Category: Raleigh PR Agency

Five Commuter Essentials

Clairemont InternBlog, Raleigh PR Agency, , , , , ,

Travel is a staple in the world of PR. A perk of small town living is the lack of a commute in the morning. For four years my commute was a grand total of two minutes (four if I hit the one red light). Never did I expect to come face to face with the challenges of being a commuter until this summer.

My work commute should take exactly 40 minutes, but with traffic 40 minutes quickly becomes at least an hour. Now that I’m a pro at commuting, I’ve discovered five simple yet essential items that keep the trek enjoyable and maintain my sanity amidst a 30-minute traffic jam.

  1. A good playlist. Nothing helps me to unwind after a day at work quite like music. The popularity of applications such as Spotify is on the rise because listeners can tap into frequently updated playlists to get their fill of new music. I recently came across this Buzzfeed list that suggests 40 “must-have” summer songs, and just like that, I had 40 new entertaining tunes, most of which were new to me. The variation to my library adds a new spice to my ride and staves off boredom with my current music collection.
  2. A solid hairband. Car rides for the commuter can feel like a journey, and one thing that I find myself doing a lot during this journey is messing with my hair. I have to be able to pull my hair out of my face or it distracts me the entire car ride. And if you live anywhere with an intense summer (I’m looking at you North Carolina Piedmont), you’ll want a hairband to speed up the cooling process.
  3. A water bottle. Hydration is important, whether you are living in 97-degree heat or in the dead of winter.  Indestructible, non-sweating or just a quirky design, find a water bottle that you will use and make sure that it is full before you begin your trek.
  4. A big bag. If you are toting all of these items, you are going to need a bag to fit it all. I recommend a bag that is durable and made from fabric that you can easily clean. The versatile, easy-to-clean Longchamp is one of my favorites. Your bag should be able to hold your laptop, water bottle, agenda and a possible change of clothes. (You never know!) It’s a hefty task for one bag, which is why finding the perfect one is key; the last thing that you need during a long commute is to be rifling through multiple bags while driving.
  5. And finally…The last and possibly most important item that you must have is patience. Yes, drives home might take you over an hour, but losing your cool only makes it miserable. It doesn’t actually speed up the process. (Take it from me). Focusing on your breathing during traffic delays can take your mind off of the constant breaking of the driver in front of you. Use this time as a reflection to think about your day, your accomplishments, your challenges and how you can improve for the days to come. A few of the items on this list are made specifically for driving, which is an added bonus. Patience is the key to having a pleasant commute.

What keeps you sane while driving?

Read More

Bob the House- Real Estate

Jasmin SessomsBlog, Raleigh PR Agency, Real Estate PR, , ,

On Twitter, I discovered a house named Bob.

Yes, a house. In a family-friendly neighborhood close to schools and shopping. He hates to say it, but he’s cheap and easy. That’s not a joke. Bob is an actual house.

My twitter search led me to an attention-grabbing source. Personalized tweets from the voice of the house itself. Yes, a house that tweets. Well, the house doesn’t tweet on its own. The inventive real estate agent sends out specialized tweets on a regular basis on the home’s features, family members and neighboring homes.

Rather than making an overt sales pitch, Bob subtly mentions things that paint a picture, enticing you to buy. Have you ever wondered how real estate agents perfect their craft? How do they stay relevant with social media constantly changing the industry?

Not only can you read about Bob’s features, but you can enjoy picturesque photographs of every detail inside. He shares pictures of himself, his basement/den, dining room and other areas that allow the more educated buyer to fall in love with him even before stepping foot inside for a showing.By personifying the house with cleaver tweets, he is also highlighting the key selling points of the house.

As PR and marketing gurus, we love finding and creating campaigns that have the power to differentiate a brand from its competitors. We like Bob as a creative tactic. How about you?

Read More

What Does a PR Agency Do? Lowes Foods

Sarah HattmanBlog, Case Studies, Raleigh PR Agency, , , , , , 1 Comment on What Does a PR Agency Do? Lowes Foods

Situation Analysis

Lowes Foods, a family owned, Carolinas-based company, rolled out its new brand to shoppers in the Triangle last year at a time when the grocery store landscape was drastically changing. Not only were Kroger and Harris Teeter merging, but Publix was also expanding into the area, and both announcements were generating a lot of  “noise” in the market. Lowes Foods’ executives recognized the need to incorporate a public relations component into the company’s rebranding efforts to ensure a thorough, integrated communications campaign. Hence, they engaged Clairemont Communications to raise awareness of three local redesigned stores.

Planning: As a result of the research findings, Clairemont established the objectives with our client as follows:

  1. Develop local community relationships with Lowes Foods prior to the grand opening of three local rebranded stores, securing at least eight community influencers to attend special preview events.
  2. Introduce the media to the new Lowes Foods brand by securing three traditional media (print and TV) stories.
  3. Secure at least three positive social media mentions and one blog post about the rebranded stores from an area mom blogger.

 Execution: In order to effectively meet the primary objectives, Clairemont focused its efforts on the following areas:

  • Preview Parties: Clairemont help our client compile a list of of influential moms, well-connected women, local dignitaries and community officials to invite to preview parties at the newly rebranded stores prior to the official grand openings. This allowed community influencers to experience the stores’ new concepts, including the Community Table, Pick & Prep, Chicken Kitchen, Beer Den and Sausage Works ahead of grand opening.
  • Ribbon Cuttings: Instead of a traditional ribbon cutting, we created a fun, visual and engaging approach that highlighted the stores’ commitment to fresh, local produce. We loaded the bed of the vintage Lowes Foods’ truck with fresh produce and tied a ribbon across the back gate. The store manager cut the ribbon on the truck and unloaded the produce by passing it down the line of local dignitaries and influencers.
  • Blogger Tours: We targeted several key mom bloggers for a behind-the-scenes tour of the new store before it was publicly unveiled. We crafted a series of talking points based on our knowledge of area mom bloggers and issues that they value.
  • Media Materials: An informative news release about Lowes Foods’ rebranding was written and tailored to highlight each of the rebranded stores in the Triangle. Clairemont Communications also filmed a video of employees and shoppers participating in the Chicken Dance at the first preview event. The video was incorporated into future media pitches and sent to media contacts in order to help them visualize Lowes Foods’ new, fun approach to grocery shopping.
  • Coordinated Pitches: Creative and individualized pitches were used to pique the interest of targeted media contacts. Clairemont pushed beyond the obvious, tailoring the angle of each pitch to maximize engagement from reporters and bloggers. For example, TV stations and newspapers received details about the stores’ new brand and what made it different from the competition, while others – particularly mom bloggers – received information on how the new brand was designed to inspire new ideas, save time and make grocery shopping fun for the entire family.

Evaluation

Lowes Foods’ rebranded stores were widely accepted in the local communities in the Triangle. As part of an integrated campaign, Clairemont met expectations by securing 10 community influencers at special preview and grand opening events. We exceeded our goal for media coverage by securing four media placements, including three print stories and one TV story. We met our objectives by securing one post from a mom blogger, and through our outreach to influential mom groups, Clairemont exceeded our goal for social media by generating 10 posts about the rebranded Lowes Foods stores in the Triangle. Additionally, on May 12, the campaign was recognized with an Award of Excellence at the 2015 NCPRSA InSpire Awards.

 

Read More

What does a PR Agency Do? LEKKER Bikes

Jasmin SessomsBlog, Case Studies, Raleigh PR Agency, , , , , 2 Comments on What does a PR Agency Do? LEKKER Bikes

Client: LEKKER Bikes US

Objectives: In 2014, LEKKER Bikes US became the first American distributer of LEKKER bikes, Dutch-inspired bicycles originally established in Amsterdam and later sold in Australia. LEKKER Bikes US retained Clairemont Communications to research the U.S. cycling market, capture the public’s attention and craft a dynamic event to introduce this custom-designed cruiser to the American audience.

Execution: To maximize online and in-person engagement with LEKKER’s target audience, Clairemont focused its efforts for “LEKKER Bike’s First 24 Hours in America” in the following areas:

24-Hour City Tour: LEKKER’s debut event introduced the first LEKKER bike in the U.S. by positioning it as a celebrity during its first day in America. During the 24 hours of festivities, the LEKKER bike made stops at nine local hot spots throughout Greensboro. Clairemont strategically planned the event in tandem with First Friday—one of Greensboro’s most popular community events—to maximize visibility.

Media Outreach: We targeted each news outlet with hyper-individualized pitches, highlighting the nontraditional 24-hour aspect of the event. Clairemont secured local TV anchors to host the bike as the first appearance of the day and live-tweet an inaugural ride on the morning show.

Social Media Campaign: Clairemont established LEKKER’s online presence and engaged its target audience on Pinterest, Instagram, Facebook and Twitter. Pre-established relationships on social media paid off as local organizations spread the word through Twitter and Facebook.

V.I.P. Reception and Community Outreach: Clairemont hosted a special V.I.P. reception during the 24-hour event at a local restaurant for community leaders, biking experts, media and bloggers to increase in-person interaction with the bike.

Website and Print Collateral: We carefully crafted SEO-friendly content—key messages, company history, mission statement, product descriptions and photography—to showcase LEKKER’s custom quality and accessible style. Additional collateral featured eye-catching photography and easy calls to action; Clairemont designed and distributed these materials during the event to attract and secure new leads for future sales.

Onsite Support: The Clairemont team worked around the clock for 24 hours to escort the bike between locations, distribute information, encourage interaction and live post the bike’s adventures on social media.

Results: Our efforts landed the bike on stage with a nationally renowned bluegrass band, at a pub party and in a four-star hotel where the chef honored the bike with its own signature cocktail. With the goal of only four stories, Clairemont secured a total of five media stories, one in every key outlet in the market. The event produced five blog posts and more than 100 social media posts to at least 285,000 followers, a result that exceeded the goal by more than 300 percent. Through the 24-hour event, more than 350 individuals encountered or interacted with the bike, including 30 community influencers that attended the V.I.P. reception, also exceeding our goal.

Our team agrees that this was one of our most fun assignments in 2014. The LEKKER bikes are beautifully designed, and we loved introducing it to everyone from potential buyers to members of the media to fashion bloggers who saw the bike as a hot summer accessory! Thank you Will at LEKKER Bikes US for letting us be part of bringing LEKKER to North America!

Read More

What Does a PR Agency Do? Tiger Eye Security Sensor

Clairemont InternAwards, Blog, Case Studies, Raleigh PR Agency, , ,

Client: 10 for Humanity

Situation Analysis: 10 for Humanity is a for-profit company with a goal to develop 10 innovative technology-based products and mobile applications to reduce acts of violence globally by 10 percent in the next decade. The company’s first product was a revolutionary, hands-free device called the Tiger Eye Security Sensor (TESS), a piece of wearable technology designed to sense high stress in a wearer’s voice when activated by words such as “help,” “stop,” or “no.” The piece has the capability to instantly dispatch police based on the wearer’s GPS location and to video and audio record to aid in the identification and prosecution of criminals. With the Tiger Eye Security Sensor expected to enter the market in spring 2014, 10 for Humanity turned to Clairemont Communications to assist in building awareness of the company and its first product, TESS.

Objectives: Agreeing upon a media relations campaign within the client’s strict two-month deadline, we established the objectives as:

  1. Drive awareness of 10 for Humanity and TESS through media relations, securing a minimum of one print news story and one TV media placement.
  2. Increase awareness of the Indiegogo campaign benefiting TESS, securing mention of the campaign in at least one news story.

Execution:

Media Materials — With the introduction of any new technology comes the potential for technical details to overwhelm those who are unfamiliar. To avoid this issue when working with media, Clairemont first created a message board with clear points outlining TESS and its functional components, which guided media materials and pitch development. Clairemont also drafted a carefully written news release announcing TESS and its Indiegogo campaign. Additional materials included an oversized diagram of the TESS product and USB media kits promoting the Indiegogo campaign as well as photos and background information on the company, TESS and the company’s CEO, CJ Scarlet.

Telling a Story — Clairemont’s mission was to tell the story of CJ Scarlet – the inventor of TESS and CEO of 10 for Humanity – to convey the importance of this revolutionary product. Scarlet, a survivor of sexual assault and a well-respected victim’s advocate, believes deeply in TESS and its potential to change lives by reducing interpersonal violence. Clairemont secured key media interviews, allowing her to tell her personal story. In one interview, the reporter was so compelled by Scarlet’s story, she felt comfortable sharing her own story of sexual assault. Additionally, we leveraged Scarlet’s past as a U.S. marine to connect with military-beat media, resulting in coverage.

Tapping into Influencers —To garner both media and community attention, Clairemont coordinated an evening cocktail event themed “Raise Your Glass (and Voice) Against Violence,” with the goal of bringing together influential women within the greater Raleigh, N.C. community to raise awareness of TESS. Nearly 40 guests attended, including the North Carolina secretary of state. Target media were also invited, allowing Clairemont to facilitate multiple media attendees and resulting in an on-site interview with Scarlet and a local TV anchor.

Results/Evaluation:

  1. Drive awareness of 10 for Humanity and TESS through media relations, securing a minimum of one print news story and one TV media placement.
  • We secured seven media placements in a variety of news outlets including print, TV, and online. With two TV stories – including coverage on the DMA’s most watched television news station – Clairemont also surpassed its goal of securing one TV story.
  1. Increase awareness of the Indiegogo campaign benefiting TESS, securing mention of the campaign in at least one news story.
  • Successful media pitching ensured mention of the Indiegogo campaign benefiting TESS in five of the seven articles, helping drive awareness of the product and its upcoming launch.

What did you think of this public relations case study? Was it helpful? We’re here to answer any questions you may have!

Read More