Tag: Creative PR

Where’s the Wonder?

Cherith AndesBlog, Inspirational, Professional Development, , , ,

I just ran across an Instagram graphic detailing 15 time management skills. This was after reading a blog on five ways to improve your writing, nine tips to produce error-free projects and three ideas to maximize your workflow.

Since when did life become one giant checklist?

The question gave me pause. Real pause. Like … enough that my 15 time management skills checklist wouldn’t have approved.

Originally, I ventured into marketing and public relations because of its open door into a world of creativity. While good PR is founded on thorough research and solid strategy, great PR adds the unexpected, a streak of color or a head-tilting idea. The industry has become steeped in analytics, big data and ROI. And yes, while we exist to achieve results, data is not the only goal.

What happened to sitting around the coffee bar spinning out “what if” scenarios? What happened to diving down a rabbit hole of reading just to indulge your inner nerd? What happened to team brainstorms that use crazy props like Play-Doh or Lucky Charms cereal boxes? (I’ve done both.)

What happened to the whimsy of creativity?

On a recent trip to Carolina Beach, I popped into a nook that housed a hybrid coffee shop, pastry mecca and used bookstore.

It was here that I stumbled on a blind date.

The book shop owner had repurposed a vintage card catalogue (Google that one, millennials and Gen Z) and filled its drawers with novels wrapped in brown paper and string. The paper read “Blind Date with a Book” followed by hand-scrawled reviews of the publication. Without the aid of cover art, I could only rely on the intriguing verbiage to get a sense of the secret gem wrapped in the paper.

It was delightful. No title. No images. Just tight, poignant phrases that thoroughly piqued my interest. Suddenly, all I wanted to do was dive nose-first into whatever book contained this “funny, barbed, delightfully winsome storytelling.”

And that’s what I want us to recapture. Just for a spell here and there, shake off the taskmaster of to-dos and deadlines. Let your curiosity wander. Explore a new corner. Try new words. Heck, take a different route to the grocery store. Creativity isn’t a task that can be defined, prescribed and checked off the list. It’s an attitude of pervading curiosity that leads to new ideas, fresh perspective and often, a fascinating journey.

What makes our work effective isn’t the efficiency; it’s the sense of play.

It’s time to reignite your wonder.

Looking for a place to start?

Check out our team’s sources of inspiration. 

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What does a PR agency do? A Freshly Baked Media Kit

Clairemont InternAwards, Blog, Case Studies, , , , , , , , Leave a Comment on What does a PR agency do? A Freshly Baked Media Kit

Il Palio, Chapel Hill’s AAA-rated Four Diamond Italian restaurant, wanted to break into the national culinary scene and gain acclaim as a leading restaurant in the Southeast. As part of a comprehensive PR strategy, Clairemont Communications secured a coveted invitation for Executive Chef Teddy Diggs to cook a dinner at the James Beard House, the country’s leading culinary organization.

A Tasty Media Kit

To secure an invitation to the James Beard House, Clairemont creatively positioned Chef Teddy as the country’s newest kind of “sommelier,” an olive oil expert qualified by his extensive culinary experience with Italy’s olive oil producing regions. Clairemont then crafted themed pitches to pique the interest of busy culinary writers in New York City. To accompany the pitches, we devised a media kit with one main ingredient: a wedge of Teddy’s renowned, freshly baked Sea Salt and Rosemary Focaccia. We paired the tasty sample with an opportunity for an in-person interview with Teddy as well as an invitation to the Italian Olive Oil Feast at the James Beard House. It was all in the details! We orchestrated the bread’s perfectly timed journey from Il Palio’s ovens to New York’s news desks within 24 hours.

Results

  1. Clairemont placed six national media stories in coveted outlets such as Saveur, The Daily Meal and Food Republic. Social media posts reached approximately 1.2 million followers on Twitter alone, far exceeding the original goal.
  2. As a direct result of our media kit, Clairemont secured dinner attendance from five key media from outlets like Food and Wine Magazine and NBC’s Today Show.

Bolstered by diner reviews and media coverage, Il Palio earned a Silver Medal from food critics as a “Best Restaurant in the Triangle in 2017.” In addition, the James Beard dinner sparked the “Taste of James Beard,” a collaborative dinner with leading Raleigh chefs that Chef Teddy hosted upon return, leveraging his New York trip to attract new customers and boost sales at Il Palio.

The work Clairemont Communications conducted in partnership with Il Palio earned a Best in Category and an Honorable Mention by the North Carolina Public Relations Society of America (PRSA). 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.

Feature image courtesy of Sandra Benton.

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What does a PR agency do? The Vita Vite Lifestyle

Clairemont InternAwards, Blog, Case Studies, , , , , , , ,

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 her Facebook social media presence to increase awareness, engagement and on-site traffic. Vita Vite turned to Clairemont Communications to craft a creative Facebook strategy that would transform casual observers into active, lifelong fans.

STRATEGY

Our objective was to increase Facebook followership by at least 25 percent by the end of 2017. Clairemont’s campaign portrayed Vita Vite not just as a wine bar but ultimately as a cultural lifestyle. To forge an emotional connection, Clairemont showcased the ways fans enjoyed Vita Vite. For example, since the target demographic valued fitness, friendships and their four-legged pup friends, content highlighted Vita Vite’s pooch-friendly porch, “Sip and Sweat” exercise classes and even board games for girls’ nights. The campaign solicited personal feedback (“Which Vita Vite nook is your favorite?”) and Vita Vite-themed personality quizzes (“Red, white or rose today?”). 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.

EXECUTION

To ensure quality from start to finish, Clairemont held weekly client calls to discuss our strategy and tactics, aligning each phase with client objectives. Checklists and thorough calendars guided the social media calendar, and Clairemont provided on-site support to capture, deliver and evaluate the content.

RESULTS

Clairemont’s initiative increased Facebook followership by 42 percent by the end of 2017 as well as increased engagement 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 one of its most successful sales years to date and a full schedule of sold-out events that increased traffic and revenue.

As a result, Vita Vite 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.

The work Clairemont Communications conducted in partnership with Vita Vite earned an Award of Excellence by the North Carolina Public Relations Society of America (NCPRSA). We are proud that this campaign represents one of the 190 awards we’ve received since starting Clairemont in 2010.

Congratulations to Vita Vite owner Lindsay Rice who is launching her second VV location this August in North Hills!

To read more about the work we do with clients, please visit the case study section of our blog.

Image courtesy of Vita Vite.

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RPRS Luncheon: Think Outside the Box

Clairemont InternBlog, Professional Development, Public Relations, , , ,

I had the opportunity to attend a luncheon hosted by the Raleigh Public Relations Society at the end of June. Mary Alice Holley, communications and marketing director, Conservation Trust for North Carolina (CTNC), spoke on strategies she used to build relationships and awareness. I had a hard time thinking that strategies for land and water conservation also apply to outside fields, but there’s actually substantial overlap.

The biggest takeaway? (I mean, besides that 18 Seaboard, the venue for the June meeting, has show-stopping crème brûlée.) If you think outside the box and use creative PR, it could make all the difference.

Think of a New Audience

Photo credit to RPRS

One of the first things anyone in PR will do when developing a strategy is to determine the target audience. Holley recommends thinking of a new or unconventional audience. For the CTNC this meant not only targeting politicians and land owners but also “people who go to community gardens and walk trails.”

Anticipate Obstacles

Holley explained that, upon receiving her director position, many of the existing staff believed that developing communications strategies on the grassroots level was a waste of time. They wanted to go straight to the politicians, but Holley knew that bringing awareness would help the CTNC gain momentum. It’s a good thing she kept moving forward with her ideas! Since Holley became director, the CTNC has secured a record number of email subscribers, followers and donations. 

Activate the Plan

Holley stresses the importance exploring different messages and channels beyond the tried-and-true to reach your audience. For the CTNC Holley has implemented a strategy that involves letters to the editor, op-eds, field trips and traditional media. The CTNC uses action alerts that pique audience interest, increase awareness of the organization and gather emails.

Make Your Efforts Last

Photo credit to RPRS

It’s vital to maintain the interest of your current supporters and not only focus on the attention of fresh eyes or ears. Online content like a website or blog, fact sheets, media relations and events have all been used by the CTNC to keep interest and further inform its audiences. Holley also highly recommends taking the time to thank those that have supported you. The CTNC has officially thanked politicians that have voted for land and water conservation legislation.  Not only does this make supporters and advocates feel valued but it also helps to nurture a champion for your cause or organization.

What are some varied communication strategies you’ve seen or used? Here at Clairemont, we’re always conjuring up creative ideas for our clients. Drop us a line if you need some pizazz!

Written by Yasmine Evans, a senior at NC State University.

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What does a PR agency do? Il Palio at the James Beard House

Clairemont InternAwards, Blog, Case Studies, , , , , , , ,

Il Palio, Chapel Hill’s AAA-rated Four Diamond Italian restaurant, wanted to break into the national culinary scene and gain acclaim as one of the leading restaurants in the Southeast. When Il Palio turned to Clairemont Communications for help, Clairemont devised a creative tactic to target the innermost circle of food influencers, the James Beard Foundation, and forge relationships between Il Palio’s chef Teddy Diggs and these national culinary gatekeepers.

STRATEGY

We positioned Chef Teddy to the James Beard Foundation as the country’s newest kind of “sommelier,” an olive oil expert, qualified by his extensive culinary experience in Italy’s olive oil producing regions. In addition, we seeded the social media landscape with posts that tied him to other James-Beard-winning chefs and James Beard Foundation activities to forge connections.

Clairemont leveraged the dinner as a news angle for busy New York food reporters. Pitches like “Olive You, Darling” utilized the upcoming Valentine’s season to include a timely editorial hook, while “Olive Oil: The New Wine” positioned olive oil as a luxurious, soiree-worthy staple for New York’s posh publications. Clairemont overnighted media kits featuring Teddy’s hallmark fresh Rosemary and Sea Salt Olive Oil Focaccia with an accompanying dinner invitation. Clairemont also leveraged the James Beard Dinner to boost visibility at home, inviting Raleigh influencers to join the dinner remotely via the James Beard live camera feed.

EXECUTION

To ensure quality from start to finish, Clairemont held weekly client meetings to discuss dinner themes, messaging and tactics. We frequently toured the kitchen, interviewed staff and observed the cooking process to accurately portray Il Palio’s specialties and culture. Clairemont provided on-site support at media interviews and the James Beard House to ensure concise messaging.

RESULTS

  1. The James Beard Foundation invited Chef Teddy to cook at the James Beard House in February 2017.
  2. Clairemont secured in-person interviews with two media and dinner attendance from five key media from outlets like Food and Wine Magazine and NBC’s Today Show, surpassing the original objectives.
  3. With the objective of three stories, Clairemont placed six national media stories by December 2017 in coveted outlets such as Saveur, The Daily Meal and Food Republic. Social media posts reached approximately 1.2 million followers on Twitter alone, far exceeding the original goal.

Clairemont successfully positioned Il Palio as a desirable, modern dining hotspot. Bolstered by diner reviews and media coverage, Il Palio earned a Silver Medal from food critics as a “Best Restaurant in the Triangle in 2017.” In addition, the James Beard dinner sparked the “Taste of James Beard,” a collaborative dinner with leading Raleigh chefs that Chef Teddy hosted upon return, leveraging his New York trip to attract new customers and boost sales at Il Palio.

The work Clairemont Communications conducted in partnership with Il Palio won an Honorable Mention by the North Carolina Public Relations Society of America (NCPRSA). We are proud that this campaign represents one of the 190 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.

Image courtesy of the James Beard House.

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