Recruiting the support of local businesses for renewed
economic vibrancy

 

MPC led the programme of political and community stakeholder engagement on plans for a new student accommodation development on vacant land off Cambridge’s bustling Mill Road.

 


Key services:


Objectives:

MPC designed a campaign which sought to increase levels of support for the development and respond to concerns regarding the environmental impact of the scheme and land-use issues which were at the forefront of local residents, who overwhelmingly felt that the site should contain family housing.

 

strategy:

MPC embarked on a ground-level campaign with local businesses, the majority of whom were keen to see students bring economic activity to the area and footfall to local traders. Face-to-face discussions with local traders resulted in the recruitment of a local proprietor to give energy to the campaign, who also spoke at committee in favour of the plans.

 

Result:

MPC and the local proprietor worked in tandem, with MPC providing support in the form of pro-forma supporter postcards, acting as formal expressions of support for the planning application submitted to Cambridge City Council.