New Mains – Stakeholder Engagement Campaign
Stonehaven is one of the few communities in Scotland without a large supermarket.
The New Mains development is one of five sites under consideration for a new 4,000 sqm supermarket and petrol station in the area, and would create more than 200 jobs for the local community.
The New Mains developers recognised the importance of building a brand around the project and appointed think to work closely with them to develop key messaging, targeted news releases, a website and a social media campaign.
Central to the PR campaign was stakeholder engagement, to ensure local residents affected by the development were well informed, regularly updated and had the opportunity to request additional information and ask questions.
As well as thinkCreative designing and building an engaging website which provided key facts and messages and encouraged local residents to get in touch, we also established a social media presence for the campaign on Facebook and Twitter, and devised strategic social media plans and content.
thinkCreative also designed an informative leaflet for local distribution and also a visual slideshow for large screens as part of an open air Hogmanay event in Stonehaven. All platforms centred around the campaign’s brand identity and encouraged residents to show their support online.
The first news release, which focused on sponsorship of a large-scale Stonehaven event, secured local coverage and instigated a number of media enquiries which allowed the developers to take part in a live interview on a local radio station, regarding the plans for the site.
In only four weeks, the New Mains Facebook page gained almost 200 followers and has continued to encourage interaction between residents and the developers, providing an open forum for residents to discuss their opinions regarding the site and receive answers to all queries.
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