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Planning and Development

Development – Jennett’s Park

Jennett’s Park is a housing development located between Bracknell and Wokingham and will include 1,500 homes when completed. It is being developed by Jennett’s Park Consortium (JPC), which comprises Persimmon Homes and Redrow Homes South Midlands.

The Challenge

Many large-scale developments don’t have an aggressively promoted and coordinated overall name and brand identity. This is where Jennetts’s Park wanted to differentiate itself from its competitors. The communication strategy was to build a respected brand to drive up demand for the homes, which would then increase plot values.

We were also asked to develop a strategy to minimise negative publicity from some significant roadworks taking place, which were scheduled to cause substantial disruption over a nine month period.

Our response

Proteus’s role was to launch Jennett’s Park to its target audience, local Bracknell residents, and to ensure that all communications regarding the new name were coordinated as it was a consortium site. We, therefore, organised an integrated PR campaign for the launch of the site, which included media briefings with two of the leading weekly Bracknell newspapers, the production of a brochure and a website to promote the overall vision of the development – both launched simultaneously to ensure maximum impact.

Proteus also set up a Freephone number to coordinate brochure requests and was linked with the website. Wraparound advertorials were also placed in the property sections of the Bracknell press to reinforce the brand identity and to direct potential house buyers to the website.

Following the success of the launch, we carried out a proactive community relations campaign to reduce any negative feedback from road users and provide them with a regular source of information about the roadworks. We positioned the roadworks as a short term disruption that were ultimately of benefit to users of the local road network and used mainly traditional media rather than social media to reach our target audience. The tactics we used included:

Communicating directly with road users with a dedicated website, signage on the road, on-going contact with the contractors, weekly updates on emails, the website and Freephone and prompt response to any enquiries
Keeping local media updated throughout the works by targeting broadcast and print press, ongoing press releases, reactive media management and a photoshoot of the roadworks on completion.
Liaise with stakeholders. Liaised with Bracknell Forest Council press office to ensure consistency of communications and did a letter drop to businesses on the nearby industrial estate.
Results

The PR campaign proved to be a success, both for the launch and the roadworks community relations.

The launch

Roadworks

Mike Owen, Jennett’s Park Consortium, said: “Proteus continues to be an instrumental and crucial part of the team involved with the development of Jennett’s Park. Their work in ensuring motorists were fully informed throughout the A329 roadworks resulted in positive local media coverage and positive response from residents and motorists despite significant disruption to road users.”