Manydown Development Vehicle represents a pioneering partnership between Urban&Civic (part of The Wellcome Trust), Basingstoke and Deane Borough Council, and Hampshire County Council. This first-of-its-kind development partnership is creating a new neighbourhood in Basingstoke, featuring a 250-acre countryside park, new schools, local centres, and 130 acres of open space.
THE RESULTS
The integrated WordPress and HubSpot website achieved an impressive 21.46% conversion rate from visitors to newsletter sign-ups, demonstrating strong community interest and engagement.
The 12-page A4 newsletter, printed on recycled stock and delivered to 15,000 homes via Royal Mail Door-to-Door service, effectively reached the target community.
The integrated QR code strategy resulted in a 157% increase in e-newsletter sign-ups month on month, showing successful cross-channel engagement.
The regular email newsletter achieved exceptional open rates of 61.73% and click-through rates of 76%, significantly exceeding industry standards.
The Manydown Development Vehicle faced several communication challenges when they approached The Typeface Group in August 2021. They needed to establish a comprehensive digital presence to engage with the local community throughout the development process. The challenge was to create transparent, accessible communications that would build trust and keep residents informed about this significant new development, while also capturing leads from interested parties in a compliant manner.
WHY + HOW WE DID IT
The Typeface Group recognised the importance of community engagement in large-scale development projects and developed a full-service communications strategy.
The team developed a WordPress website integrated with HubSpot to serve as the central communications hub, ensuring compliant capture of contact details from interested parties.
A comprehensive approach was developed using both digital and traditional channels to reach the widest possible audience within the community.
Completed multiple photography shoots supporting community events, team headshots, and website collateral, enhancing the professional presentation of the development.
Regular analysis of engagement metrics to optimise communication effectiveness and community response
Establishing cadence and consistency with blog content and email communications to nurture community interest
The Typeface Group’s work for Manydown Development Vehicle showcased their expertise in complex stakeholder communications and community engagement. By developing a comprehensive multi-channel strategy that combined digital innovation with traditional communication methods, they successfully established transparent, trusted communications between the development partnership and the local community. The exceptional engagement metrics demonstrate the effectiveness of their approach in building community support and interest throughout the development process.
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