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Category: Public Relations

How to Leverage PR in the Nonprofit Sector

How to Leverage PR in the Nonprofit Sector

December 14, 2020January 31, 2023 Clairemont InternBlog, Marketing, Public Relationscause communications, Nonprofit, nonprofit marketing, nonprofit PR, strategic PR

For many, the holiday season is a time to recognize charitable deeds in the community and focus on the power of doing good.

So naturally, there’s no better time of year to reflect on an area of PR that is dedicated to this work as well: cause communications – the sector that advances the efforts of foundations and nonprofits through media and marketing strategies. Communication is how nonprofits build trust and credibility, and their dependence on the generosity of others means that innovative PR is a crucial element of success. 

Mission statements can be one of a nonprofit’s most valuable assets.

Mission statements are a nonprofit’s most important public relations tool. A well-written mission statement will motivate key leaders and staff, keep board members on track, help set goals and effectively measure success.

The nonprofit space is a competitive market, and there are 78,000 nonprofits in North Carolina alone! It’s important for foundations to clarify their messaging and positioning to effectively connect with key publics and therefore reach development and fundraising objectives. 

In honor of the holiday season, Clairemont Communications would like to share a few tips for leveraging PR in the nonprofit sector:

  1. Set clear goals. 
It’s important to set goals to effectively measure success.

These can be big or small. Common goals include:

  • Increase brand awareness
  • Drive revenue (beneficiary and/or donor)
  • Increase engagement
  1. Always connect communications to metrics and goals. 

Use your strategy time to figure out what metrics and outcomes are meaningful for your nonprofit’s distinct needs. Once those items have been identified along with a timeline, then you can define your process for monitoring your efforts. 

  1. Develop a powerful mission statement.

A great way to start is by asking your client, “How will your work increase human potential or decrease human suffering?” A nonprofit’s mission statement will explain the issue that it’s addressing, why it’s addressing it, how it’s working to bring about change and show the impact of its efforts. If your client is still struggling to conceptualize this, try asking them “Your work is done when …”.

  1. Create the right narrative for a client’s brand story. 

The most important aspect of cause communications is inviting donors into the heart of the mission. One way to do this is to position donors as the “hero” of your brand story. Many nonprofits frame themselves as the heroes when, in reality, nonprofits must act as a guide –– motivating donors to fight for a cause. This can be accomplished by giving donors simple, straightforward CTAs and identifying a brand story antagonist. The “villain” is typically dependent on your cause. For example, Allstate Insurance personifies “Mayhem” as its antagonist: everything from bad drivers, that creaky tree by your house and even dryer lint. By framing donors as the hero of your brand story, you can create community and more meaningful donor experiences, ultimately, inspiring people over the long term. 

  1. Adapt to and overcome COVID-related (and other) obstacles.

Amid a global pandemic, things are going to look different; however, virtual events can create real results (and they don’t have to be your Plan B!). The reality is, pandemic or not, you might always need to rethink your strategy in an effort to provide donors with personalized, experiential and tangible ways to seek out and support your nonprofit. 

Need inspiration? Check out some examples of creative marketing campaigns here.

By Clairemont intern Maia Guterbock, a senior at UNC-Chapel Hill.

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Video: Clairemont’s 10 Years in 110 Seconds

Video: Clairemont’s 10 Years in 110 Seconds

December 10, 2020January 31, 2023 Cherith AndesBlog, Public Relations, The Clairemont Team10th anniversary, Clairemont 10 Years, Public Relations, Public Relations Agency

The year 2020 has witnessed an unexpected array of developments in our community, our country and our world. Amidst the events of this year, Clairemont Communications marked its own milestone:

We celebrated our 10th anniversary!

10 years …
120 months …
3,653 days (yes, we counted the three leap years in there) …
220+ awards for successful client campaigns …
… and countless memories.

How do we capture an exciting decade in a few short minutes? Here’s a blast through the past 10 years in 110 seconds.

(Alright. That was actually 117 seconds.)

Thank you to our clients and our partners who have made this decade such a wonderful journey!

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No Apologies: Authentic Brands

No Apologies: Authentic Brands

November 17, 2020January 31, 2023 Clairemont InternBlog, Marketing, Public Relations#burgerking, #generationz, #millennials, #patagonia, advertising, brand

Today’s consumers are perceptive, able to keenly sniff out performative authenticity. Potential clients and consumers of a company seek to support cause-driven brands that align with their own values. According to an article by Entrepreneur, brands should cultivate consumer loyalty through originality, “find an angle that nobody has taken before, and develop an image and voice that are wholly your own.”

What original content do people want, anyway?

As the largest living adult generation with an estimated total spending of $1.4 trillion over the course of 2020, millennials make up a powerful part of the market. The youngest age group, Generation Z, has companies scrambling to secure its approval, since this generation’s buying power equals more than $140 billion. 

For millennials, here are a few important statistics to remember:

“Sixty-one percent of millennials are worried about the state of the world and feel personally responsible to make a difference.” – Huffington Post

“Eighty-four percent of millennials don’t trust traditional advertising.” –Hubspot

In addition, marketers should keep in mind that Generation Z is aware of obvious marketing pitches, wanting products that offer them an experience over a tangible item. Generation Z asks, “What experience will your product bring me?” According to an article by Mention, “Products are 25 percent of what you sell. The rest is an intangible feeling tied to the product.”

In the current marketing climate, consumers of all ages value brands that are socially responsible and authentic. Here are a few brands that have been originally and unapologetically authentic, earning the respect (and business) of their audiences. 

Burger King Shoutout

Burger King has been known to challenge the status quo with its advertisements, whether through humorous television commercials or with bold visual and verbal content. Burger King has perfected its brand voice to be cheeky, witty and unafraid of highlighting prevalent social happenings. Take a peek at a few of the ways Burger King “roasted” its competition with effective advertising. 

The latest Burger King ad went so far beyond blatant boldness that it didn’t initially seem to make sense. What was this advertisement? A big, detailed picture of a moldy, unappetizing BK burger, along with the caption, “The beauty of no artificial preservatives.” 

The message of this content was clear: Burger King’s burgers are made with fresh ingredients, so they get moldy if left out. Burger King’s global CMO, Fernando Machado, believes that in order to grab people’s attention, an ad needs to trigger an intense emotional response. During the recent EffWeek conference hosted by the Institute of Practitioners of Advertising, Machado said, “If you want to cut through the clutter and not rely on an insanely big budget, which most marketers don’t have, you need to do things that are bold and edgy and hit a nerve.”

This ad certainly hits a nerve. It avoids being labeled as a “typical ad,” and it promotes a certain idea of the type of food experience you’re getting by dining at Burger King. Check, check and double-check. 

Patagonia Shoutout

Patagonia is another example of a brand that is more concerned with the message and cause that it’s backing rather than focusing on the simple appeal of an aesthetic logo. 

While Patagonia loves raw advertisements using video content of real people using its gear to adventure in real life, one of its latest advertisements took an unapologetic social and political stand. 

Sewn into a style of shorts is the message, “Vote the Arseholes Out.” While not referring to any specific candidate, Patagonia is calling its consumers to vote out any candidate that rolls back environmental protection and does not actively attempt to control climate change. Patagonia’s European marketing director, Alex Weller says that making such an ambitious statement challenges the company to “rethink how it approaches business,” and shift its focus to being both sustainable and profitable. 

Patagonia has identified its company values, and its advertisements reflect this. The company’s goal isn’t to “fuel a superficial desire” for its products but rather to create intrigue about the effects of environmental impact through its brand voice. 

The best part?

People are taking notice.

Want to know how to make your brand bold and bodacious? We’ve got ideas. Shoot us an email!

By Clairemont intern Anna Beth Adcock, a senior at NC State.

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Effective Socially Distanced Events

Effective Socially Distanced Events

October 30, 2020January 31, 2023 Cherith AndesBlog, Marketing, Public Relationsevent marketing, events, socially distanced events, virtual events

When the pandemic first hit, trade shows, conferences and networking soirees were slashed and canceled. And then, like any marketers worth their salt, teams quickly reimagined experiences to proffer a plethora of socially distanced and virtual events.

Now in late 2020, we’ve moved past the stage of tech requirements and logistics into a world of cinematic engagement and meaningful connection. Since user experience (UX) takes precedence more than ever, use these strategies to ensure your virtual/socially distanced events are leaving an impact and inspiring action.

Shake up the format.

If hosting a virtual meeting, it’s easy to go with good ‘ol Zoom. Webinars provide a strong medium for information dissemination abetted by Powerpoint and graphics. However, while effective, webinars can be downright boring, so ensure you’re orchestrating multiple live touch points throughout the experience.

Create an interactive two-way environment (or four-way, nine-way, 453-way, whatever is needed). The Institute of Internal Auditors, for example, peppered its virtual symposium with points of interaction that simulated an in-person conference. In addition to an agenda of presentations and Q&As, attendees could purchase items from a virtual bookstore or watch video ads during scheduled coffee breaks. Similarly, SAP hosted a virtual learning studio that provided learning exercises in a gamified, Jeopardy-style format.

Create connection conduits.

Key in on cornerstone engagement tactics that work in both virtual and socially distanced experiences.

PREWORK: Kickstart engagement before kickstarting the event. Send a survey to participants with questions, ensuring that they already have buy-in prior to that opening session. What keeps you up at night? What one learning are you looking to take with you? What does success look like in your role? Share the results and tailor the content to address the feedback.

ICEBREAKERS: People still connect with people. So create space, such as breakout rooms, for community builders. For smaller, more familiar groups, choose an easy, organic approach by posting a trivia fact and prompting attendees to identify the corresponding person.

Image from Icebreaker, an online event platform to connect groups through activities.

For larger events, networking tools can add the needed pizazz, such as Icebreaker, an online event platform that connects groups through activities and games, or Brella, which can pair attendees one-on-one for mentorship and networking.

BREAKS: Don’t let your planned pre-session or break time become dead space. Offer live entertainment (magicians? favorite bands? comedians?) as an opener or midway through a session when attendees experience visual fatigue. Offer a fitness challenge during the breaks or host a virtual scavenger hunt. (Winner gets good swag!)

SWAG: Speaking of goodies … leverage opportunities to host giveaways, rewarding those that participate in challenges, complete surveys or simply register for sessions. (Check out a candy bag of fun ideas here.)

INTERACTIVE SURVEYS: Utilize live polls to get real-time feedback, direct where presenters spend more time or get a pulse on the knowledge level and needs of your audience.

PLAYLISTS: Tailored tunes speak to the heart. Create a playlist of themed songs around your event, and share prior (via email, text or social media event) or as part of the event kick off. Clairemont crafted a playlist to celebrate the 2020 Women in Business Week. (Hey, any jams you would add?)

PARTY IN A BOX: This one is my favorite. Set the atmosphere by sending your participants a box o’ goodies prior to the event, from branded swag to costumes and snacks.

Clairemont clients are cranking out coolness.

Check out these Clairemont clients putting these best practices to best use!

ZOOM THROUGH THE PAGES: Carrie Knowles, author of 40+ years and 2014 Piedmont Laureate, hosts virtual book clubs and writing workshops. With her sweet spot of 12-15 attendees, Carrie fashions an interactive format with storytelling, open dialogue and real-time exercises. For her book clubs, she helps create the ambience of the book by encouraging attendees to order food and beverages that fit the theme of the novel.

Photo courtesy of Will Cooper and the Chatham Rabbits.

TUNES ON TIRES: Wendell Falls, one of the largest master-planned communities in the Triangle, keeps its residents connected through a bevy of socially distanced themes and events. Last month, Wendell Falls replaced its hallmark outdoor concerts with a traveling band. The Chatham Rabbits set up its band on a trailer and road tripped through neighborhoods, regaling porch-side guests with its storytelling and songs.

VINO AND VERBIAGE:
Vita Vite, Raleigh’s acclaimed wine bar and art gallery, created a legacy of book clubs where friends gathered over a glass of wine to discuss their monthly read. VV owner Lindsay Rice concocted a special set up by welcoming her guests to BYOB (Bring Your Own Blankets) and join her on the spacious lawn outside her North Hills location. Groups could order a favorite wine/beer and cheese plate from the bar and “pod up” into self-made mini discussion groups on the lawn. Blanket + beverage + book = beloved good time.

Events are our specialty.

And we have an invitation for you.

  1. Borrow a few of our good ideas!
  2. Out of ideas? Email us to tap into our expertise!
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Finding the Power in PR

Finding the Power in PR

September 8, 2020January 31, 2023 Clairemont InternBlog, Public Relations, The Clairemont Team#publicrelations, internship, journalism, Marketing, Storytelling

My mom loves her job. 

Throughout my 21 years of life, this truth has influenced my perception of work and ultimately, my own search for a career. Although the message was never explicitly stated, through my mother’s example I embraced the philosophy that one’s profession should be more. It should be a passion. 

My mom (left) enjoying her work as a Sommelier.

It wasn’t until I started college that I came to understand that not everyone is so lucky in life. It was a privilege to choose what I wanted to do for a living, and I felt an obligation to give back. I found myself entering UNC-Chapel Hill’s Hussman School of Media and Journalism where I chose to major in traditional journalism and new media. 

Rushing Franklin St. after a Tar Heel win against Duke!

You might be thinking, “Why journalism?” And I know that given our political climate, where “fake news” and sensationalized stories run rampant, this is hard to believe; however, journalism remains a noble profession in my eyes, shedding light on socio-economic issues around the world and protecting our civil liberties through governmental checks.

There was only one issue: I didn’t love it. C’est la vie! 

A Global Perspective

My junior year, I had the opportunity to study abroad in Paris, France and intern for a journalism agency. This experience was different and challenging, but I realized that I wasn’t building the kind of relationships or seeing the tangible impact that I was craving in a career. I did, however, find myself taking pleasure in being a part of something greater. With a new perspective, I was able to consider a new possibility: Marketing and Public Relations. Ah la vache! (This means “OMG” in French and accurately describes my excitement for finding PR.)

Some friends and me on the Champs-Élysées in Paris

Seeing the Magic

I had a gut feeling this time. It just felt right and wasn’t the la vie en rose that I experienced with journalism. PR would allow me to apply my journalism background in a new way AND find satisfaction in my work through delivering a public service. Great public relations can help brands uphold decades of progress and move the needle of civil liberties. The strategies, tools and words we choose to tell stories are directly connected to our ability to change the world. When broadening a client’s grasp, PR has the power to imagine better. I believe that’s worthwhile. 

Coming to Clairemont 

I first heard of Clairemont Communications through the Hussman School’s weekly career services email. They stood out among the various company listings because they offered a real opportunity to be a part of the team. After my interview, I knew Clairemont was where I wanted to be. I could tell it was a special place to work, and I am thrilled to join such an innovative and passionate group of individuals. I can’t wait to learn more about the PR industry, as well as use storytelling and media in new and creative ways. 

Want to land your dream job or internship, too? Check out these stellar interview tips! Bonne chance!

By Clairemont intern Maia Guterbock, a senior at UNC-Chapel Hill.

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