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Project
Educate surrounding communities on merits of mixed-use
development
Situation
A renowned national home builder, JPI of Irving, Texas, proposed a makeover
for 33 acres of asphalt on Richmond Highway in Northern Virginia. The company
offered Kings Crossing, a $300 million mixed-use complex with shops, offices,
a hotel, park and homes. Local residents opposed the plan, asking for fewer
homes and more commercial space. A stalemate ensued: government leaders
would not consider the plan until the residents supported it.
Strategy
- Identified key opponents, determined their objections, set strategies for
addressing them
- Identified key media representatives, maintained regular contact
- Developed news opportunities to promote JPI’s initiatives and changes
- Maintained contact with key residents, politicians, et al
- Created an attractive website, logo and collateral materials to generate
community support
- Hosted open houses to solicit public opinion
- Conducted a community survey to determine retail expectations
Results
After many months, the neighborhood voted to support Kings Crossing. Colorful
informational flyers and letters were sent to each resident before the scheduled
vote, urging them to vote for revitalization. A companion piece was distributed to
thousands of residents asking them to contact their elected officials in support
of Kings Crossing. This campaign was instrumental in convincing government
officials to seriously consider this promising new community in Northern Virginia.
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