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Tag: Newland Communities

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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Newland Scores Developer of the Year

Newland Scores Developer of the Year

April 28, 2017January 31, 2023 Cherith AndesBlog, Clairemont Client News, Real Estate PRdeveloper of the year, MAME Awards, Newland Communities, Raleigh PR, real estate PR

We shined our shoes, donned our glam-est gowns and walked the red carpet with Newland Communities (client)! Hosted by the Home Builders Association of the Triangle, the 2017 MAME Awards honored the Triangle’s most successful and stunning leaders in real estate — from creative marketing campaigns to innovative builders and developers. After an evening of toasts, we celebrated some big wins for Briar Chapel and Wendell Falls — Newland’s two Triangle communities.

Briar Chapel by Newland Communities
Best Overall Advertising Campaign for a Community

Wendell Falls by Newland Communities
Best Social Media Ad by a Community

Newland Communities (Briar Chapel and Wendell Falls)
Developer of the Year

Congratulations to the wonderfully talented staff at Newland! We’re privileged to be a part of your team!

Check out some of our fun projects in the real estate industry!

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Years of Award-Winning PR With Newland

Years of Award-Winning PR With Newland

February 20, 2017January 31, 2023 Dana PhelpsBlog, Case StudiesNelwand, Newland Communities, Raleigh PR Agency, real estate PR

When a client-centered PR firm like Clairemont Communications gets together with a customer-centered company like Newland, it’s no surprise that great things happen.

Our collaboration began in 2010, the year Clairemont Communications was founded, and has been recognized with an astounding 33 awards, including 19 InSpire Awards from the North Carolina Chapter of the Public Relations Society of America (NCPRSA) and 14 Sir Walter Raleigh Awards from the Raleigh Public Relations Society, with one or more Best in Category or Division almost every year!

We’re frequently asked just what a PR firm does. Often, the answer is that we turn challenges into opportunities. Here are just a few fun examples from our work with Newland Communities over the years:

  • How does a company secure news coverage from a national outlet when circumstances remain highly confidential until negotiations are complete? Find out how we got our client’s preferred news outlet to break the story, as well as coverage from other national outlets here! This campaign earned Clairemont a Best in Division award from Raleigh Public Relations Society and an Award of Excellence from NCPRSA in 2013.
  • How does a new housing community announce itself in a way that both attracts potential buyers and also dispels a myth that it’s too far away from the action? (Hint: you raise a barn!) Read how Clairemont and the Newland team shaped public understanding of Wendell Falls, Newland’s newest Triangle-area community as one that combines proximity to Raleigh with its own vibrant community life here. The Wendell Falls Grand Opening Barn Raising campaign received the Gold Excellence Award for Total Campaign from the Raleigh Public Relations Society as well as Best in Category for Events & Observances from the NCPRSA in 2016.
  • How does a festival get busy media outlets to tune in to news of its eighth year when interest in annual festivals seems on the wane? See how we turned up the heat for the Pepper Festival on behalf of Newland’s Briar Chapel, the largest master-planned green community in North Carolina here. With 50 percent of the development (900 acres!) maintained as natural space, Briar Chapel naturally appeals to home buyers who care about sustainability, the environment and local agriculture. The key was getting the word out. Our creativity in piquig the interest of media resulted in record coverage and top attendance! It also earned an Honorable Mention in Total Campaign from the Raleigh Public Relations Society and an Honorable Mention for Events & Observances from the NCPRSA in 2016.

We love it when our clients give us challenges. Here are two we received from our Briar Chapel clients that resulted in award-winning campaigns.

  • Instead of adding followers just to build numbers, how can we increase engagement with existing fans so they’ll become our brand advocates?
  • How can we get media to come out to Briar Chapel to see the progress the community has made in the five years since the grand opening?

The programs we devised with the Briar Chapel community involved social media Best Buddies and hot air balloon rides, garnering eight awards in 2013 and 2014, including a Best in Category for Community Relations and Media Relations. Read more about both campaigns here. We’re delighted that our ongoing relationship with Newland has allowed us to demonstrate the breadth of our talents, from media relations to community relations, from social media to news releases, from promoting events to the identity of an organization. Newland Communities, operates by this motto:

“In every community we create, one thing will never change—we start with the people who will one day live there, raise their families there, or retire there.”

This jibes with Clairemont Communication’s philosophy of loving our clients, and starting with their needs, often coming up with brand new strategies to help them meet their objectives. If you have a challenge you want to turn into an opportunity, email me at d@clairemontcommunications.com to schedule a call. I’d love to talk with you!

Images courtesy of Briar Chapel.

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What Does a PR Agency Do? Wendell Falls

What Does a PR Agency Do? Wendell Falls

December 27, 2016January 31, 2023 Sarah HattmanAwards, Blog, Case StudiesBarn Raising, Creative PR, grand opening, Newland Communities, Raleigh PR, wendell falls

Newland Communities, the country’s most prominent privately held residential developer, prepared to launch its newest master-planned community, Wendell Falls, on May 16, 2015. Wendell Falls is situated in a relatively undeveloped section of Wake County with the perception of being far away from other towns in the county. Newland Communities turned to Clairemont Communications to position the community as a popular living destination and craft a successful grand opening event that would generate buyer traffic and dispel the myth that Wendell Falls was a distantly located neighborhood.

Strategy

Clairemont crafted a grand opening event strategy that targeted home buyers who valued a sense of community. Clairemont highlighted the fun, relational atmosphere at Wendell Falls and provided opportunities for potential guests to personally interact with the brand.

Execution

Clairemont and the Newland team modeled the grand opening after a classic barn raising, an event designed to highlight the community’s innovative offerings while honoring its urbane way of life, agrarian heritage and strong sense of community.

Clairemont created a barn raising atmosphere through entertainment reminiscent of a family carnival. Guests enjoyed southern fare, pony rides and rickshaw tours while being serenading by two top bluegrass bands. Attendees could document the event at a fun photo booth and then sign an old-fashioned commemorative barn quilt. The Barn Raising culminated with the announcement of the winner of the “$50k on the House” – a contest that invited homebuyers a chance to win $50,000 toward a new house in Wendell Falls by writing a short entry and taking selfies at the model homes prior to grand opening.

Results

Clairemont met every goal, exceeded expectations and produced the following results:

  • 11 news stories within one month of opening, including a Sunday paper front page spread and two television segments.
  • Five bloggers and approximately 250 community influencers visited Wendell Falls prior to its grand opening.
  • Clairemont and Wendell Falls hosted 2,000 attendees at the grand opening, a 100-percent increase above the original goal.

Clairemont successfully positioned Wendell Falls as one of the top places to live in Wake County, efforts that have helped Wendell Falls meet its annual sales goal and earn the community the title as Best Master Planned Community in East Wake County by The News & Observer.

The work Clairemont Communications conducted in partnership with Wendell Falls earned a Gold Excellence Award for Total Campaign from the Raleigh Public Relations Society as well as Best in Category for Events & Observances from the North Carolina Public Relations Society of America. We are proud that this campaign represents two of the 137 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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Photo of the Week: Da Bomb

Photo of the Week: Da Bomb

August 19, 2016January 31, 2023 Cherith AndesBlog, Photo of the Week, Real Estate PRBriar Chapel, Newland Communities, planning session, pr strategy, real estate PR, wendell falls

For most professionals, the words “annual planning meeting” solicit a groan. A big one.

But at Clairemont, we can’t help but to have fun with our clients while brainstorming creative strategies for the upcoming year. And we think this photo — captured at Clairemont client Briar Chapel along with our friends and collaborative partners at Roni Hicks last week — says it all!

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