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Project
Develop political and community support for upscale
community
Situation
Owners of an aging office park in Rockville, Maryland wanted to capitalize on
the need for local housing in the redevelopment of their property. The JBG
Companies, Washington’s largest developer, elected to transform their site into
a new community of loft condominiums, apartments, shops, offices and cafés.
They also proposed a single-story marketplace that would draw shoppers and
visitors to the novel, mixed-use community.
Strategy
- Contacted key neighbors, inviting them to “meet-the-developer” receptions
- Met individually with community leaders to solicit their ideas and concerns
- Hosted community meetings
- Created a project newsletter, direct mail and other informational pieces
- Wrote articles for the King Farm newspaper to keep residents up to date
- Generated balanced media coverage
- Enlisted supporters to testify and contact city officials
- Kept JBG officials out in front, creating a comfort level with King Farm residents
Results
Rockville Planning Commission enthusiastically embraced the plans,
commending The JBG Companies for its “model” communications effort. The
Mayor and Council approved the project in 2005.
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