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Tag: awards

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? Unlocking Your Child’s Future

What Does a PR Agency Do? Unlocking Your Child’s Future

November 27, 2017January 31, 2023 Clairemont InternAwards, Blog, Case Studiesaward winning PR, award winning PR agency, awards, brochures, pr strategy, raleigh agency, Raleigh PR Agency, wendell falls

Newland Communities, the country’s most prominent privately held residential developer, launched its newest master-planned community – Wendell Falls – in May of 2015. Since many families choose their homes based on the quality of the closest school system, Newland turned to Clairemont Communications to unveil the strengths of eastern Wake County’s academics and position Wendell Falls as a popular living destination for families.

Strategy and Tactics

Clairemont crafted a comprehensive strategic campaign to target families with school-aged children seeking homes in the Triangle area. As a component of the campaign, our team set the objective to develop an informative external publication highlighting the school system’s strengths to ambassadors and prospects. The touchstone publication supported a larger strategy to boost home sales by 100 percent in 2016.

Execution

Clairemont decided to craft a brochure that was clear, concise and easily portable, giving realtors the ability to physically pass them out without weighing them down from too much information. Our goal was to make the information readily available to realtors when they were asked questions about Wake County schools and to showcase the quality of education that the school system has to offer the prospective homebuyers and their families.

Results

Clairemont met the stated objective and far exceeded expectations, successfully creating an attractive, informative publication for  homebuyers and ambassadors. Complemented by additional family-centric marketing, sales increased by approximately 250 percent in 2016. Clairemont’s brochure even prompted one Wendell Falls representative to tout it as “the best school tool we’ve had to date!”

The work Clairemont Communications conducted in partnership with Wendell Falls earned an Award of Excellence and a Best in Category from the North Carolina Public Relations Society of America. We are proud that this campaign represents one of the 175 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.

*Cover image courtesy of Wendell Falls.

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What Does a PR Agency Do? The Lincoln Apartments

What Does a PR Agency Do? The Lincoln Apartments

December 1, 2016January 31, 2023 Cherith AndesAwards, Blog, Case Studiesapartment PR, awards, grand opening, PR Awards, real estate PR

In 2015, The Lincoln Apartments broke ground in downtown Raleigh, set to be the newest apartment complex in the Oakwood neighborhood. At the time, downtown Raleigh apartment complexes were at an all-time high, and The Lincoln faced the challenge of breaking into a product-saturated market.

In response, The Lincoln team retained Clairemont Communications to capture the public’s attention and craft a strong debut for the versatile downtown living option. Clairemont Communications captured the community’s attention and generated media buzz for the The Lincoln’s official ribbon cutting ceremony by partnering with Cause for Paws of NC and showcasing the pet-welcoming aspect of the complex.

The Pitch
To attract pet lovers and community members to the ribbon cutting, Clairemont planned the event to feature a dog ambassador “cutting” the ribbon. Creative and individualized pitches were used to pique the interest of targeted media and secure on-site coverage. TV stations were invited to participate in “Tag You’re It!” – a social media photo relay – as part of the official ribbon cutting. This photo relay doubled as a fundraiser for Cause for Paws of NC.

Execution
The event began with the president of the Downtown Raleigh Alliance, city council members and other prominent Raleigh officials welcoming The Lincoln Apartments to the community. After the dignitaries’ remarks, Molly, our canine ambassador from Cause for Paws, “cut” the ribbon by chewing through a treat in the middle of the ribbon. As a part of the “Tag You’re It” social media relay, The Lincoln Apartments donated $5 to Cause for Paws of NC for each participant who shared their photo of the event with the tags #TheLincolnRaleigh and #CauseforPawsNC.

Results
– Clairemont met the goal of securing a major television station on-site for the event, which resulted in coverage on air and online.
– The event also helped secure four additional media placements, including two print stories, four blog posts and three TV segments.
– “Tag, You’re It!” generated more than 70 social media posts.

The Lincoln Apartments’ successful ribbon cutting played a vital role in introducing the complex to the community. Additionally, The Lincoln Apartments donated $1,500 to its charity partner Cause for Paws of NC.

The work Clairemont Communications conducted in partnership with The Lincoln Apartments earned a Gold Excellence Award in Total Campaign by Raleigh Public Relations Society as well as the Best in Category for Creative Tactics from the North Carolina Public Relations Society of America. We are proud that this is one of the 129 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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InSpire to Go Digital in 2015

InSpire to Go Digital in 2015

April 7, 2015January 31, 2023 Sarah HattmanAwards, Blog, Professional Development, Trendsawards, digital, Inspire, NCPRSA, Public Relations, Triangle PR

We live in a digital world. The movies we watch, the music we listen to and the pictures and videos we take are all in digital form. For some of us, even the books we read are digital. As of 2015, I am happy to say that the the NCPRSA InSpire Awards are also digital.

Looking back, especially after writing the above paragraph, it’s hard to believe the decision was a tough one for me as the awards chair. I kept asking myself, “Will people accept or reject the format change? Is this really the year to make the switch?” But perhaps the biggest question I had was, “What about the thud factor?”

That’s right the thud factor. Having been involved in PRSA awards for several years – writing, submitting and judging entries – I know that there’s something impressive about flipping though an award binder that is stacked full of evidence of the entrant’s hard work and dedication. These binders make a loud thud when dropped on a table.

However, knowing that many other awards submissions are strictly online and the fact that the transition to digital was inevitable, I simply could not justify putting off the switch another year. Aside from just making the decision to make the switch to a digital format, I promised myself that I was going to stick to it. There would be no regrets, no matter what happened. And just think about all the paper we would save!

We are now a third of the way through the process and I’m excited to say that it has been smooth and easy – so far. Sure, I fielded many, many questions about the format and offered my advice on best practices when solicited. On the day of the final deadline, I thought my phone might never stop ringing as the calls came in back-to-back as the clock inched closer to the cutoff time for submissions. But, much to my surprise, no one challenged the format or the submission process.

Then it came time to sort through all 86 entries, organize them by category and enter them into a spreadsheet for the judging chapter. I found this step to be the most challenging, and ironically it had nothing to do with the digital format. In terms of format, it made the process of sending the entries to the PRSA Sierra Nevada Chapter for judging much easier. I did not have the challenge of boxing up all the entries or  lugging them the post office for shipping. There is also the fact that it was more cost effective to share a link with the judges as opposed to ship them.

It might be too soon to say with 100 percent certainty, but I think the digital switch has been a success. I invite you to attend this year’s banquet on May 12 and ask me after the awards are handed out to the winners!

 

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What Does A PR Agency Do? Furniture Industry Social Media Campaign

June 27, 2012January 31, 2023 Josephine ButlerAwards, Blog, Case Studies, Furniture PR, Marketing, Public Relations, Raleigh PR Agency, Social Media + Influencer Engagementawards, engagement, Facebook, InSpire Awards, measurement, NCPRSA, North Carolina Public Relations Society of America, PR case studies, PR case study, Social Media, social network, Thomasville Furniture1 Comment on What Does A PR Agency Do? Furniture Industry Social Media Campaign

People commonly ask us what a PR agency does. We thought the best way to answer that question would be to share case studies from our work that was recently recognized at the North Carolina chapter of the Public Relations Society of America’s (NCPRSA) InSpire Awards. Clairemont won 14 InSpire Awards, and we hope that this “Award Winning Wednesday” blog series will inspire you, too!

Client: Thomasville Furniture, established in 1904 and a leading name in the home furnishings industry.

Objective:  Manage the Thomasville Facebook page. Based on our research and several meetings with Thomasville executives, the Clairemont team identified the following objectives:

  • Boost overall interactions on the Facebook page, with special emphasis on increasing interactions among 18 to 34-year-olds by 5 percent.
  • Increase the number of likes on the page by 100 percent

Execution: Research provided insights on existing customers and younger consumers, including media consumption preferences. Focus groups revealed that younger consumers often see Thomasville’s furniture as special occasion furnishings, while they seek everyday furniture (of course, we know that Thomasville is very fun and fashion-forward these days!). Clairemont also evaluated social media networks and confirmed Facebook’s significant potential as Thomasville’s primary customer engagement channel.

We focused creative content in the following areas:

  • Interior Design: To position Thomasville as the fashionable brand that we know it to be, we shared ideas from shelter magazines, such as Elle Décor and House Beautiful. We uploaded product photography featuring new collections designed for a young demographic and shared decorating tips via professionally produced videos. Our chatter posts got fans talking and sharing their own interior design ideas, too.
  • Sweepstakes: Recognizing the traffic-driving power of sweepstakes, Clairemont generated steady fan engagement with giveaways throughout the year. The Best Bridal Shower Gift Ever Giveaway targeted 18 to 34-year-olds by awarding a bedroom suite as a wedding gift to a young couple. Our Best Seat in the House Giveaway earned more than 1,900 content likes, posts and comments, as fans couldn’t resist the chance to show off photos of their beloved pets. With a prize of a new sofa, our 1 Sofa 4 Looks Giveaway increased page likes by 13,767 alone. Along with additional giveaways such as the Bright Idea; Backyard Barbeque; No Tricks, Just Treats; Thanksgiving Dinner Disasters (with many hilarious accounts of Thanksgiving dinners gone wrong); and Stocking Stuffer giveaways, the Clairemont team successfully raised the fan count and interactions on the page.
  • Customer Relations: Because it’s our policy to allow fans to have a voice, when questions or complaints were posted, we worked closely with Thomasville’s corporate customer service team to provide quick responses instead of deleting or ignoring negative posts.

Results: Thomasville’s fan base on Facebook increased from 11,249 to 31,256, approximately a 178 percent increase from 2010, and we boosted weekly interactions from 2,964 to 7,571, a 155 percent increase. Additionally, we increased the number of 18 to 34-year-old fans from 20 percent of the fan base to 30 percent, exceeding our goal of a 5 percent increase. Based on the success of 2011, Thomasville has retained Clairemont to continue to manage its page on Facebook in 2012.

What did you think of this social media case study? Was it helpful? Have questions? We’ve got answers!

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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 proud to represent Raleigh as a member of P We are proud to represent Raleigh as a member of Public Relations Consultants Group, allowing us to offer clients expertise and support across the country! Clairemont founder, Dana Phelps aka @blah2voila, recently attended the PRCG conference in Oklahoma City.
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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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