Tag: Gingerbread Benefit

What Does a PR Agency Do? Community Relations Case Study

Josephine ButlerAwards, Blog, Case Studies, Marketing, Public Relations, Raleigh PR Agency, Social Media + Influencer Engagement, , , , , , , , , , , ,
ABC 11’s Angela Hampton poses with Santa Claus, himself!

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: Triangle Family Services, a United Way of the Greater Triangle partner agency that has been dedicated to assisting families in need for 75 years, providing programs focused on financial stability, family safety and mental health services to more than 7,000 area residents.

Objective: Provide media relations support for the Annual Gingerbread Benefit, the premier fundraising event for TFS, with the following goals in mind:

  1. Use the event to boost overall awareness of TFS and the role it plays in the community by securing local news stories
  2. Help TFS repeat revenue generation of the 2010 event, totaling $93,165 (the largest in the event’s history)
  3. Increase attendance of new donors to help address an overall challenge facing TFS – its aging donor base

Execution: In addition to providing media relations support, Clairemont team members served on the event planning committee for the Gingerbread Benefit.

  • Research: The Clairemont team researched the Gingerbread Benefits held in   previous years. We interviewed the organization’s director and event co-chairs to determine their expectations for the event. Additionally, we took a look at what other popular holiday events were going on in the Triangle around the same time. We used this information to identify what types of events would garner the most attendance and what types of auction items would secure the most interest from bidders.
  • Planning: The Clairemont team participated in monthly meetings and calls to begin planning for the event. Based on our research, we identified several target audiences, including first-time (or new) donors, as well as outlined objectives for our media relations support.
  • Execution – pre-event: Previous pitching experience, including pitching the 2010 Gingerbread Benefit, taught us that local reporters often feel overwhelmed by the number of pitches they receive surrounding holiday benefits. Because of this, we knew we had to get creative with our pitches and took the following approach:  Business angle: Any information or updates surrounding the corporate sponsors of the event, we submitted to business outlets and reporters. Business angle: Any information or updates surrounding the corporate sponsors of the event, we submitted to business outlets and reporters. Chef pitch: Because the event featured gingerbread houses created and then donated for auction by local celebrity chefs, we identified the area’s most recognized local food blog, the News & Observer’s Mouthful, as an appropriate target. With the idea in mind that building gingerbread houses offered excellent visuals, we also successfully pitched local TV stations. Attendance drivers: We submitted event information to local online event calendars. Additionally, we issued two releases on Business Wire to share with reporters and boost SEO.
  • Execution – onsite logistics: The Clairemont team provided onsite support the day of the event, with one team member serving as volunteer coordinator. Because of our strong ties to ABC 11’s Angela Hampton, the emcee for the event, the Clairemont team also served as her point of contact. Additionally, we took photographs of the gingerbread houses as they were being delivered and shared them via the Triangle Family Services Facebook page. Tagging participating vendors and chefs created last-minute buzz that enticed additional people to come to the event that evening.
  • Results: Our media relations campaign was a success! Here’s how we measured up to each of our stated objectives:
  1. Through the placement of nine news stories including interviews on ABC 11 and NBC 17, we strengthened brand recognition of TFS and the Gingerbread Benefit. Additionally, advance coverage from outlets such as Cary Magazine and Mouthful, gave the event credibility and helped increase ticket sales.
  2. Clairemont helped raise total event revenue by 3 percent from 2010 and 174 percent from 2009.
  3. Tickets purchased by new donors represented 50 percent of all ticket sales (a 20 percent increase from last year).

All in all, our efforts were a total success and helped us exceed each of our objectives. Now, we’re already kicking things into high gear to begin planning (and pitching) the organization’s 10th Annual Gingerbread Benefit and 75th anniversary! Stay tuned…

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The Gingerbread Benefit is Almost Here!

Dana PhelpsBlog, In Our Community, , , 2 Comments on The Gingerbread Benefit is Almost Here!

If you are in Raleigh or can get to Raleigh on Thursday, the Gingerbread Benefit is a must-do holiday event.  I promise you will be amazed at the intricately designed gingerbread houses from the most talented chefs in the Triangle. Plus, you can bid on awesome prizes, see/hear the Sanderson Sandpipers and eat food prepared by the world-renowned Umstead chefs — all while helping area families in need! See the full release below for additional details and buy your tickets tonight! We hope to see you there.

Triangle Family Services’ 9th Annual Gingerbread Benefit on Dec. 1 to Lift Holiday Spirits

— Auction of Gingerbread Houses Designed by Local Chefs to Help Local Families —

Raleigh, N.C. – November 29, 2011 – Local chefs are putting the finishing touches on gingerbread houses as volunteers arrange prize packages donated to Triangle Family Services’ 9th Annual Gingerbread Benefit to be held Thursday, Dec. 1 from 6:30 to 8:30 p.m. at The Umstead Hotel and Spa.

“In addition to elaborate gingerbread houses donated by the Triangle’s favorite chefs, there are many attractive prize packages available,” said Sue Rea, co-chair of the benefit. “The event is Thursday, so get your tickets now!”

Items range from a five-day Topsail Island retreat and two first-class AmericanAirlines tickets to stunning amethyst and diamond earrings from Diamonds Direct. For sports fanatics, packages include Carolina Mudcats, North Carolina Tar Heels and Durham Bulls tickets, and an 18-person Carolina Hurricanes suite.

“From an Eye Care Associates gift certificate to a fabulous Holly Aiken handbag, there’s no shortage of desirable auction prizes,” said Dana Hughens, publicity chair for the benefit and CEO of Clairemont Communications.

All proceeds from the evening will support local families in need. The live auction will be conducted by Jason McCoon of Tory Hill Auction Company, who is part of the History Channel’s new series, The Real Deal. The evening’s festivities, emceed by ABC 11’s Angela Hampton, will also include holiday music, drinks, desserts and other savory delicacies prepared by The Umstead’s top chefs.

Tickets can be purchased at www.tfsnc.org and are $85 each.

Platinum sponsors are the Seby B. Jones Family Foundation and The Umstead Hotel and Spa. Gold sponsors are Fifth Third Bank, LORD Corporation, Pierce Brinkley Cease + Lee and AmericanAirlines. Silver sponsors are CAPTRUST Financial Advisors, Carolina Hurricanes, Financial Directions Group Inc., Regency Centers, Vaco and Wells Fargo.

About Triangle Family Services®

For 75 years, Triangle Family Services has been battling critical issues in our community for the most vulnerable families. Its mission, “Building a stronger community by strengthening the family,” is fulfilled by providing programs in three key areas – financial stability, family safety and mental health services. Last year alone, Triangle Family Services served more than 7,000 Triangle area residents with 93 percent living below the poverty level.

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Whaddaya Think, Russ Jones?

Dana PhelpsBlog, In Our Community, , , , , ,

Whaddaya Think Wednesday is a regular Q&A feature on the Clairemont blog. We ask people “whaddaya think?” on a variety of topics. This week, we share thoughts from Russ Jones, who in addition to being the president of Davidson and Jones Corporation, is a generous sponsor and active volunteer for Triangle Family Services’ (TFS) Gingerbread Benefit  that will be held at the Umstead Hotel on Thursday, December 1.

Gingerbread houses from last year's event. This year's benefit is December 1 at the Umstead.

Q: How did you get involved in the Gingerbread Benefit?

I attended the event with my daughters last year. They are five and seven, so the kids’ event was pretty thrilling for them, as they got to make their own gingerbread houses. I really didn’t know what TFS was all about.  At that event, I met a lot of great people, and I had an opportunity to meet with Alice Lutz.

I later had the opportunity to further discuss TFS with Alice, and she asked if I would help her with this year’s event. I was a little reluctant, because I knew it would be a big time commitment.  Ultimately, I decided to help in any way possible because I feel that this organization is just too important to our community.  Right before I made my decision, I encountered a newly homeless person in the parking lot of one of my businesses.  It was right then that I realized how quickly someone can go from stable to vulnerable to homeless.  It happens to too many people every day.

TFS is one of a few organizations in our community that form the “safety net” to help those in our community who need a “hand up” to get back on their feet.  Families in crisis today do not have many places to turn, and I just couldn’t imagine what would happen to them if TFS was NOT around.  Given the state of the world today, it’s more important than ever to ensure that our community is a safe and wonderful place to live.

Q: What’s the most exciting/rewarding/fun thing about serving on the planning committee for the Gingerbread Benefit?

Wow, there have been a lot of rewards from working with TFS, and it’s hard to choose.  Ultimately, for me, I am someone who is enthralled by business processes and corporate culture/messaging.  Because of that, I have really enjoyed working with Alice on ways to get out the message about TFS so that people can easily understand how important the organization is.

Along those same lines, I’ve enjoyed my business discussions with Alice. TFS is really lucky to have someone so dedicated running the business. As a CPA, I  enjoy seeing how focused she is on delivering the utmost values of the company and equally focused on cutting costs everywhere else. As a donor (I manage my late grandfather Seby Jones’ Charitable Foundation), I appreciate knowing that my contributions are being spent wisely.

Q: When you aren’t helping plan the Triangle’s most important fundraiser of the year, what are you doing?

My wife Chelsea and I are really enjoying our two daughters.  I hear from so many people that I should savor these moments, and I’ve actually arranged my schedule to allow for as much “kid-time” as possible.

Work-wise, I am the president of Davidson and Jones Corporation, a real estate development and management company working across a broad spectrum of asset classes through affiliated companies.  It’s a pretty diverse job that has me working with our hotel company on new management opportunities in the same day that I am working with my home builder on selling a new home.  It’s really pretty thrilling.

I am also passionate about EVOLVE Movement, a Mind-Body Fitness company with three locations in the Triangle area.  My wife Chelsea is an amazing leader of that company, and I’m just lucky to have a seat at the table (and a mat in the yoga room!).

Thank you, Russ! The Clairemont team enjoys collaborating with you to help Triangle Family Services, and as a result, so many families in our area. We also love EVOLVE! Congrats to Chelsea on her success!

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