Breathing life into a project through inclusive bi-lingual communications

Challenge

Cardiff Hendre Lakes is a proposed new business district at the heart of the Cardiff Capital Region. Served by Cardiff Parkway railway station, the development has the potential to support around 6,000 jobs and become a transport hub opening up access to employment opportunities across the region. Alongside leading communications, engagement and consultation for the project to support it through planning, we were asked to create a brand that captures a strong sense of place and bring the whole project to life.

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Insight

The project’s goal is to become a catalyst for growth, contributing to the regeneration of East Cardiff and the wider Cardiff Capital Region by attracting high-quality businesses and investment. The development, which is located to the south of St Mellons Business Park, aims to deliver jobs and investment to the local area while helping people to connect with a unique landscape. All communications needed to be available in Welsh and English.

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Strategy

As the site is within a Site of Special Scientific Interest and part of the historically significant Gwent Levels, it was vital to address stakeholder concerns. Our aim was to build a relationship with the local community before the official consultation period to explain the project’s potential benefits and incorporate local knowledge and feedback. This would lay strong foundations for the subsequent pre-application consultation. The design and branding of communications needed to be welcoming and reassuring, as well as flexible enough to work in a bilingual context.

Amplify

We ran a series of branding discovery workshops with stakeholders to create a brand and logo in a colour palette of tonal blues and greens inspired by the natural landscape. To ensure accessibility and inclusion, we chose a simple sans serif font that would work well for Welsh and English printed materials such as a series of booklets, newsletters and feedback forms to support the consultation process. A multi-language website allowed people to access this information in a digital format. Exhibition banners, posters and signage all supported face-to-face consultation events.

Outcome

In the first phase of engagement, more than 190 people provided feedback. In the second phase, more than 400 people filled in the online feedback form. Members of the public complimented the accessibility of materials during events surrounding the consultation.

The project has also now achieved the Governance for Railway Investment Projects 3 (GRIP 3) certificate from Network Rail, a process that ensures projects go through rigorous quality control.

Challenge

Long-standing client CK Delta (data specialist and part of CK Hutchison Holdings) wanted to enhance its reputation as a data insight specialist in target sectors, in particular trade media publications and third-party organisations. It wanted to build on its corporate reputation to increase engagement with thought leaders and opinion formers to drive future business growth.

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Insight

While CK Delta has a portfolio spanning retail, utilities, tourism, energy and transport sectors, it wanted to increase its profile among senior corporate decision-makers and industry leaders. CK Delta needed to establish meaningful engagement with opportunities that shifted perception from supplier to industry leader and influencer.

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Strategy

We proposed a three-phased approach to deliver the most impactful engagement: Listen and learn, strategise and plan, and deliver. By utilising market data, competitor analysis and target audience mapping, we built a communications programme with an in-depth understanding of CK Delta’s business at its core. From this, three workstreams comprising Insight, Expertise and Influence were delivered to maximise the campaign’s coverage and influence.

Amplify

Our Insight workstream concentrated on showcasing CK Delta’s in-depth knowledge through a series of specialist white papers and reports, positioning CK Delta as the go-to commentator on a series of issues. The Expertise workstream focused on PR via trade press and LinkedIn. At the same time, the Influence workstream maintained the momentum of the campaign through a series of webinars, roundtables and events that brought together key targets.

Outcome

The campaign significantly boosted brand recognition for CK Delta, placing the company at the forefront of industry discussion. We actively created opportunities for the leadership team to engage with key clients and prospects, and they continue to receive invitations to participate in industry events. CK Delta’s presence in key trade titles has increased considerably, as has its business growth target results. We are retained by CK Delta on an ongoing basis to deliver corporate and B2B communications.

Challenge

Bath and Northeast Somerset Council has an ambitious target to become net zero by 2030. Understanding the critical part transport plays in the region’s carbon emissions, Bath’s ‘Journey to Net-Zero’ set out to identify the transport measures needed over the short, medium and long term to deliver its ambition and the needs of the community. 

To get the initiative off the ground, the Council needed to make a case for the project and generate widespread, representative participation in the public consultation process.

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Insight

While a high-profile project for Bath and Northeast Somerset Council, it was unknown outside of the organisation and therefore had no momentum among target groups. It was also critical the consultation was inclusive and had the support of hard-to-reach groups traditionally disengaged with the Council’s priorities.

COVID added a further layer of complexity, forcing restrictions on public gatherings, immediately ruling out face-to-face engagement opportunities.

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Strategy

Our priority was introducing the project to the widespread community and instigating insightful conversations with the general public, including hard-to-reach groups, and stakeholders to give them a voice and demonstrate advocacy for the project.

Our content and online strategy focused on creating a compelling, accessible narrative around the council’s vision for net zero and removing barriers to engagement and participation.

Amplify

We began by developing an audience-focused narrative to tell a compelling story around the project. The narrative formed the backbone of communications and engagement assets designed to appeal to a diverse audience, including an animation, ‘fast facts’ visuals and targeted content.

Online consultation reached all pockets of the community using targeted social media channels. A thought-provoking, sharable content programme maximised our reach and prompted peer-led support for the consultation and vision.

Further engagement opportunities were created via public and stakeholder webinars.

Outcome

The consultation secured engagement and input from a broad audience representative of the community served by Bath and Northeast Somerset Council. More than 1,000 responses over a one-month period reflected the needs and priorities of a wide community base, including groups usually under-represented, to help the organisation confidently shape a range of solutions.