Clarksburg's Time Has Finally Come!
Simon Premium Outlets, New England Development, Streetscape Partners
Challenge
This development team sought to build support for its proposed upscale outlet center in Clarksburg, Maryland – a community that was frustrated by more than 20 years of unfulfilled promises of commercial development. A competing developer was also seeking to gain approval for its own outlet center in a different Clarksburg location. Chesapeake was retained to build support and gain approval for the project.
Solution
Chesapeake crafted a comprehensive outreach and education effort, focused on growing engaged community support while staying mindful of ex parte rules prohibiting communications with the County Council. Branded “Clarksburg’s Time has Finally Come,” this multi-faceted campaign differentiated our client’s proposal from the competition. Our strategy included grassroots and community outreach, media relations, social media, direct mail, canvassing, phone-banking and the development of an award-winning website. These combined efforts, along with a strong presence at key community events resulted in the creation of a database of more than 2,000 engaged residents.
Results
More than 200 individually written letters of support were sent to County officials. Media coverage of the proposal was positive. Supportive community members attended and testified at public hearings, resulting in an overwhelming Council vote of approval. Our work on this campaign received international and state-wide recognition including 2014 Best in Maryland Honors from the Public Relations Society of America - Maryland Chapter.