Challenge
With the launch of Dundas’ 140-home Wireworks development in Musselburgh, the house builder wanted to deliver something tangible, with lasting benefits to the surrounding community.
While aligning with the tight-knit, 20,000-strong community, the developer also wanted to reassure vocal pockets within the town who had opposed its project.
We recommended the launch of a £5000 grant fund for good causes across the town, specifically involving the local community council – which had objected to the development – in the selection process.
With tight timelines, a modest budget and a highly specific audience, a highly creative, flexible and integrated PR plan was needed.
Objectives
The overriding objective of the campaign was to reach as many Musselburgh groups as possible to ensure an influx of applications – with a target of at least five quality submissions.
Another crucial aim was to bring on board a recognised community representative to add local legitimacy to the selection and award process.
A series of other measurements were carefully tracked, including sentiment analysis and Key Message penetration to ensure Dundas was positioned as a sensitive and community-focused developer.
The campaign also included demanding metrics to achieve 50 items of media coverage and at least 100 engagements across social media.
What we did
We successfully presented a creative pitch to the community council, gaining their support and transforming it from a generic corporate CSR endeavour into a valuable and impactful community initiative.
A drumbeat of positive community stories were identified, secured and delivered, highlighting the individual benefits of the funding, accompanied with high quality visuals.
Purposefully factoring in a deadline extension at the outset, we were able to elevate the campaign with a social media injection and further publicity milestones. We proactively reach out to local Facebook groups and boosted geo-targeted social posts in the surrounding area.
The adoption of the PESO model proved instrumental in the success of the campaign. By strategically integrating Paid, Earned, Shared and owned media the campaign increased brand visibility an amplified messaging across social channels.
Results we delivered
What we did
