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Tag: Client Work

Media Coverage That Matters

Media Coverage That Matters

March 24, 2021January 31, 2023 Clairemont InternBlog, Case Studies, Clairemont Client NewsClient Work, Media Pitching, media relations, news coverage

At Clairemont, we understand the importance of securing strategic media coverage for clients. But for one of our clients, the North Carolina Association of Fire Chiefs (NCAFC), sharing its message could be a matter of life and death.

The Need for NC Volunteer Firefighters

Currently, Clairemont is partnering with The Felice Agency and the NCAFC for an intensive two-year campaign to recruit volunteer firefighters across 15 of the most at-risk counties in the state. In North Carolina, nearly 70 percent of all firefighters work on a volunteer basis. The number of volunteers is falling rapidly each year, and these 15 counties are reaching a critically low level of volunteers. 

As a part of the campaign to boost volunteer interest and retention, Clairemont gets to share the stories of some of these brave heroes. The firefighters we work with are always incredible, but one of the volunteer’s stories is especially remarkable. 

Seventeen-year-old Jade Gatling of Gaston, North Carolina was the first Black female cadet to graduate from the junior firefighter program at the Gaston Volunteer Fire Department. Jade has spent her last year of school scaling ladders, braving car fires and saving lives, all while taking a full high school course load.

Coverage That Matters

Through a targeted, individualized pitch strategy, Clairemont secured wide-spread coverage of Jade’s story in several key news outlets. 

CBS 17, North Carolina News

WAVY News 10, North Carolina

ABC 11, North Carolina

Clairemont’s work with the NCAFC and the International Association of Fire Chiefs (IAFC) has earned both an Award of Excellence and Best in Category from the North Carolina Chapter of Public Relations Society of America. 

At Clairemont, we do work that matters. Through our partnership with the NCAFC and The Felice Agency, we have already seen a boost in volunteer firefighters across North Carolina as a result of this campaign. If you’re interested in serving your community as a volunteer firefighter, click here to learn more. 

And that’s not all! Check out other great coverage we’ve secured for the NCAFC!

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

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What does a PR agency do? Vita Vite Gets Social

What does a PR agency do? Vita Vite Gets Social

May 8, 2020January 31, 2023 Clairemont InternAwards, Blog, Case Studies#Strategy, Campaign, case study, Client Work, Social Media

Vita Vite, a wine bar and art gallery in downtown Raleigh, had quickly surfaced as a local hotspot since its grand opening in 2015. With her growing customer base, owner Lindsay Rice sought to leverage Facebook as another way to engage Vita Vite’s loyal fans and invite new guests to stop in for a visit.

STRATEGY

Clairemont Communications worked with Lindsay to portray Vita Vite not just as a wine bar but ultimately as a cultural lifestyle she has so carefully crafted. Creative content showcased behind-the-scenes tours of Italian vineyards and exclusive previews of hand-crafted goods Lindsay selected for Vita Vite. Posts featured interior design suggestions for styling Vita Vite’s art as well as fashion tips, underscoring the well-rounded lifestyle that accompanied the wine bar.

Owner Lindsay Rice raises her glass at Vita Vite’s downtown location.

EXECUTION

The Vita Vite Facebook feed showcased the ways fans enjoy Vita Vite, from highlighting Vita Vite’s pooch-friendly porch, “Sip and Sweat” exercise classes and even board games amongst friends. Behind-the-scenes staff pictures and a personal video from Lindsay teaching her fans how to pronounce “Vita Vite” fostered personal connections in an online environment. We also asked for feedback (“Which Vita Vite nook is your favorite?”) and had some fun with Vita Vite-themed personality quizzes (“Red, white or rose today?”). Facebook proffered invites to sold-out events, including an Italian-themed Sunday Supper and the Midsummer’s Party to debut a special beer made in partnership with a local brewery. Vita Vite partnered with organizations like barre3 Fitness Studio and the Downtown Raleigh Alliance for social media takeovers to increase visibility along with advertised posts. Through Facebook, audiences experience a virtual lifestyle of international travel and global tastes from their own Raleigh homes.

RESULTS

As a result, Vita Vite’s Facebook followership increased by 42 percent and engagement rose by 1.5 percent; this was a particularly notable byproduct since average Facebook engagement decreased by 20 percent in 2017 across all industries. In addition, Vita Vite reported a successful year and a full schedule of sold-out events. Vita Vite also secured awards like “Best Place to Get a Glass of Wine” and “Best Girls’ Night Out Spot,” and owner Lindsay earned the Top 40 Under 40 and Women in Business awards from the Triangle Business Journal.

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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