The American Egg Board chooses tipsheets
When Americans bought more plastic and candy eggs and fewer real eggs for Easter 2012, the American Egg Board turned to Edelman to take back Easter.
But Edelman and the Egg Board didn’t send out releases and tweets saying, “Eggs are great.” Instead, they created tipsheets on how to hard-boil, dye, decorate eggs and create dishes for Easter.
The result of this and other campaign tactics: Americans bought more than $40 million extra eggs for Easter 2013. And Edelman and the Egg Board earned a PRSA Silver Anvil award (PDF, members only) for their campaign.
They’re incredible! They’re not edible! They’re tipsheets!
And that, my friends, is the power of tipsheets.
Tipsheets are more likely to get read, shared, used and acted upon, according to research. They’re also, obviously, more likely to sell eggs — not to mention other products, services, programs and ideas.
Here’s a look at one of Edelman and the Egg Board’s tipsheets. How can you model this master to create powerful tipsheets for your own campaigns?
HGTV Interior Designer Sabrina Soto
Offers Easter Decorating Tips to “Dye” for
Nearly 200 million eggs are purchased for Easter celebrations in the U.S. every year. Whether young or young at heart, hard-boiling eggs and then decorating them is a favorite family pastime that brings out the creative side in everyone. According to a recent American Egg Board survey, nearly two-thirds (61 percent) of respondents say their families decorate one to two dozen eggs each year.
“Eggs are like a blank canvas — the decorating possibilities are endless, and you don’t have to stick to a standard store-bought kit,” says Sabrina Soto, HGTV interior designer. “In addition to dyeing eggs in beautiful colors, dress them up with items already sitting in your kitchen or closet like scraps of ribbon, buttons, glitter or even confetti.”
Here are a few more tips from Soto to get the egg decorating creativity hopping:
- Perfect Polka: Use the eraser end of a pencil to paint perfect polka dots on the egg. Just dip the eraser into acrylic craft paint and dab onto the egg. Make different patterns and use different colors to create perfect designs.
- Tattoo Decor: Kids always have those temporary tattoos lying around their rooms! Why not make egg decorating simple? Apply those same tattoos to eggs for a professional and easy look that kids will love.
- Ribbon Wrap: Tie a beautiful ribbon around a dyed egg. Mix colors and patterns for fun visual interest. Adorn with craft or fabric flowers, even buttons. For a more rustic look, use natural fibers such as hemp or twine with dried flowers in place of the ribbons.
Before Decorating, You Have to Hard-Boil
“After interior design, cooking is my second passion,” says Soto. “It always surprises me that while many people love to decorate eggs, they don’t know how to hard-boil eggs properly.”
In fact, less than one-quarter (23 percent) of survey respondents know the correct way to hard-boil eggs. What many don’t know is the key to hard-boiling eggs is not to boil them. Eggs that are cooked too long or at too high of a temperature become tough and rubbery, causing them to have unattractive green rings around the yolks. Follow these steps for bright yellow yolks and tender whites every time:
- Step 1: Put eggs in pan, add water, cover, bring to boil
- Step 2: Turn off heat, let stand for 12 minutes
- Step 3: Run cold water over eggs to cool and get ready to decorate
Soto recommends buying eggs a week to 10 days before decorating so they will be easier to peel.
Visit the Incredible Egg on Pinterest for more inspiring ideas and showcase your unique egg design when the “Easter Eggs-stravaganza Sweepstakes” kicks off on March 18. The grand prize winner will receive a gift card valued at $1,000 to put toward a room makeover and four runners-up will receive a gift card valued at $200.
Incredible Easy Egg Recipes
In addition to being great for festivities, eggs are affordable, contain high-quality protein and are a naturally good source of vitamin D, making them an ideal dish to serve a group at Easter brunch. Try these delicious and festive recipes:
- Breakfast Biscuit Quiches are a perfect start to any meal, and only take 30 minutes to prepare. Serve them to your guests on a platter as finger food.
- Benedict Strata is a delicious make-ahead entree choice for the big day.
- Mini Orange-Maple French Toast Breakfast Casseroles are perfect for brunch celebrations or easy entertaining and are sure to satisfy everyone’s sweet tooth.
Get tips for tipsheets.
Ready to write your own tipsheets? Here are some tips to get you started:
Anatomy of a PR piece
Do you ever wish you had a checklist of best practices for writing tipsheets, survey stories and other releases — from headline to boilerplate?
At NOT Your Father’s News Release — our two-day PR-writing workshop in New York on Dec. 9-10 — you’ll learn current best practices, proven in the lab, for polishing your release’s headline, deck, lead, body, quotes and more.
Specifically, you’ll learn how to:
- Choose a structure that increases readership, understanding and satisfaction with your message. (Hint: The structure you’re using now is probably doing the opposite.)
- Avoid PR 101 leads. Still stuffing all those W’s and the H into the first paragraph? Still writing “XYZ Company today announces that …”? It’s time to move on to a more effective approach.
- Transform lame-ass quotes into killer sound bites.
- Avoid the worst PR clichés. PR Newswire sees 1,284 of these in a single month. How can you make your PR messages stand out?
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