Consultation for Mill Green Designer Outlet Village

The Brief

Consultation work carried out for Mill Green Designer Outlet Village in Cannock on behalf of Rioja Developments and U+I plc.

To devise and implement a wide-ranging campaign to consult and inform residents and key local stakeholders in order to achieve majority support.

The Results

Work involved project branding with print and digital, followed by multiple public exhibitions, wide-ranging engagement and significant public affairs work from our Property PR team, resulting in majority support for the plans. Majority support of 80% of responses from the public was achieved.

The scheme, which also had considerable local political backing, received planning approval in November 2015 and was referred to the Secretary of State but was not called in.

This is the only designer outlet village being proposed for the West Midlands and is one of the first propositions of its kind in the UK to have come forward in the last 5 years. We have since been appointed by McArthurGlen, who bought the site, to manage communications during delivery.

As part of our communications strategy, we consulted a range of specific key stakeholders, including the local traders, working very closely with the local authority.

We branded the scheme to give it a distinct name and identity and then prepared a range of consultation materials to engage with the local and nearby communities.  Other activity included:

  • Holding two, two-day exhibitions
  • Managing a bespoke website
  • Setting up and managing a freephone to respond to queries
  • Liaison with the press at every stage
  • Monitoring social media
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