Primark’s Innovative Public Consultation Site Brings in 10,000 Members
Tuesday, December 14th, 2010
on behalf of Primark Edinburgh
Site is such a success that even its closure earns media headlines!
FASHION retailer Primark has closed an innovative public consultation website which helped it achieve planning approval for a flagship new store in Edinburgh.
The company issued thanks to the 10,000 members of the public who joined the site to express their opinions over the plans.
The website was such a success, that when it was closed down after 10 months, the move was reported by Edinburgh’s main newspaper, the Evening News, which is read by more than 150,000 people in the Scottish capital every day.
When the Dublin-based giant secured the former Marks and Spencer building on Princes Street, it began an exhaustive process to secure pemission to transform the site.
The location, in the heart of Edinburgh’s World Heritage Site, is subject to the highest level of planning scrutiny.
As well as working with renowned Edinbugh-based architect 3DReid to draw up fitting plans, Primark also carried out extensive public consultation.
This included liaising with local residents, business, community organisations and heritage groups.
However, to reach the widest possible audience communication experts Holyrood PR also set up and ran an innovative website – called Have Your Say – where any interested person could leave their comments.
More than 10,000 people signed up to the site and racked up almost 80,000 page views while contributing to 206 blog posts and 110 separate discussion forums.
To find out more about the innovative private social network set up to help Primark win planning permission for its showpiece Scottish store, check out this quick, visual and easy to read the case study.
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