Problem:
Develop and execute a communications program that took the vision and masterplan of the redevelopment through to Land Use approval, while developing and executing place branding and marketing for site investment.
Solution:
Develop a two-pronged approach to community relations that also built value for future marketing. Anstice first crafted a compelling and emotional story behind the family-driven values of the developer and the community. The messaging was relayed through national media relations tactics and select communication channels such as a project website and a series of engagement events to find the "low-hanging fruit" of supporters. A key media win was the Globe & Mail's public retraction of false information it conveyed in a story about shopping mall redevelopment in the country. The project website, events and media relations, not only solved community relations issues but also attracted external investors and future tenants eager to be part of the new vision being put forth.
Results
After taking the developer through Anstice's unique Audience Planning (research) process, which involved numerous one-on-one interviews, competitive audit and surveying, we developed a name and brand for the site that paid tribute to the history but was also edgy and fresh to reflect the new vision. A brand guidelines book, website concepts, renderings, logos, and application samples for community signage were developed.