Tag: raleigh agency

What Does a PR Agency Do? A Taste of Italy at Il Palio

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

Il Palio, Chapel Hill’s AAA-rated Four Diamond Italian restaurant, was in the midst of a $1 million renovation, featuring a fresh look and a revamped menu by its new chef, Teddy Diggs. Il Palio turned to Clairemont Communications to create a social media strategy that would refresh the restaurant’s image and win the hearts of young diners.

Social Media Strategy

Clairemont’s “Taste of Italy” campaign leveraged the clout of food and culinary influencers to generate awareness among the target demographic – millennial diners – and increase traffic to Il Palio. Clairemont chose to harness the broad reach of social media to efficiently and rapidly boost Il Palio’s image to a large audience.

Execution

VIP dinners at Il Palio.

Customized Experiences: Il Palio hosted a “Foodie Funday” dinner where Chef Teddy selected dishes for each blogger’s preferences. Who wouldn’t want the chef’s creation customized just for you? Chef Teddy also invited a prominent blogger into the kitchen to co-create a proprietary pizza that he named after her and featured on his menu. Chef Teddy handcrafted The Perfect Date Night Dinner for another blogger and his wife. The personalized touch struck home, producing a flurry of coverage on social media and blogs, and securing reservations.

Instagram Takeovers: To reach broader audiences, Clairemont crafted Instagram takeovers to share a visual “taste” of Teddy’s cooking. Chef Teddy helmed the Instagram of StarChefs – a culinary publication with more than 30,000 followers – during his annual trip to Italy, unveiling first his inspiration abroad and then the application back at Il Palio. In preparation for the Atlanta Food and Wine Festival, he creatively shared “a day in the life of a man who plays with fire,” with the festival’s Instagram followers, showcasing his wood-fired grill dishes. These partnerships increased visibility and boost Il Palio’s own social media metrics.

Il Palio’s Instagram Takeover with StarChefs.

Results

Il Palio – boosted by diner reviews – earned a Gold Medal from food critics as a “2016 Best Restaurant in the Triangle.” Clairemont met every goal, exceeded expectations in addition to the following results:

  1. 10 media articles/posts, reaching a combined followership of more than 50,000 followers on Twitter alone
  2. Instagram takeovers in 2016 showcased the renovated restaurant, new menu and staff personality to approximately 45,000 followers

The work Clairemont Communications conducted in partnership with Il Palio earned a Best in Category in Social Media and an Award of Excellence in Social Media from the North Carolina Public Relations Society of America. It also earned a Platinum Award in Social Media from the Raleigh Public Relations Society. We are proud that this campaign represents two 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.

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

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

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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Copy Cat: Secret Free

Sarah HattmanBlog, Copy Cat, Marketing, , , , ,

I was recently introduced to Beautycounter, a line of all-natural skin care products ranging from makeup, cleaners and moisturizers to baby soothing oil and sunscreen for kids. The company is part of a growing movement to keep toxic chemicals out of our bodies.

There is some debate surrounding the topic of health safety and skincare, especially when it comes to certain ingredients: parabens and phthalates. I tend to be a bit of a nervous Nellie and err on the side of caution. In my opinion, there’s no harm in keeping chemicals off my skin and out of my body, right?

So I ordered the Nourishing Day Cream. I was excited to add it to my daily skincare regime, but when I took the cream out the box I found another surprise. Take a look at the fine print at the bottom that lists what it’s missing. (Click on the image for a closer view.)

IMG_1062 #3

Do you see it? It lists ingredients the cream does NOT contain and the final one is “secrets.” Brilliant! I already felt good about the product I was about to put on my face neck and décolleté (More great copy found on the bottle. Doesn’t décolleté sound much more sophisticated than chest?), but the fact that the company calls out its transparency really drove them message home for me.

Beautycounter understands that more and more consumers appreciate knowing exactly what they are putting into their bodies, whether they are ingesting it in a meal or slathering it on their skin.

As PR professionals we love critiquing copy. The good, the bad and the ugly. Check out some of our other favorites here.

 

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