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Tag: ribbon-cutting ceremony

What does a PR Agency do? Vita Vite Grand Opening

What does a PR Agency do? Vita Vite Grand Opening

February 16, 2016July 15, 2022 Jasmin SessomsBlog, Case Studies, Clairemont Client Newscreative PR agency, downtown Raleigh, DTA, Marketing, media relations, PR Agency, Public Relations Agency, ribbon cutting, ribbon-cutting ceremony, Vita Vite, Warehouse DistrictLeave a Comment on What does a PR Agency do? Vita Vite Grand Opening

Vita Vite comes from the Italian words for “life” and “vine” – the idea of life revolving around wine and food, and how they bring people together in a common space of appreciation for the beautiful things that can enrich life. In order to showcase Vita Vite’s atmosphere and build onsite traffic and general visibility for the business, Clairemont hosted a creative ribbon-cutting ceremony designed to engage key influencers and members of the downtown Raleigh community.

As part of an ongoing public relations strategy to introduce Vita Vite to Raleigh and gain exposure for business owner, Lindsay Rice, a visual twist was added to the ceremony to engage media; we highlighted the wine bar/art gallery concept by creating a ribbon out of wine corks.

Connecting with the Community: Vita Vite is located in Raleigh’s Warehouse District, also known as the Art District. To make a strong connection with the downtown community, the president of the Downtown Raleigh Alliance, David Diaz, made an official statement about the growth in the Warehouse District and Vita Vite’s role in helping its expansion. To further integrate Vita Vite with the community, guests were invited to co-create a piece of art and “leave their marks.” Participants put ink on their thumbs and placed thumbprints on a canvas to create a commemorative art piece that is now on display at Vita Vite.

Targeted Pitches: Clairemont targeted lifestyle bloggers to enjoy a date night at Vita Vite. Bloggers were invited to bring someone special with them to enjoy VIP perks, like a complimentary glass of wine, cheese plates and one-on-one interviews with the owner.

Vita Vite’s introduction to the downtown Raleigh scene has been a success as the new hotspot in the Warehouse District. The tweets from the ribbon-cutting ceremony reached a followership of 33,471 on Twitter alone. As part of a larger strategic campaign, Clairemont helped Vita Vite engage with a targeted lifestyle blogger audience by highlighting the date night aspect of the wine bar. This tactic exceeded expectations by securing two media placements and Instagram posts to a reach of more than 14,100 followers on Instagram, generating additional buzz about Vita Vite and its welcoming atmosphere.

Want to learn more about the creative work that we do at Clairemont? Read our case study blog posts here.

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What does a PR Agency Do? Case Study for Real Estate PR

September 5, 2012July 15, 2022 Josephine ButlerAwards, Blog, Case Studies, Marketing, Public Relationscommunity, dedication ceremony, development, LStar, real estate, ribbon cutting, ribbon-cutting ceremony, Walnut CreekLeave a Comment on What does a PR Agency Do? Case Study for Real Estate PR

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!

EMS station dedication ceremony

Client: LStar Management

Situation Analysis: When the original developer of Edenmoor went bankrupt, it left behind an unfinished master-planned community. With 68 families living there, but no developer to finish the construction or maintain what had been built, roads began to collapse, the clubhouse was vandalized and residents grew concerned about the increasing safety hazards.

The demise of Edenmoor was widely reported in local media. The extent of the negative coverage was reason for concern when new developer, LStar Management, purchased the community. Could LStar overcome the stigmas associated with the neighborhood brought on by its predecessor, convince media that the company had the expertise and financial backing to turn around this failed community and attract builders to start constructing homes again? With the new ownership going into effect in October, LStar turned to Clairemont for help in securing neutral to positive media coverage and improving the perception of the community by the end of the year, allowing for less than three months to make progress.

Objectives: Based on extensive primary and secondary research and a timeframe of less than three months, our objectives were very straightforward, as follows:

  1. Build an arsenal of communications materials prior to the property acquisition announcement.
  2. Secure at least five neutral or positive news articles by year’s end.
  3. Establish a social media presence prior to a mid-December ribbon-cutting ceremony.
  4. Recruit 10 homebuilders interested in buying and building on lots in the community.

Execution:

Communications Materials: Clairemont conducted a messaging session with the community development team in order to devise a message board to guide all communications. We also crafted a fact sheet, a Q&A document and backgrounders, as well as event and pitch-specific media kits.

Acquisition Closing Announcement: While there had been media speculation about LStar’s acquisition of Edenmoor, Clairemont advised LStar to wait until the deal closed before publicly disclosing details. Skeptical about how reporters might respond given the negative coverage we uncovered during the media audit, our pitches directly addressed their previously reported concerns. Our goal was to receive neutral and unbiased coverage. We were pleasantly surprised at the reporters’ positive reactions. Headlines told the story of the community getting a “facelift” and a “second chance” from the new owners. Our client’s favorite story referred to LStar as the white horse.

EMS Dedication + Name Change: Following on the success of our first announcement, six weeks later Clairemont helped LStar host a ribbon cutting and dedication ceremony for a new EMS station that the developer donated to the county. Once at the event, residents and media were surprised with even more news, as we unveiled the new name, Walnut Creek, and brand identity to go along with all of the improvements being made in the community. The response was overwhelmingly positive with media coverage continuing along with a transformation and renewal theme, and LStar receiving accolades at the event from residents, county officials and media for the impressive amount of progress it had made in improving the community in a short period of time.

Social Media: In order to keep residents, potential homebuyers, builders, real estate brokers and media informed about Walnut Creek, Clairemont established a Walnut Creek Facebook page and Twitter feed. We devised a blog strategy and editorial calendar, to start in 2012.

Evaluation:

Our results directly correlate to our objectives, as follows:

1. Build an arsenal of communications materials prior to the property acquisition announcement.

  • Clairemont created key messages, a fact sheet, backgrounders and other materials to support LStar, delivered on time prior to the closing announcement.

2. Secure at least five neutral or positive news articles by year’s end.

  • Clairemont secured 14 positive news stories between Oct. 31 and the end of 2011. By issuing our media releases on BusinessWire, the two announcements also received 1,272 online views.

3. Establish a social media presence prior to a mid-December ribbon-cutting ceremony.

  • Per our client-approved timeline, Clairemont set up and launched Facebook and Twitter for Walnut Creek in conjunction with the event.  A new blog was launched in January.

4. Recruit 10 homebuilders interested in buying and building on lots in the community.

  • As a result of the positive news coverage, LStar has been contacted by several builders interested in constructing new homes in Walnut Creek. One builder has already started construction, and 14 more are undergoing LStar’s stringent homebuilder application process.

LStar recognizes that the first three months of community and public interaction under its new ownership were critical to its rebranding and reputation management efforts and attribute the early success to Clairemont. As a result, Clairemont has been retained as the agency of record for Walnut Creek in 2012.

What did you think of this public relations case study? Was it helpful? We’re here to answer any questions you may have!

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