By Kaitlyn Barnes

After hearing about Cameron Village’s Travel the Village event three weeks ago, I have been reading more and more about start-up companies and their innovative publicity strategies.  The event took place on July 21 and featured local artists and designers—folks whose works were hanging up or enclosed in glass cases in Cameron Village shops.

With my start-up business PR research, I was particularly interested in one of the event’s focal brands, Lumina Clothing Company.  Started in 2009 by three friends at N.C. State who were frustrated with the local tie scene, the group decided to make their own polka-dotted and striped ties and bow ties, among vibrant-colored solids and other patterns.

I found Lumina’s publicity history to include a well-rounded website, work with other local entrepreneurs, utilization of @facebook, and attendance of local events like Travel the Village.  From a consumer perspective I was impressed and intrigued merely by the information provided on their website.  Is there more to love than hearing about three college kids’ success, and why they named their company after “the” Wrightsville Beach hangout back in 1905?

From a PR perspective, I was impressed but also left with questions.  Social media and the Internet are creating all kinds of new opportunities these days.  Even three college-aged entrepreneurs working with a restricted budget and limited time have found a way to make businesses out of their market frustrations.  But ultimately, I wondered, from a mass communications stand-point, what makes these companies marketable and sustainable?

That’s when I heard about Raleigh Denim.  Featured on UNC-TV just last week this small start-up has shown how local can change to national audiences within a few months.  Raleigh Denim was started by Sarah and Victor Lytvinenko with the goal of re-stimulating North Carolina’s garment industry in a period of little growth and cut-backs in almost every market sector.  They set out with major expectations.  They wanted to use local materials, from within a 200 mile radius.  They wanted local thread, local employees and local machinery.  And finally, with a brand tag reading “Handcrafted By Non Automated Jeansmiths” Raleigh Denim was born.

The couple decided in order to make Raleigh Denim the premium, yet local, brand they desired, they would have to reach out to the metropolises of America—New York, Los Angeles for example—not the Old North State.  With a little sleep, a lot of driving and strong motivation, they launched their denim line at Barney’s Coop in New York City.

It’s all about innovation and identifying accurate audiences, I guess.  I wonder now though, if you go big, can you go home??  And if you stay small how hard is it to go big?  Will Lumina be able to easily start reaching national audiences or should they have thought about that at the onset of launching the brand?  And will Raleigh Denim ever really draw that local Raleigh crowd they set out to benefit?

GOOGLE SOURCE

In a hurting economic environment it is smart to take notice of those companies that continue to thrive. Durham’s Cree, Inc is one of the few that is still creating new jobs, performing well and receiving ample amounts of positive media coverage. So what are some of the public relations lessons that we can learn from Cree?

One point that I must make from the start is that Cree has a great mission. Yes, it is true, the fact they are producing energy efficient products naturally positions them for favorably in media coverage and gives their public relations efforts a boost. However, Cree’s communicators haven’t slacked off because they expect good press. Instead, they are taking every opportunity to get the message out that Cree is doing great work and using unique, eye-catching ways of doing this.

First, Cree knows how to reach individuals beyond the technology industry. Many people, like me, would expect a company that creates LED lights and semiconductor solutions to be a boring place. However, Cree doesn’t stick to technology lingo or dry marketing techniques. A quick look at the “About Cree” tab of the company’s Web site shows high-quality colorful photos and a witty description of Cree’s mission to “obsolete the incandescent light bulb.” These features demonstrate that the company’s target audience goes beyond the technology industry.

Cree has also demonstrated creative flair in its messaging. A recent video highlighted the energy efficiency of LED lights by depicting two chocolate bunnies side by side, one under an incandescent light bulb and one under an LED light bulb and observing the way in which one melted while the other remained solid. This is an easy, virtually cost-free demonstration but an example of powerful creative marketing.

The final area in which I’m going to praise Cree’s PR efforts is in their willingness to engage social media. As mentioned above, the video demonstration was a simple, eye catching use of social media. Cree also has a blog, Twitter account, Facebook page and YouTube channel. Each of these social media sites are well-maintained and regularly updated, giving people a huge variety of ways to engage with Cree.

This past Saturday, Terlato Wines International concluded a National Brand Campaign Contest at Duke University, asking students for their expertise on marketing, “Do you have what it takes to develop a national brand communications campaign for Tangley Oaks Wine?”

The challenge was to develop a campaign that would increase name recognition of the Tangley Oaks wine brand, but their success coming out of this tactful contest was more than meets the eye.

This contest was certainly a win-win situation. On the one hand, students were given the opportunity to try their hand at crafting a marketing plan, and with a powerful motivator, “The Reward: The winning plan will be put into action by our corporate sponsor. Imagine highlighting a successful national campaign on your resume.” On the other hand? By asking students to get involved, Tangley Oaks not only successfully outsourced their PR strategic planning, they also engaged with a community of driven students and the larger Duke network; the competition was highlighted for alumni during the annual Fannie Mitchell Career Conference Networking Event. The winner was announced at a networking reception, while alumni and of-age undergraduates munched on crackers and cheese, to accompany their glass of Tangley Oaks Merlot or Chardonnay. Smart.

The wine group’s marketing team undoubtedly knew quite well what they were doing, nodding to two of the most popular trends in the media today: social media and social responsibility. The competition itself encouraged students to focus their campaign around social media outlets, in a way that would highlight the solid foundation of good PR the wine group was already involved in. One of these endeavors is a green partnership with the Arbor Day Foundation for the Tangley Oaks Plant-A-Tree Campaign.

Driving conversation by talking about the conversation is strategic. And in this case, Tangley Oaks returned the favor in more ways than one: Sponsoring an event for alumni networking, affording students the opportunity to develop a national brand campaign, and planting trees for the environment. A toast to them! Straight out of a lesson book for good public relations.

Photo Source: Tangley Oaks

By Stephanie Johnson

A new Pew Center report titled “The Clean Energy Economy: Repowering jobs, businesses, and investments across America”, will be supporting Gov. Bev Perdue’s green energy plan, which includes making green energy jobs a major part of the North Carolina economy.

The report listed North Carolina as one of the top 12 states in growing green energy jobs.   This information was gathered by tracking the growth and progress of green jobs in the state over a period of time.  In 2007 green energy jobs employed a total of 17,000 people in North Carolina.  Governor Perdue stated in order to make this a strong effort North Carolina must work on building the strengths that will attract green companies such as “a well-trained, educated workforce; existing relationships between business and research institutions; and a strong link between energy policy and economic development.”

Not being a native North Carolinian myself, it is refreshing to see a state putting issues of the environment front and center.  Having a state be among the top dozen in the country for green energy jobs is impressive and sure to bring in new businesses and residents to the area, especially when “going green” seems to be an issue of growing importance to millions.

At a time when the stability of the economy is unsure and environmental concerns are on the minds of many this seems to be a great time to launch this project and hopefully North Carolina will continue it’s progress as being one of the “greenest” states out there while providing jobs for thousands.

Whether they are full of holes, too short or just out of fashion, we all have those couple of pairs of jeans that never get worn.  While most people discard them, Cotton Inc. has figured out a way to use this unwanted denim to help the environment.  In 2006, Cotton had its inaugural Dirty Laundry Tour.  The goal has been to promote a student-run campaign that educates college students about the usefulness of denim, while allowing them to contribute to the green cause in their own unique way.  Denim is almost 100 percent cotton, and is recycled into Ultra Touch insulation.

Cotton has turned the initiative into a competition amongst universities to see who can collect the most denim.  Each school was given a goal of collecting 500 pieces of denim (enough to insulate one Habitat for Humanity Home) and receive prize money in exchange.

This year, Cotton partnered with UNC’s Public Relations Student Society of America to conduct the drive. UNC students gathered denim through the month of October in hopes of both helping their community and using their public relations skills. The result? UNC collected almost 1,000 pairs of jeans, enough to completely insulate two Habitat Homes.

The denim drive is a great public relations strategy for Cotton as they are not only able to help those in need, but by targeting college students they are producing future green activists and promoting their brand at the same time.

Does your organization need a PR firm?  MMI Associates is a full-service public relations firm located in Raleigh, NC.  Please visit the MMI Associates website for more information.  Any questions? Give us a call at (919) 233-6600.

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Green Tip of the Week

Rolls-Royce Rolling in the Green

The Green Tip of the Week is something that we started once a week at team meeting.  They center around ways to improve efficiency in your office and home environments.  We have enjoyed these tips of the week and hopefully you will as well.

The Green Tip of the Week this week is to avoid using cover letters on your faxes whenever possible.  Seventeen million trees per year are cut down to supply fax paper in the United States.  Not every fax requires a cover letter.  If it is an interoffice fax or if the person is waiting for it on the other end, consider not using a cover letter as it will save paper on both ends.

Does your company need a public relations firm?  MMI Associates is a full-service public relations firm located in Raleigh, NC.  Please visit the MMI Associates website for more information.  Any questions?  Give us a call at 919-233-6600.

When you think of Rolls-Royce, your first thought may not be aircraft engines.  For years Rolls-Royce has been a symbol of luxury in the car industry but a new fuel efficient aircraft engine by the company is catching headlines.

Although still in the development and testing stages, the Rolls-Royce open rotor engine promises as much as a 25% – 30% increase in fuel efficiency.  The secret to the technology is the dual fan blades that rotate in opposite directions.  The second blade catches and untwists the wind-flow of the first blade for increased efficiency.  In addition, the dual propeller blade design reduces the noise associated with propeller engines.

Rolls-Royce is in a unique position.  While they are best known for their luxurious cars, they are also producing breakthroughs in green technology.  From a public relations perspective this new technology is pure gold (or green if you prefer).  If Rolls-Royce continues to push green technology they will be positioned to create a new niche in the aircraft engine industry.  They can’t afford to be complacent however, as GE, Airbus, and Boeing all have other green aircraft technologies in the works.  If all goes according to plan the Rolls-Royce open rotor engine will be in regular service by 2017.

Does your business need some public relations help?  MMI Associates is a full-service public relations firm located in Raleigh, NC.  Please visit the MMI Associates website for more information.  Any questions?  Give us a call at 919-233-6600.

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Green Tip of the Week

Ecogeek’s Take on the Open Rotor Engine

Google Clean Energy 2030 Plan

While we all know that eliminating fast food is good for your body, did you realize that it is also good for the environment?  In total, the packaging that take-out food comes in represents 33% of the garbage produced in the United States. Decreasing the amount of take-out food you consume will help you both cut calories, and reduce your negative environmental impact.

Cooking more, purchasing less single-serving foods, buying in bulk and storing items in reusable containers, buying packages made from recycled materials and using detergents and cleaning supplies that are made from concentrate are just some of the things you can do to help the environment.

Look here next Tuesday for another Green Tip of the Week. Is your company looking for a public relations firm in Raleigh? If so, visit the MMI Associates website for more information. Have questions! Call me, Patty at (919) 233-6600.

It’s October. The air is cooling, the leaves are turning, and the array of magnificent autumn colors is popping up everywhere. Although vibrant reds and

pumpkin orange seem to be the season’s favorites, one retailer seems to find comfort in shades of green. In a campaign to promote a healthy earth as well as a healthy sense of fashion, Payless ShoeSource will soon be launching a sustainable line of shoes and accessories, made from materials that have less of an effect on the environment. The products will feature an eco-friendly flare and, as always, that ever-so-popular consumer-friendly price.

Payless has been making stylish, affordable footwear for years, but has just recently taken greater strides to improve the design and overall quality of their products. The new line of shoes and handbags could further boost the manufacturer’s efforts to create the most appealing items to consumers, and ultimately start a successful trend in green fashion. Retailers across the globe have already started promoting green goods, but many have since failed due to skeptical consumers and the inflated price of eco-friendly products.

However, Payless already has one major advantage over other retailers whose green marketing efforts have offered nothing but little success. By taking advantage of a large market presence, they have been able to save money on the cost of materials and provide consumers with the most affordable brands of shoes in the business. Although Payless appears to be new to the green market, they are no stranger to satisfying consumers through quality shoes at low prices.

Shoes and accessories will be made from sustainable materials such as organic cotton, hemp and recycled rubber outsoles. The new line, yet to be named, will be endorsed by Summer Rayne Oakes, a model and fashion/beauty expert for Discovery Network’s Green Channel. If the retailer can hold up to its name, Payless might just come out on top of green manufacturing and the next big thing for fashion.

Does your company need a public relations company?  MMI Associates is a full-service public relations company located in Raleigh, NC.  Please visit the for more information.  Any questions?  Give us a call at 919-233-6600.

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Google Clean Energy 2030

The Google Clean Energy 2030 plan was announced at the beginning of the month by Google CEO, Eric Schmidt.  The plan calls for approximately $4.4 trillion over the next 22 years but also promises $5.4 trillion in savings returned to the economy.  A summary of the energy plan shows a complete and far reaching plan that includes major overhauls in the electricity sector, personal vehicle sector, and in economic policy.

Clean Energy 2030 is not the only plan on the table.  T. Boone Pickens, a wealthy Texas oil-man, has said repeatedly that this is a problem that we can not drill ourselves out of.  Both the Google plan and the Pickens plan require vast changes in consumption practices and renewable energy.  Currently the Pickens plan is receiving a large amount of TV time as the race to the White House nears its end.  The Google Clean Energy 2030 plan has not been advertised on TV but it has received significant attention in the blogosphere.

Google should consider advertising its energy plan.  They don’t need to use the TV…they own the most powerful tool in the world for spreading information!  Google won’t change its organic listings for the energy plan but there is nothing to stop the company from adding the plan to their paid advertising section.  This would keep the discussion open and allow Google a chance to garner grass-roots support for their clean initiatives.

Does your company need a public relations company?  MMI Associates is a full-service public relations company located in Raleigh, NC.  Please visit the MMI Asssociates website for more information.  Any questions?  Give me, Patty, a call at 919-233-6600.

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Raleigh Green Tip of the Week