Division B - Printed Tools of Public Relations
Category 1 - Still Photography
ClosetMaid Lifestyle Images By Clarke Advertising and Public Relations
Kelly O'Brien, Andrea Glatfelter, Charlie Ripper
Award of Distinction
Sometimes it’s challenging to apply a manufacturer’s corporate graphic
standards and product photography to media relations. For ClosetMaid,
the boring beige wardrobe styling of typical closet images barely gets
a first pass from editors, let alone real consideration for the
competitive story space usually dominated by flashier rivals (those
same rivals with big, frequent advertising buys).
needed public relations photography that would excite editors and
encourage them to consider ClosetMaid for their next story. Because
editors need reader solutions, the images must convey the organized
lifestyle desired by their readers and often tell the story on their
Another opportunity existed in direct pickup. With budget
cuts abounding at print publications, editors often look to
manufacturers to supply the photography in the magazine when original
shooting isn’t an option.
Objectives: Create original lifestyle photography
to share with editors for inspiration and direct pickup that shows how
real people might use ClosetMaid in their home to solve storage and
Implementation: a. Conduct a media audit to
determine what makes a great magazine photo in ClosetMaid’s target
publications and what storage and organization solutions are
unaddressed in the media.
b. Position the ClosetMaid brand identity and products to fill the identified editorial needs.
c. Draft a creative work plan to guide creative development of the communications.
Identify photography studio to shoot images and install the product on
location. To answer real-life homeowner challenges, storage systems
would come out of the closet. By creating organized laundry, pet and
entry way storage where no closet existed, ClosetMaid visually could
set the trend with their editorial photography. Where there was an
existing bedroom closet, the doors would come off to encourage
homeowners to show off their delicious do-it-yourself accomplishments.
Work with on-site stylists to create whole-room looks beyond the
ClosetMaid products and shoot bank of images specifically for editorial
use to pitch to editors and field any media requests.
Evaluation: Lifestyle editors need more than just
new product facts and features. They need application and benefits;
it’s more valuable to show how the products work in their readers’
lives. Although the images vary greatly from traditional packaging
shots, ClosetMaid’s brand key message of creating a sense of order in
the home is captured genuinely.
Since the shoot occurred and
several media sources picked up coverage, ClosetMaid has watched even
their competitors create products to address rooms outside the closet.
Doing it first allows ClosetMaid to be identified as the industry
trendsetter in the media.
Not even halfway through this fiscal year,
circulation and ad value measurements for earned media are almost
double comparable values from last year. This editorial photography
project accounts already for 1.8 million circulation and $176,000 ad
value (hits include Brides, Handy and Building Products).
Qualitatively, it has allowed ClosetMaid to make many new media
contacts with editors who wouldn’t acknowledge a less stylish
representation in the past.
Budget: Editorial photo shoot: $13,000
(Includes photography studio fees, stylist fees and prop costs; does not include agency time or ClosetMaid product costs.)