Category: Public Relations

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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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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Time Management in the Time of COVID-19

Tracy LathanBlog, Public Relations, The Clairemont Team, , , ,

For someone who used to frequent no fewer than four grocery stores per week, I have really been missing running errands and wandering around Whole Foods reading labels and drinking a latte.

But one of the many things the COVID-19 shutdown has taught me is that maybe I had it all wrong.

Before the coronavirus outbreak, I considered myself to be quite skilled in time management. After all, I manage my PR career, the running of our household and schedules for two very busy kids, as well as various volunteer positions at school, church, etc. Several friends raved about ordering groceries online, but I quickly dismissed the idea because, quite frankly, I am very particular about my produce.

Fast forward six months, and let me tell you, this self-proclaimed germaphobe has mastered the art of managing almost all my interactions via online orders.

Queen of Curbside

It hit me last week when I was running a few “errands” with the kids in tow. Our first stop was Benjamin Moore to pick up the paint samples I ordered and paid for over the phone earlier that morning. The nice gentleman walked them right out to the car.

Next up was Seaboard Wine for our biweekly call-ahead order. Then we headed to curbside pickup at The Container Store. We are moving this week, and not even a global pandemic was going to get between me and the mecca of organization. Then we swung through Harris Teeter and Target to grab our online orders. We pulled in and popped the hatch, and just like that, we are stocked for the week. (Who am I kidding? At the rate these people are eating, it will be gone in three days tops.)

Our last stop, or so I thought, was NoFo to grab dinner from the prepared foods section. I called in the order while we were in the car, and a staff member walked it right out to us. Even though we had never left the air-conditioned Suburban during our outing, the kids proclaimed they were hot and needed some ice cream. Kilwins to the rescue! I called in the order, and within minutes we pulled up to the door and were greeted with two ice cream cones at the curb.

The New Normal?

Wondering where I am headed with all this? In less than one hour, I accomplished what would have taken closer to four or five hours if I would have had to park, shop, wait in line to check out and drag two kids through seven stores.

It got me thinking about time management and how we can be more efficient. Has the way we shop been forever changed, even after COVID-19 is behind us?

Don’t get me wrong, when all this is over, you will definitely find me back at Whole Foods or wandering aimlessly around HomeGoods from time to time, but I will certainly be more intentional about how I schedule my errands. And I anticipate retailers will see that this level of customer service will need to be integrated into their ongoing business models. There is not a great deal we can control these days, but how we spend our time is certainly one of them.

I am curious to know if I am alone in this new world of online ordering. Has anyone else been embracing the convenience of call-ahead ordering during the pandemic? Head over to our Facebook Page and tell us what you think!

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Working from Home: Clairemont’s Guide

Cherith AndesBlog, Professional Development, Public Relations, , ,

Well, friends, like you, we’re now firmly ensconced at home, eagerly continuing to serve our wonderful clients.

With kids, families and pets now in the mix, working from home has been quite the adventure, wouldn’t you say? Since we know that most of you are slinging up your own home offices, we curated a list of our favorite tips to ensure a productive workday.

Set a Schedule.

No surprise here, but structure will serve as one of your biggest secrets for home-office success, especially if you’re also juggling homeschooling or other responsibilities. Avoid what some dub the “work creep” where your personal and professional time becomes enmeshed. (Anyone else have a laptop open at 8 p.m. while binge watching Tiger King?) Struggling with keeping a set schedule? Try using free time tracking tools, such as Clockify or Toggl.

Clairemont Tip: Tracy starts each day with a walk or run to get her mind and body energized for the workday.

Spruce Up Your Space.

In addition to designating your official work spot, take a few minutes to equip it with the same supplies you would have in your office (staplers, headphones, notepads, cookie jar — whatever you need!). Note, too, that atmosphere influences mood; so include a comfy chair for good posture, a nearby window for natural light, fresh flowers to add color, music for ambience (if you’re a tunes kind of guy or gal). Inc.com suggests musical genres that maximize productivity. See how our Clairemont team outfitted its spaces below! 

Set Expectations.

… for both your family and for yourself. Designate your official work hours as well as times you will take breaks to address needs around the house. (If possible, because we know that sometimes Fido just won’t wait for his bathroom break.) Schedule breaks, and allow yourself to take them in their entireties, since research shows that breaks can boost productivity and creativity levels. I, for one, take a quick walk, phone a friend, throw in a load of laundry (not all that exciting, I know. But a girl has to have clean towels at some point).

Clairemont Tip: As part of her schedule, Kelli starts each day with a journal entry to reflect, create a positive mindset and set tasks for the day.

Maximize Your “Sweet Spot.”

Track your most productive periods in the day, and schedule work around those time slots. I’ve found that the Rule of Threes provides value in my work schedule: I set the top three goals that must be completed each week, each day and each section of the day (morning, afternoon, etc.). While my to-do list is certainly longer than three items, those top priorities are non-negotiables that drive productivity. Others find value in free project management software to maximize time and manage work load.

Be Present and Engaged.

Hellooooo, multitaskers! While that skill can come into good use, now is a time more than ever to invest fully in each moment. Conference calls and video chats be your main — and only — form of communication with clients, partners and colleagues who are vital to your business. Show up. Prepare. Listen. Be fully present, because these moments and communication are more important than ever.

Buddy Up.

Stay connected with your team with regular group calls and one-on-one check ins. Try Skype, Webex, FaceTime, Google Hangouts — whatever works well for the group. Clairemont uses Zoom like a champ these days. And for any fellow extroverts out there, I’ve found it helpful to pick a virtual pal for the day — someone who doesn’t mind an ongoing text chat or phone call breaks.

Clairemont Tip: Now more than ever connection is vital. Dana stays in touch with her neighbors in a creative way; each morning, she puts new motivational quotes in a sign in her yard for those passing by.

Share pics of your work space with us on Facebook!

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What PR & Marketing Teams Can Do Now

Dana PhelpsBlog, Marketing, Public Relations, , , , ,

This is a time when we are all asking “What can I do?” What can I do to stay healthy and make sure others are safe? What can I do help my children get their school lessons while I still do my job, all in the same house? What can I do to help my neighbors? What can I do to stay sane? To see how we at Clairemont are attempting to answer these particular questions (coupled with views into our personal lives), check out Clairemont’s Instagram stories.

Like a lot of you, we are also finding ourselves asking what can I do as it pertains to work right now. There’s no denying it: this is not business as usual, nor will “normal” return anytime soon. We have cancelled client events, postponed openings and had difficult conversations with clients who have been forced to temporarily close. These conversations have included the questions what can we be doing and what should we be doing?

PR and marketing during the coronavirus is no doubt challenging. Without events and live activations, we have to rely on other elements in the marketing mix. First and foremost, Clairemont advises to have a heart. Do nothing that is opportunistic or that can be perceived that way. Operating from a place of care and concern for your workforce, your customers, your community and our country is never wrong. With this in mind, here are some actions to consider:

Take care of your people first.

Internal communications has never been more vital. Today, more is more — as long as it is meaningful. In addition to equipping your employee base with health and wellness facts they need to avoid contracting and spreading COVID-19, consider what resources they need if they are new to working remotely. Also consider the mental health of your teams, and embrace the spirit of we are all in this together. Ask yourself how your employee communications can comfort, inspire and keep people feeling connected.

Meet your customers where they are.

We get it — it feels hard to connect when you’ve been forced to cancel your customer appreciation event, postpone your grand opening or close the doors to a place people love to gather. Resist the urge to “shut down” communications, too. Think about where your customers and key audiences can be reached today. Whether that is LinkedIn, Instagram, Facebook, Twitter or any number of online collaboration tools, go THERE. Be THERE. Provide support, give relevant updates and most importantly, stay connected.

Stockpile content.

Think about all of the things way down at the bottom of your content creation list that you’ve been telling yourself you will get to when you have time. You know that executive who is always traveling and too busy for you to interview for a Q&A? Chances are, she isn’t on the road now. For that matter, are all of your executive bios updated? How about your website copy? Perhaps now is the time to shoot some iPhone videos or beef up your LinkedIn presence. Consider starting a blog or writing posts for your existing blog that can be rolled out in the coming months and highlight your organization’s greatest attributes.

Don’t know where to start? I’m back to that question of “What can I do?” And the answer is that I can help you. I would LOVE to help you during this incredibly uncertain time. Let’s jump on the phone or video chat and talk through some ideas. Shoot me an email to schedule a complimentary consultation.

In the meantime, hang in there. Remember that you are not alone.



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