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PR & Social / PEKER HOLDINGS - PR

PR & Social / PEKER HOLDINGS - PR

Client:

Peker Holdings Ltd

Sector:

Property

Brief:

Property developer, Peker Holdings, purchased a brownfield site in a central Kent town location with planning permission to build a tower block development and community space. The seller, Kent County Council, asked Peker Holdings to expand the original plans to increase the number of flats, and thus the height of the proposed tower block to meet that of an adjacent development. Seeking planning permission for the changes was going to prove challenging so Fabrick were engaged to manage lobbying, media liaison, public consultation, community engagement and the creation of supportive marketing collateral.

The Solution:

As the location of the proposed development was in Fabrick’s home town, we had a thorough understanding of the proposed plans and the associated community concerns. This allowed us to quickly create a programme which allowed stakeholder engagement early on. This included:

Strategy

We created a detailed strategy that firstly identified the different community groups and members of the planning committee we needed to engage with, and then focussed on the reasons for objections, messaging and responses.

Media Relations programme

We detailed the relevant media we needed to engage with and implemented a process to ensure a stream of positive news was sent. We also monitored the news for negative stories.

Social Media

A social media campaign was based on the content generated from our PR.We monitored and responded to online conversations about the development as well as supporting community pages with facts and updates as required.

Lobbying

This saw Fabrick directly engage with the different community groups and stakeholders to gain positive influence.

Collateral

Marketing collateral, including exhibition displays and brochures, were produced and used to feature the development along with key messages.

The Results:

  • Planning permission was granted for the revised development plans
  • Positive PR coverage was achieved
  • Fabrick’s strategy allowed the client to control the message
  • Professional and engaging literature produced

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