chance to take notes, learn and improve your business model. 

Inside a Clubhouse conversation room.

The leaders of the conversations are found at the top of conversation rooms.

Flex your industry expertise.

Hosting a conversation room is a great way to show that you have a distinctive perspective, opinion or skillset to share with the industry. As a business owner, this can help you bolster brand legitimacy and promote your product. 

Use Clubhouse to showcase your industry expertise in a plethora of  different ways; talk about anything from your founding story to a niche market your business reaches or specific tips and tricks for tackling an industry challenge. Like most things in life, the more creative and imaginative you are, the more attention you’ll grab.

Foster relevant connections.

While you can certainly leverage Clubhouse to build your social following, you can also take this a step further to find people with particular skill sets that meet your business needs. 

An entrepreneur who recently wrote an article for Forbes Magazine about Clubhouse mentioned that he hired a new employee after connecting on Clubhouse. A lawyer using Clubhouse mentioned to the Social Media Examiner that she has gained upward of 20 new clients from hosting a Clubhouse meeting. Make the most of Clubhouse and use it as a platform to search for individuals with talent that can benefit your business. 

Are you interested in the digital space but want to grow your business through real-world connections, too? Check out our recent blog on strategies to build business connections. If you still don’t know where to start, contact us to plan Clubhouse strategy for your business today.

 By Clairemont intern Anne Claire Foreman, a senior at UNC-Chapel Hill.

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