Recruiting the support of local businesses for renewed economic vibrancy

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.

Case studiesMPC