The Challenge: Gain town approval for rezoning a 109-acre corporate campus in Marlborough, Mass.
Devise and implement a comprehensive and strategic influencer outreach campaign for Atlantic Management, a commercial real estate developer, to rezone its 109-acre corporate campus in Marlborough, Mass. Introduce the all-in-one, mixed-use zoning concept to city residents and legislators to help secure City Council approval at a series of public meetings.
Our Approach: A comprehensive community outreach and communications plan to promote the project to municipal government officials, local stakeholders and the media.
SA developed a comprehensive community outreach and communications plan to promote the project to municipal government officials, local stakeholders and the media. The strategic plan highlighted the financial benefits of rezoning, as well as unique plan aspects that city officials would likely favor. This included regular interactions with city officials, abutters, town residents and the media.
SA provided support before, during and after each of Atlantic Management’s dozens of presentations to the Marlborough committees required for approval. To keep the community and influencers engaged, SA developed and distributed information packets, presentation boards, FAQ documents, PowerPoint presentations, infographics, a comprehensive summary of the economic development report and talking points for team members.
SA secured coverage in hyper-local print, local business and trade publications, online, and broadcast media, which resulted in more than 900,000 impressions for Atlantic Management and the Forest Park proposal. Given its hyper-local focus, this campaign had far reaching impact and broad media coverage that supported the approval process and subsequent promotional effort.
Results: Marlborough City Council unanimously approved the rezoning
After endorsements from the Planning Board and Urban Affairs committees, the Marlborough City Council unanimously approved the rezoning of Forest Park to include residential, retail, hotel and office uses.
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