 |
|
Project
Initiate strong communications with key audiences — create attractive identity and image
Situation
The owners of a well-placed property in Ashton, Maryland proposed building a
new retail center for a historic, but fast-growing community. Long-time residents
in this Quaker crossroads famously contested any change to its once-rural
character. New residents had been arriving and building homes at a rapid rate
over the past 15 years, setting up a classic clash. The development partners
proposed a low-scale mix of shopping, dining, and gathering spaces topped by a
dozen condominiums. Opponents demanded a small grocery store, unobtrusive
shops and an attractive streetscape
Strategy
- Established a sustainable identity
- Established strong communication tools to professionally convey developer’s
intentions
- Hosted separate community open houses to address retail, transportation,
environmental concerns
- Contacted residents to help organize supporters
- Arranged timely meetings with top elected officials
- Surveyed the community for its retail preferences
- Created outstanding graphics, direct mail, signage, advertising and website
- Worked closely with reporters to ensure the developer’s story was told,
generating excellent media attention
- Enlisted top rendering artist to convey lifelike renderings of proposed center
Results
A strong community identity was created for Ashton Meeting Place. The
developer’s profile and that of the project was raised through The Washington
Post and other local media.
 |
