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Category: Case Studies

Fabulous Furniture PR Campaigns

Fabulous Furniture PR Campaigns

November 4, 2020January 31, 2023 Cherith AndesBlog, Case Studies, Furniture PRFurniture Market PR, Furniture Marketing, Furniture PR, Furniture Public Relations, Interior Design

Since opening our doors in 2010, Clairemont Communications has crafted award-winning PR campaigns in the furniture, design and home interior industry. From robust media coverage and social media strategy to show-stopping Furniture Market events, our team has brought furniture brands to the forefront. We help skyrocket visibility and increase sales … with a little panache and a lot of class.

Here are just a few head-turning campaigns we’ve launched!

Theodore Alexander & Charles, 9th Earl Spencer

A ROYAL MARKET AFFAIR

During fall 2018 High Point Furniture Market, furniture manufacturer Theodore Alexander partnered with Charles, 9th Earl Spencer – the brother of Princess Diana – to debut the newest masterpieces in Lord Spencer’s furniture collection. The unveiling event culminated with a fundraiser gala supporting Whole Child International, a nonprofit founded by Countess Karen Spencer. Theodore Alexander turned to Clairemont Communications to craft the royal affair.

Clairemont secured record news coverage across television, radio, print and national and industry publications. Along with staffing the interviews, we consulted on event logistics and vendors, assisted with details and advised on social media content and strategy. Our efforts boosted furniture sales and helped Whole Child International raise $78,000 to support orphanages across the globe.

INTERNATIONAL FURNITURE DEBUT

When Lord Spencer and Theodore Alexander decided to launch new pieces in Toronto, Canada, from their Althorp Living History, Clairemont spearheaded a media campaign to local, regional and national media, along with industry trades and lifestyle publications. We also provided social media counsel, delivered on-site support and assisted with event details, such as securing a royally approved photographer.

Clairemont helped execute what the Gallery believed to be one of its largest events. Clairemont landed top media coverage in leading lifestyle magazines, The Toronto Star and The Globe and Mail, and an exclusive feature story on CTV Your Morning, the country’s largest national television show.

DREXEL HERITAGE

Clairemont Communications was first selected by Drexel Heritage to help create the company’s new online presence, which included managing the creative direction for the overhaul of the website and the creation of a blog.

Clairemont also planned and executed a special Market event brimming with clout and creativity for Drexel Heritage’s new showroom at High Point Furniture Market. Festivities included a guest appearance by then-Senator Kay Hagan and the presentation of a chair named in her honor, a news conference and an interactive chalk wall for shelter magazine editors to put the final touches on the showroom. As a result, Clairemont secured wide-spread news coverage on Triad-area television stations, local print outlets and coveted furniture trade media. Clairemont received NCPRSA (North Carolina Chapter of Public Relations Society of America) InSpire Awards for Drexel’s website and blog, brochures and market news conference.

THOMASVILLE FURNITURE

Thomasville Furniture became a Clairemont client the week the agency opened its doors. Our work included new furniture collection launches, integrated communications, media relations, social media, new store openings, event management, product naming and a variety of copy writing projects.

As the strategy planners and day-to-day managers of Thomasville’s social media presence, Clairemont increased the company’s fan base by 344 percent in just a short period. Additionally, weekly interactions on its Facebook page spiked by 155 percent, vital engagement that fueled Thomasville’s purchase pipeline and boosted its visibility for Market events. For three years, this campaign was recognized by NCPRSA with Best in Category InSpire Awards, a Best in Show Award and Awards of Excellence.

Furnitureland South: The Design Network

Furnitureland South’s Jason Harris on the scene of “Space Off,” a design show that aired weekly on The Design Network.

Widely known as the top furniture destination in the Southeast, Furnitureland South launched The Design Network, the brand’s proprietary interior design show that debuted on its very own Time Warner Cable channel in North Carolina. For such a noteworthy milestone, Furnitureland South partnered with Clairemont Communications to skyrocket visibility and gain viewers for its TWC channel.

Clairemont devised a multi-prong media relations campaign targeting local media, trade media and design/industry influencers. Through creative pitches peppered with sneak peeks, behind the scenes tours and personal interviews, Clairemont secured top placements in Furnitureland South’s key outlets, including local papers, industry trade magazines and an influencer blog from New York City. These timely efforts boosted viewership and landed The Design Network on North Carolina’s must-watch list.

Other furniture and home interior clients

Clairemont spearheaded a social media and shelter media relations campaign for Lloyd Flanders, spotlighting this high-end outdoor furniture company’s up-and-coming lines.

Our team members have also worked with these home product and interior design clients:
– Darryl Carter (interior designer) for branding, media relations and social – media support
– Andrea Garrity (interior designer) for media relations support and branding consultation
– Hampton Products/Brinks Home Security for the launch of new interior hardware
– Schlage for media relations support

Clairemont team members have been speakers at WithIt (Women in the Home Industry Today) conferences and served on the industry advisory board of the College of Textiles at North Carolina State University.

Let us help you with your next project!

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WGU North Carolina Turns Three!

WGU North Carolina Turns Three!

October 29, 2020January 31, 2023 Kelli FletcherBlog, Case Studies, Clairemont Client News#affordableeducation, #anniversarycelebration, #highereducation, #onlineuniversity, #scholarship

This month Clairemont client WGU North Carolina, an affiliate of Western Governors University, is celebrating its third anniversary. WGU, an accredited, competency-based, nonprofit online university, offers more than 60 undergraduate and graduate degrees. Since launching in 2017, WGU North Carolina’s enrollment has more than tripled to 3,900 active students spread throughout nearly all of North Carolina’s 100 counties.

To celebrate, Chancellor Catherine Truitt has announced the launch of the WGU North Carolina Three for Three Scholarships in which 10 residents will receive $3,000 each in tuition credit.

We’re proud of the work we do with WGU North Carolina as they aim to expand access to higher education across our state.

Below is the official announcement from WGU North Carolina.

Image courtesy of WGU

WGU North Carolina Announces $3,000 “Three for Three” Scholarships in Recognition of Third Anniversary

— Ten winners will each receive tuition credit of $3,000 —

On October 5, 2017, Western Governors University President Scott Pulsipher visited the North Carolina Legislative Building in Raleigh to officially launch WGU North Carolina as a state affiliate. The establishment of WGU North Carolina was previously authorized by the North Carolina General Assembly and Governor Pat McCrory in October 2015. In recognition of its third anniversary, Chancellor Catherine Truitt has announced the launch of the WGU North Carolina Three for Three Scholarships. Ten residents will receive $3,000 each in tuition credit (at $750 per six-month term, renewable for up to four terms).

Designed for working adults, WGU is an accredited, nonprofit online university offering more than 60 undergraduate and graduate degrees in IT, business, K-12 teacher education, and healthcare, including nursing. WGU offers an asynchronous, competency-based model that allows students to log in and access coursework at a time convenient for them, and to accelerate at their own pace. Tuition is around $3,250 per six-month term for most undergraduate degree programs.

Over the past three years, WGU North Carolina’s enrollment has more than tripled to 3,900 active students. School officials also shared the following statistics (as of September 2020):

  • 4,217 WGU graduates live in 97 of North Carolina’s 100 counties
  • Over the past three years, nearly $1.3 million in scholarships has been awarded to 606 recipients
  • 74% of students work full-time, and 10% work part-time
  • Students range in age from 17 to 75
  • 22% of students are from low-income families
  • One in five WGU North Carolina students is affiliated with the military community

“WGU North Carolina was established to expand access to higher education in our state, and at this time, an affordable degree in a high-demand field can provide individuals with the means to help their families weather tough economic times and eventually thrive when things return to normal,” said Chancellor Truitt. “Our Three for Three Scholarships will provide meaningful assistance to 10 individuals who are committed to furthering their education and their careers.”

To apply for the WGU North Carolina Three for Three Scholarships, you must be a resident of North Carolina. Scholarships will be awarded based on a candidate’s academic record, financial need, readiness for online study at WGU, and current competency, plus other considerations. The application deadline is December 31. To learn more about the WGU North Carolina Three for Three Scholarships or to apply, visit nc.wgu.edu/3for3.

For more information about WGU North Carolina, visit nc.wgu.edu.

About WGU North Carolina

WGU North Carolina is an online competency-based university established to expand access to higher education for North Carolina residents. The university offers more than 60 undergraduate and graduate degree programs in the fields of business, K-12 teacher education, information technology, and health professions, including nursing. Degrees are granted under the accreditation of Western Governors University, which is accredited through the Northwest Commission on Colleges and Universities (NWCCU). Driving innovation as the nation’s leading competency-based university, WGU has been recognized by the White House, state leaders, employers, and students as a model that works in postsecondary education. WGU has been named one of Fast Company’s Most Innovative Companies, and has been featured on NPR, NBC Nightly News, CNN, and in The New York Times. Learn more at nc.wgu.edu.

Interested in how we’ve helped other clients celebrate anniversary milestones? Read more here.

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In the News: Lightin’ a Fire for Firefighters

In the News: Lightin’ a Fire for Firefighters

July 24, 2020January 31, 2023 Cherith AndesBlog, Case Studies, Clairemont Client Newscampaign marketing, firefighter public relations, media relations, NC Firefighter, raleigh public relations

The data is sobering.

Seventy percent of firefighters in North Carolina are volunteers, and that number is plummeting by 12 percent each year. This begs the question — What will happen when you call 9-1-1, and no one is left to respond?

The North Carolina Association of Fire Chiefs (NCAFC) took action. With a grant from the U.S. Department of Homeland Security’s Federal Emergency Management Agency (FEMA), the NCAFC launched a critical two-year campaign designed to boost the recruitment and retention of volunteer firefighters in North Carolina.

Clairemont Communications, along with partner The Felice Agency, is thrilled to work with the NCAFC on this exciting and worthy campaign. In addition to fire chief trainings, marketing toolkits and messaging, we’ve been “on the horn” sharing this story far and wide. Within just a few weeks of the campaign launch, we secured 14 strong media stories to spotlight the need and move the needle for our client.

Check out this feature from Spectrum News!

A fun fact? Fire departments have positions for volunteers of all ages, stages and skill sets! If you’re interested in learning more, visit Volunteer Fire NC.

This campaign targets select fire departments across 12 at-risk counties, including:

  • Bladen County: Elizabethtown Fire Department
  • Buncombe County: French Broad Volunteer Fire & Rescue and West Buncombe Volunteer Fire Department
  • Cherokee County: Hiwassee Dam Volunteer Fire Department
  • Duplin County: Chinquapin Volunteer Fire & Rescue
  • Forsyth County: Lewisville Fire Department and Rural Hall Fire Department
  • Franklin County: Youngsville Volunteer Fire Department
  • Harnett County: Harnett County Chiefs Association
  • Northampton County: Gaston Volunteer Fire Department
  • Pitt County: Town of Winterville Fire Department
  • Wake County: Wake County Fire Services
  • Wilson County: Silver Lake Volunteer Fire Department
  • Yadkin County: East Bend Volunteer Fire Department and Fall Creek Volunteer Fire Department

Needing help lighting a fire for your campaign?

Drop us a line!

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What does a PR agency do? A Royal Media Event

What does a PR agency do? A Royal Media Event

May 14, 2020January 31, 2023 Clairemont InternCase Studies, Furniture PRawards, case study, fundraiser, media event, Social Media

During fall 2018 High Point Furniture Market, furniture manufacturer Theodore Alexander in collaboration with Charles, 9th Earl Spencer – the brother of Princess Diana – unveiled the newest masterpieces in the Althorp Living History furniture collection.

This collection encapsulates reproductions from the Althorp Estate, the Spencer family’s ancestral home of 19 generations of British nobility. After the unveiling, Theodore Alexander hosted a dinner and silent auction supporting Whole Child International (WCI),a nonprofit founded by Countess Karen Spencer, Lord Spencer’s wife, to increase quality childcare around the world. Clairemont Communications was selected to help plan and execute a successful furniture unveiling and fundraiser gala during Market.

STRATEGY

Clairemont established an event strategy targeting two main audiences: local and industry media, and market guests who would attend the ticketed fundraising dinner. Clairemont’s objective was to secure exposure for the Althorp Living History line as well as to raise support for WCI, with the goals of securing at least 10 news stories featuring the furniture collection and securing gala attendance to assist with raising at least $50,000 on-site at the event to support WCI.

Clairemont crafted a campaign with pillars including media relations, social media, email marketing and experiential marketing. Since email and social media offered targeting options, we utilized Instagram and Facebook to provide sneak previews of the collection to curated guest lists, High Point Market attendees and specific demographics likely to attend. Guests and media received a VIP on-site experience as well, one brimming with a high-end dinner, gifts, champagne toasts and photo opportunities – adding to the allure to attend and support the fundraiser.

EXECUTION

Hefty primary and secondary research guided our process, including market demographics, market challenges and successes, and product sales as well as the protocol for addressing Lord Spencer. Clairemont devised a timeline and managed on-site logistics.

Clairemont’s creativity added a “royal touch” to the evening, securing record coverage and top attendance by implementing these creative elements.

  • A Royal Affair: Clairemont and Theodore Alexander created a “royal wing” of the showroom and offered reporters one-on-one interviews with Lord Spencer. Our tailored pitches invited media on a personal tour of the Althorp showroom as Lord Spencer shared tales of his and Diana’s memories of each piece.
  • The Gallant Gala: The tour with Lord Spencer culminated in an evening dinner in the Theodore Alexander dining room, and Clairemont ensured that the Whole Child International story filled every nook and cranny. During the event, Lady Spencer issued a personal invitation for guests to donate, sharing her vision to reach orphanages across the globe with the funds.
  • Social Media Sneak Peaks: Ahead of the event, Clairemont worked with Theodore Alexander’s social media team to create teasing tidbits about both the Althorp Furniture collection and the Whole Child International dinner. Stunning videos, for example, unveiled a small detail or design of the coming Althorp pieces. Stories of children benefiting from Whole Child International piqued the interest of followers on social media, and of course, targeted social ads invited Market-goers to purchase a ticket to the dinner.
  • More at Market: Clairemont maximized reporters’ time at the Theodore Alexander showroom by curating the top picks from its other leading collections. Clear information and assets were neatly packaged for on-site reporters to collect after their appointment with Lord Spencer.

RESULTS

As its “crowning achievement,” Clairemont successfully implemented the unveiling and gala, exceeding all objectives. We secured 19 news stories and helped raise a total of $75,685 to support Whole Child International by the end of the evening’s event.

To read more about successful unveilings and events for other clients, visit the case study section of our blog.

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What does a PR agency do? Vita Vite Gets Social

What does a PR agency do? Vita Vite Gets Social

May 8, 2020January 31, 2023 Clairemont InternAwards, Blog, Case Studies#Strategy, Campaign, case study, Client Work, Social Media

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 Facebook as another way to engage Vita Vite’s loyal fans and invite new guests to stop in for a visit.

STRATEGY

Clairemont Communications worked with Lindsay to portray Vita Vite not just as a wine bar but ultimately as a cultural lifestyle she has so carefully crafted. Creative content showcased behind-the-scenes tours of Italian vineyards and exclusive previews of hand-crafted goods Lindsay selected for Vita Vite. Posts featured interior design suggestions for styling Vita Vite’s art as well as fashion tips, underscoring the well-rounded lifestyle that accompanied the wine bar.

Owner Lindsay Rice raises her glass at Vita Vite’s downtown location.

EXECUTION

The Vita Vite Facebook feed showcased the ways fans enjoy Vita Vite, from highlighting Vita Vite’s pooch-friendly porch, “Sip and Sweat” exercise classes and even board games amongst friends. Behind-the-scenes staff pictures and a personal video from Lindsay teaching her fans how to pronounce “Vita Vite” fostered personal connections in an online environment. We also asked for feedback (“Which Vita Vite nook is your favorite?”) and had some fun with Vita Vite-themed personality quizzes (“Red, white or rose today?”). Facebook proffered invites to sold-out events, including an Italian-themed Sunday Supper and the Midsummer’s Party to debut a special beer made in partnership with a local brewery. 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. Through Facebook, audiences experience a virtual lifestyle of international travel and global tastes from their own Raleigh homes.

RESULTS

As a result, Vita Vite’s Facebook followership increased by 42 percent and engagement rose 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 a successful year and a full schedule of sold-out events. Vita Vite also 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.

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

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